An Introduction to Using Discourse Analysis in Market Research

1. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
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An Introduction to Using Discourse Analysis in
Market Research
Ray
Poynter,
Vision
Cri0cal
University

2. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
An Introduction to Using Discourse
Analysis in Market Research
Ray Poynter
Director @ Vision Critical University

3. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Agenda
1. Brand and service discourses
2. Introduction to Discourse Analysis
3. Conversation Analysis
4. Discursive Psychology
5. Foucauldian Discourse Analysis
6. Pragmatic approaches
7. Lines of enquiry

4. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Brand & Service Discourses
Actors
v Organisation ↔ Customers
v Customers ↔ Customers
v Organisation ↔ Organisation
v Outsiders ↔ Organisation, Customers, Outsiders

5. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Brand & Service Discourses
Locations
Ø Social media
Ø Face-to-face
Ø Telephone
Ø Letters & emails
Ø Survey responses
Ø Media
Ø Official reports

6. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Introduction to Discourse
Analysis
Family of approaches
Common themes
– Constitutive
– Contextual
– Dialogical / contested
– Discourse as an end not as a proxy

7. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Three Illustrations
v Turn-taking
v Footing
v Language games

8. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Traditions of Discourse Analysis
o Conversation analysis
o Discursive psychology
o Foucauldian
o Bakhtinian
o SocioLinguistics (inc. corpus research)
o ‘Critical’ – (inc CDP and CDA)
o Pragmatic extensions
Social media monitoring

9. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Conversation Analysis
Harvey Sacks
Close examination of what people do when
they speak
3 examples
– Mental health calls
– Construction of delicate subject
– Why just saying No is not so easy

10. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Mental Health Calls
Operator:
Go
ahead
please
A:
This
is
Mr
Smith
(B:
Hello)
of
the
Emergency
Psychiatric
Center
can
I
help
you.
B:
Hello?
A:
Hello
B:
I
can’t
hear
you.
A:
I
see.
Can
you
hear
me
now?
B:
Barely.
Where
are
you
in
the
womb?
Havey
Sacks,
Lecture
1,
1995

11. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Construction of Delicate Subject
1 C
Let’s
finish
this
HIV
thing
.
.
.
Hhhhh
So
do
you
2
understand
about
the
an:bodies.=
3 P
=Yes
I
[do:.
4 C
[Ri:ght.
.hh
So:
.h
how
lo:ng
is
it
since
you
5
think
(.)
you
might
have
been
at
ri:sk
(.)
of
being
6
infected
with
HIV.
7 P
Well
uh-­‐
(0.4)
uhuh
to
tell
you
the
truth
it’s
only
8
I-­‐
like
er
Friday
I
had
a
phone
call
from
a
.h
ex-­‐
9
girlfriend-­‐
my
boyfriend’s
ex-­‐girlfriend
.hh
to
say
10
that
uh:m
(0.5)
she’d
been
to
the
VD
clinic
(0.2)
11
and
she
thought
that
I
should
go:,
{Con:nues}
Extract
of
counselling
in
interview
(C=Counsellor,
P=par:cipant),
from
Siverman’s
“Construc:on
of
‘Delicate’
Objects
in
Counselling”,
1997

12. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Why Just Saying No is not so Easy
Just
Say
No?
The
Use
of
Conversa:on
Analysis
in
Developing
a
Feminist
Perspec:ve
on
Sexual
Refusal,
Celia
Kitzinger,
1999

13. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
“Captain, the weather radar has
worked well tonight”
Korean
Air
flight
801

14. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Discursive Psychology
What if neuroscientists are looking in the
wrong place?
Traditional Psychology
Use what people say to ‘guess’ what is going on
in the mind
Discursive Psychology
Categorise and study what people say as
phenomena

15. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
What is thinking?
"the
experience
of
thinking
may
be
just
the
experience
of
saying”
Wiqgenstein,
1958,
here
‘saying’
could
be
external
or
internal.

16. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Attitudes
Traditional definition
– “an enduring organizational , motivational,
emotional, perceptual, and cognitive process
with respect to some aspect of an individual’s
world”
But
– Anchoring?
– Framing?
– Contradictions? Kretch
&
Crutchfield,
1948

17. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Common sense &
Contradictions
Many hands make light work
Too many cooks spoil the broth
Knowledge is power
Ignorance is bliss
Look before you leap
He who hesitates is lost
Clothes make the man
Never judge a book by its cover

18. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Portmanteaux of ‘Attitudes’

19. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Memory
Is memory is collective and negotiated?
Is it largely made of words?

20. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Foucault & Foucauldian DA
Shifts the focus away from the individual to the
society
Post-structuralist and constructionist
What is said is governed by what society has
created and is creating
Meaning is created socially, not within the head
or even within individual conversations
– Epistemes/regimes of truth
– No simple top-down model of power
– Genealogies

21. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2Downloaded
from
hqp://assets.starbucks.com/assets/960b83c436e34f5ea4a1e5c7e6d5191e.jpg
March
22
2011

22. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Pragmatic DA
Several Names
– Social Media Monitoring
– Blog Mining
– Buzz monitoring
– Listening research

23. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Social Media Research
" Influence and the flow of memes
" Turn taking within online discussions
" CA for communities, what are the
analogies for pauses, repairs,
repetitions?

24. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Key Lines of Enquiry
• Tactical Issues
– Training off-shore call centres using CA
– Improving social media monitoring
– Customer interaction training, e.g. use of change
of footing
• Strategic Issues
– Rethinking customer satisfaction
– Brand positioning, friend, advisor, expert, …
– Advertising, creating speech acts, sayable ideas,
genealogies, …

25. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Rethinking Cust Sat
Old school
– How can we turn people from unhappy customers
into happy customers?
Discourse Analysis model
– What has to happen to get people to stop using
phrases we associate with dissatisfaction and to
start using words and phrases that are
‘beneficial’?
1. What are the words/phrases we want them to use?
2. Are they sayable in our context?
3. Can we change what is sayable?
4. What other words/phrases might be good for us?

26. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Thank you
Ray Poynter
Director @ Vision Critical University

27. Ray Poynter, Vision Critical University, UK
Festival of NewMR 2012 – Training Day – Session 2
Ray Poynter
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