Jason Falls's Conversation Research slides from #DigitalCrossroads 2016

1. 1
Hacking the
Conversation
JASON FALLS
#DIGITALCROSSROADS
OCTOBER 21, 2016

2. 2
assume

3. 3
conversations

4. 4
monitoring vs. listening

5. 5
Product Experience Messaging
research is used for …
#DIGITALCROSSROADS

6. 6
TRADITIONAL
• Structured
• Directed Feedback
• Subject Bias
• Time Consuming
• Costly
• Unstructured
• Unsolicited Feedback
• Without bias
• Real- to Near-Real-Time
• Cost efficient
#DIGITALCROSSROADS

7. 7
Product
research is used for …
#DIGITALCROSSROADS

8. 8
#DIGITALCROSSROADS

9. 9
#DIGITALCROSSROADS

10. 10
#DIGITALCROSSROADS

11. 11
research is used for …
Experience
#DIGITALCROSSROADS

12. 12
#DIGITALCROSSROADS

13. 13
18%
62%
19%
1%
Quality of Care News Reaction Facilities Career/Job
Quality of Care conversations driven
exclusively by four (4) individuals
ranting about abuse by staff
members, insinuating, criminal
investigations and amplifying
negative news articles
key insight
#DIGITALCROSSROADS

14. 14
research is used for …
Messaging
#DIGITALCROSSROADS

15. 15
#DIGITALCROSSROADS

16. 16
#DIGITALCROSSROADS

17. 17
#DIGITALCROSSROADS

18. 18
Market 2 Week Average Bad Grandpa Sex Tape
NY/LA 32.0% 19.0 37.7
Deep South 7.6 11.9 10.0
AA Markets 9.1 12.4 9.5
Hispanic Markets 7.1 9.0 9.9
#DIGITALCROSSROADS

19. 19
toolbox

20. 20
your road map
#DIGITALCROSSROADS

21. 21
framework of curiosity
Q U E S T I O N S T O A S K O F Y O U R D A T A
Inspired by a collection of ideas by John Muir Laws (http://www.johnmuirlaws.com/stewardship/a-curiosity-framework)
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Form (What does it look like?)
Function (Howdoesitwork?)
Change (Howdoesitevolve?)
Perspective (Howisitimpacted?)
Cause (Why is it like this?)
Reflection (HowdoIknow?)
Recommendation(Whatnow?)
#DIGITALCROSSROADS

22. 22
keep assuming

23. 23
@ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m
www.conversationresearchinstitute.com
consumer insights to drive business decisions
jason falls