The power
of knowing why

In-depth measures the language people use to describe their experience so you get the insight you need to change behaviour.

This is an approach to measuring experience like no other. Completely anonymous, In-depth features open questions structured around what matters to you, that allows people to freely respond with what they really think. There are no boxes to tick and no restrictions on the answers given. The methodology uses filtering technology to identify the shared contexts in the language people use to describe their experience, and provides real insight in to the thoughts, ideas and opinions that drive their behaviour.

For the first time, people can say what they really think. They don’t have to choose between a limited set of options and they don’t have to rate things that don’t matter. They get to say, or write, exactly what they want without being guided as to what a desirable answer might be and without their opinion being censored. The process literally allows you to take 1,000 answers to any question and turn them into one answer that unequivocally represents what matters to the people responding.

The approach is not only more nuanced and layered than traditional ‘tick the box’ surveys, it's also far more accurate. By using an open-ended interrogation process that stops when, and only when, everyone has had an opportunity to have their say the methodology draws on a family of statistical distributions known as Power Laws (in contrast to the standard normal distribution based techniques of sample surveys). The Rank Size rule is used to determine whether, and to what extent, all the necessary data has been captured allowing us, for the first time, to quantitatively assess the reliability and validity of qualitative research. In-depth is a quantum leap forward in understanding why people think and act the way they do.

Contact us to learn how In-depth can help you create a better experience.