In marketing research, verbatim coding is the assignment of numeric codes to various words, phrases,
or concepts in text, so that the information and meaning in the text can be extracted and analyzed
quantitatively. Open-end questions in surveys generate reams of verbatim text that must be coded and
analyzed. CRM systems, customer feedback systems, customer records, competitive websites, etc., can also
provide large amounts of verbatim text to code and analyze.
Coders being by reading the text to be coded. As they read, they begin to build a codeframe (a list of
codes by question). Then all of the open-end answers to each question are coded. This system enables
coders to move quickly through the questionnaire text. All answers are carefully coded by a person
in coding (no automated or computer coding). The results are precise codes that fully reflect the true
meanings of the open-end verbatims.
Types of Coding
Symmetric sister company, Nuance, codes all
types of open-end verbatim answers, comments, and text across
many different product categories and industries, including:
- Open-end verbatims from surveys (paper surveys, online surveys, comment cards, etc.)
- Open-end responses in customer-feedback systems
- Open-end answers to phone surveys (CATI, voice, or text)
- Voice/Video recordings from IVR systems or ethnography studies
- Social media text
- Photographs and images
Nuance provides verbatim coding services for
more than 30 languages. The following languages are coded by
Decision Analyst native language coders.
In addition, Nuance codes over 20 other
languages through partner companies in their respective countries.
Coding in the actual language saves time and money so that translation is not needed. If you need to
in an unusual language, please check with us. We may have a partner company that can code that language.
Quality Assurance Standards
Symmetric and Nuance adheres to rigorous and
consistent quality standards. The level of coding quality is
largely determined by the quality of the coders. They must be very smart, intellectually curious, and
capable of great attention to detail. Decision Analyst coders are carefully trained for a minimum of six
months, before independent work is permitted. Our coders average over 15 years of marketing research
The work of each coder on a project is carefully checked at multiple points by quality-control
within the department, and then checked again, independently, by the Quality Assurance Department.
Multilingual Coding Services
If you need a cost estimate for a coding project, please email email@example.com