Скачать или смотреть Qual at Scale: How to Choose Tools for Open-Ended Analysis of Market Research Data

"Qual at scale" isn't just scaled-up qual or open-ends tacked onto quant. It refers to a fast-evolving set of tools and methods — with real power, real tradeoffs, and a lot of noise.

This session will help you cut through the buzz and assess when and how to use qual-at-scale approaches to elevate your work.

Whether you're designing a custom study, rethinking a tracker, or making sense of a mountain of feedback, you’ll leave with a clear, practical framework for choosing the right tools and techniques to match your goals.

At Fathom, we see it all when it comes to scaling open-ended insights:
Massive volumes of open-ended survey data
Conversational surveys with dynamic probing
AI-moderated interviews, or blended approaches
Long-form feedback from online communities
Support transcripts, chat logs, CRM notes

Across market research and customer insights verticals, we have a front-line view into what’s working, what’s not, and where different ‘qual-at-scale’ approaches fit.

This session is about sharing what we’re seeing in the world of qual-at-scale - what works, what doesn’t quite yet - and how to choose the right tool for the job.

We'll cover:
The 5+ most common approaches and the real-world tradeoffs between them
How to optimize dynamic prompts, when to use them, and when not to
How to weigh tradeoffs across cost, speed, adaptability, depth, and coverage
What high-quality open ends can unlock at the intersection of quant and qual

Whether you’re designing a custom study, rethinking your tracking program, or making sense of massive volumes of customer feedback, this session will help you choose the right approach with clarity and confidence.