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#ICRMC #ResearchTools #QualData

5/5 Don't let your team pretend to draw "insights" directly from transcripts.

#QualData is about patterns, not "insights."

1/4 Insights don't come from transcripts. You need patterns to appear across transcripts for #QualData to be valid ("saturated"). It isn't until you compare those patterns to what your org has done that you get insights.

1/2 Qualitative & quantitative data: #QuantData measures how much, and #QualData represents conceptual patterns. Both have an "iffy" version full of assumptions and a solid, reliable version, two ends of the spectrum for both types of data. (For qual, reliable patterns occur at data saturation.)

1/3 Do people on your team say, "This is just qualitative data," as if it's not to be trusted?
Many university programs never teach about #QualData. Beyond the fields of sociology and anthropology, few people are exposed to it.

1/2 💡Why is empirical research important, in dollars & cents?💰
Both #QuantData as for #QualData have subjective vs empirical outcomes. The subjective end of the spectrum is risky. It’s not representative, or only spottily represents tiny segments, or it misrepresents entirely.

3/3 This approach gives you empirical #QualData that you can map your quant to it.
Data Science That Listens 🌱

Strategic #QualData is trustworthy & useful if patterns emerge from what people say. However, few patterns will result if you ask people about using your solution. Why?
People talk about all sorts of ways they apply your solution to their lives.

People in business tend to distrust #QualData, for good reasons.

💡Let's shift this mindset by creating trustworthy patterns from qualitative data to use for clear strategic decisions across teams.💡

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🔗 theinformed.life/2022/02/27/e...

I've been gathering some articles on #qualitative research, #qualdata and AI.
www.zotero.org/groups/65966...

If you know of any that are missing/key to read, let me know!

I love coding #QualData but I equally love using #JASP to conduct statistics... #AcademicSky, I share this while the new JASP version is installing!