Everybody knows focus group transcripts are a drag. They're a drag to type and a drag to read. If you do qualitative, you can't avoid them - gotta have those verbatims - but a new PC-based software program might Session Analyst, which combines a word processor with a make them easier to slog through.
With the aid of a typist using the software, called FocusReports, a moderator can record, real-time, a near-complete transcription or compile an accurate sketch of a qualitative discussion to guide later transcription and verbatim searches.
FocusReports consists of two modules, the Session Processor, which is used to record group proceedings, and the Session Analyst, which combines a word processor with a variety of text analysis functions.
The moderator simply sets up a typist at a computer equipped with the software, briefs them on the topics that will be covered and any jargon to be aware of, and the typist takes it from there, recording the comments of each participant as he or she watches the group from the back room.
The software was created by Perseus Development Corp., Needham, Mass., and is being marketed by Bernett Research Services, Boston.
Andrew Hayes, vice president of marketing, Bernett Research Services, says FocusReports isn't intended to take the place of transcripts. "It's more an abridged transcript or advanced notetaking program. We think that it will be a nice tool for turning reports around quickly and capturing the highlights.
Easy to use
I had a chance to test-drive the program recently, typing in my own little imaginary focus group session featuring my coworkers and I. Sadly, none of it can be reprinted here - this is a family magazine, after all. I found the program easy to use and actually kind of fun.
Obviously, as with any new program, typists will need some time to get acquainted with it, but if a Windows rookie like me (I'm a Mac man, through and through) can get the program up and running with little trouble, anyone can do it.
The software has a number of built-in short cuts to make sure the typist can focus on recording respondent comments. For example, there's no need to type a person's name each time he or she speaks. Prior to the start of the group you preassign each respondent to one of the 12 function keys. So if I'm respondent three and you want to begin a quote of mine, hit F3 and my name is automatically typed out at the start of a new line, with the open-quote mark, like so,
3/ Joe Rydholm: "
Hitting another F key when a different respondent or the moderator talks inserts a close-quote mark on my comment and begins theirs.
Short cuts also let the typist quickly insert observations about respondent body language, tone of voice or other behavior at the touch of a control-key. These observations, which appear on the printed transcript as [Laughter] [Sarcastic] [Hostile], can be customized to indicate just about anything - as I found much to the displeasure of my co-workers.
Any comment can be marked as a highlight during the proceedings and compiled for later reference. Reports are time-stamped, making it easy to check them against video or audio tapes of the group.
The software's audio feature also allows you to record respondent highlights through a microphone or direct input from the audio line. The comments can be embedded into a report for later listening.
After the session is done, the typist uses the Session Analyst to create a report. The first section contains a summary of all of the highlights that the typist marked during the session. The second is a statistical summary, showing the amount of time spent on each topic, the percentage of time each respondent spoke, and the percentage of overall dialogue per participant (based on word count).
Using the Session Analyst, you can open several group sessions and merge comments into one document. You can also do word searches and frequency analyses.
Transcription drudgery
Rich Nadler, president of Perseus Development Corp., says the idea for the software grew out of frustration with the drudgery that is transcription reading. Before turning their attention to software development, he and his biz partners did a good deal of moderating.
"We wondered, how can we streamline the process of capturing the information, so you have quick access to the jewels of learning? Once you've spent six hours reading transcripts you lose your enthusiasm. You want to remain fresh so that you can take advantage of the ideas that might come from the group's comments," Nadler says.
Also in facilities
The software is also available for lease by focus group facilities. Nadler says a number of facilities are leasing the software, in cities like Boston, New York, Philadelphia and Chicago. He also reports that temp agencies in Boston and New York now have workers who are trained in using the software.
Hayes says that larger companies that do a lot of qualitative may find the program useful for managing the information they get from their one-on-ones or groups. Nadler reports that some companies are also using it to record meetings.
Personally. I'm waiting for Perseus to design a Mac-based version of the program so I can use it to transcribe my phone interviews. When it's ready for beta testing, you know where to find me, Rich!