Clapture allows respondents to "mark-up" (literality choose/select) text to select what stands out, or is especially appealing about a concept statement, series of messages, or other communications. Selection can range from a word to a group of sentences. These "mark-ups" are then aggregated across respondents creating a preference frequency report. We can explore how key segments of your survey respondents may have responded differently.
Other selection methods that can be used for Text Analysis include:
- Concept Testing
- Copy Testing
- Attribute Recognition
- Visual Layout & Symbolism (technique using pictures)
RDR is always striving to develop new tools to assess respondents and obtain deeper meaning from their choices. By designing Clapture, the text-markup tool, we have the capability to understand what drives preference.
Try it out: Clapture Demo
