Based in Dallas, Barry Nash & Company has been coaching and qualitatively researching television news and sports talent in North America and abroad since 1987. The company is concerned in particular with the dynamics that support connection—how people look, sound, move and think—when they are communicating powerfully and effectively.

While traditional, quantitative research models address the popularity of talent in competitive markets, the analysis of performance dynamics is relatively primitive. Respondents typically view very short clips of talent at work, limitations are imposed on the range and length of any open-ended responses, and analysis can seldom go beyond the creation of word clouds and “naked-eye” interpretation.

With this in mind, Barry Nash conducted some research of leaders in text analytics for market research, and after a couple of false starts with other providers, chose InMoment.