24 May 2018

Qualitative analysis: where do the humans bring value?

Robots replacing humans is a fear that has been increasingly dominant in the media in recent years. The increasing presence of technology in everyday life and the decreasing need for humans in a variety of tasks has led to the fear that humanity will one day be rendered obsolete. Although technology has been present in quantitative data analysis, especially big data analysis, for a number of years, it is now increasingly being used in qualitative data analysis too, because of developments that allow robots to process natural language. Technology can help qualitative research by providing textual analysis, sentiment analysis, image and video analysis and voice recognition, leading to interview analysis, but to what extent can technology take over the role of qualitative researchers? Ultimately, what value do humans bring to the process?

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Tagged: Focus Groups, Qualitative Research, Market Research, Data Collection, Qualitative Analysis, Machine Learning, Qualitative Data, Artificial Intelligence

10 May 2018

6 Steps to Perfect Qual Series: Step 4 - Qualitative Analysis | New White Paper from L&E

6 Steps to Perfect Qual

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Step 4: Qualitative Analysis

To get to the heart of qualitative analysis, you need to dig deep, as well as scope the bigger picture, to provide actionable insight for the client to address the problem.

This next L&E trust guide sets the scene for the current scale of qualitative data, and offers research consultants a way to grasp the large amount of information by using the latest thinking and technology.

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Tagged: Focus Groups, Qualitative Research, Market Research, Insights Communication, Qualitative Analysis

08 May 2018

Webinar | 6 Steps to Perfect Qual- Steps 4 & 5: Qualitative Analysis & Insights Communication

6 Steps to Perfect Qual - Free L&E Webinar Series (available via on-demand)

On June 6, 2018, L&E hosted our third webinar in our "Six Steps to Perfect Qual" webinar series for 2018 with Joan M. Lewis, Shaun Stripling and Walt Barron as our panelists. The focus was on steps 4 & 5: qualitative analysis and insights communications. 

  • Guest Speakers: 
    • Joan M. Lewis, Former P&G Insights Director & Independent Advisor and Consultant 
    • Shaun Stripling, SVP, Chief Strategy Officer and Global Director of Frank About Women at Mullen
    • Walt Barron, Chief Strategy Officer, McKinney
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Tagged: Qualitative Research, Market Research, Webinar, Qualitative Research Design, Insights Communication, Qualitative Analysis

04 May 2018

Is machine learning getting to grip with sarcasm? Sentiment and Semantics


It’s no secret that qualitative data is harder to analyze than quantitative. The replacement of ticked boxes for a plethora of data from verbatim, videos, group conversations and observations means that participant answers are vastly more time consuming to categorize. Not only this, but the context and motivations of the individuals need to be considered in addition to their responses and behaviors. But the effort is worth it; you can work to really understand consumer behavior and get to the ‘why’ behind the ‘what’.

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Tagged: Focus Groups, Qualitative Research, Market Research, Online Communities, Qualitative Analysis, Machine Learning, Qualitative Data, Sentiment Analysis, Semantic Analysis

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