Trainspotting - content analytics and online research
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Stop looking at carriages start looking at trains
John GriffithsMarch 8th 2011
Planning Above and Beyond
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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
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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
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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
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You don’t understand a train by counting carriages
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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
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Branding trains
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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
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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
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Pick the right platform
Sampling
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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
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The audience curve
Online hit – viewed by thousands or hundreds of thousands
Rarely if ever read by anyone!!
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The context curve
Detached from context
Actively involved/immersed in context
Reflective but away from context
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Insomnia: which gives the best picture?
Detailed diary contentby insomnia sufferers
Regularly accessed andrated content
When and where thecontent was createdeg video andphoto content
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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..
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That’s all folks!