man vs. machine: a qualitative data analysis...
TRANSCRIPT
Charlotte Pearson-DuffHead of Client Services
www.flexmr.net@_FlexMR
Man Vs. Machine: A Qualitative Data Analysis Challenge
FlexMR | www.flexmr.net | PUBLIC
1 insight community…
5 days…
50 participants…
62,000 words…
Man Vs Machine
FlexMR
| www.flexmr.net | PUBLIC
Why An Insight Community?
Man Vs Machine
Open Ended Survey
Questions
> Focused questions and
answers
> Participants respond in
isolation
> Depth contained by nature
Scale = Participant
Volume
Online Insight Community
> Discussion builds around topics
> Moderation, exploratory probing
> Peer-to-peer collaboration
> Research led feedback
> Participant led feedback
> Depth rich by nature
Scale = Discussion Depth
FlexMR | www.flexmr.net | PUBLIC
Online Insight Community
> Moderation, exploratory probing> Discussion replaces questions and answers> Moderation, exploratory probing> Peer-to-peer collaboration> Research led feedback> Participant led feedback> Depth XXX by nature
Scale = Discussion Depth
Man Vs Machine
An Online Retailer of Handmade Home and Living
Products wants to examine participant…
> Attitudes> Emotions
>Behaviours
In relation to home and living…
> Style> Adverts> Products> Shopping> Purchasing
The B2C Community Emulation
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25 Hours
Speed
Man Vs. & Machine…
5 Hours
Vs.
Man Vs Machine
13 Hours
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Beyond speed…
> Focus> Objectivity> Empathy
Man Vs Machine
FlexMR | www.flexmr.net | PUBLIC
Focus
vintage
modern
unique
flowery
minimalist
country home
bright/colourful
Home Style:Haves or Wants?
Structure Minus Context
Man Vs Machine
“I would say my style is very modern when it comes down to the main bulky things in
my home and garden but when I decorate I like to look
out for the rustic one of a kind look.”
ContextMinus
Structure
StructurePlus
Context
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| www.flexmr.net | PUBLIC
Home Style: Inspiration /
Shopping / Purchasing?
Objectivity
No Confirmation Bias Minus Context
Man Vs Machine
“I bought the item from Amazon, they
have a handmade section which was
really nice to look at and I found lots of
unusual items which were not too expensive… I had found a few other
items there and so qualified for free delivery. I was happy with the
experience at it was easy to shop, there
was a wide range of reasonably priced
products.”
Ikea
notonthehighstreet
Amazon
John Lewis
Artfire
Ebay
Laura Ashley
Argos
Instagram,
Zazzle,
Redbubble…
Confirmation
Bias PlusContext
No Confirmation Bias
Plus Context
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Home Products:Purchasing Experience?
Empathy
Sentiment Minus Context
Man Vs Machine
“I searched for Moroccan covers on eBay. It was hard to pick some because it can be difficult to identify poor quality on
eBay. Sometimes the colours look different or the quality is substandard. But I would risk it for a cheap cushion. They came out alright although the zip
broke pretty soon. Still it doesn’t show.”
Negative
Neutral
Positive
???
Sentiment Incorrect
The Sentiment
Fence
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Empathy
SentimentMinus Context
Man Vs Machine
NegativeNeutralPositive
Home Brand: Charity Promotions
“I regret I take no notice, as I’m afraid I’m cynical
of their motives.”
“I have heard that Tescohas partnered with
British Heart Foundation and Diabetes UK to
encourage the nation to make healthier choices…I
definitely feel more positive about Tesco
because of this partnership.”
TescoOxfam
Sainsbury'sMaria Curie Cancer Campaign
British Heart FoundationChelsea FC
HSBCMacmillan
Stella ArtoisTK Max
WWF
Charity Promotions Recall
Sentiment Plus Context= Empathy
FlexMR | www.flexmr.net | PUBLIC
25 Hours
In Summary
13 Hours
5 Hours
Vs.
What Plus Why Minus Statistical Validation
What Plus Statistical Validation Minus Any Why
What Plus A Deeper WhyPlus Statistical Validation
Man Vs Machine
FlexMR | www.flexmr.net | PUBLIC
Doing It All Again
> The singular analyst > The community transcript preparation> The software selection> The moderator sense check
Man Vs Machine
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A New Partnership
A New Methodology
Man Vs Machine
FlexMR | www.flexmr.net | PUBLIC
The Insight Community Analyst 2.0
1. Read the community transcript to familiarise yourself with the topic
2. Sanitise transcript for text and sentiment analysis - remove moderator comments
3. Run text and sentiment analysis program
4. Review text and sentiment analysis outputa) Identify resulting themes b) Regroup community topics as necessary and run additional charts of interest based on research objectives
5. Sense Check your text and sentiment insights with the community moderator
6. Deep Dive community transcript using text and sentiment analysis charts as a starting point
Man Vs Machine
FlexMR | www.flexmr.net | PUBLIC
50% Time Saving
What Plus A Deeper Why Plus Statistical Validation
> Insight Quality> Insight Integrity> Insight Impact
Man Vs Machine
Charlotte Pearson-DuffHead of Client Services
www.flexmr.net@_FlexMR
Man Vs. Machine: A Qualitative Data Analysis Challenge