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.