Auto Summarisation of recurring themes
As researchers read and re-read transcripts, they develop hypotheses that needs validation. They discover relationship between various “tabs” or contexts that needs generalization. They draw out relevant quotes to support their key story. Wading through 1000+ pages of words to test multiple theories or code data is a daunting task.
Thematic Analysis: Infopickle extracts verbatims directly from the transcripts. One form of extraction is by each theme across all responses. Other form of extraction is by each analysis head or rows. Themes are extracted automatically using text analytics.
Prioritised Themes: Each analysis head is paragraph long which is compressed to support reading and inference of FGI. Ideas are easily collated in one place saving reading time. Researchers can categorise themes against actual verbatims in different analyses heads.
Sentiment Analyses: Each sentence is coloured with sentiment words. Researchers can decide if the sentiment is meaningful to study objectives or not.
Focus Group Interview (FGI) usually administers several projective techniques: ranking, word association, and mood boards. These techniques generate lot of attributes. Attributes that differentiate across studies, brands, market are deemed to be important. Differentiation seeks to distinguish one brand from others on any basis that is important to the buyer. Importance of attributes can be further linked to associated brand preference and behaviour.
Infopickle creates brand perception map, mind maps and onion peel maps directly from focus group interview transcripts.