Semantic mining or what we can read between the lines - How to uncover concealed insights from qualitative data

Heidi Neubert, Andera Gadeib & Frank Vogel

Semantic Mining provides an effective way of statistically detecting the hidden information in texts, namely to identify patterns and interrelations, peculiarities and the essence of qualitative research data.

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...

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