theo downes le guin - listening - 2011

Theo Downes-Le Guin, Market Strategies International, United States 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.

‘Can SoOware-‐Driven Qualita*ve Data Analysis Replace the Seasoned Researcher?’ Theo Downes-‐Le Guin Market Strategies, USA


Can Software-Driven QDA Replace the Seasoned Researcher?

Theo Downes-Le Guin Chief Research Officer

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Qualitative MR •  Asking •  Tapes and transcripts •  Long report

•  Asking •  Tapes or transcripts •  Short report

•  Asking + listening •  Notes and memory •  Email, dashboard

Trend = speed and simplicity

Content analysis and text mining •  Text-only •  Expensive •  For academics

•  Text and multimedia •  Expensive •  For academics, big IT

•  Text and multimedia •  Less expensive •  For academics, big IT, MR

Trend = power and complexity

1990 2000 Now


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Software-driven text analysis

Add rigor to traditional qualitative analysis

Manage labor costs

more effectively

Cope with quantities of

new MR data


25 in-depth interviews with IT professionals Transcribed to 400 pages, 180K words Moderator’s guide and basic structure

Traditional •  Senior analyst is also

interviewer •  Review of transcripts

and notes continuous with report writing

Software-driven •  Recent grad who is

uninvolved in project •  QDA software •  Recursive: read, code

codebook, code, read •  Development of report

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Of 10 key findings presented to the client…

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findings would be the same using either

approach

findings would have been similar using the

software-driven approach alone

finding would have been missed using the

software-driven approach alone


Inevitable

Tied to hardware refresh so convenient for IT

Keeping up with competition

Tied to other software upgrades

End-users asking for it

End of support for prior version

Hardware refresh cycle

Improved speed

End-user desire

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Why did you deploy this software?

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4

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Traditional Software


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Feature Related feature


Only requirement is text Fluid, intuition and experience-driven High weight to emotions Less reliable, transparent Conceptual graphics

Difficult set-up Granular information accessible Frequency-driven Emotions difficult to weight Very reliable Data visualization

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Efficiency, addition of value or a bit of both?

Hours Junior 0 Senior 47 Publishing 4

“Raw” cost US$14,000

Hours Junior 30 Senior 8 Publishing 8

“Raw” cost <US$5,000

Analysis 15%

Analysis 6%



Q & A

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Theo Downes-Le Guin Market Strategies International

Ray Poynter The Future Place


Theo Downes-Le Guin

[email protected] LinkedIn hXp://www.linkedin.com/pub/theo-‐downes-‐leguin/0/12/773 TwiXer hXp://twiXer.com/theod_l

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theo downes le guin - listening - 2011

Marketing

market research

new asking text analytics

text mining text

theo downes

united states newmr

academics text

software driven text

traditional software