We typically analyze the comments using self-coded themes. That is, we ask the respondent to select the theme from a list of common themes we have aggregated over the past 20 years.

Generally, we advise that specific comments should not be used as the basis for specific action at the corporate level, or even action at smaller units of the business. However, they are very valuable to better understand respondent nuances.

We also can provide more in-depth comment analysis. We apply sophisticated software to analysis trends, themes and sentiment.
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