Research Topics:

Coding | Data Analysis | Qualitative Research

Content Type:

Glossary

Coding Definition

The process of translating responses to questions into numerical form for data processing.

Coding is the process of categorizing, classifying and translating qualitative data, such as open-ended survey responses, social media comments or customer feedback. In other words, it bridges the gap between raw data and valuable insight and information. The process involves assigning codes or labels to particular themes, sentiments or topics found in the data. These codes enable researchers to analyze and draw insights from the data systematically. Coding allows systematic analysis of qualitative data, which in some cases can be challenging to interpret. What’s more, the process uncover hidden insights, recurring themes and customer emotions that can inform marketing strategies. Proper coding benefits marketing research because it makes findings more useful and accurate.

Who relies on coding?

Marketing researchers, as well as data and market analysts, use coding to make sense of large volumes of unorganized data. What’s more, companies, brands and organizations seeking insight on customer perceptions, preferences and sentiments rely on coding to extract information from qualitative data sources.

Why should I care about coding?

Because coding transforms unstructured text data into structured information, the process can identify trends, patterns and sentiments within consumer feedback and opinions. Insight from coding can enhance guide marketing strategies, product development, and communication approaches.