Open-Ended Feedback Text Analysis
As important as close-ended survey responses are, we believe that the real golden nuggets of insight emerge in open-ended commentary. It is here that the true voice of the customer emerges. It is here that visitors are allowed to vent their frustrations unimpeded. Finally, if you listen closely enough, it is here that you can discern the next big challenge forthcoming for your business.
iPerceptions prides itself on its progressive, 3-pronged approach to pulling open-ended insights from visitors. We ask customers what areas of the site they liked best, what areas they liked least, and what elements of the site can be targeted for immediate improvement. From there, we employ sophisticated linguistic algorithms to draw out the dominant concepts from both the positive and negative open-ended streams. We can then quantify the presence of concepts and understand their concordance with other important issues about which visitors are talking.
The web is an inherently noisy medium. Therefore, attempting to analyze open-ended commentary in an unstructured way is bound to lead to failure. iPerceptions is the first attitudinal analytics vendor to marry qualitative, open-ended commentary back to quantitative survey results. Every line of positive and negative visitor commentary that we collect is tied back to an Attribute of our perceptual framework, enabling our stakeholders to better focus their energies on deficient site areas. This makes our Attributes that much more robust, because they comprise both closed-ended and open-ended insights.
For more information on how our text analysis can help you make the right decisions, contact one of our solution specialists.
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