Back to Blog

What is Qualitative Intelligence?

Published by Johnson Phanyaseng on

Quick intro.

I am Johnson and one of the co-founders of Adaptive Pulse. Launching your own startup is hard, but what is harder is having to convince yourself to take that leap of leaving a promising and comfortable career and any safety nets behind to launch full-time on this new venture. Jen, my co-founder and CEO, who also leaped into this venture full-time, by leaving her career and maternity leave 5 months early, to better the world. In the end, we are embarking on an ambitious mission to empower businesses with Qualitative Intelligence to be more customer-centric and data-driven.

Oh, Jen is also my wife. And mother to our 14 month old baby Karter, but that's another story for another day.

What's the difference?

Let's start by defining the differences between Qualitative vs Quantitative data.

Quantitative information or data is based on quantities obtained using a quantifiable measurement process. In contrast, Qualitative information records qualities that are descriptive, subjective or difficult to measure.

We can think of Quantitative analytics tools like MixPanel, KISSmetrics, and Amplitude which work mainly with the behaviour side of customer data. This encompasses data that is measured in numerical value and can be commonly and easily quantified such as clicks, page views, and demographical data. Quantitative data can tell you the who or when, but it's important to know the why or what is being said, which is why we focus on the qualitative data to enrich the quantitative.

From a Qualitative perspective, it is more inline with research tools for deeper data analysis including surfacing trending themes, key phrases and sentiment analysis. There are a few companies tackling customer feedback analysis and some are even using NLP to discover new ways to surface insights. These insights can surface the motivations and context behind the who and when you are analyzing.

What is Qualitative Intelligence?

We want to deliver advanced Qualitative Intelligence at scale and democratize Qualitative analysis by empowering businesses to be more customer-centric and data-driven.

By combining state of the art advances in Natural Language Processing and Deep Learning, we enrich customer data, deep thematic analysis, and the ability to segment and cluster in real-time we hope to become the Qualitative Data Analyst businesses can rely on.

This analysis empowers teams to act on qualitative intelligence on their customer data at the right time with the right segments. Our users have a comprehensive understanding of why their customers are acting or reacting a specific way, and what they are trying to communicate to your business.

In the coming weeks, we will be writing more about Engineering, AI, ML, and NLP, launching a startup in the Silicon Valley North, and doing all this while raising the sweetest and wildest baby. We hope to inspire a new way to utilize Qualitative data and to challenge outdated conventional data analytics.

" Keep grinding, and great things will come! "

Feel free to reach out if we can help you with your qualitative analysis or for a blog topic request to [email protected] or visit our How It Works page!

    Back to Blog