Can qual research benefit from data-analysis software?

Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research.

Can Qual Research Benefit from Data-analysis Software?

Lisa PakenhamQSR International

Most market researchers would agree that qualitative research is synonymous with tight time-frames.

Often the most critical aspect in the research process – analysis and interpretation – has the smallest allocation of time. Yet, this is where clients most often measure their return on investment and the quality of their research supplier.

The dilemma is: how do we create more room for strategic thinking and deliver to the client on time?

THE TECHNOLOGY DILEMMA

There is a possible solution to this, but it is one that has traditionally been...

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