Computer-Assisted Speech Analysis Can Improve Questionnaire Design, Ad Copy

Many consumer research questionnaires cause confusion because the consumer misunderstands the questions. However, a new computer-assisted method of speech analysis has been developed that can offer better insights into consumer behavior. The program analyzes the terminology used by consumers and the terminology used by decision makers within an organization. In this technique, the first step is to analyze the consumer's speech. The computer performs a content analysis in 4 areas. It identifies the principal themes around which the conversation is structured. It codifies the themes, which are then manipulated to create a ''contingency table.'' This reveals the relationships of themes and subthemes. The table is then analyzed by qualitative data processing methods. The computer develops a list of all words employed by the consumer. The consumer's speech is then translated into the firm's vocabulary, enabling researchers to write questionnaires that are adapted to the consumer's vocabulary.