07 Aug qualitative insight

Unlike quantitative metrics and numerical performance indicators, qualitative answers to “why” and “how” are described in natural language, often in extended narrative text. Its sources are often social media, surveys, face-to-face interviews (dialog) and focus group transcripts. Manually assembling qualitative data to derive insight can be more difficult than quantitative data. This is why cognitive computing with natural language processing capabilities are needed to automate advanced prediction and prescription.