There are situations in which either quantitative or qualitative research is the more appropriate research vehicle. But where quantitative research is concerned, we usually recommend an approach that “book-ends” the quantitative research instrument with two qualitative research exercises.
Open-ended questioning is a crucial component to the Martec Emotion Score (MES), a more balanced method for scoring. MES is able to capture and analyze language from almost any data source, including open-ended survey responses and online product reviews. MES is fully customizable and can seamlessly plug into existing surveys from vendors such as Qualtrics or Nielsen. It offers clients the ability to not only extract emotion-based data from CX but also to correlate the emotions to other data points in the survey.
MES allows us to dig deep into Peak-End Theory, which represents the height of emotions felt during the entirety of the customer experience. Once we qualify how your customers feel, it will allow you to take those emotions, be they pleasant or unpleasant, and strategize a more idealized CX for them by maximizing what’s working and fixing what isn’t.
The importance of CX should not be underestimated. Customer experiences should be studied and advanced through research. Martec has the tools to do this for your brand. Contact us to see how we can help you understand your customers like never before.