blog

Why weighting your survey data is often best

Depending on objectives and feasibility, weighting data may be an appropriate way to measure a population of interest when your sample isn't representative of your desired population.

Customers sharing feedback over video produces richer insights for CX research.

technology

Why video surveys produce better market research insights

Videos are everywhere, and market research is no exception. As consumers grow more comfortable with generating and sharing video content, collecting survey responses in video format is an inherent progression for respondents that also offers richer insight for stakeholders.

Eggs with faces representing various emotions drawn on them on a pink background to represent various sentiments that consumers express in customer feedback.

technology

Three text sentiment analysis methods — and why ours is better

Sentiment analysis is a core text analytics capability that every organization needs to master to build strong brands and even stronger relationships with consumers. Here’s how three of the most commonly used sentiment analysis techniques work — and why they all fail to produce actionable insights.

Word magnets organized into different topics.

What is topic modeling in text analytics?

Topic modeling is the process of assembling a set of recurring topics within a body of text. Using topic modeling, data — like customer feedback or other unstructured data — can be mined at scale to discover frequently used phrases or expressions within the text. Successfully classifying comments into topics is part of an overall approach that enables organizations to understand consumers’ thoughts, opinions, and ideas.

A hand holding up blue, orange, and gray wireframes of a website for usability testing.

research communities

How many participants do you need for usability testing?

The typical market research study includes large sample sizes and lots of data points. A quantitative focus like this has its place, but usually not in usability testing.

technology

What's the difference between social monitoring and social listening?

Although there's a fundamental difference between social monitoring and social listening, the terms are often used interchangeably. I'm even guilty of it myself.

Market research moderator conducting a virtual focus group on a desktop computer.

customer experience

Using focus groups to uncover what makes a great customer experience

Great customer experience looks like what your customers want it to look like. We can only get that insight by listening to customers and probing them for a deeper understanding of what they want or need as they navigate their way through their customer journeys.

Illustration of customer journey through awareness, consideration, decision, retention, and advocacy stages.

How to improve customer experience using journey mapping

Every day, customers embark on multiple journeys. How customers experience and navigate their journey often impacts whether or not they ultimately decide to engage your brand. Improving the touchpoints that make up customer journeys can only mean one thing — improving the customer experience.

Colorful word cloud in the shape of a speech bubble.

Using text analytics to create a unique customer experience

It can be intimidating to gather and analyze customer comments. From surveys, to emails, and social media posts, a lot of data exists, and – thanks to modern text analytics tools – we can effectively unlock the powerful trends hidden within that data.

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