Along the lines of the prior post. Our friends over at Chadwick Martin Bailey have a great article up about the value of Net Promoter Scores and what you can find in verbatims that goes beyond simple quantitative measures. Their VP of Retail and eCommerce, Brant Cruz (the self proclaimed funniest man in research) says simply:

"We’ve learned firsthand about how important this is recently with one of our clients: verbatims picked up an important pain point (and improvement opportunities) related to a business change that would have been completely missed in a more traditional tracking instrument."

Read the full article here.

Traditional quant has its place, but no one can doubt the power and insight that comes from hearing customers' voices through rich verbatims (especially in an easy to use format like Invoke.)

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