shoba prasad festival of newmr 2016
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Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens
Towards 20/20 Vision
Shobha PrasadDrshti Strategic Research Services, India
February, 2016
#NewMR 2016 Sponsors
Media Partner GreenBook
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Vision
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
The Blurred
lens
The Distorted
lens
The Coloured
lens
The Clouded
lens
Blinded by the Light
The Distant lens
Flaws in the lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Myopia
Hyperopia
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Myopia Hyperopia
The Unfocused
lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Colour Blindness
Colour Hypersensitivity
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
Colour Blind Colour Hypersensitive
Not enough slicingBland outputs
OverslicingConfused outputs
The Blurred
lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Astigmatism
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
“Parts of data may be blown out of all proportion…”
AstigmatismThe
Distortedlens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Astigmatism
Myopia
Hyperopia
Colour Blindness
Colour Hypersensitivity
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Diagnosis & Correction
Vision Basics
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Self Analysis Review Questionnaire at the end of a study
Diagnosis
HyperopiaMyopia
Myopic
“Did my study provide
strong conclusions and
directions”
“Were my findings data
heavy”
Hyperopic
“Was my analysis granular”
“Did I consider anomalies”
“Was there adequate
evidence for my findings”
Peer/Mentor Reviews
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Mentoring Program
Interventions
Myopia
Broadening perspectiveEncourage risk-taking
Go beyond data
Fly lowerStronger search for
evidence
Big Picture thinking that is grounded
Hyperopia
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Myopia Hyperopia
Interventions
Mentoring Program
Buddy System
Time & Distance
Training: “Big Picture Thinking-Joining the Dots”
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Astigmatism
Self Analysis Review at the end of each study
“Did I overplay some parts and underplay others”“Did I have trouble merging data”
Periodic Outsider Review
Diagnosis
Correcting DistortionBalance & Merging in Proportion
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Astigmatism
Over-representing the majority
Merging data in large teams
Merging different types of data
Develop norms for merging
Break Silos
Frequent team interaction,
brainstorming, debriefing
Mentoring to learn Data Democracy
Training :“ Merging: Weights
& Proportions”
Ongoing Methods Training Program
Merging in Proportion
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
The Coloured
lens
The Clouded
lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Personal Cultural
Professional experience
“This I Already Know”
TIAK syndrome
“Confirmation Bias”
The Coloured
lens
When your
vision is tinted
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Personal Cultural
Professional experience
Extreme
TIAK syndrome
Stop seeing anything new
Anticipate findings
Feel jaded, tired
No incremental insight
The Coloured
lens
When your
vision is tinted
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Coloured
lens
Personal Cultural
Professional experience
The Clouded
lens
Clouded by Client
Perspectives
When your
vision is impeded
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Personal Cultural
Professional experience
Clouded by Doubt
Do not trust your eyes
The Coloured
lens
The Clouded
lens
When your
vision is impeded
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Coloured
lens
The Clouded
lens
Colouring & Clouding affect Objectivity
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Coloured
lens
The Clouded
lens
DiagnosisSelf Analysis Review:
“Was I anticipating answers to my questions”
“Did I learn anything new in this study”
“Did my client find fresh insights”
“Did I feel bored while conducting this study”
“Were all my hypotheses ratified”
“Did I discount findings that were new, as outliers?”
Periodic Outsider Review
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Coloured
lens
The Clouded
lens
Recognition of bias
Building confidence
“Challengers”
“Cross Pollination”
“Disconfirmation Bias”
“Detoxing through debriefing”“Clearing the cupboard”
“Crop rotation”
“Cleansing the lens” workshops for client and agency
Tackling the Coloured and Clouded Lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
The Coloured
lens
The Clouded
lens
Biases & Blind Spots
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
In our zeal to connect dots, clumps of “dark data” are left out
Our quest for exciting stories can make us
blind to alternative narratives..
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Build powerful narratives ….without “blacking out” data
Confidence to report ‘no story’
Design Fluidity
Tell all stories
Follow through outriders
Periodic Audits to ensure Narrative Integrity
Narrative Integrity Agency Policy & Monitoring
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
The Coloured
lens
The Clouded
lens
Biases & Blind Spots
Blinded by the Light
Narrative Flaws
The Distant lens
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Distant lens The Distant Lens
Periodic field & market visits to challenge belief build ups
Advanced Connect Program
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
The Unfocused
lens
The Blurred
lens
The Distorted
lens
Vision Basics
The Coloured
lens
The Clouded
lens
Biases & Blind Spots
Blinded by the Light
Narrative Flaws
The Distant lens
Remoteness
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Big Picture Thinking
Cleansing the Lens
Powerful & True
Narratives
Stay Connected
Vision Basics Biases & Blind Spots Narrative Flaws Remoteness
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
VISION PROGRAM
1. Big Picture Thinking: Joining the Dots
2. Training on Merging Data: Weights and Balances
3. Methods Familiarity Training
CLEANSING PROGRAM
Cleansing the Lens Workshop
Periodic Cleansing Activity
NARRATIVE INTEGRITY
AUDIT
ADVANCED CONNECT PROGRAM
Vision Basics Biases & Blind Spots Narrative Flaws Remoteness
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Self Analysis Reviews at the end of each study
Mentor & Peer reviews of studies once a quarter/ two quarters
Diagnosing the problems
Mentoring Counseling
Peer Support
Building the Support System
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Culture of looking inward
Self Awareness
Meta-awareness
Towards 20/ 20 Vision
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
“The real voyage of
discovery consists not in seeking new
landscapes but in having new
Eyes
- MARCEL PROUST -
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Thank You!
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Q & A
Sue YorkThe Handbook of
Mobile MarketResearch
Shobha PrasadDrshti Strategic
Research Services
#NewMR 2016 Sponsors
Media Partner GreenBook
Cleansing the Lens: Towards 20/20 VisionShobha Prasad, India, Festival of NewMR 2016
Drshti is a Strategic Consulting and Marketing Research firm headquartered in Mumbai, India, offering qualitative and
quantitative research services in India and SE Asia. We focus on providing information based strategic perspective, and have a philosophy of questioning established norms and theory, in our search for thinking that works. We have assisted various companies in turning around and in building strong brands.
You can get in touch at shobha.p@drshti.combalaji.p@drshti.com
About Drshti
Drshti Strategic Research Services Pvt. Ltd., Malkani Chambers, 3rd Floor, Nehru Road, Vile Parle (East), Mumbai 400057, India
Tel: +91 22 30920222, +91 9619946078 www.drshti.com
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