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

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Presented by Mike Timmerman, Business Analyst, Civicom …

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
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  • 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  • 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. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  • 4. Using Text Analytics To Manage Mobile Qual Data Text Analytics bring about a new generation of Market Research Intelligence
  • 5. Civicom Marketing Research Services Who We Are
  • 6. Civicom – Past MRMW Events Amsterdam 2012 Cincinnati 2012 Kuala Lumpur 2013 Minneapolis 2013
  • 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. Fast-Paced World
  • 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. Managing Mobile Qual Data – What’s Next? You got all your data and it’s a lot… What do you do?
  • 11. You Have the Choice of Several Methods! Manual • Sifting Through Stacks Of Paper • Taking Extensive Notes • Compiling Data
  • 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. 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. 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. 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. Civicom Text Analytics - What Is It? • Process of extracting meaningful information from large data • Statistical, Automated and other Analytic Techniques
  • 17. Civicom Text Analytics - What Is It? Transcripts Plugged into Excel Text Analytics Output
  • 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. 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. Your Data Comes to Life in Front of Your Eyes
  • 21. • Customize • Creative • Collaborative Effort
  • 22. • Can be applied to many types of research projects
  • 23. • Infographic can represent the qualitative answers from a quantitative survey
  • 24. • Can also be applied to mystery shopping projects • Fun way of presenting results
  • 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. The Objections Text Analytics Human Intelligence
  • 27. The Objections wicked
  • 28. Accuracy of Text Analytics Is Controlled
  • 29. Getting to the Insights You Need with Text Analytics
  • 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. 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. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  • 33. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  • 34. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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