Quantitative metrics tend to get the attention whenever data is the topic of discussion\u2014after all when people talk about measurement, they tend to mean numbers and things that can be counted.<\/p>\n\n\n\n
As we consider these bits of information that can be numbered, it\u2019s good to remember that there\u2019s another side to this measurement coin that helps us to better understand the context\u2014namely, qualitative metrics.<\/p>\n\n\n\n
Qualitative metrics can add a great deal to your PR measurement work, providing insight and context that might be missing when you look at numbers alone. This additional awareness can be particularly important in PR work, with its focus on communications. When we better understand the thought processes and biases of our audiences, we can better frame our messages and delivery.<\/p>\n\n\n\n
Qualitative data are information points that cannot be counted. Things like assessing sentiment, or providing comments or feedback, or conducting a focus group are all examples of qualitative data.<\/p>\n\n\n\n
Depending on the type of qualitative data collected, it can be more expensive to gather and process. Observational notes, for instance, require personnel with sufficient expertise to understand what is important to capture in notes, along with similar background requirements for analysis. When you decide to gather some forms of qualitative data, you\u2019ll be paying for time and experience in addition to the actual data collection process.<\/p>\n\n\n\n
Other forms of qualitative data include: case studies, interviews, journals and recordkeeping, and surveys that ask open-ended questions.<\/p>\n\n\n\n
Far from being a \u201clesser\u201d metric, qualitative data holds significant value for public relations practitioners.<\/p>\n\n\n\n
PR is about establishing and building communications channels between organizations and their audiences, so we\u2019re talking about connecting with people\u2014human beings with all of their opinions, experiences, and biases. People don\u2019t always think, respond, and react in rational ways. So, if you want to communicate successfully, you\u2019ll need to understand what makes your audience tick and how emotions are playing into how they respond to different messages.<\/p>\n\n\n\n
What qualitative data provides is a rich contextual framework that can help you understand the \u201cwhy\u201d that is driving your audience response.<\/p>\n\n\n\n
Social media platforms, by design, create massive volumes of unsolicited feedback and thus can be considered a resource for qualitative data, with some important caveats. Launching a new product, design, or messaging and then assessing social sentiment can provide context as to why people are responding in a certain way (good or bad, or a mix of both). Studying automated sentiment can provide useful information when taken in conjunction with other analysis factors.<\/p>\n\n\n\n
What are the important caveats to keep in mind about social platforms? First and foremost, it\u2019s important to remember that those active on social channels represent a subset of the public at large. Second, different audiences gravitate to different platforms, so make sure that the platform you are collecting qualitative data from is one that reflects your target audience. Third, remember that privacy settings, particularly on Facebook, can mean that you are seeing only a small subset of comments\u2014and that might have an impact on the impressions you take away from the commentary.<\/p>\n\n\n\n
Starred rating systems that offer comment boxes are another source of qualitative data. Context can be very important here\u2014did someone leave a one-star rating because the service was bad, or because they were having a challenging day?<\/p>\n\n\n\n
A recent personal example illustrates this point. When planning a vacation, we decided to purchase tickets to a very highly rated food tour, with thousands of five-star ratings on TripAdvisor. Curious about the handful of one-star ratings (there were only four one-star ratings and 9,467 five-star ratings), I clicked through a few to read the open-ended comments (the qualitative data). What had caused these one-star ratings? Food poisoning? Grumpy guides? No, and no. One person gave the tour a one-star rating because their flight was delayed and they missed it. Another didn\u2019t like being outside in bad weather, and one found the guide\u2019s requests to provide a review overbearing. This is a relevant context to have, both for the company that offered the tour and for people interested in buying tickets.<\/p>\n\n\n\n
While the quantitative data was overwhelmingly solid\u2014the 9,467 five-star ratings\u2014the qualitative data provided in the positive reviews gave us an idea of what we could expect. From a data perspective, the quantitative data provided us with a level of confidence that we would have a positive experience, and the qualitative data gave us the context about what made the tour enjoyable for others.<\/p>\n\n\n\n
The most relevant uses of qualitative metrics are when determining a \u201cwhy\u201d behind the data is either important or helpful. Here are some examples of instances where gathering qualitative data might be helpful for a PR program:<\/p>\n\n\n\n
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These are just a few examples of PR program situations that could benefit from the gathering and analysis of qualitative data.<\/p>\n\n\n\n
Quantitative analysis usually gets the spotlight, especially during Measurement Month. However qualitative data collection and analysis can play a key role in public relations efforts, given its focus on uncovering the \u201cwhy\u201d behind human actions. If you can determine the \u201cwhy,\u201d your messaging and PR plan development will speak more directly to your audiences, and allow for greater program success.<\/p>\n","protected":false},"excerpt":{"rendered":"
Quantitative metrics tend to get the attention whenever data is the topic of discussion\u2014after all when people talk about measurement, they tend to mean numbers and things that can be counted. As we consider these bits of information that can be numbered, it\u2019s good to remember that there\u2019s another side to this measurement coin that […]<\/p>\n","protected":false},"author":60,"featured_media":19348,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[330],"the_measurement_standard":[340],"creator":[288],"class_list":["post-19347","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-pr-measurement-evaluation","the_measurement_standard-pr-measurement-evaluation","creator-jen-phillips"],"acf":[],"yoast_head":"\n