Verbatim Coding

In marketing research, verbatim coding is the assignment of numeric codes to various words, phrases, ideas, sounds, or pictures so that information and meaning can be extracted and analyzed quantitatively. Open-ended responses in surveys, CRM systems, social media, IVR systems, customer records, and customer-feedback systems all represent opportunities to apply verbatim coding to analyze and quantify what people are thinking and saying. The valuable information received as a result of coding can then be used by companies to help make the best business decisions possible.

The Verbatim Coding Process

Data may be in the form of text, recorded audio, or images. Coders begin building a list called a "codebook" or "codeframe" by reading, listening to, or viewing each answer and assigning it a numeric code.

Our system enables coders to move quickly through the responses. All responses are carefully coded by a trained person. The results fully reflect the true meaning of the open-ended or unstructured data. Quality-assurance monitoring is built into the coding process to ensure codes are applied consistently and precisely.

Types Of Coding

Nuance codes all types of unstructured data or responses, including the following:

  • Text from online surveys or customer-feedback systems
  • Phone surveys (computer-assisted telephone interviewing)
  • Handwritten answers to paper surveys
  • Employee Engagement Surveys
  • Social-media text
  • Text from CRM systems
  • Voice recordings from IVR
  • Images

Costs And Timing

Costs and timing depend on variables such as language, topic, and volume. Contact us for an estimate.

Quality Commitments

Nuance adheres to rigorous and consistent quality standards. Our coders are not only intellectually curious and very smart, they also pay great attention to detail. They receive ongoing training, and most have more than 11 years' experience as coders. Each project is carefully checked at multiple points by Quality Control Specialists before being checked again, independently, by our Quality Assurance Department.