When we did, something magical happened. Our clients told us the transcripts “got you closer to the customer”, and they could “walk in the customer’s shoes”. These transcripts somehow brought the data to life, and it was possible to see the whole experience from the respondent’s viewpoint.
Some surveys produced more ‘magic’ than others, and it took us a while to work out what was going on. Where customers were recounting their experience in chronological order of their customer journey, they told their stories. Eureka! The magic was, of course, the power of story. Transcripts were a form of raw storytelling.