Paul vittles listening - 2011

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The document is a presentation by Paul Vittles from the Vittles Organisation at an event called "Listening is the new asking" about text analytics and market research. The presentation discusses how listening is more important than asking, argues that researchers are not truly listening, and promotes creating a global campaign and LinkedIn group called "Listen Hear!" to improve effective listening.

Marketing

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A
presenta*on
from
the
NewMR
‘Listening
is
the
New

Asking’
Text
Analy*cs
Event

-‐
March
8
2011

The
sponsor
of
the
‘Listening
is
the
New
Asking’
event
is
Zinc
Research

For
more
informa*on
about
NewMR
events
visit
newmr.org

The
copyright
for
this
material
is
jointly
owned
by
The
Future
Place
and
the
presenter.

‘Listen
Hear!
Transforma*on
through
Learning
How
to

Listen’

Paul
ViPles

The
ViPles
Organisa*on,
Australia

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listen Hear!
Transformation through
Learning How to Listen

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Is Listening the New Asking?
Listening
Asking

Observing
Ques1oning

Respec1ng

Empathising

Understanding

Accep1ng

Ø Audience

Ø Client

Ø Self

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Are Researchers Listening?
•  Are researchers really listening?
•  Desire to listen? Ability to listen?
•  Who listens – politicians, PR officers, doctors,
managers…researchers!
•  Not listening in interviews and focus groups
•  Not listening offline and not listening online

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The Accidental Revolution
Web
2.0
More
Eﬀec1ve
Listening?

Ø Honeymoon
eﬀect

Ø Seismic
shiI?

Ø Remove
an1-‐listening
structures

S*ll
underlying
problem
though:

Desire
to
Listen
&
Ability
to
Listen

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The Bigger Picture
Listening

problem
in

society…
Listening

problem
in

educa1on…

Listening

problem
in

government…

Listening

problem
in

business…

Customers
Consumers

Ci1zens

Employees

Service
Users

Listening
Skills
Training
Coaching
Counselling

Listening
Models
Listening
Tools
NLP

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank you for listening!
Paul Vittles,
The Vittles Organisation

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Paul Vittles
The Vittles Organisation
Ray Poynter
The Future Place

Paul Vittles, The Vittles Organisation, Sydney, Australia
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Paul Vittles
The
ViPles
Organisa*on
@
hPp://viPles.org

Paul s
LinkedIn
Proﬁle
@
hPp://au.linkedin.com/in/paulviPles

LinkedIn
Group:
Listen
Hear!
The
Global
Campaign
for
Eﬀec*ve
Listening

Follow
Paul’s
tweets
at
@
hPp://twiPer.com/viPlesorg

1. Suicide is a major global problem, with a suicide occurring every 40 seconds. In Australia, 370,000 people think about suicide each year, 65,000 attempt suicide, and 2,500 die by suicide annually. 2. The RSA proposed 10 "Big Ideas" to help prevent suicide, including developing digital tools to identify at-risk individuals online and provide support ("Digital Life Saving"), creating a national research plan to pool knowledge and set evidence-based priorities, and implementing systems to track and support individuals who are already in clinical care ("Tracking for Life"). 3. If implemented, these ideas aimed to halve the suicide rate within 10 years through coordinated research, engagement of all stakeholders, and

2020_Heads Up Research_NSPC14_Paul Vittles

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The survey of 606 business leaders found that: - Most see mental health as a major business issue in terms of costs and productivity losses. - However, few workplaces currently meet the definition of a mentally healthy workplace, with lack of training, policies, and support for managers. - While the need for initiatives like Heads Up was widely acknowledged, most leaders felt only somewhat informed about good practices. The separate survey of 1,025 employees found that: - Few felt their workplace currently met the characteristics of a mentally healthy workplace as defined. - Issues around open discussion, equal treatment, and manager support for mental health mirrored the employer findings. Overall the research highlights the current gap

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Liz High from Alterian gave a presentation on using text analytics and traditional market research to understand how earned media through content sharing can drive advertising ROI. She described a case study with CNN International where they used social media listening, content tagging, and surveys to identify the types of content most shared and measure how sharing impacts advertising recall. Their research found that shared content increases user engagement with websites and improves brand recall of advertised products. This provides publishers a way to demonstrate the value of their digital inventory to advertisers and develop strategies and tools to encourage sharing.

