Category Archives: qualitative analytics

From Observation to Insight to Strategy: The Evolution of Innovation

Many people think that innovation starts with the proverbial "big idea," the imaginary bulb that lights up above an inventor’s head when they reach that “a-ha!” moment. Think Sir Isaac Newton and the apple, or Steve Jobs and calligraphy. But in reality, most business innovation, product or concept development is an iterative process, a story of... Read More

Beyond NPS: Understanding Customer Satisfaction with Qualitative Research

A net promoter score (NPS) is highly valuable when it comes to measuring overall customer loyalty and satisfaction, in turn increasing the likelihood that customers will stick with a company over time and recommend it to others. Conversely, unhappy customers are also likely to talk about their bad experiences, which can risk a company’s reputation and... Read More