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of interpretation and therefore time. As you gather and interpret the data, you’ll need to be careful not to express biases in the moderation of focus groups/listening sessions or in analysis of the data. If your participants aren’t chosen at random, results may be questionable unless purposefully targeting specific audiences. Keep in mind, qualitative data can’t usually be generalized to the overall population. 3. Observational The observational method works well with measuring behaviour change by using direct observations of your target audience to determine whether they’re doing what the campaign is encouraging them to do.
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