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A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011
‘Stop looking at carriages start looking at trains’ John Griffiths Planning Above and Beyond, UK
The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org The copyright for this material is jointly owned by The Future Place and the presenter. John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Stop looking at carriages start looking at trains John Griffiths March 8th 2011 Planning Above and Beyond
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Cloud of Knowing Remit to consider how online content can be incorporated robustly into market research
Open source project
Face to face meetings Next one due in April Sharing papers http://www.webjam.com/cloud_of_knowing John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The tool nearest to hand is NOT necessarily the best one.. Just the closest n n
Stochastic (counting) tools are easy to write It doesn’t mean they tell you very much
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Totem talk from Rosie Campbell n
Start with shared meanings n n n
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Cultural discourses Family stories Telltale words used
Only look at the component words when you understand the shared context Several totems in each market – demarcate each one THEN identify component words
Source: Inside language - how to spot totem poles Rosie Campbell MRS conference 2010 John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
You don’t understand a train by counting carriages
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The meanings come from above not below Obese = lazy and complacent Uses ‘obesity’ to repel her from it
Who I am – tied into my weight Can’t bring herself to use the ‘obesity’ word
‘people’ vs us John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Branding trains
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Attaching brands to trains.. n n n
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Can be artificial – imposed Better to discover which train the brand fits with And find the right time to make the brand connection – in the right part of the train Fill the train – don’t try to own it
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Tying this down.. n
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Using qualitative analysis or reanalysis of existing studies to identify different trains, the mix of carriages – analysis by hand THEN use analytic engines to track the train – analysis using automated processes
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Pick the right platform n
Sampling
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The curator curve
Posts regularly on a topic Often refers to own postings
NB not the same as authority or influence
Posts one off comments No evidence of deeper interest
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The audience curve
Online hit – viewed by thousands or hundreds of thousands
Rarely if ever read by anyone!!
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The context curve
Actively involved/immersed in context Reflective but away from context
Detached from context
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Insomnia: which gives the best picture? n
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Detailed diary content by insomnia sufferers Regularly accessed and rated content When and where the content was created eg video and photo content John Griffiths, Planning Above and Beyond, UK
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
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Work TOP down – sort the trains before the carriages Sample – grade the data rather than increase the size of the dataset – to bring clarity – reduce noise increase signal Don’t use a tool just because its there or because its free..
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
That’s all folks!
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q&A
John Griffiths Planning Above & Beyond
Ray Poynter The Future Place
John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
