At times, asking open-ended qualitative market research questions is the best way to get informative answers that are well beyond survey rating scales or brand lists.
Getting the most from your market research data
The range of answers given to an open-ended verbatim response to your qualitative survey question is limitless and in some cases very unpredictable. Discovery Research offers qualitative coding services that can cut through the detailed verbatim response, organize these market research qualitative responses into a code book and categorize the verbatim responses so that they are manageable and able to be tabulated. With the help of our open-end coders, you can listen to 1,000 people speak at once... and it will make perfect sense to you.
Coding that meets your needs
At Discovery Research, we develop each set of codes only after carefully considering both the questions you ask and the answers we gather for you. The amount of detail you need determines the amount of detail you get. Each code list can be approved by you before the open-ended response coding process begins.
Experienced coders
Coding of open-ended market research responses takes experience as it lends itself to interpretation. You need someone who has developed the skills to categorize verbatim responses accurately and without bias. These skills aren't acquired overnight - our coders are among the best in the market research industry because they have practiced and developed their skills through years of hard work. That's one reason that our clients - even the most demanding clients - consistently give our coding services high marks.