mark earls main stage - 2013

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Old is the new “New”

Mark EarlsAuthor of HERD &

I’ll have what she’s having

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

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5 abiding MR truths

5 abiding

MR truths

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

1. The answer is

not “in” the data

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

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47%

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

2. More data doesn’t

mean BETTER data

...or BETTER

InsightsMark Earls, Author of HERD and I’ll Have What She’s Having, UK

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Sub-prime Data?

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3. Be careful what you measure

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4. How you see things does matter

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Patterns: what kind of thing...?

Independent Copying

short-tail distribution long-tail distribution

Few have a

very low share Many items in tail

with small share

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

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Beware the loyalty illusion

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

5. How you present

findings matters...

...A LOT

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

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Copying

Experts

Copying

PeersGuesswork

Considered

choice

A simple map (rooted in datapatterns)

Few choices

Many choices

Adapted from Bentley Earls O’Brien

“I’ll have what she’s having”MIT Press 2011

Space

betweenSpace within

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Source: Tim Etchells

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage

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Amazeballsis not enough

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Q & A

Mark EarlsAuthor HERD &

I’ll Have What She’s Having

Andrew JeavonsSurvey Analytics

Mark Earls, Author of HERD and I’ll Have What She’s Having, UKFestival of NewMR 2013 - Main Stage