shoba prasad festival of newmr 2016

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


Vision



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



Myopia

Hyperopia

The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics



Myopia Hyperopia

The Unfocused

lens


Colour Blindness

Colour Hypersensitivity

The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics



The Unfocused

lens

Colour Blind Colour Hypersensitive

Not enough slicingBland outputs

OverslicingConfused outputs

The Blurred

lens


Astigmatism

The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics



“Parts of data may be blown out of all proportion…”

AstigmatismThe

Distortedlens


Astigmatism

Myopia

Hyperopia

Colour Blindness

Colour Hypersensitivity

The Unfocused

lens

The Blurred

lens

The Distorted

lens

Diagnosis & Correction

Vision Basics



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



Mentoring Program

Interventions

Myopia

Broadening perspectiveEncourage risk-taking

Go beyond data

Fly lowerStronger search for

evidence

Big Picture thinking that is grounded

Hyperopia



Myopia Hyperopia

Interventions

Mentoring Program

Buddy System

Time & Distance

Training: “Big Picture Thinking-Joining the Dots”



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



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



The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics

The Coloured

lens

The Clouded

lens



Personal Cultural

Professional experience

“This I Already Know”

TIAK syndrome

“Confirmation Bias”

The Coloured

lens

When your

vision is tinted



Personal Cultural


Extreme

TIAK syndrome

Stop seeing anything new

Anticipate findings

Feel jaded, tired

No incremental insight

The Coloured

lens

When your

vision is tinted


The Coloured

lens

Personal Cultural


The Clouded

lens

Clouded by Client

Perspectives

When your

vision is impeded


Personal Cultural


Clouded by Doubt

Do not trust your eyes

The Coloured

lens

The Clouded

lens

When your

vision is impeded


The Coloured

lens

The Clouded

lens

Colouring & Clouding affect Objectivity


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


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


The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics

The Coloured

lens

The Clouded

lens

Biases & Blind Spots



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..



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


The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics

The Coloured

lens

The Clouded

lens



Narrative Flaws

The Distant lens



The Distant lens The Distant Lens

Periodic field & market visits to challenge belief build ups

Advanced Connect Program



The Unfocused

lens

The Blurred

lens

The Distorted

lens

Vision Basics

The Coloured

lens

The Clouded

lens



Narrative Flaws

The Distant lens

Remoteness



Big Picture Thinking

Cleansing the Lens

Powerful & True

Narratives

Stay Connected

Vision Basics Biases & Blind Spots Narrative Flaws Remoteness



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



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



Culture of looking inward

Self Awareness

Meta-awareness

Towards 20/ 20 Vision


“The real voyage of

discovery consists not in seeking new

landscapes but in having new

Eyes

- MARCEL PROUST -


Thank You!


Q & A

Sue YorkThe Handbook of

Mobile MarketResearch

Shobha PrasadDrshti Strategic

Research Services

#NewMR 2016 Sponsors

Media Partner GreenBook


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 [email protected]@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

mailto:[email protected]

mailto:[email protected]