Of course, all research agencies put “thinking” into their work.  We just think differently.  While many are familiar with the principles of quantitative analytics, the idea of applying analytics to qualitative data may be a bit new.  We just happen to do both.  And this experience in both camps allows us to identify the Right Analytics to leverage based on the learning objectives.  For quant we segment, cluster, size and profile to understand magnitude.  For qual we use multiple coding structures grounded in social sciences to unearth deep-seated insights that others may overlook.  It’s getting deep in here.  And we think that’s a good thing.

Clients are always a little surprised to hear us talk about qualitative analytics.  For us, it’s not an oxymoron; it’s a better approach to understanding the richer data we generate.

Richer data comes from more sophisticated methodologies, and richer data provides opportunities to do more sophisticated analysis.  Our rigorous qualitative analytics lead us consistently to deeper insights and better strategy for our clients. We use a variety of analysis processes refined in academia to help make qualitative data more meaningful.  We take a collaborative approach that gives our process speed, minimizes researcher bias, and allows us to pull from the varied academic backgrounds of our researchers.  The analysis, like the data, is different every time.  And the insights are actionable.

When you want to know consumer preference for green or blue, don’t try this.  If you want to know what’s at the heart of your consumers’ behaviors, let us introduce you to the world of qualitative analytics.  Your organization will be glad you did.

 
    Quantitative Research & Analytics - Understanding Rich Data Many are familiar with the principles of quantitative analytics, but the idea of applying analytics to qualitative data may be a bit new. We do both.