LISTEN CASE STUDY
Emerald Research Group’s expanded data insights with Listen Labs
Faster more accurate insights
Impact TLDR:
New confidence displayed by clients in the data
Interview capacity scaled 3x
Simultaneous research unlocked
Time savings when evaluating respondent engagement
Emerald Research Group is an insights agency dedicated to creating and communicating the complex world of B2B technology. Through a combination of qualitative and quantitative research, they have set themselves apart in their resistance to static, pre-packaged solutions. Instead, they’re constantly chasing edges, creating custom research projects for each client, and maintaining a clear focus on human-centered design.
It’s these commitments to innovation that led them to explore new possibilities to bring AI as a partner into their research through Listen Labs.
"Before working with Listen Labs, I thought—like many people—that qualitative data doesn't scale," reflects Eric Knoben, Partner at Emerald. "If you're doing a lot of qualitative research, you understand and respect the amount of labor required to do it right."
Eric Knoben, Partner at Emerald Research Group
For tech-focused clients who needed data quickly, the labor-intensive process of collecting traditional qualitative insights could sometimes make it infeasible, or the low number of participants could make the findings seem less convincing to data-hungry stakeholders. However, the depth of insights that such qualitative data provides can be crucial when trying to understand customers. Bridging this divide is where Emerald found Listen Labs particularly useful for serving their client projects.
“Every qualitative researcher should be able to chat with their data.”
Eric Knoben
Use-case 1: Qualitative research at scale
Chief Innovation Officers and other organizational leaders scattered across various timezones are not only difficult to reach, but are also really busy. When specializing in B2B research, as Emerald does, this is a challenge they face quite often. Having a tool like Listen enables these individuals to engage with the research wherever and whenever they need.
“It’s really powerful,” said Eric, “When they’re ready and it's convenient for them, whether that’s 5am or 11pm, they have the option to engage on their terms, even if we’re not online and working all that time.”
Using Listen Labs, Emerald is able to come into contact with far more people for data collection than they were previously. Instead of talking to 20-30 people over the course of a month, they can now talk to 60 people in less than a week. Rather than being limited by the stamina of the moderator and the team, interview research projects can now be scaled as large as the constraints of their audience.
“There’s this shift toward what we call ‘thick’ qualitative research, which is just the ability to do qualitative research and then validate it within the same research phase quantitatively,” said Eric. “Listen allows us to do that.”
That 3x increase in data wouldn’t have been possible without the AI assistance offered by Listen.
Use-case 2: Real-time analysis
One of the most time-consuming parts of conducting research based on individual interviews is the process of analyzing the transcripts. This can include anything from highlighting the repetition of key phrases or ideas to identifying various groups that form in response to a single question. What’s even more frustrating than this often tedious process is getting to the end and realizing that there’s a new question you have that hasn’t yet been checked for. That would mean having to re-read every transcript to find the answer.
But with Listen, Emerald doesn’t have to experience this frustration. Instead of reading through 20-30 transcripts to find the answer to a discrete question, Eric is able to type that question into Listen’s chat and be served the answer as well as the direct quotes that support it across different transcripts.
This doesn’t just save time in the initial analysis stages but can also come in handy during client meetings.
“If I’m collaborating with a client to craft a presentation narrative, we have Listen Labs open on the side, ready to type in questions to the chat,” said Eric, “The ability to quickly serve up quotes and high-level insights is empowering.”
Even after years of developing expertise in research and client relationships, it’s inevitable that there will be questions about something in the data that wasn’t prepared in detail ahead of time. Without Listen’s chat feature, those client questions would have to be answered offline after the research team had done the necessary manual digging to find the answer.
“Yes, you can answer offline, but the impact of the moment is now gone,” he said. “So you can send the answer later over email, but it wasn’t able to inform something in that moment to further the goals of that specific meeting discussion.”
Using Listen has helped Emerald’s clients have more confidence in the data and more confidence in the research team presenting it to them. That’s a priceless opportunity.
Use-case 3: Flexibility and enhanced client reach
In addition to saving the research team valuable time during analysis, Listen’s technology also saves time during the data collection stage. That goes for both researchers and the participants.
Emerald Research Group conducted a project with young gamers from low-income households where that proved true. Before working with Listen, a qualitative research moderator would have to block out 2-4 weeks on their calendar for people to schedule. Not only was this a lot of time to have blocked out, but there’s also the issue of last-minute cancellations or no-shows that either reduce or eliminate the value of that blocked time.
