Communities of interpretation2014
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a slightly more explanatory version of a presentation I gave during the open source Cloud of Knowing project
Communities of interpretation2014
- 1. Communities of interpretation A paper from the Cloud of Knowing project John Griffiths July 5th 2010
- 2. Planning Above and Beyond Co-with everything Co-creation Research Communities Bulletin boards Blogs
- 3. Planning Above and Beyond about the Cloud of Knowing Project Face to face meetings every couple of months Sharing papers Open source project http://www.webjam.com/cloud_of_knowing Remit to consider how online content can be incorporated robustly into market research
- 4. Planning Above and Beyond Web content The questions we need answers to SAMPLING RESEARCH WITHOUT QUESTIONS PERMISSION % OF BUSINESS DECISION SUPPORT REAL TIME ANONYMITY REPRESENTATIVENESS
- 5. Planning Above and Beyond Topics discussed inside Cloud of Knowing The incorporation of web content as part of research Issues of representativeness Outlier problem nobody is normal What IS normal on the web? no consensus on what is average qualitative significance Issues of permission
- 6. Planning Above and Beyond What can outliers tell us about products? Pocket camcorders And video pros Shampoo and bald users Flatpack furniture and the blind Outliers used to be rejected in research now they are being incorporated For internet research they are critical because most internet data is produced by outliers everyone on the internet is weird!
- 7. Planning Above and Beyond Rachel Lawes sample the culture Dont sample the population Sample the culture Think how to sample yoghurtness not a balanced sample of yoghurt eaters Dr Rachel Lawes
- 8. Planning Above and Beyond Theres a storm brewing in the research industry Direct access to customers so marketers and third parties taking on research roles What is the role of researchers as intermediaries? Recruitment? Interviewing skills? Analysis and interpretation Soon A&I will be the only skills left to researchers
- 9. Planning Above and Beyond The difference between what the client thought as she left the last group and what she thought at the end of the debrief presentation A&I: What is it worth? If the client sees all the data the only added value left is the analysis and interpretation
- 10. Planning Above and Beyond Its time to bring A&I into the open and put it on the outside where clients can see it! Analysis and interpretation have often the hidden part of the research process
- 11. 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
- 12. Planning Above and Beyond Technically, two processes Analysis Interpretation Through revisiting and applying different filters Analysis works to exhaust the meaning until everything has been analysed Through working outwards from micro to macro perspectives interpretation is about finding the story so as to show the big picture when you fit the pieces together you begin to see more than the sum of the parts
- 13. Planning Above and Beyond Build a community of interpretation
- 14. Planning Above and Beyond 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 Far too much research work is solitary A&I becomes much faster and more powerful when you create a network even a small one to do the work
- 15. Planning Above and Beyond Benefits 1. Speed simultaneous analysis 2. Culture sampling broader range of inputs 3. Embraces contrasting perspectives 4. Can handle outliers extreme data sources 5. Provides a way to integrate online data 6. Respondents (and marketers) can be used as co-interpreters
- 16. Planning Above and Beyond Analysis exercise: Barracuda swarm! Were 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 Ts feelings about herself B6 God what help is T asking for? B7 Social: shared with other respondents B8 silences human aid and acquaintances who arent overweight B9 Culture obesity discourse B10 Cf Ts photos and hand written captions with the transcription Obesity transcription bulletin board postings on the diet roller coaster by T and D 10 pairs of researchers analysing simultaneously did this exercise
- 17. Planning Above and Beyond The signal is amplified and balanced
- 18. Planning Above and Beyond How a typical project would work 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 in analysis Apply different filters at the interpretation stage
- 19. Planning Above and Beyond Doing an online swarm: an internet search using a network of analysts and standard online sources
- 20. Planning Above and Beyond Practical exercise: take an ordinary product like a hair dryer Create up to a dozen teams each with a different online source Give each team a well known (non specialist information source Like Amazon for example) Ask them to take 15 minutes to collect everything that information source tells them about that product Then collect information from each team allowing the feedback from each to build a total networked picture of the cultural meaning of that product Fast efficient - insightful
- 21. Planning Above and Beyond Typical sources for online swarm exercise Google alert Wikipedia Amazon Flickr/Youtube Yahoo Squidoo Facebook official and fan teams Twitter Blogpulse Delicious/Stumble Upon Pinterest
- 22. 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? And dont forget the power of analysis and interpretation Without A&I its just your topline opinion
Editor's Notes
- #5: The Cloud of Knowing project came about to address the growing use of web content in research. There is now so much data across so many platforms that it is inevitable that marketers are using it more and more. But its use has been problematic. There are issues around sampling who is posting the content? How can we find out about them. How do we decide who is representative? Are we required to ask their permission? are we bound to protect their anonymity if we never recruited them in the first place? And as our ability to gather this data is virtually instant we are moving to real time research where there is no time to validate to ask for permission Research without asking questions. Whatever may be researchers misgivings, marketers are striding in to grasp this data with both hands. If we hang back we dont prevent the use of this data what we risk is irrelevance as companies make it central to their way of working.
- #7: Camcorder professionals turned up in the sample Flatpack furniture registered blind person. Also an architect from leading global firm. What if researching shampoo chose to recruit bald people. Outlier problem nobody is normal What IS normal on the web? no consensus on what is average qualitative significance