It’s critical for a researcher to get only credible information from accurate transcripts. As a result, throughout the market research process, clear and audible interview recordings are equally as vital. While video recordings are generally favoured because transcribers benefit from the visual clues provided by on-screen interactions, most market research sessions are still recorded via audio to protect the privacy and anonymity of participants.
Increasing audio quality can be difficult at times, but there are several options available that do not require the purchase of more expensive equipment.
Drawbacks of Automated Transcription?
While AI may be a less expensive and faster option to human transcribing, these transcripts will still need to be double-checked by the researcher for accuracy, missing details, and readability. The use of cloud-based AI transcription services may potentially create ethical questions about data security and confidentiality (Da Silva, 2021).Many subjective decisions must be taken throughout the transcription process, such as where to insert punctuation, which words to include or delete (such as filler words, hesitations, and so on), and how to signify things like interrupts, hesitations, and nonverbal clues. Voice-to-text software is also less accurate at distinguishing between numerous voices or accents (Bokhove & Downey, 2018). Several studies have looked into how researchers/transcribers might utilise voice recognition software to listen to and repeat the spoken text of an interview into software as a substitute for traditional typing transcription (Matheson, 2007; Tilley, 2003), but the same flaws and cautions apply.
The majority of systems come with out-of-the-box voice recognition systems that are trained in general English and do not include industry-specific, unique phrases that are used in many people’s and enterprises’ everyday lives.
Bias in technology is a topic we discuss. Many of the people that create widely used voice recognition technologies come from largely English-speaking North American organisations. This introduces a significant bias in speech recognition systems, which has a significant impact on the accuracy of automated transcription of speakers with accents and speakers who speak in other languages.
Some folks simply speak quickly. Processing is difficult for a machine. Humans can look over a transcript numerous times to make sure they understand what someone is saying, but machines are still not very good at it.
Low Audio Quality
Low-quality microphones can result in poor sound quality. While walking, people take notes. While conversing, they move around the room.
This is linked to poor audio quality. You will notice a significant decline in transcription accuracy if there is ambient noise, such as automobiles passing by, bangs, booms, beeps, music, or anything else.
Although systems are improving at filtering out noise, there is still a long way to go.
It’s difficult to comprehend until you watch hours and hours of people conversing, but you rapidly learn that people enjoy talking over each other.
Our ears are amazing at interpreting this and focusing on what we need to focus on, but machines aren’t.
All of this decreases the automatic transcription’s accuracy. Your final transcript will lose its professionalism as a result of this. If you’re a company that shares information online, this is critical. Furthermore, using automated transcripts for data processing can result in false positives, posing a considerable risk.
The percentage of mistake a transcript can have per word count is determined by transcription accuracy rates. For example, a 97 percent transcription accuracy means that there is a 3% possibility of errors per 1,000 words, or around 30 errors.
One error for an individual or organization can be damaging
Automatic transcriptions can contain potentially grave (and frequently tragically embarrassing) errors, depending on what you’re doing. One of my favourites was the conversion of egotistical into “eagle’s testicles.”
How to select the Right Market Research Transcription Partner?
While there are numerous transcribers available on the internet and other platforms, what sets a market research transcriber apart is their ability to navigate unknown material. Aside from translating the audio recordings into words, the transcriber should have a good comprehension of the study and a sense of what information is needed.
Most market research transcription companies submit not only thorough papers, but also feedback on the recordings they have transcribed. Transcribers are responsible for producing logical texts, which will aid in future readings.
Transcribers must also maintain the confidentiality and security of the information they handle. Contracts must be written and screenings must be completed before the project can move forward. Even if some recordings do not contain sensitive material, they are still classified since they include the identities of some individuals.
While having an in-house transcriber is desirable, third-party vendors must also be considered. They must be screened and reviewed to see whether they can meet the standards for creating an intelligent transcription for the study.