Find and Communicate the Story - Ray Poynter - Lesson 1Ray Poynter
Lesson 1 of 6. Ray Poynter and NewMR provide a webinar-based course on how to find the communicate the story in the data. This first lesson provides and introduction and overview.
Finding and communcating the story in complex data streams - Lesson 4 of 6Ray Poynter
Ray Poynter delivers the 4th lesson in the #NewMR webinar series on Finding and Communicating the Story in the Data. This lesson looks at Complex and Large Data Streams.
Finding and communicating the story using visualisation - Lesson 5 of 6Ray Poynter
Ray Poynter delivers the 5th lesson in the #NewMR webinar series on Finding and Communicating the Story in the Data. This lesson looks at Visualisation.
Find and Communicate the Story - Ray Poynter - Lesson 1Ray Poynter
Lesson 1 of 6. Ray Poynter and NewMR provide a webinar-based course on how to find the communicate the story in the data. This first lesson provides and introduction and overview.
Finding and communcating the story in complex data streams - Lesson 4 of 6Ray Poynter
Ray Poynter delivers the 4th lesson in the #NewMR webinar series on Finding and Communicating the Story in the Data. This lesson looks at Complex and Large Data Streams.
Finding and communicating the story using visualisation - Lesson 5 of 6Ray Poynter
Ray Poynter delivers the 5th lesson in the #NewMR webinar series on Finding and Communicating the Story in the Data. This lesson looks at Visualisation.
Using research to generate positive media coverage - improve your approach in...CharityComms
Stephanie Frost, research manager and Briony Gunstone, associate director, YouGov
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What do people really think about today’s market research reports?Ray Poynter
Learn how to improve your reporting and what people think about reports, and understand what is the gap in perceived quality between people who create and people who receive reports.
What do people really think about today’s market research reports? – Ray Poynter and Sue York report in the recent #NewMR study, with findings from a global sample of over 500 market researchers.
IT support and services are the backbone of an organization. Having round-the-clock IT support solutions strategically supports your organization's ability to run effectively. This enables you to focus on your core business operations. Jerait.co.uk comprehend organizational needs and can navigate the business through updated technology recommendations. They majorly offer their services in locations like Edinburgh, Aberdeen, and Glasgow. They can help you enhance your IT infrastructure and future-proof your business with highly reliable, secure, and optimized IT support solutions.
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
How to search for insights in survey dataRay Poynter
In this ‘How to’ webinar, NewMR’s Ray Poynter and Infotools’ Geoff Lowe look at strategies for finding the story in survey data, and in particular that part of the process that focuses on searching a data set efficiently to identify the key findings, which will provide the building blocks for the story.
The presentation shows how to systematically use a ‘question and seek’ method to build insights.
The webinar starts by looking at what can be achieved within the data collection tool (QuestionPro), then SPSS, and finally using some of the visual and labour-saving features offered by Infotools.
**Here are some earlier webinars on the same theme, you might find the slides and recordings of interest**
- How to use Correlations to find Insights, May 2019: accessible here https://newmr.org/events/2019/how-to-use-correlations
- How to Use Comparisons to Find & Tell Stories in the Data, Feb 2019: accessible here https://newmr.org/events/2019/how-to-use-comparisons-to-find-and-tell-the-story-in-the-data
- How to make numbers more visual, October 2018: accessible here https://newmr.org/events/2018/how-to-make-numbers-more-visual
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
More Related Content
Similar to Finding the Story in Quantitative Information
Using research to generate positive media coverage - improve your approach in...CharityComms
Stephanie Frost, research manager and Briony Gunstone, associate director, YouGov
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What do people really think about today’s market research reports?Ray Poynter
Learn how to improve your reporting and what people think about reports, and understand what is the gap in perceived quality between people who create and people who receive reports.
What do people really think about today’s market research reports? – Ray Poynter and Sue York report in the recent #NewMR study, with findings from a global sample of over 500 market researchers.
