Verified quote
A quote whose words appear complete in the transcript of the speaker's turn and that a person confirmed by listening to the recording.
Why does it matter for a brand?
A quote is the proof behind a finding. If someone in the company questions it, they have to be able to hear it and confirm that this person said that, in those words. Without verification, a misattributed or rewritten quote can hold up a wrong decision, and nobody will know until it is too late.
How does WAV handle it?
Every quote passes two checks: its words appear complete in the transcript of the speaker's turn, and a person confirms the attribution by listening to the recording. The transcript is produced on our own computers. In the audit of one delivery, 38 of 38 quotes were attributed to the right person; the sample and limits of that figure are in WR3 in figures.
What should you ask before a study?
- Is each quote checked against the transcript of the speaker's turn?
- Does a person confirm the attribution by listening to the recording?
- What happens to a quote that fails the checks?
This term is part of the qualitative research glossary, which defines the fifteen terms that come up in any study; it is most closely related to verbatim, diarization and findings report. To see it applied, browse the sample report, built from a fictional study: it is the same format a client receives.