great research thinking: communities of interpretation
DESCRIPTION
Summary: Social Media. Online Communities. Text and Data Mining. These are just a few example technologies that are impacting and reshaping market research. While the eventual outcome has not yet taken shape, it is becoming clear that the market is undergoing a transformation from the survey and focus group dichotomy that has dominated market research over the past fifty years. However, there is one area of value creation in market research that no technology will wrestle away from the research industry -- analysis and interpretation. But, given the amount of information now at the disposal of market researchers, how can analyses and interpretation be scaled to keep up?TRANSCRIPT
GREAT RESEARCH THINKINGWEBINAR SERIES 2010
Inside Language: Communities of Interpretation By John Griffiths, Planning Above and Beyond
A Quick Note on Revelation
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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
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The outlier issue
camcorder shampoo flatpackfurniture
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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!
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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
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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
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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
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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
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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
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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
www.researchtalk.co.uk/rt/category/series/jgshow/
Cloud of knowing site:
Podcast:
Website: www.planningaboveandbeyond.com