IT support and services are the backbone of an organization. Having round-the-clock IT support solutions strategically supports your organization's ability to run effectively. This enables you to focus on your core business operations. Jerait.co.uk comprehend organizational needs and can navigate the business through updated technology recommendations. They majorly offer their services in locations like Edinburgh, Aberdeen, and Glasgow. They can help you enhance your IT infrastructure and future-proof your business with highly reliable, secure, and optimized IT support solutions.
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
How to search for insights in survey dataRay Poynter
In this ‘How to’ webinar, NewMR’s Ray Poynter and Infotools’ Geoff Lowe look at strategies for finding the story in survey data, and in particular that part of the process that focuses on searching a data set efficiently to identify the key findings, which will provide the building blocks for the story.
The presentation shows how to systematically use a ‘question and seek’ method to build insights.
The webinar starts by looking at what can be achieved within the data collection tool (QuestionPro), then SPSS, and finally using some of the visual and labour-saving features offered by Infotools.
**Here are some earlier webinars on the same theme, you might find the slides and recordings of interest**
- How to use Correlations to find Insights, May 2019: accessible here https://newmr.org/events/2019/how-to-use-correlations
- How to Use Comparisons to Find & Tell Stories in the Data, Feb 2019: accessible here https://newmr.org/events/2019/how-to-use-comparisons-to-find-and-tell-the-story-in-the-data
- How to make numbers more visual, October 2018: accessible here https://newmr.org/events/2018/how-to-make-numbers-more-visual
Similar to Finding the Story in Quantitative Information (20)
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
AI-powered interviewing: Best practices from YasnaRay Poynter
This presentation is Part 2 of 2.
Join us as we explore how AI can be used to supercharge your qualitative research.
Enjoy two presentations, the first presentation is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, this presentation, is Part 2 of 2 from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
To listen to the recordings for both presentations in this webinar, visit NewMR.org/Play-Again.
Artificial Intelligence and Qual: The Story So FarRay Poynter
This presentation is Part 1 of 2.
Join us as we explore how Artificial Intelligence can be used to supercharge your qualitative research.
Enjoy two presentations, the first (this presentation) is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, Part 2 of 2 is from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
To listen to the recordings for both presentations in this webinar, visit NewMR.org/Play-Again.
State of Research Insights in Q1, 2024 from NewMRRay Poynter
Join us as Ray Poynter of NewMR presents the latest updates from NewMR’s study into the state of insights. This is the third wave in an ongoing series, where NewMR checks on topics such as:
- How optimistic are insight professionals?
- What are they most positive about?
- What are their main worries?
Ray will present the latest findings in the context of the two waves from 2023.
Ray will also present information about the skills people are seeking to learn and their preferences for face-to-face events.
We will also share a link for you to download the NewMR report into Optimism in the insights and research ecosystem.
In the final section of the webinar, Ray will illustrate how he used the AI-powered ResearchWiseAI tool to kick start his analysis.
Access the event recording via NewMR.org/Play-Again
Presented by Daniel Fazekas, Bakomo Social.
Social intelligence research possesses the capability to capture, analyze, and interpret the myriad factors influencing how consumers align themselves with product categories and brands, with special focus on their underlying dynamics.
By capturing unfiltered opinions across social media, this type of research unveils the process with which consumers can shift their perspectives, influenced by the opinions of others, influencers, news, and even misinformation. The talk by Daniel Fazekas shares examples of the volatile nature of consumer mindset across consumer categories and geographies.
This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation, and access the recording, visit NewMR.org/Play-Again
While nearly every participant is willing to answer our questions in market research, very few actually share what’s really happening inside their minds. By leveraging insights from the field of narrative psychology, Kristian A. Alomá, PhD, an academic and practitioner in the field, will demonstrate how consumers really think about brands and the role narratives play in that thought process. He’ll break down what that means for businesses and market researchers and how we can move past surface-level answers and get to the rich stories driving consumer behavior.
This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation and access the recording, visit NewMR.org/Play-Again.
