trainspotting - content analytics and online research
DESCRIPTION
presented on newMR webinar in Feb 2011 - this argues that content analytics needs to frame by theme (the train) before analysing individual carriages (keywords) - related to the cloud of knowing open source project - this brings together discourse analysis and online dataTRANSCRIPT
Stop looking at carriages start looking at trains
John GriffithsMarch 8th 2011
Planning Above and Beyond
Cloud of Knowing
Face to face meetingsNext one due in April
Sharing papers
Open source project
http://www.webjam.com/cloud_of_knowing
Remit to consider how online content can beincorporated robustly into market research
The tool nearest to hand is NOT necessarily the best one.. Just the closest
Stochastic (counting) tools are easy to write
It doesn’t mean they tell you very much
Totem talk from Rosie Campbell
Start with shared meanings Cultural discourses Family stories Telltale words used
Only look at the componentwords when you understandthe shared context
Several totems in each market – demarcate each oneTHEN identify component words
Source: Inside language - how to spot totem polesRosie Campbell MRS conference 2010
You don’t understand a train by counting carriages
The meanings come from abovenot below
Obese = lazy and complacent
Who I am – tied into my weight
Uses ‘obesity’ to repel her from it
Can’t bring herself to use the ‘obesity’ word
‘people’
usvs
Branding trains
Attaching brands to trains..
Can be artificial – imposed Better to discover which train the brand
fits with And find the right time to make the brand
connection – in the right part of the train Fill the train – don’t try to own it
Tying this down..
Using qualitative analysis or reanalysis of existing studies to identify different trains, the mix of carriages – analysis by hand
THEN use analytic engines to track the train – analysis using automated processes
Pick the right platform
Sampling
The curator curve
Posts regularly on a topicOften refers to own postings
Posts one off commentsNo evidence of deeper interest
NB not the sameas authority orinfluence
The audience curve
Online hit – viewed by thousands or hundreds of thousands
Rarely if ever read by anyone!!
The context curve
Detached from context
Actively involved/immersed in context
Reflective but away from context
Insomnia: which gives the best picture?
Detailed diary contentby insomnia sufferers
Regularly accessed andrated content
When and where thecontent was createdeg video andphoto content
Work TOP down – sort the trains before the carriages
Sample – grade the data rather than increase the size of the dataset – to bring clarity – reduce noise increase signal
Don’t use a tool just because its there or because its free..
That’s all folks!