Thursday, 14 April 2016 10:46

What is the real meaning behind that big data?

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You collect massive amounts of data, but its value is in mining and interpreting it to produce actionable insights. Often the sheer volume of the data overshadows the hidden sentiment.

Qualtrics is a software as a service (SaaS) company that captures customer, employee, and market insights in one place. These insights help its clients make informed, data-driven, business decisions.

But numbers, pie charts, and pretty pictures don’t tell the whole story. A poor net promoter score may not be due to the product or service but someone having a bad day. iModerate has joined with Qualtrics to help get to know the real customer, not the number, by listening to the social chatter, reviews and call centre comments, asking better questions and ‘rounding out’ the big data story by adding motivation, needs and language.

Mutual clients will be able to utilise iModerate’s professionally moderated, one-on-one conversations to augment feedback obtained from Qualtrics’ best-in-class technology and insight platform.

“The partnership between Qualtrics and iModerate will combine important elements in insight gathering,” said Shane Evans, head of partnerships at Qualtrics. “Qualtrics has always allowed clients to gather robust and diverse feedback. This partnership will now allow our mutual clients to benefit from the synergies of an online insight platform and in-depth, customer conversations.”

The partnership will allow users to:

  • Capture authentic customer language
  • Understand context and meaning by uncovering the “why” behind decisions, opinions, and behaviours
  • Bring audiences to life with verbatims and anecdotes
  • Refine concepts, ads, and messages by unearthing emotions and perceptions
  • Enhance tracking studies by understanding any fluctuations or inactivity
  • Break a tie when two concepts have similar scores

“The Qualtrics Insight Platform is the go-to solution for the world’s best insight seekers. We are thrilled to be working with Qualtrics to bring together the incredible insights discovered on their platform with iModerate’s qualitative approach to help customers achieve even more,” said Jen Drolet, iModerate CEO.

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Ray Shaw

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Ray Shaw ray@im.com.au  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!

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