little data that's pretty big
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Our conversations look different.
Our analysis transforms.
Little Data That’s Pretty BigHow to Turn Your Report into a Transformative Analysis
QRCA ConferenceSan DiegoOctober, 2013
DATABIG vs. Little Data
We are always fighting
Transformative
Insights others don’t see in data
Illuminate large scale opportunities
New ways to think about your brand
Insights!
We live in the world
of Little Data
But we compete in the world of Transformative Insights
Brand Consultants
Social Listening
BIG Research
Behavioral Data/Economics
Design Consultants
Ad Agencies
Search Data
Sample Providers
Research Tech
Innovation Consultants
We are all competing
for Transform
ative Insights
Little Data
Big Insights
can produce
Becoming a
Thinking Partner
We have to elevate our game:
From “Moderator”
We have to elevate our game:
To “Thinking Partner”
Anybody here have kids?
Lots of focus on
this
Not much focus on
this
What clients really want and need are people who can:
• Give strategic and conceptual ADVICE
• TRANSLATE what just happened into something MEANINGFUL for them
• Light the path FORWARD
Thinking Partner
Thinking Partner
These are not moderating skills…
they are consulting and THINKING skills.
• Creative Facilitator
• Translator
• Strategic and Conceptual Analyst
• Storyteller
Thinking Skill Set
Moderator
Vocabulary!!!
Thinking Partner
Report Analysis
Moderator
Vocabulary!!!
Thinking Partner
Questions
Conversation
Analytical Mindset
Moderator Thinking Partner
What are they saying?
What are they really
talking about?
90% of what you learn in qualitative is most likely known already by the client.
The 90/10 RuleIt’s this 10% that gives them a new way of thinking about what they already know.
The 90/10 Rule
This 10% is where you should be spending 90% of your analytical time.ReframingNew Conceptual Thoughts
Brand Consultants
Social Listening
BIG Research
Behavioral Data
Design Consultants
Ad Agencie
s
Search Data
Sample Providers
Research Tech
Innovation Consultants
Creative Facilitator
TranslatorStrategic and Conceptual
Analyst
Storyteller
Your Thinking Point of Difference
Moderator vs. Thinking Partner Quiz
Relationship
Advice Role
Project Profile
Process/Tools
Presentation
Insight ConsultantVendor
Don’t ask, Don’t tell
Thought Leader
High ProfileLower Profile
EventSend and Forget
Use Client Process
Selling Your Way
ObjectiveInform Transform
Having a
Thinking Process
Embrace it vs. Dreading it
Thinking Process
Thinking Process
Understand
With Creative Storytelling Techniques
Illuminate
Through Listening Differently
Grow
By Lighting the Path Forward
Thinking Process
Understand
With Creative Storytelling TechniquesAlways in Narrative Mindset
Creative Risks Reap Bigger Rewards
The Power of Visuals
Thinking Process
Illuminate
Through Listening Differently
Listening with the Third Ear
Listening for Tensions, Opportunities
Life Stories – Not Answers
Thinking Process
Grow
By Lighting the Path Forward
Conceptualize Understanding
Transformational Platforms
Inspire Through Meaning
Analytical TipsStart with most emotive activity/exerciseBegin to create emotional themes• This is your analytical foundation.• More rational or functional learnings can then fit
into an emotional bucket.
Analytical TipsWrite down your instinctual feel quickly...In the moment or quickly after groups or reviewing online activities• This is a VISCERAL
response and is happening for a reason.
• Recognize it and know it’s important.
Analytical Tips
TRANSFORMATION, TRANSFORMATION, TRANSFORMATION
• What represented a fundamental change about the way your client thinks about something?
• If you focus on these moments it will feel fresh.
Analytical Tips
EMOTIONSpecific Conceptual
Expression(s)
IDENTITY
BELIEFS
TENSIONS
Specific Conceptual Expression(s)
Specific Conceptual Expression(s)
Specific Conceptual Expression(s)
Essence of your
Analysis
Analytical TipsGreat organization simplifies and subtly gives clients a new way
to think.
Analytical TipsLet it sit for a bit...
Reread from the beginning...
Be open to a big aha that reframes the whole story.
The last 30 minutes of work can elevate your whole story!!!
Analytical TipsListen for emotional themes, positioning and brand architecture – even when they aren’t part of the project.
Advertising or concept optimization can have broader implications.
Write about them!!!
Being a Thinking Partner
$$$$$
Get to do the most interesting projects
Budget less of an issue
More of a proprietary process
Additional consulting
opportunities
Reputation precedes, higher
expectation
Exposure to higher-ups
Moving
Forward
More online – expanding role
More behavior-based
More mobile
More remote interviewing
More web-based analytical tools
More digital storytelling
Future of Qual is Evolving
Less about personality, style in the room
More about finding and “selling” BIG INSIGHTS from Little Data
THINKINGTRANSLATING MEANING
ANALYSISCONCEPTUAL CREATIVITY
STORYTELLING
Than leading a discussion in a room
Future Qual Skill Set
Brand Consultants
Social Listening
BIG Research
Behavioral Data/Economics
Design Consultants
Ad Agencies
Search Data
Sample Providers
Research Tech
Innovation Consultants
Find Your THINKING point of difference
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