Market research businesses spend billions of pounds each year on conducting focus groups, and with the pandemic, video group calls. These strategic research surveys can help you find out a lot more about your clients and customers. However, analysing a video or audio file can be difficult, so a transcript is necessary to work from.
Transcribing a video group can be a hard task too – in this group environment, customers bounce off each other with ideas. There is often a selection of quieter speakers, background noise, and non-verbal cues to complicate the conversation. If you want to make the most of the information at hand, you’ll need to transcribe the audio properly. So, we have some tips to help you.
Transcribe the recording in intelligent or strict verbatim.
This means you’ll either write down the conversation word for word with all the non-verbal interactions, or you’ll remove the fillers and keep just what is said. Whatever you choose will depend on whether you want to study how things are said and in the specific context, and not just what is said.
Identify the speakers in the recording.
To make the most of the qualitative data you have collected, you’ll want to know who said what. Depending on the number of participants involved, you could choose to use labels such as ‘participant 1’ and ‘participant 2’, but for larger groups, you might want to use names or other means of identification.
Confidentiality is important with a lot of market research, as it allows people to speak more openly. It is best practice that you keep the participants anonymous and not use their real names.
Timestamp your transcript where needed.
Timestamping is very helpful – it means you can locate the section of the recording where certain topics of interest start. This cuts the amount of time you will spend fast-forwarding through the audio. Adding timestamps frequently will help when you need to revisit for further review.
Don’t amend natural speech.
You may want to change a mispronounced word or take out filler words, but sometimes it is best to leave it with all the characteristics. This can help when you come to analyse how accurate a participant’s statement is. Adding a timestamp after these sections can show how it is up for discussion later on down the line.
Make sure to proofread your transcript.
Proofreading is the final, and a very important step in creating an accurate transcription. As a good rule of thumb, you should go through the transcript alongside the audio at least twice to check for errors.
The entire process of transcribing a video group discussion for market research takes a significant amount of time and effort unless you have experience in creating transcriptions and the right tools.
With our reliable transcription services, you can be sure to have an accurate transcription within 24 hours. This gives you more time to focus on analysis and the aspects that really matter.
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