Communities of interpretation
A paper from the Cloud of Knowing project
John Griffiths
July 5th
2010
Planning Above and Beyond
Co-with everything
Co-creation
Research Communities
Bulletin boards Blogs
Planning Above and Beyond
about the Cloud of Knowing Project
Face to face meetings
every couple of months
Sharing papers
O...
Planning Above and Beyond
Web content
The questions we need answers to
SAMPLING
RESEARCH WITHOUT QUESTIONS
PERMISSION
% OF...
Planning Above and Beyond
Topics discussed inside Cloud of
Knowing
 The incorporation of web content as part of
research
...
Planning Above and Beyond
What can outliers tell us about products?
Pocket camcorders
And video pros
Shampoo
and bald user...
Planning Above and Beyond
Rachel Lawes – sample the culture
Don’t sample the population
Sample the culture
Think how to sa...
Planning Above and Beyond
There’s a storm brewing in the research
industry
 Direct access to
customers – so marketers
and...
Planning Above and Beyond
The difference between what the client thought as she left
the last group and what she thought a...
Planning Above and Beyond
It’s time to bring A&I into the open and put it
on the outside where clients can see it!
Analysi...
Planning Above and Beyond
Its Analysis AND interpretation
What kinds
of music do
you play
here?
Oh We got
both kinds.We
go...
Planning Above and Beyond
Technically, two processes
Analysis Interpretation
Through revisiting and applying different fil...
Planning Above and Beyond
Build a community of interpretation
Planning Above and Beyond
Crowd sourcing analysis and interpretation
 Because of the power laws
amplifying a small networ...
Planning Above and Beyond
Benefits
1. Speed – simultaneous analysis
2. Culture sampling – broader range of inputs
3. Embra...
Planning Above and Beyond
Analysis exercise: Barracuda swarm!
We’re going to swarm a transcription from
many angles in 5 m...
Planning Above and Beyond
The signal is amplified and balanced
Planning Above and Beyond
How a typical project would work
 Instead of linear projects run by teams of 1-2
researchers
 ...
Planning Above and Beyond
Doing an online swarm: an internet search
using a network of analysts and standard
online sources
Planning Above and Beyond
Practical exercise: take an ordinary
product like a hair dryer
 Create up to a dozen teams each...
Planning Above and Beyond
Typical sources for online swarm exercise
 Google alert
 Wikipedia
 Amazon
 Flickr/Youtube
...
Planning Above and Beyond
The power of the many..
 Is just as relevant to our working processes
as it is to external mark...
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Communities of interpretation2014

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a slightly more explanatory version of a presentation I gave during the open source Cloud of Knowing project

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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
  • Communities of interpretation2014

