AI OPEN-TEXT CODING AND QUALITATIVE ANALYSIS
Turn verbatims into reviewed themes.
Analyse open-ended survey responses, depth interviews and focus group transcripts with source-linked coding, theme exploration and researcher review.
For qualitative researchers, quantitative teams and brand tracker owners handling open text.
THE OPPORTUNITY
Verbatim & qualitative analysis.
A clearer way forward.
Open-ended responses contain valuable detail, but reviewing them consistently takes time. A summary alone can flatten important differences and hide the comments behind an interpretation.
What we build
We build workflows for semantic grouping, code suggestions, sentiment and theme exploration. Depending on the research approach, the system can apply an agreed codeframe or support a researcher developing one. Each suggested theme remains connected to the responses behind it.
THE DELIVERABLE
Outputs for your
research team.
A coding or theme-exploration workflow matched to the research method
Response-level suggested codes, themes and supporting verbatims
A researcher review queue for ambiguous responses and minority views
An approved codeframe and exports for cross-tabulation or research reporting
POSSIBLE WORKFLOWS
Applications in
research delivery.
Illustrative examples. The final scope depends on your methods, systems and data.
- Brand tracker verbatims coded against an agreed codeframe
- Depth interview and focus group excerpts organised by research question
- Customer feedback explored by respondent segment, market or research wave
COMMON QUESTIONS
Before we begin.
Can AI code open-ended survey responses?
Yes. AI can suggest or apply response codes using a defined codeframe, and can help researchers explore candidate themes. Accuracy needs to be evaluated on a suitable reviewed sample.
Will the original quotes be retained?
The workflow can preserve response identifiers and verbatim text alongside suggested codes so reviewers can inspect the evidence and correct the output.
Is this suitable for qualitative research?
It can support retrieval, organisation and coding, depending on your methodology. Researchers should choose how AI is used and remain responsible for interpretation and reflexivity.
A useful next step
Tell us about
your research.
Describe the study, the research workflow and the output your team needs.
Prepare a research brief