As technology advances, data analysis deepens and organizations can start to view their customers as real people, all with different needs, goals, and motivations. Today, successful businesses know that to understand the hearts and minds of their stakeholders, they need the ability to dive deeper into qualitative data by leveraging modern data tools, like Vizlib by insightsoftware.
Qualitative data describes the attributes and properties of a thing or a phenomenon, rather than measuring it with numbers. It can help you understand the opinions, experiences, and motivations of your customers, employees, or stakeholders.
Recent market trends have significantly intensified data teams’ focus on visualizing qualitative data within data systems such as Qlik. One notable trend is the growing importance of customer-centricity. Qualitative data, extracted from customer feedback, social interactions, and surveys, offers crucial insights into customer preferences and sentiments.
Another is the rising demand for data literacy and data-driven decision making in a turbulent market. Qualitative data is an increasingly important slice of the data pie that leaders want to see illustrated in their reports and dashboards.
Businesses must transform this qualitative data into actionable insights, driving customer-centric strategies and enhancing overall user experiences. But how do you analyse and present qualitative data effectively, especially when you have large amounts of complex data? How do you make sense of all the information and communicate it to your audience?
What is qualitative data and how can you use it?
Qualitative data is data that cannot be measured numerically but can be described through language. For example, product names, customer feedback, or employee ratings are qualitative data.
Qualitative data can be nominal or ordinal. The Corporate Finance Institute offers these definitions:
- Nominal data (also known as nominal scale) is a type of data that is used to label variables without providing any quantitative value. It is the simplest form of a scale of measure. Unlike ordinal data, nominal data cannot be ordered and cannot be measured.
- Ordinal data is the type of data in which the values follow a natural order. One of the most notable features of ordinal data is that the differences between the data values cannot be determined or are meaningless.
Qualitative data can help you in various ways, such as:
- Understanding the opinions, experiences, and motivations of your customers, employees, or stakeholders. You can use qualitative data to conduct customer satisfaction surveys, employee feedback sessions, or stakeholder interviews.
- Generating new ideas, exploring new possibilities, and discovering hidden patterns in your data. You can use qualitative data to conduct brainstorming sessions, market research studies, or sentiment analysis.
- Enhancing your quantitative data analysis by adding context and meaning to your numbers. You can use qualitative data to explain the reasons behind your sales trends, customer behavior patterns, or employee performance metrics.
What are the challenges of analysing qualitative data in Qlik?
Some of the challenges of analyzing qualitative data in Qlik are:
- Limited visualization options: Qlik Sense and Qlik Cloud offer a limited number of charts and features for visualizing qualitative data. For example, it is challenging to create word clouds, Sankey charts, or heat maps with the native Qlik Sense charts.
- Difficult to customize: Qlik Sense and Qlik Cloud require coding skills and complex expressions to customize and interact with qualitative data visualizations. For example, you need knowledge of the right scripts and formulas to create filters, selections, calculations, or drill-downs on your qualitative data.
- Hard to share and collaborate: Qlik Sense and Qlik Cloud do not support real-time insight sharing or data editing with writeback. For example, you cannot add comments, annotations, bookmarks, or ratings to your qualitative data visualizations. You also cannot edit or update your qualitative data directly from your dashboards.
These challenges can affect your efficiency and effectiveness as a data analyst or a business user. Your dashboards and reports may lack rich and interactive charts that show the frequency, distribution, and relationships of qualitative data.
You may require deeper technical knowledge than you possess to generate the custom qualitative data analysis your leadership needs to support decision making.
How can you overcome these challenges with a powerful extension?
Fortunately, there is a way to overcome these challenges and take your qualitative data analysis and visualization to the next level. And that is by using a powerful visual analytics extension for Qlik Sense and Qlik Cloud – Vizlib from insightsoftware.
Vizlib is a collection of advanced and customizable solutions that extend the native Qlik Sense and Qlik Cloud capabilities. With Vizlib, you can create stunning dashboards and reports that show the frequency, distribution, and relationships of qualitative data without ever writing a single line of code.
There are many benefits to using Vizlib for qualitative data analysis and visualization:
- Enable your team to create rich and interactive charts that show the frequency, distribution, and relationships of qualitative data. For example, the Word Cloud chart can display the most frequently-used words or phrases in your text data, and the Sankey Chart can show the flow of information between different categories.
- You can customize your charts and features to suit your design needs and preferences. Apply your own style and colors to your qualitative data visualizations. Vizlib Templates help you to easily design, save, and share branded chart designs with your team.
- Explore and customize your own views of qualitative data without any coding. You can create filters, selections, calculations, or drill-downs on the fly, and save or share your personalized views with others.
- Share your insights and collaborate with others on the same dashboard. Add comments, annotations, bookmarks, or ratings to your qualitative data visualizations. You can also edit or update your qualitative data directly from your dashboards using the Vizlib Writeback Table.
Get started with Vizlib today
Vizlib is the ideal partner for organizations looking to enhance their qualitative data analytics capabilities. Its scalability, accessibility, collaborative features, and range of products make it a versatile solution that adapts to your evolving business needs.
Want to give it a try? Download the free trial of Vizlib Library from our website or install it from the Qlik Market. You can also try out other Vizlib products such as Collaboration, Self-Service, or Finance.
Want to know more about Vizlib and our solutions? Explore our content.
Looking for a hands-on demonstration? You can book a demo here. Powerful, flexible qualitative analytics are only a few clicks away!