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Transcript Definition

The verbatim written record of an interview or focus group.

A transcript in market research is a verbatim written record of spoken interactions, such as interviews, focus groups or discussions. It is created by converting audio or video recordings into text format, capturing every word spoken by participants and moderators. Transcripts provide a structured foundation for analyzing qualitative data.

How does a transcript work?

The process of creating and using a transcript involves:

• Recording sessions: Audio or video recording of interviews, focus groups or discussions.
• Transcription: Converting the recorded dialogue into written text, often including participant identifiers and timestamps.
• Analysis: Reviewing the transcript to identify themes, insights and patterns in participant responses.

Transcripts offer a permanent, searchable record of verbal data and include verbatim content to preserve the context and meaning of discussions. They serve as a foundation for coding and qualitative analysis.

Why is a transcript important?

Transcripts are essential for accurate and comprehensive qualitative research. They allow researchers to revisit conversations, extract detailed insights and analyze data systematically without repeatedly relying on audio or video playback.

Transcripts provide a clear and detailed record of research interactions. They facilitate the identification of trends, themes and participant perspectives and enable team collaboration by offering a shareable and organized document.

Who relies on transcripts?

Transcripts are used by:

• Market researchers and analysts: To analyze qualitative data and draw actionable insights.
• Businesses: To understand consumer opinions, preferences and behaviors.
• Stakeholders: To review and validate research findings.
• Content creators: To extract quotes or highlights for reporting and presentations.

How do transcripts improve market research outcomes?

Transcripts enhance market research outcomes by preserving the accuracy and context of participant responses, by enabling systematic analysis of qualitative data and by supporting the development of robust conclusions and actionable strategies.