Narrative Exploration of New Categories at MondelēzRay Poynter
As part of the Story Time: The Narrative Research Forum event, Steph Shaarwi (Irrational Agency) and Maura Collins-Titone (Mondelēz) discuss and share how Mondelēz used narrative research to identify emerging category trends and leverage that information to shape new propositions.
This presention is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation and access the recording, visit NewMR.org/Play-Again
Join Ray Poynter, Alexandra Kuzmina, and Lisa Wilding-Brown as we investigate key topics for insights and research, including:
- Blending Conversation AI and Behavioural Science; Experiments in future oriented concept testing
- Quality & Fraud Trends; What is happening and what are the implications
- Automating Research; What can we automate and what are the implications
The recordings from this presentation can be found via NewMR.org/Play-Again
Join our panel of experts on NewMR as we explore:
- Synthetic Data, what is it, and what are the issues and opportunities, what should we do next?
- How should client insight teams be more efficient, more effective, and impactful in the rooms where the decisions are made?
- What do experiments with avatars tell us about data collection, how should we conduct and interpret experiments, and what are the next steps?
Access the recording to this webinar via NewMR.org/Play-Again
Presented by Ray Poynter
In this webinar, Ray Poynter provides a summary of the key trends that are shaping the world of insights. Addressing questions such as:
- What is really happening in insights with AI?
- What is happening in the field of Synthetic Data?
- What is happening with data quality?
- What forces outside market research are shaping insights?
- What are the key skills that people should be developing?
- What plans should you be making for 2024?
To access the presentation recording, visit NewMR.org/Play-Again
Learn how we can embrace Research Thinking to build skills, develop research capabilities and capacity, and demonstrate the power and value of human research professionals.
Research Thinking can serve as a unifying concept that describes the strengths and capabilities that researchers have and how researchers add value, or what we can think of as a researcher’s superpowers.
The recording of this presentation can be access via NewMR.org/Play-Again.
How might AI impact Research and Insights over the next two years?Ray Poynter
In this presentation, Ray focuses on the short-term picture for research and insights;
what will change, what will stay the same, and what are the big issues when it comes to the impact of Artificial Intelligence.
The recording of this presentation can be access via NewMR.org/Play-Again.
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...Ray Poynter
Presenter: Paul Watts, Director, Product Management at Forsta
With the rapid adoption of AI technologies like ChatGPT into insight platforms, companies face the challenge of finding the right balance between harnessing the power of generative AI and navigating the well-documented pitfalls associated with a technology that is still in its infancy.
In this session, Paul provides valuable insights on the potential benefits and downsides of this technology, and he will explore how a hybrid model can effectively leverage the strengths of both humans and technology.
By embracing a human-centered approach, we showcase a compelling use case from the Forsta labs, demonstrating how insight professionals can effortlessly explore their datasets using natural-language questioning.
Furthermore, we discuss the future implications of this technology and the exciting possibilities it holds for data exploration.
To access the recording of this presentation, visit NewMR.org/Play-Again
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...Ray Poynter
A few months ago, YouScan released Insights Copilot (https://youscan.io/insights-copilot/), the first on the market ChatGPT-powered tool for social media listening that allows you to ask any questions about the data and get answers supported by relevant examples.
Alex Orap, YouScan’s Founder & Chief Growth Officer, shares practical examples of how Insights Copilot can be used for quick qualitative insights; what are some of the best practices, as well as current limitations, of using this new generative AI tool for the market and consumer research.
The recording of this presentation can be access via NewMR.org/Play-Again.
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysRay Poynter
Presented by Karine Pepin.
An enormous amount of time and resources are devoted to improving data quality in survey research.
The quality of open-ended responses has become a critical factor for researchers in evaluating the validity of each participant. Reading through open-ended responses is a time-consuming task that has been difficult to automate.
While most tools are capable of identifying obviously inappropriate responses such as gibberish and profanity, they generally lack the ability to effectively assess the quality of the content.
With its ability to understand context and user-friendliness, Generative AI opens up opportunities for researchers to automate this laborious cleaning process.