“That was a challenge: how do we free up enough slots to talk to people?” Eric said. Because Listen is asynchronous with an AI interviewer, these participants were able to do the individual interview at a time that was convenient for them and in a format that helped them be more honest and open.
“The ability to meet the customer where they are in an environment that feels safe and welcoming is incredibly powerful,” he said.
While working with this demographic, it was initially difficult to get them to engage one-on-one with a human moderator, on one hand, because of availability and on the other hand because of shyness.
Eric also observed that talking to an AI agent seems to facilitate feelings of confidence and privacy. This is likely due to reduced social desirability bias, which made them feel less likely to be judged for their honest opinions. “Sometimes the lack of face is actually helpful when you’re talking to certain audiences.”
Actionable results, instantly
Generate key takeaways, personas, and reveal top themes. Automatically.
Another example of Emerald’s use for this technology was what Eric describes as one of the hardest projects to recruit for in his career. It was a study of niche browser users, making up less than 1% of the market share. “The challenge was that we needed to be able to find a person and engage them on whatever terms they wanted whenever they wanted.”
To do this, they had human moderators set up with a link for people to schedule an interview with them, and simultaneously they were able to have AI-moderated interviews available at a larger range of times with Listen. AI and human moderated were working in parallel, and the results were incredible. “We had 5x as much data and people from the AI moderated interviews,” he said, “and were able to engage with all of our data through those analytic tools.”
Use-case 4: Simultaneous research
“Most of our tech clients are data-driven,” Eric explained, meaning they needed to see sample sizes in the thousands. “We like to add qualitative data to that, but it’s often out of budget or there’s not enough time to run it in parallel with the quantitative research.” Particularly for clients who are running “flash polls” or research with a very quick turnaround.
On two of Emerald’s recent projects that were originally only meant to be quantitative data, Listen empowered them to integrate qualitative insights simultaneously. “We were able to get feedback from 50 individual interviews in less than one week, so we can bring qualitative and quantitative feedback together.”
This simultaneous research enables deeper discovery. Qualitative insights can reveal if the wrong questions are being asked or if the wrong answer choices are being provided.
That’s what happened during an Emerald project focused on a B2C client offering a software as service AI app. They wanted to identify the competitive use cases that draw people to them versus their competitors.
“We did really robust quantitative research with 3,000 users of the app category and we tore that data upside down and backwards. It looked like there was no difference,” Eric said, “What happened when we used Listen Labs, is that even though the customer ratings and experiences did not show product differentiation, the qualitative interviews revealed that customers spoke about their chosen product in very different ways. We only found that through doing quick and cost-effective qualitative research in parallel with our quantitative research.”
Even though they were asking the right questions, the choices offered to participants didn’t contain enough specificity to capture the nuance of the situation and understand the difference. But being able to run qualitative research in parallel with the quantitative empowered participants to expand their answers and reveal what was needed to solve the puzzle.
Use-case 5: Evaluating respondent engagement
Listen Labs has enhanced how Emerald Research Group serves their clients through four key capabilities:
3x interview scaling: Reaching more participants across time zones while maintaining high quality
Real-time analysis: Delivering immediate insights during client meetings
Simultaneous research: Running qualitative and quantitative research in parallel
Enhanced participant engagement: Meeting customers where they are, when they're ready
Rather than viewing AI as a threat to traditional research methods, Eric and the team at Emerald embrace it as a partner in innovation. "This is where the world is moving," said Eric. "It's more important that you are adapting and learning and adopting these new tools that are available to you. Because if you don't, you're left behind."
By leaning into AI-powered research with Listen Labs, Emerald Research Group has strengthened their position as a forward-thinking partner for their clients, delivering deeper insights at scale while maintaining their commitment to human-centered design.
There’s sometimes a misconception that AI-moderated research will have a lower quality to it, or that participants will be less willing to engage with it. That’s one of the hesitations that even Eric had before using Listen Labs. To combat this concern and improve quality control, Listen automatically generates a score to rank the degree of engagement and participation of the respondent. This makes it easier to detect lower-quality responses and disregard them in analysis.
Eric explained that the quality control scores have been helpful to Emerald. “Our team is so passionate about participant quality.”
Before, in order to ensure that level of quality, they’d have to review the data on a line-by-line basis. But not with Listen.
