It is an alchemist’s blend of art and science when it comes to qualitative marketing research. The analysis of open-ended questions found on most surveys is indeed a qualitative endeavor. At its core this is an iterative process, even with the use of text analytics tools such as OdinText.
Where do you start? In my experience a good place to start with text analysis is with a word cloud. These charts provide a visual cue of the importance of words and phrases. The larger the typeface....