Semantic mining or what we can read between the lines – How to uncover concealed insights from qualitative data
Andera Gadeib and Heidi NeubertDialego, Germany
Frank VogelGruner+Jahr AG&Co, Germany
INTRODUCTION
Consumer Insights are key to any market researcher nowadays. Therefore, any kind of qualitative data, such as open-ended questions within a questionnaire, gains importance. Getting as many insights out of qualitative data as possible becomes crucial for a better understanding of consumers. In the 21st century new methodologies are available to analyze text data enabling a new view on qualitative research data.
Usually larger...