John Griffiths.pptx


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A  presenta*on from  the  NewMR  ‘Listening  is  the  New   Asking’  Text  Analy*cs  Event    -­‐  March  8  2011  

‘Stop  looking  at  carriages  start  looking  at  trains’     John  Griffiths   Planning  Above  and  Beyond,  UK  

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.   John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Stop looking at carriages start looking at trains John Griffiths March 8th 2011 Planning Above and Beyond

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Cloud of Knowing Remit to consider how online content can be incorporated robustly into market research

Open source project

Face to face meetings Next one due in April Sharing papers http://www.webjam.com/cloud_of_knowing John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The tool nearest to hand is NOT necessarily the best one.. Just the closest n  n 

Stochastic (counting) tools are easy to write It doesn’t mean they tell you very much

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Totem talk from Rosie Campbell n 

Start with shared meanings n  n  n 

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Cultural discourses Family stories Telltale words used

Only look at the component words when you understand the shared context Several totems in each market – demarcate each one THEN identify component words

Source: Inside language - how to spot totem poles Rosie Campbell MRS conference 2010 John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

You don’t understand a train by counting carriages

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The meanings come from above not below Obese = lazy and complacent Uses ‘obesity’ to repel her from it

Who I am – tied into my weight Can’t bring herself to use the ‘obesity’ word

‘people’ vs us John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Branding trains

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Attaching brands to trains.. n  n  n 

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Can be artificial – imposed Better to discover which train the brand fits with And find the right time to make the brand connection – in the right part of the train Fill the train – don’t try to own it

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Tying this down.. n 

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Using qualitative analysis or reanalysis of existing studies to identify different trains, the mix of carriages – analysis by hand THEN use analytic engines to track the train – analysis using automated processes

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Pick the right platform n 

Sampling

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The curator curve

Posts regularly on a topic Often refers to own postings

NB not the same as authority or influence

Posts one off comments No evidence of deeper interest

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The audience curve

Online hit – viewed by thousands or hundreds of thousands

Rarely if ever read by anyone!!

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The context curve

Actively involved/immersed in context Reflective but away from context

Detached from context

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Insomnia: which gives the best picture? n 

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Detailed diary content by insomnia sufferers Regularly accessed and rated content When and where the content was created eg video and photo content John Griffiths, Planning Above and Beyond, UK

NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

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Work TOP down – sort the trains before the carriages Sample – grade the data rather than increase the size of the dataset – to bring clarity – reduce noise increase signal Don’t use a tool just because its there or because its free..

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

That’s all folks!

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Q&A

John Griffiths Planning Above & Beyond

Ray Poynter The Future Place

John Griffiths, Planning Above and Beyond, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011