forwar&d lab project crowd interpretation
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ForwaR&D lab project Crowd interpretation. Observing youngster on the festival area of Werchter In cooperation with Studio Brussel – VRT By Annelies Verhaeghe, Senior manager, ForwaR&D lab InSites Consulting. The challenge. User-generated-content. Analyzing multimedia stimuli. ABSTRACTION. - PowerPoint PPT PresentationTRANSCRIPT
ForwaR&D lab projectCrowd interpretation
Observing youngster on the festival area of WerchterIn cooperation with Studio Brussel – VRT
By Annelies Verhaeghe, Senior manager, ForwaR&D lab InSites Consulting
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The challenge
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User-generated-content
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Numbers Text Multimedia
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Analyzing multimedia stimuli
INTIMACY
ABSENCE
SIMILARITIES
ABSTRACTION
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1. Intimacy
= the focus and perspective of the picture reveals something about the emotional distance and importance of the different elements on the picture
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2. Similarities
= Look for similarities in the pictures
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3. Absence
= Look for things that are not present on pictures or tasks that are not completed
SUBCULTURES
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LOOKS
LOOKS
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LOOKS LOOKS
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LOOKSLOOKS
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LOOKS LOOKS
LOOKS
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LOOKSLOOKS
LOOKS
LOOKS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS SKILLS
SKILLS
SKILLS
SKILLS
SKILLSSKILLS
SKILLS
SKILLS
SKILLS
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SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS
SKILLS SKILLS
SKILLS
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SKILLS
SKILLSSKILLS
SKILLS
SKILLS
WE ME (I’m better)T
HIN
K
DR
INK
CHANGE
CONSERVATISM
REAL WORLD
FANTASY WORLD
Fashion girlFashion boy
Breezer sluts
Jumpers
Nerds
Geek girls
emo
Alternative
Punk
Gothic
RockersTektonic
Skater
Hippies
Rapper
4. Abstraction
= Group different categories into higher level conceptual constructs
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Analyzing multimedia stimuli
Is this sufficient?
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Facts ≠ inferences
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Truth is in the eye of the beholder
Different observers have different interpretations
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This Fridge is from Clermont-Ferrand, France.Here our refrigerator with my 17 month old daughter and me. It is not full anymore since I do my groceries every 15 days and now, it is necessary that I do them. It’s essential. There are only a few fresh vegetables because they are not preserved a long time but we keep are many frozen ones.
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The idea
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Crowd interpretation
= interpretation of research data by an independent group of people to obtain richer, more accurate interpretation of data that lead to customer insights
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Different levels of crowd interpretation
OBSERVERskilled in discovering new facts in the stimulus material
INTERPRETERskilled in making correct interferences based on the facts
INSIGHT GENERATORskilled in connecting interpretations into insights
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Definition of insights?
AHA + it’s me → €
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Research objectives
1. To what extent can we involve research participants in the different levels of crowd interpretations?
2. What profile do people who are good at the different levels of crowd interpretation have?
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Wisdom of any crowd?
Wisdome of the crowd Experts
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Different crowds included in the study
The R&D project4 types of crowds
Does not know blogger
Knows blogger
Not present at Werchter
Present at Werchter
The insider
Person expertsThe outsider
Context experts
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The case
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COOL
What do youngsters find cool?Why do they find something cool?What is the role of brands in coolness?Can we detect the rule of coolness?
What we wanted to know...
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PART 1: multimedia ethnography
40 youngsters @ Werchter
20 COOL pictures
20 UNCOOL pictures
SMS memory prompts
Ethnographic blog
The bloggers
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Part 2: Analysis & interpretation
The R&D projectWho is best in the analysis?
Researcher Experts Crowd
Versus Versus
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What we did so far...
The R&D project4 types of crowds
Does not know blogger
Knows blogger
Not present at Werchter
Present at Werchter
The insider
Person expertsThe outsider
Context experts
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What we did so far...
The R&D project4 types of crowds
Does not know blogger
Knows blogger
Not present at Werchter
Present at Werchter
The insider
Person expertsThe outsider
Context experts
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The judge
InsightsBloggers determine quality of the
insights
AHA + it’s me
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First results
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1. To what extent can we involve research participants in the different levels of crowd interpretations?
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OBSERVERskilled in discovering new facts in the stimulus material
A newspaper (de morgen) on the ground. In the
newspaper there is a review of the performance of the
editors on Werchter
v
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INTERPRETERskilled in making correct interferences based on the facts
This article is in line with lies her own opinion on the concert (5
stars). This picture is an illustration of lies appreciation for the concert. It is cool on top of it that you find a free newspaper
on the ground
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A good performance is always cool. It also cool to know that other people (experts) agree
with your opinion. It confirms that you have good taste. The free newspaper is cool because
it forms a connection to the world outside the fiestival. On top of it you can read external
opinions on Werchter
INSIGHT GENERATORskilled in connecting interpretations into insights
v
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246 insights
37%
Researcher gaze
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2. What profile do people who are good at the different levels of crowd interpretation have?
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Performance crowd
Does not know blogger
Knows blogger
Not present at Werchter
Present at WerchterThe insider
Person expertsThe outsider
Context experts
47% 22%
39% 19%
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AHA + IT’S ME
Does not know blogger
Knows blogger
Not present at Werchter
Present at WerchterThe insider
Person expertsThe outsider
Context experts
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NEXT STEPSComparison experts
FormatOther profile information