Qualitative research refers to collecting participants’ experiences, perceptions, and behavior in order to gain insight into why people make certain decisions. The collected data can be easily converted into text using interview transcription services, which makes it easy to analyze the information for decision making. Qualitative data gathering and analysis is widely used in retail, healthcare and pharmaceuticals, financial services, hospitality, media and entertainment, and transportation.
Using the right methodology to collect and analyze the subjective data is crucial for successful qualitative research. Market researchers collect qualitative data using in-person focus groups, in-person individual interviews, online discussion boards, online video interviews, and offline lifestyle immersion studies.
Organizations are now using digital platforms for qualitative research that allow for real-time interaction using smartphones while participants are indoors or outdoors. Conducting qualitative research interviews on digital platforms come with advantages such as efficiency, speed, timeliness, cost effectiveness, and larger, better quality samples.
While recording and transcribing qualitative research interviews, researchers need to be familiar with the data recording equipment and how to use it properly. Verbatim transcription is the most common approach for documenting qualitative interviews. Outsourcing the transcribing task to a digital transcription service provider can ensure a timely, accurate word-for-word reproduction of the verbal data in the audio recording.
Check out the transcript below