Revolutionizing Open-Ended Questions: How TWI Surveys is radically reducing time to value with Fathom
Analyzing open-ended feedback has always been important for TWI Surveys. But it's also been time-consuming, and caused challenges in interpretation and actionability. That’s transformed since partnering with Fathom.
Overcoming Challenges in Qualitative Data at Scale
“I love the email when the analysis is done. That notification is like Christmas!”
TWI Surveys, the research subsidiary of Tekara, specializes in market and consumer research as the cornerstone to strategy.
Open-ended feedback is a goldmine of valuable insights for the team, but analyzing qualitative data at scale is a struggle. "Qualitative research has been a challenge because we never had the ability to quickly trust the representativeness of qualitative data,” said Ryan Williams, Co-Founder of TWI Surveys.
"Data has a short shelf life," adds Allie Williams, Co-Founder of TWI Surveys. She credits TWI's partnership with Fathom for solving this challenge and enabling them to deliver actionable insights from open-ended data quickly and efficiently, without sacrificing quality. She adds, "I love the email when the analysis is done. That notification is like Christmas!"
Delivering More Value for Clients Faster
“It used to take me weeks of reading, parsing and putting insights together, now I can do that in 30 minutes”
TWI Surveys had tried a few text analytics solutions in the past, so both Ryan and Allie were initially skeptical when a client pointed them towards Fathom.
However, they decided to give it a try and were surprised by the results. “Whenever we get referred to a new tool, we always explore. It’s usually a swing and miss. But in this case, it’s a hit,” Allie explains.
Ryan adds, “It used to take me weeks of reading, parsing and putting insights together, and now I can do that in 30 minutes and get into the strategy work. I can deliver as much value to my clients in way less time.”
The team subscribed to the platform after their free trial, and now they are able to work with more clients, deliver results more quickly, and never sacrifice on quality.
Finding Emerging Trends and Uncovering Themes in Segments
One of the key benefits of Fathom's platform is that it allows TWI Surveys to "quantify the qual" in their survey data. This means they can move beyond reporting on top-level themes and drill into key segments, capturing more meaning, detecting emerging trends, and seeing the "full picture" while conducting their analysis.
Ryan explains, “What’s so great about this tool is that we are able to share the respondent voice, and can segment and quantify themes, tonality, and even specific words by demographic or geography, while protecting anonymity.”
Confidence in Insights Means More Time for Strategy
By adopting Fathom's platform, TWI Surveys is able to focus more of their time with clients on strategy and less on data interpretation.
Ryan shares, "We have no more meetings where 75% of the time is spent discussing how to interpret the data, and only 25% on next steps. Now meetings are 25% reviewing the data, and 75% focused on the strategy of what to do next.”
This shift allows client conversations to flow more smoothly, as it’s easier to accept results when the themes are exhaustive and clearly free of bias.
Supported by a Customer Centric Platform Experience
TWI Surveys values working with vendors like Fathom who share their commitment to customer service.
“Your team is knowledgeable of your tool and incredibly customer centric,” said Allie. “We take customer service so seriously, and I have confidence that when I upload a project we’re in good hands.”
With Fathom, TWI Surveys has reduced their end to end delivery time by 65%, empowering them to deliver deep insights in near real time.
Revolutionizing Open-Ended Question Analysis
One of the key benefits of the Fathom platform is that it allows TWI Surveys to "quantify the qual" in their survey data. This means they can move beyond reporting on top-level themes and drill into key segments, capturing more meaning, detecting emerging trends, and seeing the "full picture" while conducting their analysis.
Ryan explains, “What’s so great about this tool is that we are able to share the respondent voice, and can segment and quantify themes, tonality, and even specific words by demographic or geography, while protecting anonymity.”
