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As a market or sales representative, you might be monitoring qualitative data to determine customer behavior and understand market trends. Qualitative data refers to conceptual findings used to recognize customer experience and patterns. If you have a variety of qualitative data touch points such as feedback, surveys, reviews, and interviews, the collected data can be convoluted.
Extracting essential information from unorganized data sets is a major challenge for data analysts and market researchers. It often results in inefficient insights and market predictions. Qualitative data analysis software can help you break down data silos, understand patterns, and get actionable insights on customer challenges. It allows businesses to simplify and automate various manual data processes including data collection, cleaning, and analysis.
In this buyers guide, we will learn more about qualitative data analysis software as well as its features and benefits.
Here is what we'll cover:
Qualitative data analysis software is used by data scientists and business researchers to analyze unstructured and text-based data obtained from first-hand observations, surveys, feedback, interviews, among other sources. The software helps in discovering and understanding patterns, such as customer sentiment, presented in a variety of formats including texts, audio files, videos, and images.
Qualitative data analysis software includes features such as data visualization, data coding, text analysis, content analysis, and reporting and statistics. These tools assist data scientists and researchers to analyze, audit, and manage huge amounts of qualitative data. Furthermore, the software helps in saving time by eliminating the need for manual data handling.
An example of qualitative data analysis software dashboard in Tableau (Source)
Data visualization | Identify trends and patterns to visualize data using integrated visualization tools such as clustering, heat maps, and multidimensional scaling. |
Data coding | Index, categorize, and convert data into a format that computer software can understand. Identify concepts and find common links between different data items to prepare data for computer processing. |
Sentiment analysis | Classify customer opinions and express them in the form of text to determine the customer sentiment. |
Text analysis | Monitor unstructured text data pieces and organize them into easy-to-read, structured data segments. |
Annotations | Annotate documents and images using memoing and hyperlinking tools for flexibility and ease of use. Connect diverse pieces of data by interlinking qualitative data cases, files, or websites. |
Collaboration tools | Collaborate with multiple data scientists and researchers using multi-user settings, annotations, and merged coding features. |
Mixed methods research | Research by gathering and analyzing data using both qualitative and quantitative methods to get better insights. |
Media analytics | Analyze data from various media files such as graphs, infographics, and images, using multimedia functionality. |
Reporting & statistics | Generate quick statistical analysis reports using stored data and findings, and share them with other data researchers. |
The right type of qualitative data analysis software depends on your business requirements, which are often tied to business size:
Here are a few factors to consider while selecting qualitative data analysis software:
Note: The application selected in this guide is an example to show a feature in context and is not intended as an endorsement or recommendation. It has been taken from sources believed to be reliable at the time of publication.