A framework for qualitative analysis

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Analysis of consumer opinions on social media
In the case of BtoC products, there are cases where general consumers post their impressions on social media. Reviews on social media are spoken frankly without any consideration for the company, so it is useful for finding out honest opinions.

By regularly checking social media using keywords related to your company's products and picking out useful opinions, you can use them to consider specific improvement measures.

Heatmap Survey
A heat map survey is a method of analyzing which parts oman telegram phone number list of a website users look at the most based on mouse and scroll movements. By introducing a heat map survey tool, the site will be colored like a thermograph, allowing you to intuitively understand which parts are frequently and least viewed. If parts you expected are not being viewed much, make a hypothesis as to why this is the case and change the navigation, buttons, wording, etc. to verify the effect.


Qualitative analysis is useful for understanding user psychology that cannot be understood through numerical data, but on the other hand, the analysis tends to be subjective. In order to eliminate subjectivity as much as possible and conduct an objective analysis, we recommend using the following framework.

PEST Analysis
PEST analysis is a method for analyzing the impact of factors outside a company's control on its external environment.

Politics: Political and administrative factors such as laws and ordinances
Economy: Economic factors such as the economy and exchange rates
Society: Social factors such as population, social infrastructure, lifestyles, and trends.
Technology: Technical factors such as production technology and marketing
The name "PEST analysis" is derived from the initials of the four factors above. Among the factors, those that are positive for your company are classified as "opportunities" and those that are negative are classified as "threats." It is a good idea to use the data collected through qualitative research as a reference for your analysis to see how to turn threats into opportunities.