In addition to analyzing quantitative data, we explicitly work with qualitative data - i.e. non-numerical or 'soft' data - and offer services for both analyzing such data and their integration into traditional business intelligence environments.
Book a free consultationIn addition to traditional numerical business data, we also analyze 'soft' data for you using scientifically recognized methods and the latest AI-supported technology.
Aside from "pure" numbers, your company is likely to generate a growing amount of data that cannot easily be integrated into common business intelligence tools and analyzed as such. Here are some typical examples of this type of data:
| Data | Example | Origin/Source |
|---|---|---|
| Direct customer feedback and reviews | Calls, correspondence | e.g. hotline |
| Indirect customer feedback | Statements from customers and business partners in correspondence, memos, etc. | various |
| Support feedback | Problem reports, complaints | Helpdesk, statements from field staff |
| Social media feedback | Customer opinions, praise/criticism | Social media |
| Competitive analysis | Website, advertising, social media, trade publications | manual as well as automated research (e.g. web scraping) |
| Market studies and reports | Industry-wide developments | manual as well as automated research, LinkedIn |
| User testing | Test notes, focus groups | various |
| Employee satisfaction and engagement | Employee conversations, specifically conducted interviews | Recordings, correspondence, internal message boards (e.g. Teams) |
"Qualitative" - i.e. non-numerical - data includes both text and images, as well as audio and video data. Typical examples include: photos posted by customers on social media; competitor's advertising videos; press reports and contributions from radio and television; recorded employee conversations; and, of course, feedback from targeted focus groups.
Insights that can be gained from this broad range of data include informative statements on:
The insights gained directly and indirectly from this data can be used for/in:
Unlike exclusive qualitative research service providers, we have the technical skills to directly integrate the collected and analyzed data with your quantitative business and with system data from your various sources. This allows for a truly comprehensive and detail-rich overall picture, precise analysis, and viable predictions.
Qualitative data, now made usable for the quantitative world of business intelligence. We convert your QDA project into any database format or directly to Tableau, where new and exciting uses become possible.
Are you working with one of the common programs for qualitative data analysis, such as maxQDA, dedoose, nVivo or ATLAS.ti?
All of these tools are great for their respective core tasks. But unfortunately, CAQDAS programs are not as useful in the real data world:
⛔ These programs permananently lock the generated data/work results in their own rigid ecosystems. Data that you enter or develop there cannot be retrieved in an externally usable form.
⛔ They are purely designed for use in a largely social science context, not for business use.
⛔ The data obtained with these programs cannot be meaningfully integrated into the world of actual data science or business intelligence systems.
We can not only convert your project data from QDA programs into universally usable formats (e.g. .xslx, .csv, .xml, .sql), but also enrich them with completely new dimensions through the combination with external data.
This means that you can finally integrate your QDA/QACDAS data into a professional data context and continue to use it there:
✅ Use formerly unstructured data completely in real database and analysis frameworks
✅ Apply professional business intelligence tools to it
✅ Tell impressive visual stories that consist of qualitative and quantitative/tabular business data.