Great Research Thinking: Communities Of Interpretation


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Summary: Social Media. Online Communities. Text and Data Mining. These are just a few example technologies that are impacting and reshaping market research. While the eventual outcome has not yet taken shape, it is becoming clear that the market is undergoing a transformation from the survey and focus group dichotomy that has dominated market research over the past fifty years. However, there is one area of value creation in market research that no technology will wrestle away from the research industry -- analysis and interpretation. But, given the amount of information now at the disposal of market researchers, how can analyses and interpretation be scaled to keep up?

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  • The Cloud of Knowing project came about to address the growing use of web content in research. There is now so much data across so many platforms that it is inevitable that marketers are using it more and more. But its use has been problematic. There are issues around sampling – who is posting the content? How can we find out about them. How do we decide who is representative ? Are we required to ask their permission ? are we bound to protect their anonymity if we never recruited them in the first place? And as our ability to gather this data is virtually instant we are moving to real time research where there is no time to validate – to ask for permission – Research without asking questions . Whatever may be researchers’ misgivings, marketers are striding in to grasp this data with both hands. If we hang back we don’t prevent the use of this data – what we risk is irrelevance as companies make it central to their way of working.
  • Camcorder – professionals turned up in the sample Flatpack furniture – registered blind person. Also an architect from leading global firm. What if researching shampoo chose to recruit bald people. Outlier problem – nobody is normal What IS normal on the web? – no consensus on what is average – qualitative significance
  • Great Research Thinking: Communities Of Interpretation

    1. 1. GREAT RESEARCH THINKING WEBINAR SERIES 2010 Inside Language: Communities of Interpretation By John Griffiths, Planning Above and Beyond
    2. 2. A Quick Note on Revelation
    3. 3. Learn More <ul><li> </li></ul><ul><li>Join the conversation on Twitter @revelationinc </li></ul>
    4. 4. <ul><li>John Griffiths, Planning Above and Beyond </li></ul><ul><li>John has been running Planning Above and Beyond since 2000 – a consultancy pushing the boundaries of research & planning. Clients include Cisco, Tesco and Intercontinental hotels. He also runs research training as a partner with Mike Imms, the AQR and the research component of the IE business school online MBA. Open source projects he has helped to initiate include the Research Liberation Front, Waggledancers and the Cloud of Knowing. From this last project came a paper called the Cloud of Knowing given at this year’s MRS conference which is currently shortlisted for Best New Thinking and Best New Paper. Its subject is the incorporation of online content within market research. John continues to work with his clients as a catalyser to ensure that research is more a movement than a product or a process. </li></ul><ul><li>  </li></ul>Our Speaker
    5. 5. Communities of interpretation A paper from the Cloud of Knowing project John Griffiths Oct. 19, 2010
    6. 6. Co-with everything Co-creation Research Communities Bulletin boards Blogs
    7. 7. Cloud of Knowing Face to face meetings Next one due in July Sharing papers Open source project Remit to consider how online content can be incorporated robustly into market research
    9. 9. The outlier issue camcorder shampoo flatpackfurniture
    10. 10. Rachel Lawes – sample the culture Don’t sample the population Sample the culture Think how to sample yoghurtness – not a balanced sample of yoghurt eaters Dr Rachel Lawes
    11. 11. There’s a storm brewing in the research industry <ul><li>Direct access to customers </li></ul><ul><li>What is the role of researchers as intermediaries? </li></ul><ul><ul><li>Recruitment?  </li></ul></ul><ul><ul><li>Interviewing skills? </li></ul></ul><ul><ul><li>Analysis and interpretation </li></ul></ul>
    12. 12. The difference between what the client thought as she left the last group and what she thought at the end of the debrief presentation A&I: What is it worth?
    13. 13. time to bring A&I into the open and put it on the outside where clients can see it!
    14. 14. Its Analysis AND interpretation What kinds of music do you play here? Oh We got both kinds.We got Country AND Western
    15. 15. Technically, two processes <ul><li>Analysis </li></ul><ul><li>Interpretation </li></ul>Through revisiting and applying different filters Analysis works to exhaust the meaning Through working outwards from micro to macro perspectives – interpretation is about finding the story so as to show the big picture
    16. 16. Build a community of interpretation
    17. 17. Crowd sourcing analysis and interpretation <ul><li>Because of the power laws amplifying a small network </li></ul><ul><li>Significance comes from validation at the interpretation stage – building a single version </li></ul>
    18. 18. Benefits <ul><li>Speed – simultaneous analysis </li></ul><ul><li>Culture sampling – broader range of inputs </li></ul><ul><li>Embraces contrasting perspectives </li></ul><ul><li>Can handle outliers – extreme data sources </li></ul><ul><li>Provides a way to integrate online data </li></ul><ul><li>Respondents (and marketers) can be used as co-interpreters </li></ul>
    19. 19. Analysis exercise: Barracuda swarm! <ul><li>We’re going to swarm a transcription from many angles in 5 minutes then pull it all together! 10 barracuda teams </li></ul><ul><li>B1 significant Quotations - underlines </li></ul><ul><li>B2 Comparison T with D – likes and unlikes </li></ul><ul><li>B3 themes: Roller coaster - sorting </li></ul><ul><li>B4 Weight watchers – customer experience - map </li></ul><ul><li>B5 focus on T’s feelings about herself </li></ul><ul><li>B6 God – what help is T asking for? </li></ul><ul><li>B7 Social: shared with other respondents </li></ul><ul><li>B8 silences – human aid and acquaintances who aren’t overweight </li></ul><ul><li>B9 Culture – obesity discourse </li></ul><ul><li>B10 Cf T’s photos and hand written captions with the transcription </li></ul>Obesity transcription – bulletin board postings on the diet roller coaster by T and D
    20. 20. The signal is amplified and balanced
    21. 21. How it might look <ul><li>Instead of linear projects run by teams of 1-2 researchers </li></ul><ul><li>Have 1 day of data gathering then 1 day of analysis and interpretation with 5 analysts </li></ul><ul><li>Increase speed of project turnaround and increase depth of analysis </li></ul><ul><li>Draw together complementary perspectives at the analysis stage </li></ul><ul><li>Apply different filters at the interpretation stage </li></ul>
    22. 22. Practical example of online swarming <ul><li>Google alert </li></ul><ul><li>Wikipedia </li></ul><ul><li>Amazon </li></ul><ul><li>Flickr/Youtube </li></ul><ul><li>Yahoo </li></ul><ul><li>Squidoo </li></ul><ul><li>Facebook – official and fan teams </li></ul><ul><li>Twitter </li></ul><ul><li>Blogpulse </li></ul><ul><li>Delicious/Stumble Upon </li></ul>
    23. 23. Flip
    24. 24. The power of the many.. <ul><li>Is just as relevant to our working processes as it is to external markets </li></ul><ul><li>What could you do next to leverage it? </li></ul> [email_address] Cloud of knowing site: Podcast: Website: