Using Qualitative Data

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.

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Qualitative Research Services

In 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:

Direct customer feedback and reviewsCalls, correspondencee.g. hotline
Indirect customer feedbackStatements from customers and business partners in correspondence, memos, etc.various
Support feedbackProblem reports, complaintsHelpdesk, statements from field staff
Social media feedbackCustomer opinions, praise/criticismSocial media
Competitive analysisWebsite, advertising, social media, trade publicationsmanual as well as automated research (e.g. web scraping)
Market studies and reportsIndustry-wide developmentsmanual as well as automated research, LinkedIn
User testingTest notes, focus groupsvarious
Employee satisfaction and engagementEmployee conversations, specifically conducted interviewsRecordings, 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:

  • "Pain Points" (real or percieved)
  • Brand reputation and perception
  • Customer loyalty and retention rates
  • Product usage
  • Customer demographics

The insights gained directly and indirectly from this data can be used for/in:

  • Improvements in marketing
  • Product optimization
  • Heightening the customer experience
  • And even search engine optimization (SEO) of your website.

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.

Making qualitative software data usable

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.

The problem with data generated in dedicated Qualitative Data Analysis software

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.

This limitation is now a thing of the past!

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.

Get more out of your data.

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