great research thinking: communities of interpretation

GREAT RESEARCH THINKINGWEBINAR SERIES 2010

Inside Language: Communities of Interpretation By John Griffiths, Planning Above and Beyond

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John Griffiths, Planning Above and Beyond

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.

Our Speaker

Communities of interpretation A paper from the Cloud of Knowing project

John GriffithsOct. 19, 2010

Planning Above and Beyond

Co-with everything

Co-creation

Research Communities

Bulletin boards Blogs

Planning Above and Beyond

Cloud of Knowing

Face to face meetingsNext one due in July

Sharing papers

Open source project

http://www.webjam.com/cloud_of_knowing

Remit to consider how online content can beincorporated robustly into market research

Planning Above and Beyond

Web contentThe questions we need answers to

SAMPLING

RESEARCH WITHOUT QUESTIONS

PERMISSION

% OF BUSINESS DECISION SUPPORT

REAL TIME

ANONYMITY

REPRESENTATIVENESS

Planning Above and Beyond

The outlier issue

camcorder shampoo flatpackfurniture

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

Planning Above and Beyond

There’s a storm brewing in the research industry

Direct access to customers

What is the role of researchers as intermediaries? Recruitment? Interviewing skills? Analysis and

interpretation

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The difference between what the client thought as she leftthe last group and what she thought at the end of the

debrief presentation

A&I: What is it worth?

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time to bring A&I into the open and put it on the outside where clients can see it!

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

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Technically, two processes

Analysis Interpretation

Through revisiting and applying different filtersAnalysis works to exhaust the meaning

Through working outwards from micro to macroperspectives – interpretation is about finding the storyso as to show the big picture

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Build a community of interpretation

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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

Planning Above and Beyond

Benefits

1. Speed – simultaneous analysis 2. Culture sampling – broader range of

inputs3. Embraces contrasting perspectives4. Can handle outliers – extreme data

sources5. Provides a way to integrate online data6. Respondents (and marketers) can be

used as co-interpreters

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

Planning Above and Beyond

The signal is amplified and balanced

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How it might look

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 at the analysis stage

Apply different filters at the interpretation stage

Planning Above and Beyond

Practical example of online swarming

Google alert Wikipedia Amazon Flickr/Youtube Yahoo Squidoo Facebook – official and fan teams Twitter Blogpulse Delicious/Stumble Upon

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Flip

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?www.webjam.com/cloud_of_knowing

john.griffiths@paab.biz

www.researchtalk.co.uk/rt/category/series/jgshow/

Cloud of knowing site:

Podcast:

Website: www.planningaboveandbeyond.com