Qualitative Data is a Quantitative Goldmine: Evaluating Consumer Sentiment Through Pathfinder Text Science
December 27, 2021
In our recent post exploring the streaming services marketplace, our open-ended text data revealed sharp differences in how consumers perceive the content provided by Disney+ and HBO Max: Disney+ Content Associations (map detail) HBO Max Content Associations (map detail) Note: When reading a Pathfinder Text ScienceTM map, the size of a word reflects its overall 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
