S+R Webinar Series 2: Cut Through Qual Data Like a Ninja with S+R AQuA
Thursday, March 12, 2020
1 – 2 pm ET
Agile. Data-driven. Two imperatives underpinning the modern market research agenda…in part. Sure, big quant data is ripe for AI, machine learning and other analytic tech. But qualitative? Enlightening interviews, lively focus groups, poignant ethnographies can’t take advantage of them with their hours of video, reams of printed conversations, and pages of notes. Agile researchers try to select the key ideas but may stumble with being misrepresentative through no fault of their own. Data-driven researchers have the opposite problem: Delivering too much from doing too much, too late.
Then comes the matter of utility. Qual studies usually have a short shelf life. Once the questions are settled it’s over and out. But new issues crop up. Tangents in past research can become focal points for future decision making. You may have answers embedded in past qualitative, but now you have to fish to find the needle in a multi-media haystack. Maybe it’s just easier to commission new research. Anyone have time & money to spare these days? We didn’t think so. So, we’ve got a better way.
Join Brian Koch, Head of our Digital Intelligence Practice (a.k.a. DIP) for a demonstration of AQuA, S+R’s proprietary app for analyzing verbatim transcripts from interviews, focus groups, and ethnographies. He’ll show you how it works, and more importantly demonstrate its value in revealing deeper insights you can take to market faster than traditional methods.
We’ll talk about:
Why verbatim transcripts are the ideal data source for today’s text analysis tools
The expanding role of historical data from past qualitative research projects
A live demo of key features of S+R AQuA that our research teams use every day to deliver better answers faster
Case studies and featured projects where S+R AQuA and its connected analytics tech made a difference
Speakers:
Brian Koch,
Director, DIP
As one of our most versatile assets, Brian has mastered the worlds of qualitative research, moderation, social media analytics, software development and the use of statistics to empower his clients to submit to their customers’ desires. And while much of his experience is in the pharma/biotech space, he commands a much broader position as Director, Digital Insights and Intelligence Practice at Shapiro+Raj. Shifting paradigms in #MRX are a welcome and exciting challenge for Brian who is always ready to apply the next new method. Brian holds an MA from Ball State University.
Mike Czuba,
EVP, Strategy
Problem solver, brand builder and ceaselessly curious about the human condition, Mike has a genuine knack for making the complex simple, turning disparate information into golden opportunities for his clients. With over 28 years under his belt, his decades of communications agency experience serve him well in his role as EVP, Head of Strategy and Planning at Shapiro+Raj. Mike brings a detective’s sensibility to every project. He digs in deep, crawls inside issues, understands what’s truly going on in people’s heart and minds, and uses traditional and innovative means to shine a light on ideas that move clients and people to action. Mike is a proud graduate of the University of Illinois.