A new support service offered by G&R’s Princeton National Surveys specializes in the extraction of meaning and sentiment from unstructured textual data. The service uses human coders to provide nuanced interpretation of what people say about brands, companies, values and messages when they respond in polls, customer feedback, social media discussion and other streams of open-ended written commentary.
Using a combination of skilled coders and computer assists, the service helps organizations and individuals who value text-based qualitative data to better categorize and dimensionalize the meaning in those responses than current automated solutions are able to deliver. Our human-intelligence text analytics method offers a cost-effective option for gleaning deeper insights from questionnaires, reviews and social media conversation. The service allows analysts to offload this important but time-consuming function to skilled practitioners so that they have more time to discover stories in data and activate the meaning they uncover.
In this era of Big Data, the need to uncover the meaning and the causative influences behind the data becomes more and more critical. Verbatim data in which people provide the reasons for their attitudes and actions can be one of the richest sources for this kind of discovery, but refining the immense amount of raw text into meaningful data taxes the limited time resources of today’s market researchers. This problem is not solved by automated solutions where word counts and algorithmic ontologies often result in primitive and misleading classifications. Machine limitations are magnified by the many respondents who make spelling or grammatical errors in their writing, use slang, emoji, or social media speak to signal context, or employ sarcasm and hyperbole to express their opinions.
Our 60 years of experience with open-ended coding gives us unmatched expertise in deciphering and cataloging verbatim comments. Our skilled coders work closely with clients to transform their tangle of textual data into actionable, concise and well-organized categorical data. Coding frameworks and reporting formats are flexible and, depending on the size and complexity of the project, results can be delivered in one to three business days. When you have a need for the deeper understanding that human-based coding delivers, we would welcome discussing your project in more detail with you.
Words are powerful.
For more information about the new coding service, please visit http://princetonnationalsurveys.com/coding/
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