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How content analytics can be brought into research. The presentation was given as a webinar for the IE Business school where John Griffiths is a visiting professor.It features examples of the use of Purefold transmedia as a research methodology and the use of demographic replicator research bots. Part of the Cloud of Knowing project
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The Cloud of Knowingcontent analytics and the future of market research
John GriffithsPlanning Above and Beyond
Jan 20th
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Ground I am going to cover
Work in progress from Cloud of Knowing project
Paper for the Market Research Society conference
Online content – how it can be part of MR MR stuck using offline research
paradigms Will introduce 2 new approaches A way to bring content into research
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The questions we need answers to
Is sampling central to research or does research have to change?
If we don’t ask questions is it still research? Do we need permission to use people’s
content? Do we need to protect anonymity? How can research use internet content for
business decision support? Is there such a thing as real time research?
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Redrawing the lines around research
Will researchadvance toinclude content?
Or will researchretreat andbecome aspecialism? the guys who doInterviews..
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Research cultures
Farmer/cultivators
Hunter gatherers
Scavengers
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Blog site
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Scavenging on the web
But it is only one blogger even with comments from others
Who is the blogger? Where are they based?
Are they representative? All internet posters are atypical
That person may be misrepresenting themselves – corporate blogging/PR
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Current resources to analyse online content
Social media measurement experiments - eg #measurementcamp
Netnography – online behaviour and content coming from this
E-Anthropology –social analysis using web artefacts Bricolage – support to qualitative research
Research practice says research data needs to come from a valid sample
representative of the population If projective materials are used then research participants
need to explain it
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So can online research help?
Online surveypanels
Online focusgroups
Face to face/CATI surveys
Offline discussion/Focus groups
ResearchCommunities{ }
{ }Open platformsEg FB group
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Business decision support using more and more data sources
Business process Web analytics Customer satisfaction Corporate reputation tracking Transaction data Customer research?
A lot of these aren’t being managed bythe marketing department
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Research at the crossroads
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Purefold: open source co-created transmedia
film directorstory
‘seeds’
RSS feedsgather
raw contentFriendfeed hopper
Visitors /linkersgrade and
link to otherWeb content
storylines amplified
Brand ownerssponsor &
create charactersstorylines
Output putinto production
Ridley Scott Assoc/Ag 8
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Purefold model applied to research
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Benefits of the Purefold model
Continues to use real people as participants
Dual role of research participants as graders and taggers
Sampling of participants can be controlled
Content can be filtered and amplified
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Demographic replicators: Research bots
‘Wefeelfine’emotionalwrapper
DGR Felixtext bot
posterous
friendfeed
networkAnalysis ofothers who
sharebot tastes
Comments/retweets
of those whodialogue with
the bot
Findings aggregated with other bots
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Meet felix Emotional wrapper: wefeelfine.org:8080/
ShowFeelings?feeling&limit=50 gender=M city=london agerange=20
emotion_keywords: { sad: [divorce, desk], great: [Floyd, Doors], depressed: [sales, weight, divorce, client], lonely: [at home, the divorce, miss my kids, desk], tired: [work, boss, home, hangover, sales]
# Times of day time_keywords: 04: [work, sales, weight, conference, procurement, desk]
weekend_time_keywords: { 10: [home, kids], # Words to fall back on if nothing else matches, or
to add randomly character_keywords: [work, boss, divorce, fat]
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What is Felix?
A projective devicefor researchers toreframe researchquestions?
A dynamic sample/panelwhich can be observed andwith which the researchercan interact
A lure/decoy for drawingout customer response
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Benefits of Replicators
Continues to use real people as participants
You don’t need to recruit research participants unless you want to
Sampling of participants can be controlled Content is filtered and amplified Content can be used to stimulate online
response Content can be used to inspire the
researcher as analyst
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Past the sample/content bottleneck
Sample
Content
Quant & Qual researchkeep sample and contentquestions separate
Inability to control sampleis what makes web contentanalysis problematic
Sampling is literal: 20 male,works in local govt, lives in London
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Computing has a similar bottleneck
Instructions/data Memory/CPU
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Knitting machines.. two different media
programme cardswool
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Into the cloud..
Sampling Permission Anonymity
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Sampling Probabilistic scoring has been standard in
lifestyle database marketing and geo-demographic marketing for 20 years
Use sample and content tags to mark up data. Could use cookies as a type of sample tag.
Use scoring models to decide whether to include content within sample.
Use best fit algorithms to aggregate content and sample tags.
Identify content first and then use sample tags to eliminate all the content which is off sample.
this starts to make available to us the riches of the web
in realtime search engines and Google/Yahoo alerts
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Permission
If we source content probabilistically then permission is no longer an issue
We can use their content without ever disturbing them.
Is this permissible within research or not? The volume of online content that could
become the subject of research is potentially so great that data protection becomes meaningless – permission becomes unnecessary
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Anonymity
MR principle protects research respondents from being sold to
Anonymity can only be granted in the context of a customer interview. There is always a possibility with behavioural targeting that that the digital marketer knows something about you that you don’t.
Probabilistic systems already being used for behavioural targeting and direct marketing would identify them anyway but there would not be greater disadvantage than anyone else who is the subject of behavioural targeting.
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To summarise
To bring content within research – need new methods
Purefold co-creation using taggers and graders
Use of DGR research bots Probabilistic sampling Challenge the use of permission and the
protection of anonymity
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Vested interest in MR preventing the incorporation of online content
Qual: Research by hand Quant: Self measurement
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CRM the natural starting point
The need to engagement means that CRM is no longer focussed on hard sell
Multiple contact points with customers – very few falling within conventional research practice
The natural starting point for analysing web content.
Research needs to be part of it
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Final thought? Customers are tribal stakeholders an extension of the company
Perhaps customers willing to be involved in regular dialogue as part of CRM programmes
Customers as valued stakeholders Extended members of the company ‘tribe’ Is it possible that research industry is
perpetuating the divide: Research respondents as outsiders? Researchers as essential intermediaries?
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Thank you .. Questions??
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Some references you may find useful..
http://www.webjam.com/cloud_of_knowing http://www.research-live.com/events/annual-co
nference/research-2010-the-annual-conference/4000799.article
http://www.ag8.com/purefold http://felixfreeman.posterous.com/ http://twitter.com/felix_freeman
john.griffiths@paab.biz johngriffiths7 twitter
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