Text analytics that transform market research with Tovah Paglaro

On this episode of Now that's Significant, we talk transformative text analytics that transforms market research. Host Michael Howard, the Head of Marketing at Infotools, is joined by Tovah Paglaro, Co-founder and Chief Operations Officer at Fathom That.

Fathom is an organization who seeks to be the most trusted text analytics software, to drive empathetic decision making based on open-ended listening, and become the new standard for employee, customer & public opinion research. 

In this episode, we dive into:

- Why text analytics will play a big role in Market Research, with some background into the story behind Fathom.

- The main kinds of problems that Fathom helps insights teams to overcome. 

- The general feeling that market researchers have towards text analytics.

- The potential causes of those who are more skeptical to adopt new technology.

- And what is potentially needed to help people see the value and use newer technologies like next-generation text analytics platforms.

We hope you enjoy the show.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com