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YouEye targets qualitative data with new analytics platform

Katherine Noyes | April 16, 2015
Using YouEye's platform, enterprises can measure reactions to marketing campaigns, mobile-app designs, brand positioning and sales funnels.

YouEye's technology represents the "next generation," he said.

Of course, "qualitative data" can mean different things to different people. Tom Anderson, CEO of text-analytics company OdinText, defines it by the number of data points, or subjects, rather than the unstructured nature of the data itself.

"You cannot have patterns in what five people say, because you can't apply statistics or math," he said.

The question is, how many data points do you need before analytics start to make sense?

"We tell people there are some things you can get out of small sets of qualitative data, but honestly, it's not much," Anderson said. "It's not something you're going to base business decisions on."

 

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