Verbatim

A verbatim is a word-for-word comment or response provided by a respondent or research participant. Verbatims are most commonly generated from open-ended questions in surveys or from qualitative research techniques such as depth interviews and focus groups. They capture respondents’ views in their own words, providing an authentic representation of their opinions, experiences, or attitudes.

In market research reporting, verbatim comments are often used alongside quantitative data. While quantitative results show the overall patterns or scale of an issue, verbatims help bring the findings to life by illustrating why respondents feel a certain way or by highlighting the reasoning behind particular behaviours or attitudes.

Researchers typically select verbatims that represent common themes within the data, although particularly insightful or unexpected comments may also be included to provide additional context. Because they reflect the genuine voice of respondents, verbatims can be a powerful way to communicate customer perspectives to stakeholders and decision-makers.

DJS Research regularly incorporates verbatim comments into market research reports across a wide range of services and methodologies, helping clients better understand the experiences and motivations behind the data.

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We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.