“The ratings are really accurate,” said Eric, “We’re easily able to discard those who aren’t really cooperating or providing 1-2 word answers, and what you’re left with is really high-quality independent interviews.”
Listen Labs's impact on Emerald Research Group's data insights
Emerald Research Group is an insights agency dedicated to creating and communicating the complex world of B2B technology. Through a combination of qualitative and quantitative research, they have set themselves apart in their resistance to static, pre-packaged solutions. Instead, they’re constantly chasing edges, creating custom research projects for each client, and maintaining a clear focus on human-centered design.
It’s these commitments to innovation that led them to explore new possibilities to bring AI as a partner into their research through Listen Labs.
"Before working with Listen Labs, I thought—like many people—that qualitative data doesn't scale," reflects Eric Knoben, Partner at Emerald. "If you're doing a lot of qualitative research, you understand and respect the amount of labor required to do it right."
Eric Knoben, Partner at Emerald Research Group
For tech-focused clients who needed data quickly, the labor-intensive process of collecting traditional qualitative insights could sometimes make it infeasible, or the low number of participants could make the findings seem less convincing to data-hungry stakeholders. However, the depth of insights that such qualitative data provides can be crucial when trying to understand customers. Bridging this divide is where Emerald found Listen Labs particularly useful for serving their client projects.
“Every qualitative researcher should be able to chat with their data.”
Eric Knoben
Use-case 1: Qualitative research at scale
Chief Innovation Officers and other organizational leaders scattered across various timezones are not only difficult to reach, but are also really busy. When specializing in B2B research, as Emerald does, this is a challenge they face quite often. Having a tool like Listen enables these individuals to engage with the research wherever and whenever they need.
“It’s really powerful,” said Eric, “When they’re ready and it's convenient for them, whether that’s 5am or 11pm, they have the option to engage on their terms, even if we’re not online and working all that time.”
Using Listen Labs, Emerald is able to come into contact with far more people for data collection than they were previously. Instead of talking to 20-30 people over the course of a month, they can now talk to 60 people in less than a week. Rather than being limited by the stamina of the moderator and the team, interview research projects can now be scaled as large as the constraints of their audience.
“There’s this shift toward what we call ‘thick’ qualitative research, which is just the ability to do qualitative research and then validate it within the same research phase quantitatively,” said Eric. “Listen allows us to do that.”
That 3x increase in data wouldn’t have been possible without the AI assistance offered by Listen.
Use-case 2: Real-time analysis
One of the most time-consuming parts of conducting research based on individual interviews is the process of analyzing the transcripts. This can include anything from highlighting the repetition of key phrases or ideas to identifying various groups that form in response to a single question. What’s even more frustrating than this often tedious process is getting to the end and realizing that there’s a new question you have that hasn’t yet been checked for. That would mean having to re-read every transcript to find the answer.
But with Listen, Emerald doesn’t have to experience this frustration. Instead of reading through 20-30 transcripts to find the answer to a discrete question, Eric is able to type that question into Listen’s chat and be served the answer as well as the direct quotes that support it across different transcripts.
This doesn’t just save time in the initial analysis stages but can also come in handy during client meetings.
“If I’m collaborating with a client to craft a presentation narrative, we have Listen Labs open on the side, ready to type in questions to the chat,” said Eric, “The ability to quickly serve up quotes and high-level insights is empowering.”
Even after years of developing expertise in research and client relationships, it’s inevitable that there will be questions about something in the data that wasn’t prepared in detail ahead of time. Without Listen’s chat feature, those client questions would have to be answered offline after the research team had done the necessary manual digging to find the answer.
“Yes, you can answer offline, but the impact of the moment is now gone,” he said. “So you can send the answer later over email, but it wasn’t able to inform something in that moment to further the goals of that specific meeting discussion.”
Using Listen has helped Emerald’s clients have more confidence in the data and more confidence in the research team presenting it to them. That’s a priceless opportunity.
Use-case 3: Flexibility and enhanced client reach
In addition to saving the research team valuable time during analysis, Listen’s technology also saves time during the data collection stage. That goes for both researchers and the participants.
Emerald Research Group conducted a project with young gamers from low-income households where that proved true. Before working with Listen, a qualitative research moderator would have to block out 2-4 weeks on their calendar for people to schedule. Not only was this a lot of time to have blocked out, but there’s also the issue of last-minute cancellations or no-shows that either reduce or eliminate the value of that blocked time.
