What is a like?
It’s a question on a survey, a verbal answer to a human moderator, or a button click on LinkedIn, Twitter, or TikTok.
But what is it REALLY? What does a cerebral, subjective feeling of ‘like’ translate to in the real world?
Is it clicking 4 out 5 on a questionnaire?
Is it a 3 out of 5 converted to a 4 out of 5 so you don’t hurt the interviewer’s feelings?
Is it a 5 out of 5 converted to a 4 out of 5 so you don’t seem overly agreeable?
Is it kind recognition of a friend’s social media post even though you didn’t like the post itself?
Is it love for a social media post when there is only a like button?
Is it reflected in one of these memes which seem to range from feigned positivity to voracious enjoyment?
What we do know is this.
From an interview transcript alone or a questionnaire response alone, it’s impossible to tell. Words have meaning in context. To truly know what a like means, we need interview transcripts AND interview videos. We need questionnaire closed-ended answers AND questionnaire open-ended answers. To truly know what a like is, we need wide data and a lot of data.
You might like to read these:
- 10 Tips for Pretesting Research Questionnaires and Generating High Quality Market Data
- Chunking: What to do with a questionnaire that’s too long?
- Qualitative Research Techniques: Nine Attributes of a Successful Focus Group Moderator
- What are the advantages of the IHUT research methodology?
With nearly 40 years of experience, Canadian Viewpoint is a field and data collection company that specializes in English and French offline and online services. We offer consumer and medical sample, programming and hosting, custom omnibus, mall intercepts, pre-recruits to central location, mystery shopping, site interviews, IHUTs, sensory, product, and package tests, discussion boards, CATI, facial coding, and other innovative technologies. Learn more about our services on our website. Canadian Viewpoint is a founding board member of CRIC (Canadian Research Insights Council) and named on both the 2019 GRIT Top 50 list of Emerging Players and the Women in Research shortlist for Best Places to Work.