It is an alchemist\u2019s blend of art and science when it comes to qualitative marketing research. The analysis of open-ended questions found in most surveys is indeed a qualitative endeavor. At its core, this is an iterative process, even with the use of text analytics tools such as OdinText.<\/p>\n\n\n\n
Where do you start? In my experience, a good place to start with text analysis is with a word cloud. These charts provide a visual cue of the importance of words and phrases. The larger the typeface, the more relevant the word is to the data. By relevance, I mean the number of mentions. The tools on the market now will create a ranking based on the raw number of mentions and the associated percentage. For an example see the picture below.<\/p>\n\n\n\n
The word cloud provides you a starting point for creating categories. The goal here is to categorize as many responses as possible, with the understanding that some comments may not be relevant and best left uncategorized. These categories should be viewed as multiple response options, in the sense that a respondent\u2019s passage can have any or all of the categories you have created.<\/p>\n\n\n\n\t