During this session, you will be presented with a practical use case demonstrating how GPT was utilized to efficiently clean open-ended responses on a large scale.
Access the presentation recording via NewMR.org/Play-Again
Exploring the future of verbatim coding with ChatGPTRay Poynter
Presented by Tim Brandwood and Damien Gouriet.
Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years.
In this presentation, they share their research on the use of Generative AI for coding market research verbatim responses, and their experiments using Generative AI to automate the coding process.
They also discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it.
The highlights the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process.
Access the presentation recording via NewMR.org/Play-Again.
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysRay Poynter
Presented by Phil Sutcliffe from Next Intelligence.
Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for.
Often the answers given are descriptive at best and uninformative or complete gibberish at worst.
The advent of large language models (LLM's) and generative AI has brought great opportunity to change this.
We now have the capability to use AI to probe within quantitative surveys.
With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question.
Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion.
No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed.
Access the presentation recording via NewMR.org/Play-Again
How AI / ChatGPT Drives Business GrowthRay Poynter
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In this presentation, he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars:
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– Insight: Understand AI’s impact on the insight industry
– Foresight: Learn how to transform yourself and your company with AI
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The presentation outlines the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars.
Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing.
Listen to the full presentation at NewMR.org/Play-Again.
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Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Finding the Story in Quantitative Information
1. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Finding
and
Communica-ng
the
Story
Lesson
3
of
6
Working
with
Quan-ta-ve
Informa-on
Ray
Poynter
May
2016
2. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Series
Schedule
• An
Introduc5on
and
Overview
-‐
Feb
23
• Working
with
Qualita5ve
Informa5on
–
Apr
5
• Working
with
Quan-ta-ve
Informa-on
-‐
May
26
• Working
with
mul5ple
streams
&
big
data
-‐
July
5
• U5lizing
visualiza5on
–
Sep
13
• Presen5ng
the
story
-‐
Nov
8
3. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Agenda
• Brief
recap
• Prepara5on
• Main
story
• 5Cs
and
finding
insight
• Communica5ng
quan5ta5ve
messages
4. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
The
Frameworks
Approach
1. Define
and
frame
the
problem
– A
problem
fully
defined
is
a
problem
half
solved
2. Establish
what
is
already
known
– Find
out
what
is
believed
and
what
the
expecta5ons
are
3. Organise
the
data
to
be
analysed
– Systema5c
checking
and
structural
procedures
4. Apply
systema5c
analysis
processes
5. Extract
and
create
the
story
5. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Gathering,
Checking
&
Transforming
Start
the
process
during
fieldwork
Checks
include:
– Look
at
the
open-‐ended
comments
– Check
for
problems,
e.g.
ques5ons
not
answered,
breaks
without
answers,
lots
of
DKs
or
NAs
– Speeders,
straight-‐liners,
and
other
queries
– Common
sense,
e.g.
do
people
prefer
the
expected
op5ons,
do
most
people
have
fewer
than
5
children
etc
6. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Is
My
Data
Right?
We
see
pa^erns,
even
when
they
are
not
there.
Most
of
the
5me,
when
you
find
something
‘very
interes5ng’
in
the
data
it
will
be
an
error.
7. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Spurious
Correla-ons
h^p://www.tylervigen.com/
8. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
ESOMAR
Pricing
Study
• Global
Study
every
2
years
• Over
600
agency
responses
• Bidding
on
7
projects
+
tariffs
– 25
separate
cost
op5ons
• Over
120
countries,
over
60
currencies
• Analysis
currently
taking
place
9. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
ESOMAR
Pricing
Study
–
Check
and
Transform
• Convert
66
currencies
into
USD
$
• Check
open-‐ended
comments
‘cost
per
group’,
‘does
not
include
presenta0on’,
etc
• Check
if
the
quotes
are
plausible:
– $1.5
million
for
a
concept
test,
$50
for
a
tracking
study,
etc
– ESOMAR
check
all
queries
(IDs
anonymous
to
me)
Shout
Out:
Bryel
Parnell
–
Berry
10. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Are
Bids
Plausible?
