Today research professionals are privileged because of the various data gathering tools that have been developed to make their work less burdensome. These evolving solutions capitalize on the latest technological breakthroughs to give them the capability to reel in large volumes of data for processing. While bulk collection has been done before, current systems in use require a relatively shorter time to accomplish data gathering tasks. These tools, however, are almost exclusively oriented toward very large amounts of quantitative data.
The challenge with implementing a faster, higher capacity data gathering tool for qualitative research is matching it with a system that can efficiently process qualitative data. The need for a tool to manage qualitative data is the story that marketing researchers told Civicom they considered their greatest challenge. As a result, Civicom Marketing Research launched Civicom Text Analytics in the U.S. and is now expanding to the UK and Europe.
What to Expect at MRMW Europe
At MRMW Europe, Mike Timmerman, a Civicom Business Analyst for North American and European operations, will officially introduce the company’s Text Analytics service. Text Analytics has proven, thus far, to be one of the more practical solutions for handling vast amounts of data.
Timmerman’s presentation will highlight Civicom’s new methodologies that can help researchers manage qualitative data. Mobile qualitative research continues to gain popularity because it provides a platform for capturing customer insights in real time. The output is often large volumes of information that require fast and efficient processing. Because it has the capability to extract useful insights via advanced statistical techniques, Text Analytics is perceived as a great complement to mobile qualitative research.
MRMW Europe participants will get a firsthand look at a Civicom Text Analytics case that will show how using Civicom technology as a mobile qualitative tool can help researchers quickly generate data that will lead to in-the-moment insights, as well as help them generate a report in only a fraction of the time normally required.
About Civicom Marketing Research
Civicom Marketing Research is a global innovator in qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating telephone and web-based IDIs and Focus Groups that enable projects to have extensive, global reach. Civicom also offers Civicom InSitu® mobile qualitative research, Civicom Chatterbox® online multimedia bulletin boards, and provides recruiting services through CiviSelect™. Civicom operates globally in 96 countries and offers extensive translation services for marketing researchers, as well as transcriptions through TranscriptionWing™.
To learn more, email Civicom at inquire(at)civi(dot)com or call +1-203-413-2403.
Rebecca West, Civicom Marketing Research, http://www.civi.com/marketingresearch/, +1 (203) 413-2423, [email protected]