“That was a challenge: how do we free up enough slots to talk to people?” Eric said. Because Listen is asynchronous with an AI interviewer, these participants were able to do the individual interview at a time that was convenient for them and in a format that helped them be more honest and open.
“The ability to meet the customer where they are in an environment that feels safe and welcoming is incredibly powerful,” he said.
While working with this demographic, it was initially difficult to get them to engage one-on-one with a human moderator, on one hand, because of availability and on the other hand because of shyness.
Eric also observed that talking to an AI agent seems to facilitate feelings of confidence and privacy. This is likely due to reduced social desirability bias, which made them feel less likely to be judged for their honest opinions. “Sometimes the lack of face is actually helpful when you’re talking to certain audiences.”
Actionable results, instantly
Generate key takeaways, personas, and reveal top themes. Automatically.
Another example of Emerald’s use for this technology was what Eric describes as one of the hardest projects to recruit for in his career. It was a study of niche browser users, making up less than 1% of the market share. “The challenge was that we needed to be able to find a person and engage them on whatever terms they wanted whenever they wanted.”
To do this, they had human moderators set up with a link for people to schedule an interview with them, and simultaneously they were able to have AI-moderated interviews available at a larger range of times with Listen. AI and human moderated were working in parallel, and the results were incredible. “We had 5x as much data and people from the AI moderated interviews,” he said, “and were able to engage with all of our data through those analytic tools.”
Use-case 4: Simultaneous research
“Most of our tech clients are data-driven,” Eric explained, meaning they needed to see sample sizes in the thousands. “We like to add qualitative data to that, but it’s often out of budget or there’s not enough time to run it in parallel with the quantitative research.” Particularly for clients who are running “flash polls” or research with a very quick turnaround.
On two of Emerald’s recent projects that were originally only meant to be quantitative data, Listen empowered them to integrate qualitative insights simultaneously. “We were able to get feedback from 50 individual interviews in less than one week, so we can bring qualitative and quantitative feedback together.”
This simultaneous research enables deeper discovery. Qualitative insights can reveal if the wrong questions are being asked or if the wrong answer choices are being provided.
That’s what happened during an Emerald project focused on a B2C client offering a software as service AI app. They wanted to identify the competitive use cases that draw people to them versus their competitors.
“We did really robust quantitative research with 3,000 users of the app category and we tore that data upside down and backwards. It looked like there was no difference,” Eric said, “What happened when we used Listen Labs, is that even though the customer ratings and experiences did not show product differentiation, the qualitative interviews revealed that customers spoke about their chosen product in very different ways. We only found that through doing quick and cost-effective qualitative research in parallel with our quantitative research.”
Even though they were asking the right questions, the choices offered to participants didn’t contain enough specificity to capture the nuance of the situation and understand the difference. But being able to run qualitative research in parallel with the quantitative empowered participants to expand their answers and reveal what was needed to solve the puzzle.
Use-case 5: Evaluating respondent engagement
Listen Labs has enhanced how Emerald Research Group serves their clients through four key capabilities:
3x interview scaling: Reaching more participants across time zones while maintaining high quality
Real-time analysis: Delivering immediate insights during client meetings
Simultaneous research: Running qualitative and quantitative research in parallel
Enhanced participant engagement: Meeting customers where they are, when they're ready
Rather than viewing AI as a threat to traditional research methods, Eric and the team at Emerald embrace it as a partner in innovation. "This is where the world is moving," said Eric. "It's more important that you are adapting and learning and adopting these new tools that are available to you. Because if you don't, you're left behind."
By leaning into AI-powered research with Listen Labs, Emerald Research Group has strengthened their position as a forward-thinking partner for their clients, delivering deeper insights at scale while maintaining their commitment to human-centered design.
There’s sometimes a misconception that AI-moderated research will have a lower quality to it, or that participants will be less willing to engage with it. That’s one of the hesitations that even Eric had before using Listen Labs. To combat this concern and improve quality control, Listen automatically generates a score to rank the degree of engagement and participation of the respondent. This makes it easier to detect lower-quality responses and disregard them in analysis.
Eric explained that the quality control scores have been helpful to Emerald. “Our team is so passionate about participant quality.”
Before, in order to ensure that level of quality, they’d have to review the data on a line-by-line basis. But not with Listen.
“The ratings are really accurate,” said Eric, “We’re easily able to discard those who aren’t really cooperating or providing 1-2 word answers, and what you’re left with is really high-quality independent interviews.”
