APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
Please tweet! #Qual360 @LoveStats #MRXApril 9, 2014 1
Men are from mars?
Word choices in social
media
Annie Pettit
Chief R...
Please tweet! #Qual360 @LoveStats #MRX
Men hate it Women love it
Please tweet! #Qual360 @LoveStats #MRX4/9/2014 3
Ye old focus
groups
Qual
research
today
Please tweet! #Qual360 @LoveStats #MRX
Method #1
• 5 really boring
datasets
• Millions of
verbatims
4/9/2014 4
Please tweet! #Qual360 @LoveStats #MRX
Method #2
• 300 survey completes
• Self-serve sample panel
• US census rep
4/9/2014...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Positivity
Men choose more aggressive words
Women choose more po...
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Slang
4/9/2014 7
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Slang
Men choose word combining and
subculture
Women choose word...
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Mild Profanity
4/9/2014 9
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Harsh Profanity
4/9/2014 10
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Profanity
Men choose extreme words
Women choose wussy words
4/9/...
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Acronyms
4/9/2014 12
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Acronyms
Men aren’t enamored with acronyms.
Women choose acronym...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Grammar
Ladies – Check your grammar!
Gentlemen – Thanks for taki...
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Laziness (dont,cant)
4/9/2014 15
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Laziness
Man. Lazy.
Women use apostrophes as appropriate.
4/9/20...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Referencing
Men speak of others
Women speak of themselves
4/9/20...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Family
I am man.
Family matters.
4/9/2014 18
woman
brother
siste...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Money
Men want to pay cheap prices on their
credit card
Women al...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Research
Men share their opinions and critique
Women can’t wait ...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: By Gender
Men Choose
• To combine words
• Aggressive words
• Pro...
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: By age
4/9/2014 22
Younger People Older People
Family mother dad...
Please tweet! #Qual360 @LoveStats #MRX
Survey Says: Personality
4/9/2014 23
Please tweet! #Qual360 @LoveStats #MRX
Survey says:
• I just tone down the profanity. I wouldnt want a
possiable employer ...
Please tweet! #Qual360 @LoveStats #MRX4/9/2014 26
When demographic differences
for a brand are
much stronger or
reversed
W...
Please tweet! #Qual360 @LoveStats #MRX
Yes, men are from mars!
Please tweet! #Qual360 @LoveStats #MRX
Thank you!
Annie Pettit
Chief Research Officer
Peanut Labs
annie@peanutlabs.com
@Lo...
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO
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Men are from mars - Word choices in social media - Peanut Labs

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at Qualitative360 North America 2014
1-3 April 2014, Toronto, Canada

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Men are from mars - Word choices in social media - Peanut Labs

  1. 1. APRIL 1-3, 2014 TORONTO
  2. 2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  3. 3. Please tweet! #Qual360 @LoveStats #MRXApril 9, 2014 1 Men are from mars? Word choices in social media Annie Pettit Chief Research Officer
  4. 4. Please tweet! #Qual360 @LoveStats #MRX Men hate it Women love it
  5. 5. Please tweet! #Qual360 @LoveStats #MRX4/9/2014 3 Ye old focus groups Qual research today
  6. 6. Please tweet! #Qual360 @LoveStats #MRX Method #1 • 5 really boring datasets • Millions of verbatims 4/9/2014 4
  7. 7. Please tweet! #Qual360 @LoveStats #MRX Method #2 • 300 survey completes • Self-serve sample panel • US census rep 4/9/2014 5
  8. 8. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Positivity Men choose more aggressive words Women choose more positive words 4/9/2014 6 love awesome help hate amazing beautiful fun crazy fight argue idiot win moron faggot n***er
  9. 9. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Slang 4/9/2014 7
  10. 10. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Slang Men choose word combining and subculture Women choose word shortening 4/9/2014 8 c luv r ppl dat u gotta bout gonna r u
  11. 11. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Mild Profanity 4/9/2014 9
  12. 12. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Harsh Profanity 4/9/2014 10
  13. 13. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Profanity Men choose extreme words Women choose wussy words 4/9/2014 11 dang darn fuck shit damn ass n***a bitch hoes
  14. 14. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Acronyms 4/9/2014 12
  15. 15. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Acronyms Men aren’t enamored with acronyms. Women choose acronyms. So they can swear. 4/9/2014 13 wtf smh bf lmao omg lol btw #$%
  16. 16. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Grammar Ladies – Check your grammar! Gentlemen – Thanks for taking care woman that would of a lot man who you’re a your going
  17. 17. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Laziness (dont,cant) 4/9/2014 15
  18. 18. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Laziness Man. Lazy. Women use apostrophes as appropriate. 4/9/2014 16 dont wont theyre youre isnt havent
  19. 19. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Referencing Men speak of others Women speak of themselves 4/9/2014 17 my I me her we our myself herself you your his himself
  20. 20. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Family I am man. Family matters. 4/9/2014 18 woman brother sister dad mom kids man
  21. 21. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Money Men want to pay cheap prices on their credit card Women already bought that deal on sale 4/9/2014 19 bought purchase deals donate on sale taxes credit card price cheap
  22. 22. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: Research Men share their opinions and critique Women can’t wait to try new things 4/9/2014 20 try new wait different recommend vote
  23. 23. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: By Gender Men Choose • To combine words • Aggressive words • Proper grammar • Harsh profanity • To spell things out • To talk about men • To talk about the past Women Choose • To shorten words • Positive words • To be slack on grammar • Mild profanity • Acronyms (for swearing) • To talk about themselves • To talk about the future 4/9/2014 21
  24. 24. Please tweet! #Qual360 @LoveStats #MRX Social Media Says: By age 4/9/2014 22 Younger People Older People Family mother dad, mom, father, kids References herself, yourself, my our, myself, we, your Positivity fight, amazing, awesome crying, help Profanity ass, s***, f*** bloody, darn Grammar werent, theyre, youre, isnt, havent, shouldnt, wouldnt, youve, cant, arent wont, dont Acronyms lmao, omg, lol Slang dat, u, kinda, haha, gonna b4, luv Research Variables on sale, credit card, buy, wait, try donate, in line, vote, new
  25. 25. Please tweet! #Qual360 @LoveStats #MRX Survey Says: Personality 4/9/2014 23
  26. 26. Please tweet! #Qual360 @LoveStats #MRX Survey says: • I just tone down the profanity. I wouldnt want a possiable employer or family member passing judgemnent. • need to learn to control my profanity better in real life • I am slower on line than in real life. I try to keep my thoughts organized. In real life I just let it fly, I DO NOT sugar coat anything • It's easier for me to communicate online because I like writing out my thoughts more than speaking them in person. 4/9/2014 24
  27. 27. Please tweet! #Qual360 @LoveStats #MRX4/9/2014 26 When demographic differences for a brand are much stronger or reversed We know we have a brand difference, not an inherent demographic difference
  28. 28. Please tweet! #Qual360 @LoveStats #MRX Yes, men are from mars!
  29. 29. Please tweet! #Qual360 @LoveStats #MRX Thank you! Annie Pettit Chief Research Officer Peanut Labs annie@peanutlabs.com @LoveStats on Twitter www.peanutlabs.com :)
  30. 30. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  31. 31. APRIL 1-3, 2014 TORONTO
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