Qualitative Data is a Quantitative Goldmine: Comparing Consumers’ Brand Perceptions with Text Science
November 11, 2021
In our first post on this topic we shared some initial insights from recent research we conducted on the highly competitive video streaming services marketplace — insights gained primarily from open-ended text data via our proprietary Text Science methodology. We also explained some of the problems with current methods of analyzing unstructured text, why a Read more
Qualitative Data is a Quantitative Goldmine: Our Technique Applied to the Highly Competitive Video Streaming Services Marketplace
October 25, 2021
The Problem: Quantitative market research requires the development and fielding of a survey that contains closed ended questions developed by the researchers designing the survey. To assist researchers in the analysis, they frequently include opened questions to solicit comments from respondents designed to help in the interpretation and analysis of the closed ended questions in Read more
