Qualitative Data Analysis

Measuring & Making Sense Of Customer Experiences

We work with organisations from all over the world in a wide range of sectors. What they have in common is the understanding that not only can their staff and stakeholders provide game-changing insights, but so can their clients.
Computers can analyse star ratings and numbers instantaneously and accurately. They do not, however, understand the meaning of words or the context of these words and their meaning in that context. What a human may see as a relevant detail a computer may disregard, and vice versa. A computer does not understand what is applicable to the individual, neither does it understand the perspective of a free text comment.

This is where we come in.