The gross quantity of the verbatims, the variety and richness of the feelings and attitudes expressed, the intolerable ambiguities, and the lack of a simple structure to integrate these data all contribute to deter meaningful analysis.
Reviews of the thousands of verbatims contained in several hundred advertisement copy-test reports indicate that all such verbatim responses fall into one or more of the following five categories:
These categories were derived by using a radical change of perspective: allowing the verbatims data to act with sufficient autonomy to guide the analysis, rather than merely searching through them for what one might like to find.
Our basic structure is divided into quadrants, with a neutral origin, in recognition of the diverse and sometimes conflicting data contained in verbatims.
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