P1A
P1B
P1C
Mean
17,597
20,210
13,528
Median
12,450
14,224
9,800
Min
2,200
2,760
882
Max
114,769
126,830
126,150
Count
356
400
309
Random
numbers
in
table
Checking
&
Transforming
is
part
of
Story
Finding
11. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Transforming
the
Data
Do
bases
need
adjus5ng?
– ‘Do
you
drive
to
work?’,
base
might
need
to
be
Drivers,
or
Drivers
who
Work.
Addi5onal
groupings
(e.g.
top
2
boxes,
Promoter,
Detractor,
NPS
etc)
Standardising,
indexing,
or
otherwise
re-‐shaping
the
data
for
analysis
12. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Find
the
Total
Picture
First
Then
the
relevant
detail
• Look
at
the
Total
Column
• Look
for
big
numbers
and
big
pa^erns
• What
is
the
big
picture?
• This
will
frame
the
detail
In
the
context
of
the
Business
Ques5on
13. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Where
does
the
best
MR
come
from?
Column
%
Which
of
the
following
best
describes
you?
Countries
Merged
Total
Research
or
Consultancy
Supplier
Supplier
to
the
research
industry
Research
Buyer/
User
Academic
+
Other
English
Speaking
Non-‐English
Speaking
UK
63%
61%
60%
92%
40%
66%
60%
USA
51%
52%
50%
46%
60%
52%
50%
Germany
18%
13%
30%
15%
60%
16%
21%
Australia
15%
14%
15%
15%
20%
16%
12%
Canada
11%
8%
20%
0%
40%
9%
14%
France
7%
7%
10%
8%
0%
7%
7%
Japan
5%
3%
15%
0%
0%
3%
7%
Brazil
3%
3%
5%
0%
0%
3%
2%
China
2%
1%
5%
0%
0%
3%
0%
Italy
2%
1%
5%
0%
0%
0%
5%
Other
8%
10%
10%
0%
0%
9%
7%
None
of
these
11%
15%
5%
0%
0%
9%
14%
Column
n
109
71
20
13
5
67
42
The
wrong
approach
to
star5ng
analysis
14. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Where
does
the
best
MR
come
from?
Column
%
Which
of
the
following
best
describes
you?
Countries
Merged
Total
Research
or
Consultancy
Supplier
Supplier
to
the
research
industry
Research
Buyer/
User
Academic
+
Other
English
Speaking
Non-‐English
Speaking
UK
63%
61%
60%
92%
40%
66%
60%
USA
51%
52%
50%
46%
60%
52%
50%
Germany
18%
13%
30%
15%
60%
16%
21%
Australia
15%
14%
15%
15%
20%
16%
12%
Canada
11%
8%
20%
0%
40%
9%
14%
France
7%
7%
10%
8%
0%
7%
7%
Japan
5%
3%
15%
0%
0%
3%
7%
Brazil
3%
3%
5%
0%
0%
3%
2%
China
2%
1%
5%
0%
0%
3%
0%
Italy
2%
1%
5%
0%
0%
0%
5%
Other
8%
10%
10%
0%
0%
9%
7%
None
of
these
11%
15%
5%
0%
0%
9%
14%
Column
n
109
71
20
13
5
67
42
15. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
0%
10%
20%
30%
40%
50%
60%
70%
Which
Country
Produces
the
Best
MR?
The
Big
Message
Big
story
Ques-ons
Why
are
the
UK
&
USA
so
high/different?
Is
this
true
for
everybody?
What
are
the
implica5ons
of
this?
16. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Use
the
Business
Ques-on
as
a
Lens
The
same
data
will
deliver
different
stories,
based
on
different
business
ques5ons
This
is
one
of
the
reasons
that
industry
reports
have
a
less
focused
story
– They
have
many
readers,
with
different
needs
and
ques5ons
The
business
ques5on
defines
what
is
in,
what
is
out,
and
where
the
magnifica5on
should
be
17. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Find
the
Relevant
Detail
Once
you
have
the
total
story:
– Are
there
people
who
have
a
different
story
(different
from
the
main
story)?
