QUALITATIVE RESEARCH

Coding and Thematic Analysis

Select a company/product/service that seems not to be doing so well and whose

reviews can be easily gathered on the internet. Using the reviews, conduct the
coding and thematic analysis to extract probable problems.

SERVICE NAME – Leaf Bass Wireless Bluetooth Headphones with Hi-Fi Mic and 10
Hours Battery Life, Over Ear Headphones with Super Soft Cushions and Deep Bass
(Carbon Black)

MDP: How to increase the customer ratings and obtain positive reviews for the Leaf Bass Wireless
Bluetooth Headphones?

Exploratory Research: Analysis of Qualitative secondary data on Amazon to identify probable cause
using coding and thematic analysis.

1. Omkar Pednekar (1/5)

sound quality
•Battery backup is upto one week if you use daily 3-2 hours
•It is very comfortable the cushions are very soft there is no pain in the ears
•It has bass but the bass is not very strong but it is awesome in this budget
•Built quality is very awesome and stylish
•I got it at Rs. 999 in the offer days
•And Bluetooth connectivity is very good

2. Drishti (1/5)
I was wondering how can such a superb headphone be at Rs 999/-. Later realised, by paying rs
999/- you get only one side working , for both sides to work you need to pay Rs. 999x2 😕

3. Chiragjesti (1/5)

Right side of the headphone is not working.... Got defective piece of headphone.... some parts
are broken... Really disappointing..

4. Vinod Gidwani (1/5)

Received the product broken. And the quality of the material is very cheap, better to buy boat rockerz
400
 5. mohammed hussain..(1/5)

Damage material recieved....

6. Manindra (2/5)

jst few mins of purchasing, I am returning now.

the built quality is poor..like cheap Chinese plastic items. no smoothness in buttons, will make kat-kat
sound when pressed.

everything aside, Most horrible is the sound quality.. no crisp sound. They claimed deep bass... trust
me it's a straight lie. recently I have tried boat rockers 400, though I didn't like their bass claim as well,
but this one is even poorer than the boat one. my earphone has 100 times better and deep bass than
these headsets.

coming to the mic features, all Bluetooth headset are same. the receiving end sound output is
pathetic. you ultimately hav to go directly on phone to talk.

be aware, I think they don't hav return applicable on this item. i was trying to return on the same day
and it left me only option to replace not return.. but i am not sure if its bcoz on the same day i am
returning or they have blocked return on this.. i am yet to figure it out.

Omkar Drishti Chiragjesti

Vinod mohammed Manindra
Pednekar Gidwani hussain
Improvement Manufacturing Manufacturing Damaged Damaged Low quality
in bass defect defect product product
Damaged Low quality Improvement
product in bass
Mic bad
quality
Replacement
policy

Primary theme Sub-primary theme Customer comments

Improvement in bass(2)
Manufacturing defect(2)
Damaged product(3)
Low quality(2)
Improvement in bass bass is not very strong
Improvement in bass They claimed deep bass
Manufacturing defect you get only one side working
Manufacturing defect Right side of the headphone
is not working
Damaged product some parts are broken
Damaged product the product broken
Damaged product Damage material recieved
Low quality quality of the material is very
Low quality cheap
the built quality is poor

Mic bad quality Mic bad quality . the receiving end sound
output is pathetic
Replacement policy Replacement policy to replace not return