men are from mars - word choices in social media - peanut labs
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at Qualitative360 North America 2014 1-3 April 2014, Toronto, Canada This event is proudly organised by Merlien Live Check out our upcoming events by visiting http://qual360.com/TRANSCRIPT
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APRIL 1-3, 2014 TORONTO
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
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Men are from mars? Word choices in social
media
Annie Pettit
Chief Research Officer
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Men hate it Women love it
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Ye old focus
groups
Qual
research
today
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Method #1
• 5 really boring
datasets
• Millions of
verbatims
4/9/2014 4
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Method #2
• 300 survey completes
• Self-serve sample panel
• US census rep
4/9/2014 5
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Social Media Says: Positivity
Men choose more aggressive words
Women choose more positive words 4/9/2014 6
love
awesome
help
hate
amazing
beautiful
fun
crazy
fight
argue
idiot
win
moron
faggot
n***er
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Survey Says: Slang
4/9/2014 7
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Social Media Says: Slang
Men choose word combining and
subculture Women choose word shortening
4/9/2014 8
c
luv
r
ppl
dat
u
gotta
bout
gonna
r u
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Survey Says: Mild Profanity
4/9/2014 9
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Survey Says: Harsh Profanity
4/9/2014 10
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Social Media Says: Profanity
Men choose extreme words
Women choose wussy words
4/9/2014 11
dang
darn
fuck
shit
damn
ass
n***a
bitch
hoes
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Survey Says: Acronyms
4/9/2014 12
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Social Media Says: Acronyms
Men aren’t enamored with acronyms.
Women choose acronyms. So they
can swear. 4/9/2014 13
wtf
smh
bf
lmao
omg
lol
btw
#$%
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Social Media Says: Grammar
Ladies – Check your grammar!
Gentlemen – Thanks for taking care
woman
that
would of
a lot
man who
you’re a
your
going
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Survey Says: Laziness (dont,cant)
4/9/2014 15
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Social Media Says: Laziness
Man. Lazy.
Women use apostrophes as appropriate.
4/9/2014 16
dont
wont
theyre
youre
isnt
havent
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Social Media Says: Referencing
Men speak of others
Women speak of themselves 4/9/2014 17
my
I
me
her
we
our
myself
herself
you
your
his
himself
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Social Media Says: Family
I am man.
Family matters.
4/9/2014 18
woman
brother
sister
dad
mom
kids
man
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Social Media Says: Money
Men want to pay cheap prices on their
credit card
Women already bought that deal on sale
4/9/2014 19
bought
purchase
deals
donate
on sale
taxes
credit
card
price
cheap
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Social Media Says: Research
Men share their opinions and critique
Women can’t wait to try new things
4/9/2014 20
try
new
wait
different
recommend
vote
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Social Media Says: By Gender
Men Choose
• To combine words
• Aggressive words
• Proper grammar
• Harsh profanity
• To spell things out
• To talk about men
• To talk about the past
Women Choose
• To shorten words
• Positive words
• To be slack on grammar
• Mild profanity
• Acronyms (for swearing)
• To talk about themselves
• To talk about the future
4/9/2014 21
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Social Media Says: By age
4/9/2014 22
Younger People Older People
Family mother dad, mom, father, kids
References herself, yourself, my our, myself, we, your
Positivity fight, amazing, awesome crying, help
Profanity ass, s***, f*** bloody, darn
Grammar werent, theyre, youre, isnt,
havent, shouldnt, wouldnt,
youve, cant, arent
wont, dont
Acronyms lmao, omg, lol
Slang dat, u, kinda, haha, gonna b4, luv
Research
Variables
on sale, credit card, buy, wait,
try
donate, in line, vote, new
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Survey Says: Personality
4/9/2014 23
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Survey says:
• I just tone down the profanity. I wouldnt want a
possiable employer or family member passing
judgemnent.
• need to learn to control my profanity better in real life
• I am slower on line than in real life. I try to keep my
thoughts organized. In real life I just let it fly, I DO
NOT sugar coat anything
• It's easier for me to communicate online because I
like writing out my thoughts more than speaking them
in person.
4/9/2014 24
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When demographic differences
for a brand are
much stronger or
reversed
We know we have a brand difference,
not an
inherent demographic difference
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Yes, men are from mars!
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Thank you!
Annie Pettit
Chief Research Officer
Peanut Labs
@LoveStats on Twitter
www.peanutlabs.com
: )
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
![Page 31: Men are from mars - Word choices in social media - Peanut Labs](https://reader036.vdocument.in/reader036/viewer/2022081403/554d484ab4c905b0708b507b/html5/thumbnails/31.jpg)
APRIL 1-3, 2014 TORONTO