AI-Made Data-Driven and Interest-Driven Topic Analysis and Persona Building - Somptypes Presentation for the Market Research in a Mobile World (MRMW) in Berlin 2017

1. WHEN AIs ANALYZE ONLINE DISCUSSIONS
AI-MADE DATA-DRIVEN AND INTEREST-DRIVEN TOPIC ANALYSIS AND
PERSONA BUILDING

2. 2
Who analyzes?
Our AI #textrapic can structure
large amounts of text
Fast and cost-effective, objective
and self-learning
How is it analyzed?
With unsupervized machine
learning and pattern recognition
By using part of speech and
morphological segmentation
What is analyzed?
Any digital text format in up to
47 different languages
In German, English, Arabic,
Russian, Chinese, Japanese etc.
METHOD OF OPERATION
Intelligent analysis of online communications

3. SOMTYPES ANALYTICS APPROACH
3D Analytics
G1 …
Topic 1
G2
SMMo 1
SMMo 2
…
…
Enriching Knowledgebase
#Textrapic
Topic Analysis
Quantifying Social Media
Monitoring Data
Topic 2

4. SOMTYPES ANALYTICS APPROACH
Data-driven and interest-driven
Topic Analysis Persona Building

5. MEANING OF WORK
70,000 POSTS ON THE TOPIC “MEANING OF THE WORK” – PUBLISHED
BETWEEN FEBRUARY 2015 AND FEBRUARY 2017 – WERE COLLECTED FROM THE
INTERNET BY SOCIAL MEDIA MONITORING TOOL BRANDWATCH AND ANALYZED
AND STRUCTURED BY SOMTPYES #TEXTRAPIC.

6. UNSUPERVIZED MACHINE LEARNING
#Textrapic draws a heatmap with the 400 most important Topic Terms
1. Structures
2. Human Resources
3. Working Conditions
4. Determining Factors
5. Personal Intrinsic
6. Leadership
7. Personal Extrinsic

7. PATTERN RECOGNITION
Structuring the topic-terms in units of meaning
1. Unternehmen
2. Beruf
3. Team
4. Führung
5. Management
6. Vertrauen
7. Bewerber
1. Business
2. Profession
3. Team
4. Leadership
5. Management
6. Trust
7. Applicants

8. NEURONAL NETWORKS
#Textrapic works with neuroscientific knowledge and uses Hebbets learning

9. PERSONA BUILDING
Meet the seven „meaning of work“ personas
„How do I create structures so that employees
and employers perceive their work as
meaningful“ - Sandra, the planner "How do we get from our present working
environment into the world of the so-called work
4.0 “ - Hendrik, the HR manager
„What political and social framework conditions are
needed to ensure that we are able to use our
production forces sensibly and efficiently in the
future?“ - Georg, the politicalI want authenticity, transparency and
collegiality in my job. Development & social
commitment are important to me & after that I
make my decisions ". - Jutta, the mindful one
“What should work look like in the next few
years? How will all jobs be secured in the
future? How do we design work?" - Angela, the
dedicated one
"I want to have time for family, work is
important, but it must be equally paid and offer
everyone a chance!" - Claudia, the family
woman
"So, the old top-down methods don't work
anymore? But how are we supposed to address
digitalization and the demands of the Generation Y
under one roof?“ - Ken, the manager

10. COMPARE AND ENRICH
Comparing Persona topic interessests and enriching them with additinal data
Knowledgebase
Topic Personas

11. KNOWLEDGEBASE
Personas can be enriched by additional data like the somtypes 6G-Model
1. Health
2. Fortune
3. Cash
4. Feeling
5. Attitude
6. Society
Gefühl/Feeling
Pressure to succeed
Friends
Hope
Body
Tranquility
Security
Gesundheit/Health
Work
Symptoms
Leisure
Hospital
Worries
Vitality

12. TOPIC ANALYSIS
Finding the semantically most relevantsnipits per topic
living situation: This results in a "no more than necessary effort" at work. But there are also a few
companies where employees have fun, find sense in their work and like to give more than necessary.
Where a WE-feeling arises and all feel integrated and partly think that not only one's own person is horny
as a human being, but also we, the company and the employees are great and sometimes even the whole
world is terrific[...]"http://somtxt.de/s/GMY 4419 #gefühl
Youth: "I hope that companies will recognize the meaning of my work and that I will make life much easier
for our children and other families. If Germany and the economy were more family-friendly, I'm sure there
would be enough families with children and less demographic change[...]"http://somtxt.de/s/GXB 2903
#kinder
Family: "This imbalance has its roots in historical gender concepts, especially in the idea that it is the
destiny and nature of women to selflessly care for their husbands and children, but also for the needy in
general. The sense of a "women's" work is, in this sense, in a reverse relationship to its compensation: the
more meaningful it is, the less you have to pay for it, because its "sense" is fulfilment
enough[...]"http://somtxt.de/s/GsL 2114 #frau
Topic 7 - Personal Extrinsic

13. TOPIC ANALYSIS
Finding the semantically most important snippets which are relevant for two personas

14. PERSONA BUILDING
Giving topic „Extrinsic“ and topic „Leadership“ a face
"I want to have time for family, work is
important, but it must be equally paid and offer
everyone a chance!"
Claudia (29), the family woman
Representing Topic Personal/Extrinsic
"So, the old top-down methods don't work anymore?
But how are we supposed to address digitalization and
the demands of the Generation Y under one roof?"
Ken (38), the manager
Representative of the Domain 6 - Leadership

15. CLAUDIA (29), THE FAMILY WOMAN
Claudia likes to talk about family and life situation
Youth: "I hope that companies will recognize
the meaning of my work and that I will make
life much easier for our children and other
families. If Germany and the economy were
more family-friendly, I'm sure there would be
enough families with children and less
demographic change[...]“
http://somtxt.de/s/GXB 2903 #kinder
Sandra
Hendrik
Angela
Georg
Jutta
Ken
children
life situation
culture
youth
community
family
exchange

16. KEN (38), THE MANAGER
Ken prefers to talk about business and profession
Sandra
Hendrik
Angela
Georg
Jutta
Anna
Company: "That's how we live today. Work is in
our world, the normal world, in which
companies like to be called "employers" and all
the others who are sweating with "employees"
for their livelihoods, work is the most normal
thing, the end of the day. In this sense of the
word "work", it is a rendering of service with
the purpose and purpose for the performer to
obtain a symbolic equivalent in the form of
money[...]"http://somtxt.de/s/GIz 5126
#enterprise
business
team
trust
applicants
management
leadership
profession

17. business
team
Trust
applicants
management
leadership
profession
children
life situation
culture
youth
community
family
exchange
MATCHING TOPICS?
What topics would both personas most likely discuss?
Claudia (29), the family woman
Topic 7: Personal Extrinsic
Ken (38), the manager
Topic 6: Leadership

18. COMING NEXT
Panel Surveys

19. COMING SOON
Big Five Personality Model

20. 20
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