While qualitative research can explore topics of interest in depth as well as be a springboard for developing ideas, there are significant disadvantages…the findings are not necessarily projectable to a broader audience, it is expensive, labor intensive, and slow. Further, the group dynamic encompasses a lack of anonymity, which can inhibit respondents from revealing sensitive information, and allows louder voices in the room to dominate the conversation without an experienced moderator. But the need to understand consumers on a deeper level is more important now than ever before.
Pathfinder’s Text Science is a better alternative.
Through dynamic probing and carefully crafted open ends among a projectable sample of your target audience, our approach reveals the broad array of thoughts and feelings typically only collected in qualitative research.
Our Text Science team then applies Natural Language Understanding and machine learning techniques to uncover deep insights to truly understand what drives behavior — Pathfinder’s Text Science uniquely identifies the importance and inter-connectivity of these qualitative-style insights and quantifies their impact on behavior.
In short, Pathfinder’s Text Science brings deeper, projectable insights faster, better, and less expensively than Qualitative research.