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