In 2010, I began working on various technologies that could address the problem of open-ends and online surveys. I developed illume. This proprietary process allows us to incorporate live interviews via our qualitative specialists into online surveys. Based on respondent answers to an online survey, the qualitative specialist conducts a detailed in-depth interview (IDI) with the respondent. This IDI produces a tremendous amount of text and ideas that go far beyond the typical tables and charts derived from online surveys. Research data is illuminated through this process as a more colorful, detailed picture of the research is painted.
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