– Who
are
these
people?
– What
is
their
story?
– Why
are
they
different?
– What
are
the
business
implica5ons
of
this
difference
(these
differences)?
18. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Different
Perspec-ves
ASK:
The
alterna0ve
explana0ons
for
this
data
are?
19. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Findings
Need
a
Comparator
RFID
20. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Finding
and
communica-ng
the
story
in
health
data
21. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Bad
news
for
men
in
Eastern
Europe
Eurostat
-‐
h^p://goo.gl/r2q526
Amenable
Deaths
Per
100000
of
popula5on
-‐
2012
22. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
114,740
Avoidable
Deaths
in
England
and
Wales
in
2013
114,740
deaths
out
of
506,790
(nearly
25%)
were
avoidable
in
2013
in
England
&
Wales.
According
to
the
UK
Office
for
Na5onal
Sta5s5cs:
h^p://goo.gl/
oJYMgo
23. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
USA
and
Smoking
Leading
cause
preventable
deaths
h^p://www.cdc.gov/healthreport/publica5ons/compendium.pdf
24. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
The
Tenuous
Link
Between
Finding
the
Story
and
Telling
the
Story
In
finding
the
story
we
have
mul5ple
data
sources
We
have
differing
degrees
of
confidence
in
those
sources
– A
conjoint
study
with
consul5ng
surgeons
might
be
our
best
source
for
finding
the
story
The
best
way
to
convey
the
story
does
not
have
to
rest
on
the
‘best’
data
– A
vox
pop
video
with
a
pa5ent
might
be
a
poor
way
to
find
the
story,
but
it
can
be
a
great
way
to
tell
the
story
25. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Visualiza-on
for
Finding
≠
Telling
Seth
Godin
Wikipedia
26. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
5
Cs
of
Insight
• Connec5ons
• Coincidences
• Curiosi5es
• Contradic5ons
• Crea5ve
jump
}
Build
on
the
current
picture
Rethink
an
assump5on
Discard
an
assump5on
HT,
John
Storey,
Abbo^
EPD
27. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Connec-ons
• Charles
Darwin
and
Evolu5on
• Aware
of
how
farmers
bred
different
sizes
and
shapes
of
cows,
horses,
pigs
etc
–
selec5ve
breeding
• Visited
Galapagos
and
saw
varie5es
of
sizes/shapes
• Read
Malthus’
essay
on
popula5on
growth
and
compe55on
for
resources
• Made
the
connec5on
to
realise
that
compe55on
for
resources
was
the
hand
behind
the
selec5ve
breeding
28. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Connec-ons
U&A
for
a
brand
shows
strong
associa5on
with
“Hospitals”
What
do
we
know
about
hospitals,
smells
and
implica5ons
for
this
type
of
product
– Cleaning
–
strong,
clean,
but
not
homely
– Food
–
not
so
good
– Technology
–
good
but
cold
29. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Coincidences
• US
doctor
Michael
Go^lieb
• 31
year
old
pa5ent,
unusual
symptoms,
auto-‐
immune
disorder.
Being
gay
irrelevant.
• 2
more
pa5ents,
similar
unusual
symptoms.
Coincidence
–
they
were
also
gay.
• Go^lieb
explored
the
coincidence
(with
a
prepared
mind)
and
found
AIDS
30. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Coincidences
• Different
studies
are
showing
that
over
55s
are
more
likely
to
do
a
variety
of
online
ac5vi5es
on
Tablets
–
compared
to
younger
age
groups
• Ques5on:
Are
the
older
group
turning
away
from
PCs
and
perhaps
not
turning
to
Smartphones?
