When Thematic Coding is a Delight

January 30, 2025, at 10 a.m. ET/3 p.m. U.K.Orange rectangular button that reads “register now” in all caps white text.

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When teams leverage highly accurate, context adaptive and easy-to-use text analytics, the results go far beyond efficiency. 

Quality text analytics isn’t just about saving time – it’s about driving growth, fueling innovation and understanding the why behind the numbers to solve business challenges and unearth opportunities.

In this session, we'll see how Emerald Research Group leverages Fathom's coding and analytics platform to empower leading technology clients with the actionable, data-driven insights necessary for optimizing strategic decision-making.

Blending Fathom's unstructured text analytics with Emerald's data science uncovers the in-product experiences and customer emotions that predict key outcomes and KPIs business groups are measured against, such as revenue, churn, engagement and brand love.

We’ll see how:

  • Ease of use unlocks excellence: See how and why quality text analytics enables higher-quality insights from OEs, more frequently, driving additional value for their stakeholders.
  • Efficiency impacts revenue: Explore how scalable and accurate OE analysis makes it possible to uncover key drivers in open-ends that lead to measurable ROI.
  • Teams innovate and drive growth: Accurate, adaptive and delightful open-ended analysis fuels process and product innovation, creates new revenue streams and drives strategic innovation. 

Presenter:

Eric Knoben, president, Emerald Research Group
  
As a tech-enthusiast steeped in product marketing and communication strategy, Eric leads product research for technology clients at Emerald. Having cut his teeth in both qual and quant practices, Eric blends the heartbeat of the customer with actionable analytics, solving inbound engineering development and outbound go-to-market business challenges. He believes research should be fun and engaging for both the participant and stakeholders and always uses captive storytelling.
Tovah Paglaro's headshot.

Tovah Paglaro, Co-founder, Fathom 

Tovah is a founder of Fathom, where she empowers researchers from leading brands and agencies to understand and act on open-ended data at scale. Tovah has led research for multinational brands, delivered insights that have driven billions in spending on complex social issues and developed talent and technology to center human empathy in research. Her previous company, Avalanche Insights – a leading public opinion firm in progressive politics – was acquired in 2023. Tovah is a single mother of three kids, volunteers as a mentor for female founders and sits on working groups with the Harvard Human Flourishing project and the Stanford AI & Ethics program.