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Content Analysis: Delivering Insight from your Interviews

Content Analysis

Today’s blog is focused on a service that sits halfway between transcription and coding; content analysis. While transcription aims to faithfully and fully capture what is said by respondents to allow for analysis by internal researchers, in-language content analysis of interviews takes the process a step further. It removes the need for a two-step, transcription + analysis process and, rather than the transcribed files then being analysed client-side, GlobaLexicon’s highly trained analysts can deliver analysis directly from the in-language interview recording, offering a more cost-, resource- and time-effective option. With no need to wait for transcription to be complete before analysis can take place and with in-house resources freed-up to work on other aspects of your market research projects, content analysis is a key service in the fast-paced world of qualitative market research.

When our clients conduct interviews with doctors in Brazil about the treatment of diabetes, for example, they come to us to analyse the Portuguese interviews to serve as the basis for their report. Planning and a good understanding of the brief is key with content analysis, which is why we always recommend a kick-off call, to discuss the background of the research, any anticipated patterns, the materials shown to respondents and, crucially, how the analysis should be structured. Whether you are working into a discussion guide, have drafted a template, or are still determining the best approach to use, GlobaLexicon is on hand to advise and offer our extensive experience. Our analysts are used to a wide range of requirements in 1st and 2nd stage analysis, from colour-coding answers to reflect the speciality of the respondent, to identifying and back-translating representative quotes to help illustrate the final report.

Following discussions of the requirements, GlobaLexicon will assign an appropriate analyst with experience in the field and agree a timeline, including interim deliveries where required to allow for feedback on the analysis. Interviews are conducted and recordings sent on a rolling basis, so the analysis is always in a state of addition, improvement and revision, until the final analysed file is received. Therefore, time management and scheduling, as well as managing the ongoing process of feedback between client and PM, and then PM and analyst, are the main challenges in running a content analysis project. Knowledge of the sector and market is also important when conducting analysis, as the analyst has to know how to interpret the respondent’s answer in the context of their industry, speciality, healthcare system and market.  We can provide the right resources for your project and language.

Once the final analysis is delivered, then all that’s left is for our client to create their final report and, drawing on the analysis and insight provided by GlobaLexicon, present their conclusions to their own end client.

To find out more about GlobaLexicon’s content analysis expertise, visit our Content Analysis page or contact us.

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