Can Qual Research Benefit from Data-analysis Software?

Lisa Pakenham
QSR 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 resisted by qualitative market researchers. That is, the use of data-analysis software.