WEVO’s research experts distill each test’s qualitative and quantitative data into relevant insights based on your stated needs and goals.
Analysts move through key stages of analysis in each test: Data Synthesis, Building Key Insights, Recommended Further Testing and Lead Analyst Review. They employ this four-step process to deliver a polished set of data and insights, followed by an extensive quality assurance review from our team leadership:
Data Synthesis
Next, the assigned research expert begins the process of identifying trends and themes across the different qualitative and quantitative data sets and then:
- Examines the Overall Score, Expectations, Diagnostics, Sentiment Map(s) and Custom Questions
- Identifies themes and determines their hierarchy in terms of both importance to the target audience and usefulness to the customer
Key Insights
Analysts begin to weave a story after synthesizing the data, providing tailored findings based on the qualitative data as a whole, in the context of the test goals, to answer the top questions WEVO customers want to answer from their tests. They also:
- Highlight verbatim responses that illustrate respondents’ mindsets. These provide helpful context, and can be used in additional deliverables to stakeholders
- Provide relevant quantitative data points to support qualitative findings
Recommended Further Testing
After assembling areas of strength and areas of potential improvement, our research experts highlight key areas of opportunity, noting where respondents identify pain points, as well as alternatives respondents suggest to improve their experience. Our team:
- Delivers targeted recommendations for additional tests to unearth a deeper “why” based on respondents’ feedback
- Provides examples of changes requested by respondents in order to improve their overall experience
Lead Analyst Review
The Insights team includes multiple reviews from leadership members responsible for conducting a quality assurance process on each test before publishing to the customer. The Lead Analyst:
- Conducts a thoughtful review of each data set to ensure accuracy and consistency
- Polishes the Key Findings and checks for spelling and grammatical errors
- Performs a final check to ensure test goals are addressed and audience demographics are correct
- Publishes the study and notifies WEVO’s customer success team members