QSR International Case Study - XSighting Support for Research, By QSR
Michael Edwardson, of Victoria University (Australia), is completing a research project commissioned by the Society of Consumer Affairs Professionals (SOCAP). He is using QSR’s XSight software.
Understanding the Return on Investment from Effectively Managing Customer Complaints
SOCAP, in commissioning Mr Edwardson, recognized a need to generate new research around the return on investment (ROI) companies receive when they effectively managing customer complaints. “If you’re going to spend money on handling complaints or customer queries, it needs to be accountable. What we’re doing is setting up a framework to explain to organizations the benefits and economic value that handling complaints achieves,’’ Mr Edwardson said. “XSight enables us achieve this,” he added. “As I work, I’m inputting the audio straight into XSight, removing the need to transcribe the data which saves me a great deal of time. The software helps the researcher to arrange frameworks, which provides an excellent structure on which to base the research. Once this is in place, I can break the results down,” Mr Edwardson said. After seeking permission from some of Australia’s leading companies, Mr Edwardson was ready to start.
He interviewed the Customer Relations Managers or Consumer Relations Managers within the following organisations:
1 L’Oreal Paris
5 Commonwealth Bank of Australia
6 Australian Tax Office
7 Reckitt Benckiser
8 Coles Myer
9 Energy Australia
XSight Has Provided Strong Support for the Project
“The good thing is that XSight gives you an electronic record of the research, so if the client wants you to ask a different question, you might have that information there and it’s easy to extract,’’ he said. According to Mr Edwardson, XSight has provided indisputable support to the project. “The great thing about the software is that once you’ve done the research, you can cut and slice the data, reordering the information and you can come back and test different ideas. It means you’ve always got some links back to particular individuals, or different ideas you’ve had,” Mr Edwardson said. “It makes you stop and think. My usual method is typical of any other market researcher, you write the notes, highlight them, sort them in your head, and this just makes you think a bit more deeply about it. It makes you stop and direct your research.”
About QSR International
QSR International is the largest privately owned qualitative research software developer in the world, with more than 300,000 software users in over 90 countries. QSR’s flagship products – XSight and NVivo – are both designed to help researchers and other people working with textual data to compile, compare and make sense of their information quickly and easily. As well as market research agencies, government bodies and universities, QSR’s research software is used by a broad range of industries, from tourism and urban affairs to human resources and law. With customers like the Children’s Hospital Boston, Turnstone Research and the University of Oxford – QSR software is playing a key role in some of the world’s most prominent research projects. From their head office in Australia, sales offices in the UK and the US and through a global network of partnerships, QSR delivers the highest quality software, training, consulting services and customer support.
About Michael Edwardson
In addition to be being the co-ordinator for Advanced Market Research at Victoria University Michael Edwardson is a registered psychologist (MAPS), qualified practicing market researcher (QPMR) and for twelve years has been Managing Director of Psychologica®, a leading Australian Corporate and Consumer Psychology consultancy based in Sydney and Melbourne. He has had fifteen years Qualitative and Quantitative Research and Strategic Planning experience, directing and conducting projects across the media, advertising, finance, retail, telecommunications, IT, education, FMCG, services (professional and consumer), hospitality, tourism and automotive industries. He is regularly invited to be the chair of popular marketing industry conferences including “Aligning Employees with Brand Values” and “Kidpower 2006”. Michael has chaired all three of the highly successful and influential UK based “Consumer Insight” conferences (adapted from the original series) held in Australia in 2002, 2005 and 2006.
For more information
QSR International Second floor, 651 Doncaster Road, Doncaster, Victoria, Australia, 3108 Tel: +61 3 9840 1100 Fax: +61 3 9840 1500 Email: