Ambitious: covering the whole picture

1. Bridging two traditionally opposed worlds
Qualitative research is known for being deep, subjective, and small in scale, while Big Data is massive and statistics-driven. Big Qual aims to reconcile these two universes.

2. Processing massive volumes of qualitative data
This ambition relies on human analysis combined with advanced natural language processing (NLP) tools..

3. Delivering unprecedented granularity and completeness
Big Qual dives into detail while maintaining a comprehensive overview.

4. Real-Time Responsiveness
Collected data can be processed almost instantaneously,making it easier to track longitudinal studies.

At Scale: Achieving Critical Mass

1. Hyperwatch
We consider a complete field of information, where accumulation makes it possible to identify underlying rules:
– In breadth, by building a corpus that covers an entire subject.;
– In depth, by examining all the facets of an object.

2. A systemic approach
The aim of Big Qual is the macroscopic vision (see the work of Joël de Rosnay, The macroscope. Towards a global vision). The objective is to observe: the infinitely small (in-depth analysis with a microscope), the infinitely large (synthetic analysis with a telescope), and the infinitely complex.

3. Quantitative scale
By applying statistical methodologies to qualitative data, Big Qual is able to deliver quantifiable results.

1. Identifying trends and recurring patterns

When a large volume of data is analyzed, recurring patterns or emerging trends become visible.

2. Amplifying weak signals

A substantial data mass makes it possible to identify weak signals— elements or behaviours that may seem insignificant but, when repeated, reveal opportunities.

3. Highlighting micro-trends

Thanks to the diversity of data, it becomes possible to isolate subgroups or specific segments.

4. Ensuring reliableconclusions

An abundance of data allows researchers to extract the most meaningful elements while filtering out anomalies or less relevant data.

See: How does Big Qual generate insights?

Deep: A Multitude of Perspectives

1. Multiplying data sources
Let's take product pages in e-commerce as an example. To analyze this communication format, Big Qual involves:
– Building an international observatory with several hundred cases, prioritizing inspiring examples
– Analyzing these cases from every angle, while zooming in on original content
– Gathering perceptions from 300 respondents through a semi-open questionnaire, then engaging a community of 20 consumers for three weeks across a wide range of cases
– Drawing on the expertise of around fifteen specialists

2. Semiological and cultural approach
Big Qual integrates cultural and semiological analysis tools to explore the meanings, symbols, and codes present in the discourse and content. This allows us to understand not only what is expressed, but how and why it is conveyed.

See: How does Big Qual help you multiply your research angles?