Ray Poynter, The Future Place, UK 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.  

‘An  Overview  of  Listening’    Ray  Poynter  The  Future  Place,  UK  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

An  Overview  of  Listening  

Ray  Poynter  The  Future  Place  

"The  trouble  with  words  is  that  you  never  know  whose  mouths  they  have  been  in"  -­‐  Dennis  PoSer  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Listening Research?

Insight  

Social  Media  Research  Blog  mining  

Buzz  monitoring  Netnography  Web  scraping  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Watching  Seeing  Listening  Hearing  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Two Stages

Corpus  Text  Analy*cs  

CAQDA  (Computer  Assisted  Qualita*ve  Data  Analysis)  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Finding your corpus

Free  Search  engines  RSS  feeds  Alerts  Manually  Web  scraping  

Commercial  Bots  Standard  sites  Specifics  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Counting?

Created  with  Wordle  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Counting J

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Commercial ‘Listening’

Volume  

Trends  

Sen;ment  Influence  

Content  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Ethics

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Hyperbole? New  Technology  Renders  Market  Research  Focus  Groups  Obsolete”    The  soaware  behind  [brand]  reports  actually  reads  the  en*re  english  language  internet  and  can  renders  "opinions"  from  selected  subject  maSers.  ......    The  results  scanned  from  public  ar*cles,  commentaries,  blogs  and  social  media  sites  (  ie.facebook  and  twiSer)  ........  Of  which  72%  (312,480)  viewed  adding  Vitamin  C  as  posi*ve,  23%(99,820)    had  no  posi*on  on  the  subject,  and  5%  (21,700)  viewed  the  statement  nega*vely.......    ‘We  like  to  think  of  our  service  as  Market  Research  4.0’  ........    A  client  can  actually  ‘dig’  down  to  find  out  who  is  actually  making  these  statements  on  any  given  topic.    In  most  cases,  we  can  iden*fy  individuals  and  IP  addresses.  We  joke  that  only  the  CIA  has  our  technology.  

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Thank You

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Q & A

 Sue York The Future Place

 Ray Poynter The Future Place

Ray Poynter, The Future Place, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Ray Poynter