A Marketing Research Firm With Thousands of Handwritten Surveys
In 2013, after winning a coveted contract with a major public transportation company, a prominent consulting marketing research firm was in need of a data-processing and data entry partner. The firm was tasked with administering thousands of hard-copy surveys to train and ferry riders, ensuring the transportation company was compliant with federal regulation, as well as conducting research into rider sentiment.
The challenge of processing all the data contained in the surveys was twofold: First, each survey was handwritten and administered in multiple languages – typically English and Spanish. This made parsing the data a particularly involved and time-consuming process.
Second, each individual transit line or mode averaged about 10,000 surveys. The sheer volume of surveys in need of processing, combined with the complexity of the survey, made it beyond in-house data processing capabilities.