QSR International's CEO John Owen said XSight was born out of an overwhelming need for a customized analysis tool for commercial qualitative research. "Designed in close consultation with market researchers worldwide, XSight is revolutionary because it mirrors the manual research process in an expedient way."
XSight facilitates the systematic analysis of unstructured data and captures interpretive thinking along the way. "The result is a flexible application that can accommodate idiosyncratic working styles, diverse areas of research and the suite of projective techniques commonly used," said Owen.
"The software provides researchers with their own personal 'white board' or 'blank landscape' referred to as an 'analysis framework'. Within each framework researchers paint a picture around a central topic and develop themes and headings, adding comments from the research and their interpretative thoughts.
"With projective techniques, researchers can mould a generic analysis framework or select, where applicable, specifically designed frameworks for brand segmentation analysis, visual imagery exercises and concept research.
"The software is user friendly in that it adheres to the widely used Microsoft guidelines while also incorporating specific market research terms," explains Owen. "What is more the analysis and query outputs, can be developed into reports and presentations which can be exported to MS Word and MS PowerPoint.
"Until now many qualitative market researchers have viewed computers as being rigid and imposing constraints on the creative process. It is true that when it comes to being creative and intuitive, technology can't replace the qualitative researcher. However, computers are superior at other tasks like filing, indexing, and data manipulation.
"XSight brings these paradoxes together in a harmonious way, with the emphasis on the technology supporting the researcher's skill of insight and interpretation," he explains.
QSR International
