using text analytics to manage mobile qual to manage mobile qual data - civicom
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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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Text Analytics bring about a new generation of
Market Research Intelligence
Using Text Analytics To Manage Mobile Qual Data
Civicom Marketing Research Services Who We Are
Civicom – Past MRMW Events
Amsterdam 2012 Cincinnati 2012
Kuala Lumpur 2013 Minneapolis 2013
Using Text Analytics to Manage Mobile Qual
Today:
• Discover new tools to help deal with large amounts of qualitative data
• Learn when Text Analytics is called for, for quick and valid insights
• Understand how to capture effective key insights in less time, using Text Analytics
Fast-Paced World
Why Do Quick Insights Matter?
“You have to learn more about your customer faster than the
competition.”
‘You need to turn it into action faster than the competition.”
Managing Mobile Qual Data – What’s Next?
You got all your data and it’s a lot… What do you do?
You Have the Choice of Several Methods!
Manual
• Sifting Through Stacks Of Paper • Taking Extensive Notes • Compiling Data
You Have the Choice of Several Methods!
Manual
Computer-Assisted Qualitative Data
Analysis software
• Helps manage data digitally, includes coding features
• Adoption in commercial market research remains low, 9%
• Providers include: nVivo, Atlas.ti, and MAXQDA
You Have the Choice of Several Methods!
Manual Computer-Assisted
Qualitative Data Analysis software
Text Analytics
• Processes prepared text and extracts insights
• New research area to solve information overload*
• Providers include Lexalytics and IBM Content Analytics
* (Feldman & Sanger, 2007)
Each Situation Calls For a Different Approach
Pro: Complete control of
output
Con: Time consuming
Pro: Significant time savings,
deep insights
Con: Learning curve
Manual
Pro: Pattern checking,
overview management
Con: Focuses on breadth, requires high literacy
Computer-Assisted Qualitative Data Analysis Software
Text Analytics
Civicom Text Analytics Is Here to Help!
• There’s a growing demand for analytical qual tools
• In response, Civicom launched Text Analytics in 2012
Civicom Text Analytics - What Is It?
• Process of extracting meaningful information from large data
• Statistical, Automated and other Analytic Techniques
Civicom Text Analytics - What Is It?
Transcripts Plugged into Excel Text Analytics Output
Your Summary Report Becomes Your Roadmap
• No human
interpretation of data, quantitative only
• Output in clear and easily understandable format
• Deliverables provide foundation for research conclusions
Visualize All Your Data Through Infographics
• Clear format, maximizes message impact
• Charts and graphs translate your qual data
• See data come to live in front of your eyes
Your Data Comes to Life in Front of Your Eyes
• Customize
• Creative
• Collaborative Effort
• Can be applied to many types of research projects
• Infographic can represent the qualitative answers from a quantitative survey
• Can also be applied to mystery shopping projects
• Fun way of presenting results
Text Analytics Sets You On Your Way
• Key Points • Major Themes • Sentiment Scores • Basis for Conclusions
Mine Your Data for those Precious Nuggets of Key Information:
• Saves You Time
• Gives You an Overview
• Uncover Patterns and Trends
The Objections
Human Intelligence Text Analytics
The Objections
wicked
Accuracy of Text Analytics Is Controlled
Getting to the Insights You Need with Text Analytics
Getting to the Insights You Need with Text Analytics
Text Analytics
Extracting key insights
from your dataset in a fraction of the time it would normally take!
You get to focus on things of
more importance to you.
Using Text Analytics To Manage Mobile Qual Data
Thank you!
Mike Timmerman | [email protected]
http://www.civi.com/marketingresearch +1-203-413-2423
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry