Market Strategies' Chief Research Officer, Theo Downes-Le Guin, shares results from parallel but independent analyses of a large amount of semi-structured text, using a senior researcher deeply familiar with the subject matter and a software-driven analyst new to market research. The findings compare differences in substantive meaning, value to the client and operational cost to determine if reliance on the seasoned individual is mostly a force of habit or if it is still the only way to get beyond superficial results.

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