illume

In 2010, I began working on various technologies that could address the problem of open-ends and online surveys.  I developed illume.  This proprietary process allows us to incorporate live interviews via our qualitative specialists into online surveys.  Based on respondent answers to an online survey, the qualitative specialist conducts a detailed in-depth interview (IDI) with the respondent.  This IDI produces a tremendous amount of text and ideas that go far beyond the typical tables and charts derived from online surveys.  Research data is illuminated through this process as a more colorful, detailed picture of the research is painted.