Stephen rappaport listening - 2011

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The document is a presentation by Stephen D. Rappaport from The ARF (Advertising Research Foundation) about using text analytics and listening to achieve business objectives. It discusses how listening to naturally occurring conversations can provide insights about customers, discover new markets, and inform marketing strategies. Examples are given of how Suzuki discovered a new market for one of its motorcycles and how analyzing mobile phone carrier conversations revealed customer sentiment. The presentation promotes gaining a "signal advantage" through interpreting rich data sources and argues this can provide competitive benefits if used to continuously learn and adapt.

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This document summarizes a presentation by Catriona Oldershaw of Synthesio UK given at a NewMR event on text analytics and market research. The presentation discussed combining structured and unstructured customer data, including from surveys, call centers, social media, to develop a "one voice of the customer". It describes a pilot project by Accor Hotels that used text analytics software to analyze online customer reviews of 1,000 hotels across multiple languages, identifying topics and key performance indicators. Based on the success of the pilot, Accor rolled out the software more broadly across thousands of additional hotels.

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Ray poynter listening - 2011

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John Griffiths gave a presentation at the NewMR "Listening is the New Asking" Text Analytics Event on March 8, 2011. He discussed how qualitative analysis can be used to identify different market segments or "trains" before using automated text analysis to track those segments. He also emphasized the importance of understanding the context and shared meanings within cultural discourses, rather than just counting words. Text analytics tools should also be chosen based on the quality of information they can provide rather than just because they are readily available.

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MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight. 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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Paul vittles listening - 2011

1. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011 The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org The copyright for this material is jointly owned by The Future Place and the presenter. ‘Listen Hear! Transforma*on through Learning How to Listen’ Paul ViPles The ViPles Organisa*on, Australia

2. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Listen Hear! Transformation through Learning How to Listen

3. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Is Listening the New Asking? Listening Asking Observing Ques1oning Respec1ng Empathising Understanding Accep1ng Ø Audience Ø Client Ø Self

4. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Are Researchers Listening? •  Are researchers really listening? •  Desire to listen? Ability to listen? •  Who listens – politicians, PR officers, doctors, managers…researchers! •  Not listening in interviews and focus groups •  Not listening offline and not listening online

5. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 The Accidental Revolution Web 2.0 More Eﬀec1ve Listening? Ø Honeymoon eﬀect Ø Seismic shiI? Ø Remove an1-‐listening structures S*ll underlying problem though: Desire to Listen & Ability to Listen

6. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 The Bigger Picture Listening problem in society… Listening problem in educa1on… Listening problem in government… Listening problem in business… Customers Consumers Ci1zens Employees Service Users Listening Skills Training Coaching Counselling Listening Models Listening Tools NLP

7. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Listening is the New Listening! Ø  How well are we listening to what is being said/not said? Ø  Why are we listening? Ø  How will the client benefit? Ø  How will customers/citizens benefit? Ø  Can we ensure they will not be harmed? Ø  Is our listening process ethical? Ø  Are we engaging them in the listening process? Ø  Are we letting them influence the agenda? Ø  Are we feeding back what we’ve found? Ø  Are we taking action and making this known? Ø  What is our contribution to the post Peak Attention world?

8. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Listen Hear! Group & Campaign “Big Ideas for Breakfast” Time from Idea to Global Campaign? Use Online Business & Social Media/Networking LinkedIn Group: “Listen Hear! The Global Campaign for Eﬀec@ve Listening”

9. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Thank you for listening! Paul Vittles, The Vittles Organisation

10. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Q & A Paul Vittles The Vittles Organisation Ray Poynter The Future Place

11. Paul Vittles, The Vittles Organisation, Sydney, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011 Paul Vittles The ViPles Organisa*on @ hPp://viPles.org Paul s LinkedIn Proﬁle @ hPp://au.linkedin.com/in/paulviPles LinkedIn Group: Listen Hear! The Global Campaign for Eﬀec*ve Listening Follow Paul’s tweets at @ hPp://twiPer.com/viPlesorg

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