In a word, market research entails personally speaking with a product’s target customer and soliciting their recommendations, comments, and thoughts in order to improve the product and outsell competitors in the market. This is done through a variety of ways, including surveys and questionnaires, as well as more direct methods such as interviews and focus group discussions. It can be done in-house or outsourced to third-party market research businesses who handle everything from obtaining survey samples to calling possible respondents and interviewing to conducting interviews and focus group discussions, among other things.
What is Market research transcription?
Market research transcriptions are simply the audio data collected during market research that has been transformed into written form. This type of labour is generally outsourced to transcription services, where professional transcribers and quality checkers transcribe audio using a range of tools and software to give the best possible transcription.
Market research transcriptions come in a variety of formats, all of which may not appear remarkable at first glance, but make no mistake.
Market research transcribing is extremely beneficial to qualitative researchers all around the world in their quest for new insights. Transcripts make the first phases of data analysis, such as taking notes, sorting, and filtering information, more easier. Here are some of the numerous sorts of transcriptions that market researchers might use to expand their research:
Marketing researchers use in-depth interviews to acquire rich, real data directly from people’s reactions. Researchers accomplish this by asking preset questions in order to learn about specific ways of thinking, beliefs, perceptions, and attitudes regarding a product or service. For multi-country studies, research organisations still do traditional face-to-face interviews, but they also frequently conduct telephone interviews or web conferences.
Custom speaker identification is usually not required for one-on-one interview transcriptions for market research. Speakers categorised as “Interviewer” or “Respondent” can easily be identified by their responses.
Focus Group Discussion
In contrast to one-on-one interviews, researchers conduct focus group talks for speedier insight discovery and data collecting. When the qualitative study at hand has a broader scope and a larger sample size, focus groups are usually held. A television commercial impact study, in which an advertising is intended to air in multiple nations, is an excellent example. To ensure that the ad is effective, inclusive, non-offensive, and appropriate for the general audience, responses, opinions, perceptions, and ideas are gathered from respondents of many cultures and beliefs.
Because focus groups have 1-2 moderators and 5 or more participants, it’s tough to remember who said what. The same is true for determining how many people agree or disagree, resulting in a jumble of data in the transcript. Focus group transcriptions require appropriate recording, speaker identification, and verbatim (word for word transcription, including uh-huh, mm-hmm, and other punctuation marks).