    1. 1. Communities of interpretation A paper from the Cloud of Knowing project John Griffiths July 5th 2010
    2. 2. Planning Above and Beyond Co-with everything Co-creation Research Communities Bulletin boards Blogs
    3. 3. Planning Above and Beyond about the Cloud of Knowing Project Face to face meetings every couple of months Sharing papers Open source project http://www.webjam.com/cloud_of_knowing Remit to consider how online content can be incorporated robustly into market research
    4. 4. Planning Above and Beyond Web content The questions we need answers to SAMPLING RESEARCH WITHOUT QUESTIONS PERMISSION % OF BUSINESS DECISION SUPPORT REAL TIME ANONYMITY REPRESENTATIVENESS
    5. 5. Planning Above and Beyond Topics discussed inside Cloud of Knowing  The incorporation of web content as part of research  Issues of representativeness  Outlier problem – nobody is normal  What IS normal on the web? – no consensus on what is average – qualitative significance  Issues of permission
    6. 6. Planning Above and Beyond What can outliers tell us about products? Pocket camcorders And video pros Shampoo and bald users Flatpack furniture and the blind Outliers used to be rejected in research – now they are being incorporated For internet research they are critical because most internet data is produced by outliers – everyone on the internet is weird!
    7. 7. Planning Above and Beyond 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
    8. 8. Planning Above and Beyond There’s a storm brewing in the research industry  Direct access to customers – so marketers and third parties taking on research roles  What is the role of researchers as intermediaries?  Recruitment?   Interviewing skills?  Analysis and interpretation Soon A&I will be the only skills left to researchers
    9. 9. Planning Above and Beyond 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? If the client sees all the data – the only added value left is the analysis and interpretation
    10. 10. Planning Above and Beyond It’s time to bring A&I into the open and put it on the outside where clients can see it! Analysis and interpretation have often the hidden part of the research process
    11. 11. Planning Above and Beyond Its Analysis AND interpretation What kinds of music do you play here? Oh We got both kinds.We got Country AND Western
    12. 12. Planning Above and Beyond Technically, two processes Analysis Interpretation Through revisiting and applying different filters Analysis works to exhaust the meaning until everything has been analysed Through working outwards from micro to macro perspectives – interpretation is about finding the story so as to show the big picture – when you fit the pieces together you begin to see more than the sum of the parts
    13. 13. Planning Above and Beyond Build a community of interpretation
    14. 14. Planning Above and Beyond Crowd sourcing analysis and interpretation  Because of the power laws amplifying a small network  Significance comes from validation at the interpretation stage – building a single version Far too much research work is solitary – A&I becomes much faster and more powerful when you create a network even a small one to do the work
    15. 15. Planning Above and Beyond Benefits 1. Speed – simultaneous analysis 2. Culture sampling – broader range of inputs 3. Embraces contrasting perspectives 4. Can handle outliers – extreme data sources 5. Provides a way to integrate online data 6. Respondents (and marketers) can be used as co-interpreters
    16. 16. Planning Above and Beyond Analysis exercise: Barracuda swarm! We’re going to swarm a transcription from many angles in 5 minutes then pull it all together! 10 barracuda teams  B1 significant Quotations - underlines  B2 Comparison T with D – likes and unlikes  B3 themes: Roller coaster - sorting  B4 Weight watchers – customer experience - map  B5 focus on T’s feelings about herself  B6 God – what help is T asking for?  B7 Social: shared with other respondents  B8 silences – human aid and acquaintances who aren’t overweight  B9 Culture – obesity discourse  B10 Cf T’s photos and hand written captions with the transcription Obesity transcription – bulletin board postings on the diet roller coaster by T and D 10 pairs of researchers analysing simultaneously did this exercise
    17. 17. Planning Above and Beyond The signal is amplified and balanced
    18. 18. Planning Above and Beyond How a typical project would work  Instead of linear projects run by teams of 1-2 researchers  Have 1 day of data gathering then 1 day of analysis and interpretation with 5 analysts  Increase speed of project turnaround and increase depth of analysis  Draw together complementary perspectives in analysis  Apply different filters at the interpretation stage
    19. 19. Planning Above and Beyond Doing an online swarm: an internet search using a network of analysts and standard online sources
    20. 20. Planning Above and Beyond Practical exercise: take an ordinary product like a hair dryer  Create up to a dozen teams each with a different online source  Give each team a well known (non specialist information source – Like Amazon for example)  Ask them to take 15 minutes to collect everything that information source tells them about that product  Then collect information from each team allowing the feedback from each to build a total networked picture of the cultural meaning of that product  Fast – efficient - insightful
    21. 21. Planning Above and Beyond Typical sources for online swarm exercise  Google alert  Wikipedia  Amazon  Flickr/Youtube  Yahoo  Squidoo  Facebook – official and fan teams  Twitter  Blogpulse  Delicious/Stumble Upon  Pinterest
    22. 22. Planning Above and Beyond The power of the many..  Is just as relevant to our working processes as it is to external markets  What could you do next to leverage it? And don’t forget the power of analysis and interpretation Without A&I it’s just your topline opinion

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