Listen Labs's impact on Emerald Research Group's data insights
Emerald Research Group is an insights agency dedicated to creating and communicating the complex world of B2B technology. Through a combination of qualitative and quantitative research, they have set themselves apart in their resistance to static, pre-packaged solutions. Instead, they’re constantly chasing edges, creating custom research projects for each client, and maintaining a clear focus on human-centered design.
It’s these commitments to innovation that led them to explore new possibilities to bring AI as a partner into their research through Listen Labs.
"Before working with Listen Labs, I thought—like many people—that qualitative data doesn't scale," reflects Eric Knoben, Partner at Emerald. "If you're doing a lot of qualitative research, you understand and respect the amount of labor required to do it right."
Eric Knoben, Partner at Emerald Research Group
For tech-focused clients who needed data quickly, the labor-intensive process of collecting traditional qualitative insights could sometimes make it infeasible, or the low number of participants could make the findings seem less convincing to data-hungry stakeholders. However, the depth of insights that such qualitative data provides can be crucial when trying to understand customers. Bridging this divide is where Emerald found Listen Labs particularly useful for serving their client projects.
“Every qualitative researcher should be able to chat with their data.”
Eric Knoben
Use-case 1: Qualitative research at scale
Chief Innovation Officers and other organizational leaders scattered across various timezones are not only difficult to reach, but are also really busy. When specializing in B2B research, as Emerald does, this is a challenge they face quite often. Having a tool like Listen enables these individuals to engage with the research wherever and whenever they need.
“It’s really powerful,” said Eric, “When they’re ready and it's convenient for them, whether that’s 5am or 11pm, they have the option to engage on their terms, even if we’re not online and working all that time.”
Using Listen Labs, Emerald is able to come into contact with far more people for data collection than they were previously. Instead of talking to 20-30 people over the course of a month, they can now talk to 60 people in less than a week. Rather than being limited by the stamina of the moderator and the team, interview research projects can now be scaled as large as the constraints of their audience.
“There’s this shift toward what we call ‘thick’ qualitative research, which is just the ability to do qualitative research and then validate it within the same research phase quantitatively,” said Eric. “Listen allows us to do that.”
That 3x increase in data wouldn’t have been possible without the AI assistance offered by Listen.
Use-case 2: Real-time analysis
One of the most time-consuming parts of conducting research based on individual interviews is the process of analyzing the transcripts. This can include anything from highlighting the repetition of key phrases or ideas to identifying various groups that form in response to a single question. What’s even more frustrating than this often tedious process is getting to the end and realizing that there’s a new question you have that hasn’t yet been checked for. That would mean having to re-read every transcript to find the answer.
But with Listen, Emerald doesn’t have to experience this frustration. Instead of reading through 20-30 transcripts to find the answer to a discrete question, Eric is able to type that question into Listen’s chat and be served the answer as well as the direct quotes that support it across different transcripts.
This doesn’t just save time in the initial analysis stages but can also come in handy during client meetings.
“If I’m collaborating with a client to craft a presentation narrative, we have Listen Labs open on the side, ready to type in questions to the chat,” said Eric, “The ability to quickly serve up quotes and high-level insights is empowering.”
Even after years of developing expertise in research and client relationships, it’s inevitable that there will be questions about something in the data that wasn’t prepared in detail ahead of time. Without Listen’s chat feature, those client questions would have to be answered offline after the research team had done the necessary manual digging to find the answer.
“Yes, you can answer offline, but the impact of the moment is now gone,” he said. “So you can send the answer later over email, but it wasn’t able to inform something in that moment to further the goals of that specific meeting discussion.”
Using Listen has helped Emerald’s clients have more confidence in the data and more confidence in the research team presenting it to them. That’s a priceless opportunity.
Use-case 3: Flexibility and enhanced client reach
In addition to saving the research team valuable time during analysis, Listen’s technology also saves time during the data collection stage. That goes for both researchers and the participants.
Emerald Research Group conducted a project with young gamers from low-income households where that proved true. Before working with Listen, a qualitative research moderator would have to block out 2-4 weeks on their calendar for people to schedule. Not only was this a lot of time to have blocked out, but there’s also the issue of last-minute cancellations or no-shows that either reduce or eliminate the value of that blocked time.
“That was a challenge: how do we free up enough slots to talk to people?” Eric said. Because Listen is asynchronous with an AI interviewer, these participants were able to do the individual interview at a time that was convenient for them and in a format that helped them be more honest and open.
