Unstructured Data Analysis
What do your existing conversations already reveal?
Turn conversations you already have into strategic insights. We apply marketing science frameworks to your sales calls, support transcripts, and recorded interviews to extract product, pricing, and brand intelligence.
Discuss your projectWhen clients come to us for Unstructured Data Analysis
- You have thousands of recorded sales calls in Gong or Chorus but only use them for operational coaching, not strategic insight
- Your customer support transcripts contain product feedback, competitive mentions, and pricing signals that no one is analyzing systematically
- You've accumulated months of user research interview recordings and need help extracting quantified insights from them
- Internal teams debate product direction using anecdotes from calls instead of systematic analysis of what buyers actually say
- You want to understand how buyers describe your product versus competitors in their own words, not through a survey
What you get
Revealed preference analysis
How buyers naturally describe what matters to them, creating conjoint-quality preference data without running a conjoint study.
Brand perception from conversations
Unprompted competitor comparisons and brand descriptions that feed Brand Density analysis, showing how your brand lives in buyer language.
JTBD patterns
Discovery call conversations that reveal jobs-to-be-done, hiring criteria, and switching triggers across your customer base.
Price sensitivity signals
How prospects react to pricing in natural conversation, revealing willingness-to-pay patterns without a formal pricing study.
Competitive positioning map
How buyers describe alternatives and why they chose (or did not choose) each, mapped across segments.
How we do it
Conversation intelligence platforms like Gong and Chorus analyze operational metrics: talk ratios, sentiment scores, keyword frequency, deal risk signals. KwantumLabs applies marketing science frameworks to the same data, extracting strategic product, pricing, and brand insights that these platforms cannot provide. We complement these tools rather than compete with them.
We ingest your existing conversational data (sales call recordings, customer support transcripts, research interview archives, or any other recorded conversations) and apply our proprietary analytical frameworks: Brand Density for brand perception, Consumer Surplus Value for economic valuation, JTBD opportunity scoring for product direction, and revealed preference analysis for pricing intelligence.
The analysis is led by PhD researchers with decades of experience connecting unstructured data to quantified business outcomes. The result is not a word cloud or sentiment summary. It is a strategic report with specific, quantified recommendations for your product, pricing, and brand decisions.
Timeline and investment
Timeline: Diagnostic sprints are completed in 2-3 weeks. Strategic analyses covering multiple data sources and frameworks take 3-4 weeks.
Investment: Typical investment: $35,000-$125,000, depending on the scope. A diagnostic sprint analyzing a single data source with one framework sits at the lower end ($35,000-$50,000). A strategic analysis covering multiple data sources with 2-3 frameworks sits at the upper end ($75,000-$125,000).
Because the client already owns the data, there is no new data collection process. Engagements move quickly from scoping to analysis. Ongoing programs with quarterly analysis are available for clients who want continuous strategic intelligence from their conversational data.
Common questions about Unstructured Data Analysis
What types of data can you analyze?
Sales call recordings (Gong, Chorus, Salesloft), customer support transcripts (Zendesk, Intercom), user research interview archives, podcast interviews, product reviews, and any other conversational data where people describe their needs, preferences, and brand perceptions.
How is this different from what Gong already tells us?
Gong analyzes operational metrics: talk ratios, sentiment, deal risk signals. We apply marketing science frameworks to extract strategic insights: revealed product preferences, brand perception patterns, JTBD signals, and price sensitivity. The difference is between knowing what happened on a call and understanding what it means for your product strategy.
How much data do we need?
A diagnostic sprint can work with as few as 200-500 recorded conversations. For a comprehensive strategic analysis, we recommend 1,000+ conversations to ensure statistical reliability across segments.
Do we need to share raw call recordings?
We work with transcripts, not raw audio. Most conversation intelligence platforms can export transcripts directly. We establish data handling agreements and follow strict confidentiality protocols.
Can this replace a formal conjoint or brand measurement study?
In some cases, BYOD analysis provides directional insights that answer the business question without a formal study. In other cases, it identifies the most important questions to investigate further through a dedicated conjoint or brand measurement engagement. We are transparent about which situation applies to your data.
What does the deliverable look like?
You receive a strategic report with quantified findings, visualizations of key patterns, competitive intelligence, and specific recommendations. We present findings live and provide a Q&A session.