Research Topics:

Psychological/Emotion Research | Qualitative Research

Industry/Market Focus:

Advertising Agencies | Consumers

Content Type:

Glossary

Audio SAQ Definition

Self-administered surveying in which the respondent listens to the questions over headphones. Responses are usually recorded on a paper questionnaire. When the respondent uses a computer-based questionnaire to record answers it is known as ACASI (audio computer-aided self-administered interviewing).

Audio semi-attitudinal questioning, or SAQ, involves gathering insights by analyzing audio responses from participants. This market research tool captures the content, tone, emotion and context of research responses. Those characteristics, which cannot be collected through other research methods, provide the “why” behind participant responses and provide deeper understanding of consumer thoughts and opinions. These qualitative measures reveal emotional nuances that play a key role in consumer behavior  This technique aims to provide a deeper understanding of consumer attitudes and opinions.

Who relies on audio SAQ?

Audio SAQ is utilized by such entities as marketing researchers, consumer insights teams and companies. Simply put, anyone conducting qualitative research, especially those seeking the emotional qualities and nuances of research findings, is a potential user of audio SAQ.

Who should I care about audio SAQ?

Audio SAQ enables a more comprehensive and emotional understanding of consumer opinions. Insights collected by audio SAQ cannot be tracked in traditional text-based methods. This can lead to better-informed decisions and enhanced product development, among other benefits.