• Explore
whether
this
is
true
and
what
the
implica5ons
are
31. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Curiosi-es
• Bri5sh
research
Alexander
Flemming
• Researching
Staphylococcus
• Went
on
holiday
in
August,
leaving
petri
dishes
with
the
bacteria
• On
return,
one
had
developed
a
mould
and
near
the
mould
the
bacteria
had
died
• This
curiosity,
connected
with
a
prepared
mind,
led
to
penicillin
32. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Curiosi-es
• Researching
a
new
brand
of
strong,
dark
chocolate
• Parents
of
small
children
over-‐index
on
liking
it.
In
open-‐ends,
one
par5cipant
men5ons
buying
it
because
her
children
don’t
like
it
• Hmm,
is
this
an
insight,
let’s
dig
deeper
33. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Contradic-ons
• 19th
Century
London,
John
Snow
is
inves5ga5ng
cholera
• Predominant
theory
=
cholera
is
airborne
• But!
He
looks
at
corpses.
The
lungs
look
good,
but
their
diges5ve
system
looked
damaged
CONTRADICTION
• He
looked
for
inges5on
routes
and
discovered
cholera
was
spread
via
drinking
water
34. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Contradic-ons
• Client
has
a
product
which
is
liked
by
children,
but
is
not
successful
–
they
believe
parents
are
not
buying
it
• Research
brief,
find
out
how
to
persuade
more
parents
to
buy
it
for
their
children
• But,
looking
in
trash
cans
finds
lots
of
uneaten
product
–
CONTRADICTION
many
children
do
not
actually
like
it
35. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Crea-ve
Jump
4
straight
lines
Not
leaving
the
paper
36. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Crea-ve
Jump
4
straight
lines
Not
leaving
the
paper
Outside
the
box
-‐
really
37. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Crea-ve
Jump
• When
people
use
it
they
love
it
– Make
it
free
and
charge
for
the
refills
• These
candles
are
too
nice
to
burn
(use)
– See
them
as
giws
not
consumables
• Growth
in
people
wan5ng
to
split
bills
– App
payment
designed
to
help
diners
and
restaurants
38. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Example
from
GRIT
2016
Sneak
Peek
for
Japan
39. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
A
Business
Ques-on?
Based
on
the
2016
GRIT
Study
What
advice
would
I
offer
the
Japanese
Research
industry?
40. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Framework
Informa-on
What
other
data
is
there?
• Previous
GRIT
studies
• ESOMAR
GMR
and
Prices
studies
• FocusVision
/
Tim
Macer
studies
• My
own
informa5on
from
working
with
JMRX
and
clients
What
were
the
predic-ons?
• Japan
would
be
behind
in
adop5ng
new
research
approaches
–
several
sources
for
this
predic5on
• The
support
for
Japanese
research
brands
would
be
mainly
from
Japan
–
Japanese
commentator
• and
more
…
41. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
2
Elements
to
the
Ques-on
1. What
advice
for
the
Japanese
research
industry
is
same
as
same
as
advice
for
research
industry
in
general
2. What
advice
is
specific
to
the
Japanese
research
industry
So,
the
Total
Picture
is
the
Global
version
of
the
GRIT
Study
42. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Most
Innova-ve
Supplier
2016 Global
1
Brainjuicer
2
Ipsos
3
InSites Consulting
4
Nielsen
5
GFK
6
TNS
7
Vision Critical
8
LRW
9
Millward Brown
10
Google
22 Intage/インテージ
24 Macromill/マクロミル
Japan # Company Global #
1
Intage/インテージ 22
2
Macromill/マクロミル 24
3
Brainjuicer 1
4
Nielsen 4
5
Kantar 16
6
GMO Research 50+
7
Vision Critical 7
8
Google 10
9
Ipsos 2
10
InSites Consulting 3
Base:
Global
2144,
Japan
108
43. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Innova-ve
Supplier
Story
Notes
Total
Picture
• BrainJuicer
dominate
• Leader
board
a
mix
of
‘small’
and
large
companies
• Leader
board
rela5vely
stable
over
last
3
years
• But,
2
Japanese
companies
now
in
the
top
25
Japan
Specific
Notes
• Top
2
brands
both
Japanese
– BrainJuicer
global
image
strength
reaffirmed
• 3
of
the
top
ten
brands
in
Japan
are
Japanese
• Almost
all
the
votes
for
Macromill
and
Intage
come
from
Japan
– Confirming
a
predic5on
from
Japan
44. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Is
the
overall
quality
of
sample
going
to
get
beber,
worse
or
stay
the
same
over
the
next
3
years?
