Qualitative method of research and data analysis

Any business that depends on data and research needs a way to sift that data over and above dry facts and crystallize it into something genuinely insightful. The key to meaningful and useful data is to discern a deeper understanding of human behaviour in the research field – be it shopping habits, travel habits, web surfing habits or any set of patterns that might help a company adjust itself to consumer tendencies.

The qualitative method of research and data analysis investigates the thinking and reasoning behind behaviour rather than just the outcomes and statistics of that behaviour. Focused samples with probing questions lead to a greater understanding of why people behave in the way they do – and once high quality raw data has been assembled, it is then ripe for methodical analysis and possibly support with quantitative methods that would accentuate qualitative findings with added layers of statistical weight.

So what exactly does qualitative data analysis mean for your business and what is the best way to maximise its potential? Let us take one of the leading products in the field as an example and explore how it behaves as an analysis tool.

A program like www.atlasti.com facilitates the identification of critical themes and patterns buried within unstructured data – be it text, multimedia, spreadsheets or geospacial. Programs like this one are equipped with a series of grouped tools that allow a user to locate, code and organise data into useful order, providing the wherewithal to analyse trends and emerging patterns to draw relevant conclusions from.

One of the key factors in grasping critical structures within a data mass is the ability to clearly visualise relationships and linked behaviour systems. Programs that can yield such synergies and symmetries are a huge benefit to any genuinely representative analytical process and increasingly critical to business strategy and targeted logistics.

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