John griffiths listening - 2011
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Stop looking at carriages start looking at trains
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John griffiths listening - 2011
- 1. A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011 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. ‘Stop looking at carriages start looking at trains’ John Griffiths Planning Above and Beyond, UK John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 2. 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
- 3. Cloud of Knowing Face to face meetings Next one due in April Sharing papers Open source project http://www.webjam.com/cloud_of_knowing Remit to consider how online content can be incorporated robustly into market research John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 4. The tool nearest to hand is NOT necessarily the best one.. Just the closest n Stochastic (counting) tools are easy to write n 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
- 5. Totem talk from Rosie Campbell n Start with shared meanings n Cultural discourses n Family stories n Telltale words used n Only look at the component words when you understand the shared context n 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
- 6. 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
- 7. The meanings come from above not below Obese = lazy and complacent Who I am – tied into my weight Uses ‘obesity’ to repel her from it Can’t bring herself to use the ‘obesity’ word ‘people’ us vs John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 8. Branding trains John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 9. Attaching brands to trains.. n Can be artificial – imposed n Better to discover which train the brand fits with n And find the right time to make the brand connection – in the right part of the train n 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
- 10. Tying this down.. n Using qualitative analysis or reanalysis of existing studies to identify different trains, the mix of carriages – analysis by hand n 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
- 11. 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
- 12. The curator curve Posts regularly on a topic Often refers to own postings Posts one off comments No evidence of deeper interest NB not the same as authority or influence John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 13. 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
- 14. The context curve Detached from context Actively involved/immersed in context Reflective but away from context John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
- 15. Insomnia: which gives the best picture? n Detailed diary content by insomnia sufferers n Regularly accessed and rated content n 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
- 16. n Work TOP down – sort the trains before the carriages n Sample – grade the data rather than increase the size of the dataset – to bring clarity – reduce noise increase signal n 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
- 17. 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
- 18. Q & A John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 John Griffiths Planning Above & Beyond Ray Poynter The Future Place