27%
38%
25%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Be^er
Worse
Stay
the
same
Not
sure
Global
Japan
Base:
Global
2144,
Japan
108
Total
Picture
Divided
opinion
about
future
of
sample
quality
45. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Japan?
27%
38%
25%
11%
8%
69%
15%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Be^er
Worse
Stay
the
same
Not
sure
Global
Japan
Ques5on:
Is
the
overall
quality
of
sample
going
to
get
be^er,
worse
or
stay
the
same
over
the
next
three
years?
Base:
Global
2144,
Japan
108
Total
Picture
Divided
opinion
about
future
of
sample
quality
Japan
Picture
Sample
quality
going
off
a
cliff.
46. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Japan
Overall
Story
&
Recommenda-ons
Story
• Japan
is
fairly
similar
to
the
Global
picture
• But,
Japan
is
behind
Europe
and
North
America
in
adop5on
of
new
technologies
&
Automa5on
• Japan
has
some
strong
domes5c
brands
–
but
their
image
is
largely
domes5c
Recommenda-ons
• In
technology/approaches
focus
on
developing
mobile
and
online
communi5es
• In
automa5on,
focus
on
Project
Design,
Survey
Design,
Image
Processing,
and
Repor5ng
• Japan’s
brands
need
to
learn
from
BrainJuicer,
InSites,
and
Vision
Cri5cal
in
terms
of
regional
and
global
image
47. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Good
and
Bad
News
• There
are
four
typical
stories
– Good
news
– Good
news
with
caveats
– Bad
news
with
some
op5ons
– Bad
news
• The
storytelling
for
these
four
cases
is
different
• Good
news
and
bad
news
is
defined
by
what
the
client
wanted
AND
what
the
research
finds
48. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Bad
News
• 5
stages
of
grief
– Anger,
Denial,
Bargaining,
Depression,
Acceptance
• One
presenta5on/report
rarely
tackles
all
the
stages
of
bad
news
• ‘Facts’
are
rarely
enough
to
persuade
– Emo5ons
are
the
key
–
a
customer
video
can
be
more
powerful
than
any
amount
of
analysis
• Go
back
to
a
point
where
the
expecta5ons
match
the
findings
and
build
from
there
49. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Communica-ng
Stories
Found
in
Quan-ta-ve
Informa-on
Minimise
the
use
of
numbers
in
quan5ta5ve
communica5on
Minimise
the
use
of
digits
in
communica5on
Illustrate
the
general
with
the
personal
What
do
you
want
people
to:
– Think,
Feel,
Do?
50. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Architecture
of
a
Typical
Story
• Elevator
Pitch
• 3
suppor5ng
themes
• 3
pieces
of
evidence
for
each
theme
• Execu5ve
summary,
including
the
elevator
pitch
and
the
three
themes
• All
other
detail
goes
in
the
appendix
or
sent
separately
HT
Mike
Sherman
51. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Schedule
• An
Introduc5on
and
Overview
-‐
Feb
23
• Working
with
Qualita5ve
Informa5on
–
Apr
5
• Working
with
Quan-ta-ve
Informa-on
-‐
May
26
• Working
with
mul5ple
streams
&
big
data
-‐
July
5
• U5lizing
visualiza5on
–
Sep
13
• Presen5ng
the
story
-‐
Nov
8
52. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Thank
You!
Follow
me
on
Twiber
@RayPoynter
Or
sign-‐up
to
receive
our
weekly
mailing
at
hbp://NewMR.org
53. Finding
and
Communica-ng
the
Story
–
Lesson
3
of
6
–
Quan-ta-ve
Informa-on
Ray
Poynter,
2016
Q
&
A
Ray
Poynter
The
Future
Place