What do you like best?
MAXQDA is colorful, making it "fun" to work with. You can reorganize codes and even mark them with symbols or different colors. The program will auto code according to excel columns and formatting. It is also easy to assign variables using an excel table or change codes to variables. Moreover, you can search for a word or phrase and code either just the word or the surrounding sentences. The package that includes the dictionary and statistics represents good value for money.
What do you dislike?
MAXQDA can't deal with xml tagging in the sense that it isn't possible to automatically assign variables based on tags or only search certain parts of a file. It also lacks a feature which would automatically combine marking if, e.g., the same word appears twice in the same sentence. Finally, it can't import emails.
Recommendations to others considering the product:
Think about the type of data you will be using and what you will want the product for. It is great for some types of research, but other research questions it doesn't handle so well.
What problems are you solving with the product? What benefits have you realized?
Qualitative Data analysis of interviews and various types of discourse for academic research projects. I would have worked well with the interviews, but not the more complicated projects with large amounts of textual data..