DIGGING  FOR  AN  

insightful STORY    IN  A  MOUNTAIN  OF  DATA  

 

How  many  o

f  you  

have  felt  lik

e  this?  

 

Suggest  an  “Approach”  1.  

Create  a  Conversation  

2.  

today’s  

 

Text  Analyti

cs    

challenges:  

                     more      word  data                                                1.  

                                         exploratory,      non-­‐linear  output                                                                    2.  

                       increase  in      hybrid  studies                                                3.  

word  data    is  not    like    

numerical  data.  1,2,3,4,5,6,7…

10,20,30,40…

3,6,9,12,15…  

 In  the  studies  conducted,  there  are  o0en

 many  words  that  are  

le0  to  sort  through.  Many  are  overwhelmed  at  this  point,  and  

begin  

to  ask  how  this  can  be  accomplished.  There  are  m

any  more  challenges    

with  word  data  than  numerical  data,  and  strat

egies.  First,  we  found  

what  we  can  do  is  explore  available  so0w

are  before  you  begin.  Later  

in  the  presentaAon,  we  will  introduce  some  different    so0ware

 tools    

available  that  will  help  you.  There  are  a  la

rge  number  of  so0ware  

types  available.  Some  are  free,  but  most  require  purchase

 or  

membership.  It  takes  Ame  to  find  the  one  you  are  most  comfortable  

with.  Once  you  find  a  so0ware  tool,  we  w

ill  explore  the  quesAon  of  

how  to  capture  new  valuable  insights.  To

 create  a  report,  we  explore  

valuable  storyboard  techniques.  Here  in  t

he  market  research  world,  

we  have  a  lot  of  informaAon  overload  to  dea

l  with.  Today  we  will  

tackle  the  quesAon,  how  can  we  approach

 this?  

Word  Data:  

 In  the  studies  conducted,  there  are  o0en

 many  words  that  are  

le0  to  sort  through.  Many  are  overwhelmed  at  this  point,  and  

begin  

to  ask  how  this  can  be  accomplished.  There  are  m

any  more  challenges    

with  word  data  than  numerical  data,  and  strat

egies.  First,  we  found  

what  we  can  do  is  explore  available  so0w

are  before  you  begin.  Later  

in  the  presentaAon,  we  will  introduce  some  different    so0ware

 tools    

available  that  will  help  you.  There  are  a  la

rge  number  of  so0ware  

types  available.  Some  are  free,  but  most  require  purchase

 or  

membership.  It  takes  Ame  to  find  the  one  you  are  most  comfortable  

with.  Once  you  find  a  so0ware  tool,  we  w

ill  explore  the  quesAon  of  

how  to  capture  new  valuable  insights.  To

 create  a  report,  we  explore  

valuable  storyboard  techniques.  Here  in  t

he  market  research  world,  

we  have  a  lot  of  informaAon  overload  to  dea

l  with.  Today  we  will  

tackle  the  quesAon,  how  can  we  approach

 this?  

How  do  we  solve?      

We  research.  

Conducted  Interviews    

with  Qualitative  Research  

Consultants  (QRCs)  

?� ?�

Group  Breakout  #  1  

•  Pick  up  the  discussion  questions  on  your  table.  

•  Take  5  minutes  to  discuss  at  tables  then  share  out.  

QRC  “Big  Data”  Projects  are  about  “multiplicity”  

Multiple  data  locations  •  Handwritten  notes  •  Video  •  Excel  •  Word  

Multiple  Methodologies  

•  In  person  

•  Online  Focus  Groups  

•  Online  Bulletin  Boards  

Multiple  week  studies  

Multiple  Markets  

Multiple  Countries  

QRC  Tips  &  Tricks  

“Look  for  big  themes  and  don’t  worry  about  the  ‘little’  findings  that  pop  up,  at  least  when  I  start  writing.”  

 

Establishing  Themes  

Upfront    

Creating    

quick  codes  

“I  look  for  large  themes  and  begin  bucketing  them.”  

Utilizing  Excel  to  sort  and  organize  

Examples  of  tools  used  by  QRCs:  

Excel  Interclipper  

Dedoose  

Wordle  

Nvivo  

Text  analytic  software  brands  

solution    

software                +            brainpower  

=  

Process  

Begin With Purpose

RoadmapInsights

Storyboard Report

Creating    Control.    

Begin With Purpose

Begin With Purpose

Understand  the  real  question.  

Learn  with  your  clients.  

Begin With Purpose

“Chunking”  

Don’t  eat  the  whole  elephant.  

Begin With Purpose

To  use    or  not  to  use    text  analytic  software?  

Begin With Purpose

 Ask:    

 “In  what  ways  can  I  prepare  data  to  help  

with  analysis?”  

Begin With Purpose

Preparation  

Examples  

Tagging  in  20/20  Online  Software  

Allows  Easier  Analysis  in  Excel  

Utilizing  Dub  Segments  and  Notes  

Dub—Easy  Export  into  Excel    

Creating    Context.    

RoadmapInsights

Roadmap Insights

 Why  

Roadmap  your  

Insights?  

Tips  for  Roadmapping  

Your  Insights  

Group  Breakout  #  2  

Let’s  roadmap  an    interview.    1.  Watch    3  minute  Interview  clip.    2.  Write  1  idea  per  Post-­‐it  as  you’re  listening.    3.      Place  the  Post-­‐its  wherever  you  want  on  the  worksheet.  

Roadmap Insights

Mind-­‐mapping  Resources  

Visualize  while  speed-­‐  reading  

Roadmap Insights

Speed-­‐  reading  Resources  

Roadmap Insights

Creating  Flow.  

 

Storyboard Report

Why  Storyboard  your  report?  

Storyboard Report

Storyboard  Setup  

Storyboard Report

Research  Report  Storyboard  

Group  Breakout  #  3  

Let’s  storyboard  the    insights.    

 •  Using  the  storyboard,  worksheet,  and  Post-­‐its,  

migrate  your  “roadmapped”  insights.    

Process  

Begin With Purpose

RoadmapInsights

Storyboard Report

Creating    Control.    

Creating    Context.    

Creating  Flow.    

Begin With Purpose

Q  &  A  

Storyboard Report

Roadmap Insights

e:  april@aprilbellconsulting.com  w:  www.aprilbellconsulting.com  

t:  972.352.8075