Advanced Qualitative Research Tools

Qual tools for Quant Studies

While every research system can ask simple open-end questions to capture qualitative responses, Mercury takes it to the next level by again providing breakthrough capabilities that dramatically increase the ways qualitative opinions can be captured to derive optimal insights.

Find out about each.

Mediablogs Video Selfies
Open-end Reports & Word clouds
Auto language Translation
Open-end (OE) Coding

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MediaBlogs:

Respondent videos answer critical questions

Instead of asking “What worries you most about COVID-19”, why not see, hear and feel respondent concern by letting them tell you themselves in a selfie video?

Presenting Mediablogs: Mercury technology that allows respondents to submit selfie videos they record that answer the survey’s most critical question, all from within a standard quantitative survey.

Mediablogs adds true qualitative “one-on-one” style insight to any quantitative survey.

At our Analytics Workbench web portal, view all submitted videos at once, or segment based on any set of audience characteristics (i.e. respondents from a specific region or political party or perhaps young versus old).

Open-end reports & word clouds

Open-End-Viewer-Download-WordCloud-Small

It’s impossible to understand the key messages contained within open-end questions by looking at one big list of all responses without audience segmentation or any context about each respondent. Mercury changes that by allowing you to interactively review and download open-end reports segmented by audiences, detailing each respondent’s demos and key survey answers.

Or pick an audience segment and an open-end question, and instantly view or download a word cloud.

Auto Language Translation

When conducting studies with respondents recruited in other countries, it’s essential to translate open-end responses. Unfortunately translating hundreds or thousands of responses for numerous open-end responses is very time consuming and very expensive.

Mercury’s Analytics Workbench has integrated translation capabilities — thanks to Google — that rapidly translate open-end responses from any language to any language, typically in moments. Simply select the open end, select the target language and click TRANSLATE.

Did we mention translations are free?

Open-End (OE) Coding

While Mercury’s open-end reports and word clouds help analysts understand audience sentiment and permit intelligent review of individual open-end responses, we also have a dedicated Open-End (OE) Coding team ready to carefully code your open-end responses. Provide us with a desired code frame or we’ll identify the common themes and best determine the codes ourselves.

We also provide clients who wish to code open-ends themselves with a free copy of Mercury’s OE Coder program, developed and used by Mercury to streamline the coding of open-ends stored on our Analytics Workbench.

Once coding is complete, whether we coded your open-ends or you did using our OE Coder, we’ll upload and add the new codes to the Analytics Workbench, permitting you to review quantitatively how each audience segment reacted.

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