Emerald Research turns open ended data into business wins with Fathom
The Challenge:
Emerald needs accurate & detailed insight from open-ends to identify product & revenue opportunities for their clients.
Emerald Research’s clientele includes many of today’s largest tech companies. Their customers need strategic insight into specific product experiences and customer behaviours that go beyond surface-level responses.
Traditional methods and existing text analytics tools fall short in providing the nuanced, actionable insights needed to address detailed questions, such as the specific causes of product churn, unmet customer needs, or experiences driving high customer satisfaction.
-
Emerald Research, founded in 2019 by a group of ex-Microsoft employees and senior consultants has rapidly established itself as a market research leader specializing in Insights and Analytics for the tech sector. With a team of about 25 dedicated experts, Emerald's unique approach combines deep technology knowledge with a method-agnostic strategy, providing tailor-made research solutions that drive tangible business outcomes.
Eric Knoben, Partner at Emerald Research Group, explains how Fathom Text Analytics has revolutionized their work, and why they continue to choose Fathom as their Text Analytics Partner.
Fathom transforms verbatim responses into nuanced themes, accurately codes data, and enables new kinds of insight.
Emerald leverages Fathom to tackle these challenges by transforming unstructured open-ended survey data into structured, actionable insights.
Fathom’s advanced text analytics solution stands out for its precision and ability to handle nuance and context, addressing the limitations of other tools. As a human-in-the-loop solution, Fathom ensures that human supervision complements its AI capabilities, delivering the highest accuracy and trustworthiness.
Emerald now seamlessly integrates qualitative and quantitative data, rapidly deriving insights from extensive sets of 10,000+ open-ended responses within the quick-turn timelines Emerald's clients expect. This capability boosts their ability to deliver high-impact, timely recommendations to clients.
Unlocking Efficiency and Accuracy
Fathom's platform effortlessly codes thousands of open-ended responses to the highest level of quality, significantly improving workflow efficiency and accuracy. This opens net new insights and advanced analytics capabilities, with the added bonus of freeing Emerald's team from manual coding.
“Fathom has transformed the way we handle open-ended data. The automation and accuracy they provide empowers our team to unlock insights and methodologies previously unavailable, while elevating our team to dedicate more time to servicing our valuable clients.”
Enhancing Insight Generation
“With Fathom, we can pinpoint exactly how different experiences impact revenue. The insights we gain are directly tied to our clients' bottom lines, making our recommendations more actionable and impactful.”
By combining telemetry data with Fathom’s coded open-ended responses, Emerald illustrates the direct impact of customer experiences on business outcomes. For instance, they identified through open-ended data that a segment of users having specific experiences with a given feature drive 3x more revenue than those who do not, leading to actionable product improvements and enhanced discoverability.
New Products and Value
Fathom enables Emerald to develop innovative products like “Emerald Apex,” an AI-powered predictive methodology that connects customer feedback with predictive analytics. In addition to Fathom enabling Emerald to perform segmentations and brand lift studies based on qualitative data, this tool now enables Emerald to magnify the strategic value of research for their clients by aligning customer experiences with key business metrics.
“The development of Emerald Apex has been a game-changer. By integrating Fathom’s insights with our predictive analytics, we can now connect customer feedback with business outcomes in a way that was previously impossible.”
Boosting Client and Team Impact
“Fathom’s platform eliminates the tedious manual work and lets us focus on strategic analysis. It’s a huge boost to both productivity and job satisfaction.”
The partnership with Fathom improves how the Emerald team communicates results to clients. It also reduces stress and frustration among team members who previously spent significant time coding data manually, enhancing job satisfaction and reducing brain drain.
Emerald’s experience highlights why Fathom is preferred over other text analytics solutions:
Contextual Accuracy: Delivers nuanced code frames with human oversight, avoiding common AI errors and ensuring strategic relevance.
Efficiency Gains: Streamlines data coding, accelerating analysis and freeing teams to focus on strategic insights.
Customizability: Facilitates easy validation and modification of themes through an intuitive interface, providing trust and transparency.
Rigorous Analysis: Enables in-depth quantitative analysis of accurately coded data, unlocking new research opportunities.
Delightful Experience: Offers a user-friendly interface built by researchers for researchers, delivering a delightful analysis experience with outstanding support.
By utilizing Fathom’s advanced text analytics and human-in-the-loop approach, Emerald transforms complex, unstructured data into actionable insights, enhancing their efficiency and business outcomes.
