How to Turn Transcripts into Data Visualization


How to Turn Transcripts into Data Visualization
Beth Worthy

Beth Worthy

12/24/2020

Access to correct and appropriate data enables marketers to make more informed decisions and create more convincing campaigns. If you have audio from focus group sessions, one-on-one interviews, or anything else research-related, you can transcribe the audio and then use it for data visualization.

Data visualization is a tool used by marketers to transform data points into valuable marketing aids, both internally and externally.

What is data visualization?

Data Visualization is the depiction of data in the form of a picture, graph, chart, etc. that can be used as a reporting tool. These provide a practical way to see and comprehend trends, outliers, and patterns in data. Data visualization tools and technologies are vital to evaluate huge amounts of information and make data-driven decisions.

Why data visualization?

1. Process information in innovative and more productive ways

Data visualization helps decision-makers see relationships between multidimensional data sets and, through heat maps, fever charts, and other rich graphical representations, offer new ways to interpret data. Organizations that use data discovery are more likely than other organizations to find the information they need when they need it effectively.

An Aberdeen Community survey finds that managers are 28% more likely to find timely information in companies that use visual data discovery methods than those who rely exclusively on managed reports and dashboards. Additionally, 48% of business intelligence consumers in businesses who use visual data exploration can locate the knowledge they need all or much of the time without the IT workers' support.

2. Visualize relationships between operational and business activities

By providing a multi-faceted view of business and operating dynamics, data visualization allows the senior leadership team to make and implement plans, thus impacting customer satisfaction.

3. Identify and respond to emerging trends faster

The amount of consumer and market conditions data that companies can gather provides decision-makers with insights into potential sales and business opportunities, assuming they can spot the opportunities in the data mountain. Decision-makers can detect changes in consumer preferences and market dynamics much quicker across various data sets using data visualization.

4. Manipulate and interact directly with data

How it brings actionable information to the surface is one of the main strong points of data visualization. Data visualization tools allow users to interact with data, unlike one-dimensional tables and data charts that can only be examined.

Data visualization as an effective marketing tool

An easy way to reach a large audience rapidly is visual communication. Research suggests that 65% of people are visual learners. Marketing, both internally and externally, incorporates visual communication for conceptual and data-driven work. The best way to communicate results with your colleagues is to use data visualizations internally. Externally to prospective clients, they will demonstrate the importance of your product or brand.

Once you have your data, you can consider the type of evaluation you prefer to conduct.

Step 1: Analyze your data 

Here is where the methods of text analysis come in. To create a word cloud based on the word frequency and phrases that often go together, use fundamental text analysis.

More advanced methods of text analysis include the analysis of emotion, also known as opinion mining. This method uses algorithms for machine learning to extract and interpret emotions from textual data.

These algorithms can collect data from multiple sources (tweets, emails, tickets for support, product reviews, transcripts, etc., and then categorize data points according to various criteria:

  • POLARITY (very positive, optimistic, neutral, pessimistic, very negative)

We can detect which product features people mention positively, neutral, or negatively when analyzing product reviews.

  • SENTIMENTS AND FEELINGS (happiness, sadness, frustration, anger, etc.)

To keep a pulse on how audiences, specialists, or the media view brands and goods, they provide social media and brand tracking. Market research and competitive analysis also take advantage of sentiment analysis.

Step 2: Transform your data into visualizations

It is possible that data analysis will take the form of spreadsheets. There are a few methods you can use to transform this into data visualization. You can use the software within spreadsheet platforms such as Google Sheets or Excel for basic data visualizations like charts and graphs.

Contact us at GMR Transcription for Transcription services. We can help transform your audio or video into high-quality transcripts, so you can utilize business data and create storyboards that help analyze data in different ways.

Also Read: Learner's Spotlight: Visual Learning

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Beth Worthy

Beth Worthy

Beth Worthy is the Cofounder & President of GMR Transcription Services, Inc., a California-based company that has been providing accurate and fast transcription services since 2004. She has enjoyed nearly ten years of success at GMR, playing a pivotal role in the company's growth. Under Beth's leadership, GMR Transcription doubled its sales within two years, earning recognition as one of the OC Business Journal's fastest-growing private companies. Outside of work, she enjoys spending time with her husband and two kids.