A qualitative challenge at IIeX 2018
We are delighted to announce that FlexMR's Charlotte Pearson-Duff will be speaking at IIeX Europe 2018. Charlotte takes to the stage in Amsterdam this February 19th to present Man Vs Machine: A Qualitative Data Analysis Challenge.
A Qualitative Data Analysis Challenge
Since its dawning day, text and sentiment analysis has been the domain of ‘mass qual’; big data, somewhat shunned by qualitative market research specialists (working with data sets within the realms of human cognition) on the basis that the empathy required to interpret qualitative research accurately is a uniquely human attribute.
But what if? What if the objectivity brought by a machine can actually enhance the insight quality of traditional qual analysis? What if a machine is just better, regardless of data set size? Join Charlotte at IIeX to find out what happened when our qualitative specialists went head-to-head with ‘the machine’ in the analysis of an online insight community data set… and what happened when they paired up.
During the session, we will look at the effect of applying text and sentiment analytics software to qualitative research data. We will identify whether technology plays a role in:
- Providinga more robust qualitative analysis
- Providinga faster qualitative analysis
- Enhancing qualitative insight quality
- Supporting agile research practice
In addition to all of this, we will also discuss what part, if any, the human qual analyst has to play in this automated world going forwards will be revealed in the presentation.
About the IIeX Conference
IIeX was designed to do three things: introduce you to the new ideas changing the world of insights, provide practical trainings and learning sessions to help you develop new skills, and connect you with other innovative MR pros from some of the most effective brands and agencies in the world. Join them in Amsterdam this February to be a part of the future of insights. Confirmed speakers include Phillips, Unilever, Sky, Heineken, Twitter, Credit Suisse, Mondelez, IPSOS and many more.
This year the IIEX Conference will be held at Beurs van Berlage in Amsterdam on 19 - 20 February 2018. Tickets are available on the event registration page here.