“The ability to meet the customer where they are in an environment that feels safe and welcoming is incredibly powerful,” he said.
While working with this demographic, it was initially difficult to get them to engage one-on-one with a human moderator, on one hand, because of availability and on the other hand because of shyness.
Eric also observed that talking to an AI agent seems to facilitate feelings of confidence and privacy. This is likely due to reduced social desirability bias, which made them feel less likely to be judged for their honest opinions. “Sometimes the lack of face is actually helpful when you’re talking to certain audiences.”
Actionable results, instantly
Generate key takeaways, personas, and reveal top themes. Automatically.
Another example of Emerald’s use for this technology was what Eric describes as one of the hardest projects to recruit for in his career. It was a study of niche browser users, making up less than 1% of the market share. “The challenge was that we needed to be able to find a person and engage them on whatever terms they wanted whenever they wanted.”
To do this, they had human moderators set up with a link for people to schedule an interview with them, and simultaneously they were able to have AI-moderated interviews available at a larger range of times with Listen. AI and human moderated were working in parallel, and the results were incredible. “We had 5x as much data and people from the AI moderated interviews,” he said, “and were able to engage with all of our data through those analytic tools.”
Use-case 4: Simultaneous research
“Most of our tech clients are data-driven,” Eric explained, meaning they needed to see sample sizes in the thousands. “We like to add qualitative data to that, but it’s often out of budget or there’s not enough time to run it in parallel with the quantitative research.” Particularly for clients who are running “flash polls” or research with a very quick turnaround.
On two of Emerald’s recent projects that were originally only meant to be quantitative data, Listen empowered them to integrate qualitative insights simultaneously. “We were able to get feedback from 50 individual interviews in less than one week, so we can bring qualitative and quantitative feedback together.”
This simultaneous research enables deeper discovery. Qualitative insights can reveal if the wrong questions are being asked or if the wrong answer choices are being provided.
That’s what happened during an Emerald project focused on a B2C client offering a software as service AI app. They wanted to identify the competitive use cases that draw people to them versus their competitors.
“We did really robust quantitative research with 3,000 users of the app category and we tore that data upside down and backwards. It looked like there was no difference,” Eric said, “What happened when we used Listen Labs, is that even though the customer ratings and experiences did not show product differentiation, the qualitative interviews revealed that customers spoke about their chosen product in very different ways. We only found that through doing quick and cost-effective qualitative research in parallel with our quantitative research.”
Even though they were asking the right questions, the choices offered to participants didn’t contain enough specificity to capture the nuance of the situation and understand the difference. But being able to run qualitative research in parallel with the quantitative empowered participants to expand their answers and reveal what was needed to solve the puzzle.
Use-case 5: Evaluating respondent engagement
Listen Labs has enhanced how Emerald Research Group serves their clients through four key capabilities:
3x interview scaling: Reaching more participants across time zones while maintaining high quality
Real-time analysis: Delivering immediate insights during client meetings
Simultaneous research: Running qualitative and quantitative research in parallel
Enhanced participant engagement: Meeting customers where they are, when they're ready
Rather than viewing AI as a threat to traditional research methods, Eric and the team at Emerald embrace it as a partner in innovation. "This is where the world is moving," said Eric. "It's more important that you are adapting and learning and adopting these new tools that are available to you. Because if you don't, you're left behind."
By leaning into AI-powered research with Listen Labs, Emerald Research Group has strengthened their position as a forward-thinking partner for their clients, delivering deeper insights at scale while maintaining their commitment to human-centered design.
There’s sometimes a misconception that AI-moderated research will have a lower quality to it, or that participants will be less willing to engage with it. That’s one of the hesitations that even Eric had before using Listen Labs. To combat this concern and improve quality control, Listen automatically generates a score to rank the degree of engagement and participation of the respondent. This makes it easier to detect lower-quality responses and disregard them in analysis.
Eric explained that the quality control scores have been helpful to Emerald. “Our team is so passionate about participant quality.”
Before, in order to ensure that level of quality, they’d have to review the data on a line-by-line basis. But not with Listen.
“The ratings are really accurate,” said Eric, “We’re easily able to discard those who aren’t really cooperating or providing 1-2 word answers, and what you’re left with is really high-quality independent interviews.”
Listen Labs's impact on Emerald Research Group's data insights
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