ARLINGTON, Texas – Decision Analyst®, a global marketing research and analytical consulting firm, has launched a new company to help firms better analyze the consumer comments they receive from a widening network of communication sources.
Called Nuance™, the company is based near Decision Analyst®’s offices in Arlington, Texas. Serving as president is Lisa Hazen, and Ranga Pujari is executive vice president. Both are veteran marketing research practitioners and analysts.
Nuance™ works with marketing research firms and corporate clients to code patterns and trends in the data received from surveys, customer relationship management (CRM) systems, interactive voice response (IVR) systems, social media, and other types of feedback systems.
“Given the myriad ways consumers can communicate today, the amount of feedback a company receives can be overwhelming,” said Jerry W. Thomas, president and chief executive of Decision Analyst®. “Most of this textual data is never fully analyzed or understood. By means of verbatim coding, multilingual coding, and text analytics, Nuance™ researchers can categorize and organize consumer feedback in a way that reveals patterns, which then allows more efficient marketing initiatives.”
Nuance™ uses Ascribe software to assign codes to words, phrases, ideas, sounds, or pictures derived from surveys and other types of consumer feedback. The coding allows information and meaning to be extracted and analyzed quantitatively.
The in-house staff at Nuance™ includes researchers who provide in-language coding in all the world’s major languages, eliminating the need for translation prior to coding. Established partnerships provide coding support for additional languages.
“It’s interesting to see how technology has changed the market research industry in terms of how research is conducted, the content and data that is collected, and the need to deliver results faster,” Hazen said. “Nuance™ looks forward to providing clients with coding solutions to meet their needs in the changing landscape of this industry.”
About Decision Analyst®
Decision Analyst® (www.decisionanalyst.com) is a global marketing research and analytical consulting firm specializing in strategy research, new product development, advertising testing, and advanced modeling for marketing decision optimization. For more than three decades the firm has delivered competitive advantage to clients throughout the world in the consumer-packaged goods, telecommunications, retail, technology, medical, and automotive industries.
Further information may be obtained by contacting Lisa Hazen, Ranga Pujari, or Cristi Allen at 1-800-262-5974, 1-817-640-6166, or callen@decisionanalyst.com. The company address is 520 Avenue H East, Suite 199, Arlington, Texas 76011, USA.
