Getting To 'Why'Why do consumers make the choices they make? Why do they prefer one brand over another? Why was the ad not compelling? It's easy to answer the 'who,' 'what,' 'where,' 'when', but to really understand the reasoning behind a decision we have to ask the critical question: "WHY"?
Hear the Sentiment 'WHY' is best answered in a manner that allows for an open-ended response. Civicom InSitu® Mobile Qualitative Research tools let you get to 'WHY'. Our unique audio technology lets you hear respondent sentiment as individuals go about their activities.
Analyze the TextRespondents' spoken and recorded feedback is transcribed and analyzed for keywords and phrases, so you can identify the real drivers behind what is going on in the minds of your target group. Prepare a report with the richness of audio clips, plus text analytics, images and video, all sorted by respondent, date, and time.
Rich Data for Your ReportNo other provider can offer you the combined wealth of audio, plus text, images and video collected via mobile technology and delivered back to you in an analysis-ready format, combined with a researcher support system that is second to none.