Ask less. Hear more.
Qual that scales - through open-ended surveys
Ask fewer, bigger, less-biased questions.
Kill survey fatigue by asking a short list of wide angle questions, rather than a long list of narrow, potentially biased ones. For example, ask people what they like/wish/wonder and let them articulate what matters
Improve quantitative rigor.
Our deep learning based narrative clustering routinely outperforms existing quant methods in strength of correlation with outcomes
Transparent & explainable: no black box.
It's not easy to align cross functional stakeholders with black-box tools. Phrasia provides a demystifying line of sight back to each original verbatim, through interactive narrative maps
Capture blindspots & improve actionability.
Capture unknown unknowns, context and drivers that quant methods miss. Quantify the "why" behind the scores to improve actionability
Narratives - not topics or keywords.
Most text analysis is based on topics or keywords that overweight rational and functional themes. Phrasia measures narrative meaning at scale, shedding light on true experiential drivers
Steady tracking through landscape change.
Tracking is hard when quant methods require new questions due to landscape change. When the situation changes, open ended quant clustering can be re-set back to the start of the dataset, maintaining comparability from period to period
An interactive example - The Phrasia work from home survey
In this example, we simply asked people to finish a sentence about their work from home experience, in their own words: "When it comes to WFH, I like ___________". Hover the the dots below, and alternate between the high level axes and the more detailed 25-cluster view.
By applying narrative analytics to classify and quantify the responses, we were able to identify, contextualise and quantify the drivers of the WFH experience. Blindspots are eliminated: Rather than being force fit in to the multiple choice options prioritised by a survey designer, respondents can answer however they wish, based on their own priorities and views. What open-ended question would you love to ask your customers, patients, or employees? Now you can!