Generating insights from qualitative data is often a long arduous process; this is the process of turning qualitative information into quantitative facts that can be understood and acted on.
This process is not unlike turning water into wine!
Qualitative data contains all the good stuff, the feelings, the emotion, the candid insight into what people are really wanting to say – this is all great, but the real rub comes when you try and get a generalised insight that you can act on that will make significant impact to your organisation and its customers.
This anecdotal nature of qualitative data is simultaneously it’s greatest strength and its nemesis.
That’s why qual data often gets a cursory glance and is then filed away in the bottom draw in the hope that “one day I’ll get to go through that properly”.
But miracles do happen - turning qual into quant is suddenly getting easier, the rise of AI technologies means it is possible to quickly, accurately, and reliably extract themes of meaning, sentiment, emotional intensity from any unstructured dataset.
So, dig out that qual data you have tucked away and let the miracle begin!