Sometimes this is called Text or Data Mining. Qualitative market research and open-ended questions in quantitative research can generate detailed commentary from participants and text analysis assists interpretation of such feedback. We look for patterns or consistencies and themes, at the language and descriptions used and sentiments expressed as well as for noteworthy comments not just to summarise the responses but also to increase the information value of the research.
Often this process provides a better or fuller perspective on findings unearthed from other questions asked in the research. Sometimes, our text analysis is based on simply studying the responses in depth and discussing what they indicate, but we also employ helpful tools such as Q research software. This software program helps us detect relevant themes, code open ended responses and produce word clouds.