Coding Process

Focus Forward’s US-Based coders are knowledgeable and meticulous, experienced in various aspects of data analysis. Our continuous training program, dedicated project management and quality process guarantees your complete satisfaction.

Your dedicated project manager reviews the data, suggesting the best methods and formats for your survey analysis.

Each project is reviewed for content and assigned to a US-based coder, based on attributes applied to both the project and coder.

Utilizing our preferred coding platform, Ascribe, coders are able to quickly organize and code large amounts of data.

Our in-house QA team analyses the verbatim correlating to the codeframe structure, nets, subnets and codes, checking the coder’s judgment, consistency and accuracy.


A codebook is a body of text, similar to an outline of a paper, which organizes and quantifies the various ideas stated by the respondents with the use of NETS and SUBNETS. Our US-based coders evaluate the questionnaire, the question texts, and the verbatim before beginning the codebook creation process. Because all responses are reviewed, the final product incorporates interpretations and internet searches, allowing for an accurate and detail oriented codebook. We also pride ourselves on granularity and organization, which is reflected in the structure and nuances of the codebook.

This is the most common form of coding as it allows researchers to analyze a large amounts of loquacious data with relative ease. Each open ended response can have a limitless number of ideas associated with a question. Since we code manually, the nuances, subjectivity, and details in each response are pulled out and analyzed for accurate and thorough coding.

Other Specify responses, also known as Short Answer and/or Brand-List responses, are limited by the number of options that can possibly occur. They are most often brand names or locations, but are not limited to these, where there is very little subjectivity and the corresponding codebooks are essentially an organized list or prevalent responses. Before we begin, our coders will review the provided list from the correlating question and build on top of it for coding and codebook creation. If a list is not provided, we typically create one as we code. Both internet research and familiarity of the topic allows coders to nest and organize codes for optimal codebook layout.

International survey research can have verbatim in the local languages that will need to be coded. We can translate both the verbatim and audio and into English and then begin coding with our staff. Since all coding for a project is completed with a select group of coders, you will be able to maintain consistency and uniformity without sacrificing speed.

Medical coding requires research and familiarity of the topic in order to comprehend, analyze, and accurately code the ideas presented. As our coders have years of experience with medical market research, we can code both quickly and accurately.

Multi-media and political coding require a high level accuracy from a knowledgeable and apt US based coder. Whether it is a beta test for a film, data for an article, or feedback on politics, we have a team that can thoroughly review the responses for maximum detail, granularity, and judgment. Often times, reference materials are given which we use for better analysis and comprehension.

A photograph is taken by the respondent representing the answer(s) to a question. This is then identified, typed, and coded. We can complete this entire process, allowing you to access a one-stop shop, or we can work on select sections of the project.

In-depth interviews are transcribed and coded for easy comprehension and organization. Focus Forward can template the files upon transcribing, then code it all for you as standard.

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