Coding – Accessing Enhanced Insights
Each year StrataMark processes hundreds of thousands of verbatim responses to open-ended questions and develops multi-faceted databases for clients. We expertly combine the art of parsing and organizing text-based information with Ascribe™, a robust online data access tool, to generate enhanced insights that our clients can access, leverage and share with colleagues on a 24/7 basis.
- DESCRIBE – Our highly skilled coding staff (average tenure is 14 years) works to ensure the resulting code structure within which verbatim comments are organized and quantified provides a deeper understanding of study findings – one that goes beyond mere word/phrase aggregation. The resulting text database is posted in a secure, password-protected area of the Ascribe™ website that clients can access and browse at their convenience.
- LINK – Our ultimate goal is to aggregate fragments of information into meaningful ideas and perspectives. However, we never want to lose the real voice of the respondent and the nuances of language, tone and purpose these reveal. While we always provide access to the original and complete list of original verbatim responses on the Ascribe™ website, we also give clients the ability to link our codes back to their verbatim sources with just a click of their mouse.
- INTEGRATE - The value of coded open-end data is increased significantly when examined in the context of respondent subgroups defined by category, brand, usage, etc. That’s why we also load each study’s closed-end data onto Ascribe™ - so clients can utilize the user-friendly array of Ascribe™ tools to generate custom cross-tabs, create charts or facilitate statistical testing of differences.
- DOWNLOAD – Clients can maximize the speed and efficiency with which this text-based information is distributed throughout their organization by downloading and emailing the list of verbatims, coded data and/or custom-generated cross tabs in EXCEL and charts as .jpg files.