Using text analytics to manage mobile qual to manage mobile Qual Data - Civicom

574 views

Published on

Presented by Mike Timmerman, Business Analyst, Civicom
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
574
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Using text analytics to manage mobile qual to manage mobile Qual Data - Civicom

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Using Text Analytics To Manage Mobile Qual Data Text Analytics bring about a new generation of Market Research Intelligence
  5. 5. Civicom Marketing Research Services Who We Are
  6. 6. Civicom – Past MRMW Events Amsterdam 2012 Cincinnati 2012 Kuala Lumpur 2013 Minneapolis 2013
  7. 7. Using Text Analytics to Manage Mobile Qual Today: • Discover new tools to help deal with large amounts of qualitative data • Learn when Text Analytics is called for, for quick and valid insights • Understand how to capture effective key insights in less time, using Text Analytics
  8. 8. Fast-Paced World
  9. 9. Why Do Quick Insights Matter? “You have to learn more about your customer faster than the competition.” ‘You need to turn it into action faster than the competition.”
  10. 10. Managing Mobile Qual Data – What’s Next? You got all your data and it’s a lot… What do you do?
  11. 11. You Have the Choice of Several Methods! Manual • Sifting Through Stacks Of Paper • Taking Extensive Notes • Compiling Data
  12. 12. You Have the Choice of Several Methods! Manual Computer-Assisted Qualitative Data Analysis software • Helps manage data digitally, includes coding features • Adoption in commercial market research remains low, 9% • Providers include: nVivo, Atlas.ti, and MAXQDA
  13. 13. You Have the Choice of Several Methods! Manual Computer-Assisted Qualitative Data Analysis software Text Analytics • Processes prepared text and extracts insights • New research area to solve information overload* • Providers include Lexalytics and IBM Content Analytics * (Feldman & Sanger, 2007)
  14. 14. Each Situation Calls For a Different Approach Manual Computer-Assisted Qualitative Data Analysis Software Text Analytics Pro: Complete control of output Pro: Pattern checking, overview management Pro: Significant time savings, deep insights Con: Time consuming Con: Focuses on breadth, requires high literacy Con: Learning curve
  15. 15. Civicom Text Analytics Is Here to Help! • There’s a growing demand for analytical qual tools • In response, Civicom launched Text Analytics in 2012
  16. 16. Civicom Text Analytics - What Is It? • Process of extracting meaningful information from large data • Statistical, Automated and other Analytic Techniques
  17. 17. Civicom Text Analytics - What Is It? Transcripts Plugged into Excel Text Analytics Output
  18. 18. Your Summary Report Becomes Your Roadmap • • • No human interpretation of data, quantitative only Output in clear and easily understandable format Deliverables provide foundation for research conclusions
  19. 19. Visualize All Your Data Through Infographics • Clear format, maximizes message impact • Charts and graphs translate your qual data • See data come to live in front of your eyes
  20. 20. Your Data Comes to Life in Front of Your Eyes
  21. 21. • Customize • Creative • Collaborative Effort
  22. 22. • Can be applied to many types of research projects
  23. 23. • Infographic can represent the qualitative answers from a quantitative survey
  24. 24. • Can also be applied to mystery shopping projects • Fun way of presenting results
  25. 25. Text Analytics Sets You On Your Way Mine Your Data for those Precious Nuggets of Key Information: • Saves You Time • Gives You an Overview • Uncover Patterns and Trends • • • • Key Points Major Themes Sentiment Scores Basis for Conclusions
  26. 26. The Objections Text Analytics Human Intelligence
  27. 27. The Objections wicked
  28. 28. Accuracy of Text Analytics Is Controlled
  29. 29. Getting to the Insights You Need with Text Analytics
  30. 30. Getting to the Insights You Need with Text Analytics Text Analytics Extracting key insights from your dataset in a fraction of the time it would normally take! You get to focus on things of more importance to you.
  31. 31. Using Text Analytics To Manage Mobile Qual Data Thank you! Mike Timmerman | mike.timmerman@civi.com http://www.civi.com/marketingresearch +1-203-413-2423
  32. 32. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  33. 33. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  34. 34. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

×