Cloud of Knowing MRS 2010 conference slides - the award winning paper
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The Cloud of Knowing Project Content analytics and the future of market research John Griffiths Planning Above and Beyond March 24 th 2010
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The actual presentation I gave at the Market Research Society conference 2010. There is an earlier preview uploaded here on slideshare from I think the Cloud 2 meetup when I did a dummy run in front of the group. The presentation was shortlisted for best presentation and won best new thinking the last time the award was given funnily enough
Transcript of Cloud of Knowing MRS 2010 conference slides - the award winning paper
The Cloud of Knowing Project
Content analyticsand the future of market research
John GriffithsPlanning Above and Beyond
March 24th 2010
Planning Above and Beyond
Web contentThe questions we need answers to
SAMPLING
RESEARCH WITHOUT QUESTIONS
PERMISSION
% OF BUSINESS DECISION SUPPORT
REAL TIME
ANONYMITY
Planning Above and Beyond
Redrawing the lines around research
Will researchAdvance toinclude content?
Retreat andbecome aspecialism? the people whoask questions..
CONQUISTADORSTHE KEEP
Planning Above and Beyond
Blog site MISREPRESENT THEMSELVES, US LOCATED, ATYPICAL,CORPORATE STOOGE,NOT HUMAN
Planning Above and BeyondWorkarounds
#measurementcamp Netnography E-anthropology Triangulation CRM
Planning Above and Beyond
Research cultures Farmer/cultivators
Hunter gatherers
Scavengers
Planning Above and Beyond
Research dataneeds to comefrom a validsample of the population
Planning Above and Beyond
If projective materials are used then research participants need to explain it
Planning Above and Beyond
Purefold: open source co-created transmedia
film directorstory
‘seeds’
RSS feedsgather
raw contentFriendfeed hopper
Visitors /linkersgrade and
link to otherWeb content
storylines amplified
Brand ownerssponsor &
create charactersstorylines
Ridley Scott Assoc/Ag 8
Output putinto production
Planning Above and Beyond
Purefold model applied to research
Planning Above and Beyond
Benefits of the Purefold model
Continues to use real people as participants
Dual role of research participants as graders and taggers
Sampling of participants can be controlled
Content can be filtered and amplified
Planning Above and Beyond
Demographic replicators: Research bots
‘Wefeelfine’emotionalwrapper
DGR Wilmatext bot
posterous
friendfeed
networkAnalysis ofothers who
sharebot tastes
Comments/retweets
of those whodialogue with
the bot
Findings aggregated with other bots
Margery – food bot
Planning Above and Beyond
Harmonics – the music of the spheres
Margery – keywords related to margarine – interacts with…
Wilma – circa 200 housewives in Wilmslow to produce..
Their interaction triggers range of harmonics which current research cannot anticipate or address
Planning Above and Beyond
How could DGRs be used?
Stimulusfor researchers/ clients to reframe research projects?
A lure/decoy for drawingout customer response
A dynamic sample/panelwhich can be observed andwith which the researcher/client can interact
Planning Above and Beyond
Benefits of Replicators
Continues to use real people as participants
You don’t need to recruit research participants unless you want to
Sampling of participants can be controlled Content is filtered and amplified Content can be used to stimulate online
response Content can be used to inspire the
researcher as analyst
Planning Above and Beyond
Past the sample/content bottleneck
Sample
Content
Inability to control sampleis what makes web contentanalysis problematic
Sampling is literal: 45 yr old woman,works part time, lives in Wilmslow
Quant & Qual researchkeep sample and contentquestions separate
Planning Above and Beyond
Into the cloud..
Probabilistic Sampling Outside the code if
they’re not respondents Permission not necessary Anonymity becomes
irrelevant Free to build extended
profiles across differentplatforms
Assign probable demogsbased on content andproximity to others
Planning Above and Beyond
Probabilistic sampling – Google social search
Me
friend
Theirfriends
friendfriend
friend
Theirfriends
Theirfriends
Theirfriends
Theirfriends
Theirfriends
Theirfriends
Theirfriends
postcode
income band
Size of HH
Planning Above and Beyond
Content + Sampling engines
Planning Above and Beyond
Benefits of sampling engines- 2 routes
1. Engine constructs virtual sample frames using best fit algorithms using found data OR
2. Engine builds special studies from seed samples
Sampling of participants can be controlled Content is already there and can be
weighted or excluded Oversampling and infill possible – cf
Photoshop
Planning Above and Beyond
Vested research interests carrying on regardless
Quant researchers19th C photographers
Qual researchers19th C portrait painters
Planning Above and Beyond
Time to get tribal
CRM a better starting point than conventional MR – web content now integral
Stakeholder model of involvement – part of the tribe cf Tribe Research in Australia
Researchers no longer intermediaries? Emergent role as facilitators
Planning Above and Beyond
To conclude
Cloud of Knowing project – Work in progress Online content should be part of research MR stuck in offline research paradigms Alternative models for incorporating content
It’s still research but not as we know it..
Planning Above and Beyond
Thank you ..
