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In a recent discussion, the speaker emphasizes the significance of text in survey research, referring to it as the "final frontier." Traditionally, survey comments were transcribed and coded manually, but advancements in technology have streamlined this process. Despite leaders valuing quantitative survey results, many express a personal commitment to reading extensive comments left by respondents. However, the speaker questions the effectiveness of merely reading through thousands of comments without a clear takeaway or actionable insight, highlighting a gap between interest and practical application of the feedback collected.
