ray poynter listening - 2011
TRANSCRIPT
Ray Poynter, The Future Place, UK 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.
‘An Overview of Listening’ Ray Poynter The Future Place, UK
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
An Overview of Listening
Ray Poynter The Future Place
"The trouble with words is that you never know whose mouths they have been in" -‐ Dennis PoSer
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listening Research?
Insight
Social Media Research Blog mining
Buzz monitoring Netnography Web scraping
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Watching Seeing Listening Hearing
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Two Stages
Corpus Text Analy*cs
CAQDA (Computer Assisted Qualita*ve Data Analysis)
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Finding your corpus
Free Search engines RSS feeds Alerts Manually Web scraping
Commercial Bots Standard sites Specifics
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Counting?
Created with Wordle
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Counting J
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Commercial ‘Listening’
Volume
Trends
Sen;ment Influence
Content
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Ethics
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Hyperbole? New Technology Renders Market Research Focus Groups Obsolete” The soaware behind [brand] reports actually reads the en*re english language internet and can renders "opinions" from selected subject maSers. ...... The results scanned from public ar*cles, commentaries, blogs and social media sites ( ie.facebook and twiSer) ........ Of which 72% (312,480) viewed adding Vitamin C as posi*ve, 23%(99,820) had no posi*on on the subject, and 5% (21,700) viewed the statement nega*vely....... ‘We like to think of our service as Market Research 4.0’ ........ A client can actually ‘dig’ down to find out who is actually making these statements on any given topic. In most cases, we can iden*fy individuals and IP addresses. We joke that only the CIA has our technology.
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank You
Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Sue York The Future Place
Ray Poynter The Future Place