Announcement: FlexMR at IIeX Europe 2018

By Alison Little

IIex Europe 2018 - Beurs van Berlage - Amsterdam

We are delighted to announce that FlexMR's Charlotte Pearson-Duff (Head of Client Services) will be speaking at IIeX Europe 2018. Charlotte takes to the stage in Amsterdam this February 19th to present Man Vs Machine: A Qualitative Data Analysis Challenge.

A Qualitative Data Analysis Challenge

Since its dawning day, text and sentiment analysis has been the domain of ‘mass qual’; big data, somewhat shunned by qualitative market research specialists (working with data sets within the realms of human cognition) on the basis that the empathy required to interpret qualitative research accurately is a uniquely human attribute. But what if? What if the objectivity brought by a machine can actually enhance the insight quality of traditional qual analysis? What if a machine is just better, regardless of data set size? Join Charlotte at IIeX to find out what happened when our qualitative specialists went head-to-head with ‘the machine’ in the analysis of an online insight community data set… and what happened when they paired up.

Key takeaways include:

Applying text and sentiment analytics software to qualitative research data outcomes:

  • Provides a more robust qualitative analysis
  • Provides a faster qualitative analysis
  • Enhances qualitative insight quality
  • Supports agile research practice

What part, if any, the human qual analyst has to play in this automated world going forwards will be revealed in the presentation.

Tweet from FlexMRTweet This
What if the objectivity brought by a machine can actually enhance the insight quality of traditional qual analysis? What if a machine is just better. regardless of data set size? Find out at IIeX

The IIeX Conference

New ideas. New approaches. New connections.

IIeX was designed to do three things: introduce you to the new ideas changing the world of insights, provide practical trainings and learning sessions to help you develop new skills, and connect you with other innovative MR pros from some of the most effective brands and agencies in the world. Join them in Amsterdam this February to be a part of the future of insights. Confirmed speakers include Phillips, Unilever, Sky, Heineken, Twitter, Credit Suisse, Mondelez, IPSOS and many more.


Where: Beurs van Berlage, Damrak 243, 1012 ZJ Amsterdam
When: 19-20 February 2018

Register to attend IIeX Europe 2018 now. Or, read more thought leadership from our experts in our resource centre.

Myth Buster: The Reality of Artificial Intelligence in Market Research

Alison Little

Alison Little- Communications & PR

Personal Bio: Alison employs an umbrella approach to nurture thought leadership within the FlexMR team, while promoting and developing our experts’ presence within the research industry.




See FlexMR in action.

Watch our two minute demo to find out what FlexMR can do for you.