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- 1. Marketing Research & Social Communication Lesson 6 From
Data Tables to Storytelling Ray Poynter 1Ray Poynter, Marketing
Research & Social Communication, 2015
- 2. Agenda 1. Homework 2. Storytelling and market research 3.
Looking at data 4. From data to stories 5. Quiz and assignment for
next week Ray Poynter, Marketing Research & Social
Communication, 2015 2
- 3. Homework What is the main story that is being told by Hans
Rosling? Ray Poynter, Marketing Research & Social
Communication, 2015 3
- 4. Qualitative & Quantitative Qualitative QuaLitative
Language Quantitative QuaNTitative Numbers & Tables Ray
Poynter, Marketing Research & Social Communication, 2015 4
- 5. Data Tables and Storytelling Most quantitative data comes
from surveys We typically look at that data in tables or via
interactive tools Data is what the market researcher uses Most
clients want answers not data Many want advice not just answers
Storytelling is the current preferred method of delivering answers
and advice Ray Poynter, Marketing Research & Social
Communication, 2015 5
- 6. What is Storytelling in MR? It is not the same as fiction In
market research, storytelling means 1. Narrative flow 2.
Interesting 3. Attention grabbing 4. Attention keeping 5. Memorable
Ray Poynter, Marketing Research & Social Communication, 2015
6
- 7. Narrative Flow Stories with a beginning, middle and end Hans
Rosling 1. The Western understanding of the world is flawed no
better than chimpanzees 2. The misconceptions are based on an out
of date picture 3. If we use data we can see that the world has
changed 4. So, solving the worlds problems requires knowledge about
the world, which means collecting and using the right data Ray
Poynter, Marketing Research & Social Communication, 2015 7
- 8. From Data to Stories Design the survey to answer questions
and provide material for your story Read the open-ended responses
and top- lines to monitor the story unfolding 1. Check your data 2.
Find the total picture 3. Find the relevant detail 4. Create the
story Ray Poynter, Marketing Research & Social Communication,
2015 8
- 9. Is my data right? Checking starts during fieldwork
Incompletes Distribution of demographics Open-ended comments (aka
as verbatims) QA Quality Assurance Remove test interviews Review
partial interviews Missing data Open-ended comments Ray Poynter,
Marketing Research & Social Communication, 2015 9
- 10. From Data to Stories 1. Check your data 2. Find the total
picture 3. Find the relevant detail 4. Create the story Ray
Poynter, Marketing Research & Social Communication, 2015
10
- 11. Two Choices for Examining Survey Data 1. Interactive
systems The modern way 2. CrossTabs The traditional way Ray
Poynter, Marketing Research & Social Communication, 2015
11
- 12. Interactive Data Tools Ray Poynter, Marketing Research
& Social Communication, 2015 12
- 13. Banner, e.g. Male/Female, User/Nonuser, 50 Question
Responses Strongly Agree Agree Neither A/D Disagree Disagree
Strongly Banner, e.g. Male/Female, User/Nonuser, 50 Question
Responses Strongly Agree Agree Neither A/D Disagree Disagree
Strongly Banner, e.g. Male/Female, User/Nonuser, 50 Question
Responses Strongly Agree Agree Neither A/D Disagree Disagree
Strongly Banner, e.g. Male/Female, User/Nonuser, 50 Question
Responses Strongly Agree Agree Neither A/D Disagree Disagree
Strongly What are crosstabs? Ray Poynter, Marketing Research &
Social Communication, 2015 13 In almost all countries, tables are
read as columns, from top to bottom Banner, e.g. Male/Female,
User/Nonuser, 50 Question Responses Strongly Agree Agree Neither
A/D Disagree Disagree Strongly
- 14. Where does the best MR come from? Ray Poynter, Marketing
Research & Social Communication, 2015 14 Column % Which of the
following best describes you? Countries Merged Total Research or
Consultancy Supplier Supplier to the research industry Research
Buyer/User Academic + Other English Speaking Non-English Speaking
UK 63% 61% 60% 92% 40% 66% 60% USA 51% 52% 50% 46% 60% 52% 50%
Germany 18% 13% 30% 15% 60% 16% 21% Australia 15% 14% 15% 15% 20%
16% 12% Canada 11% 8% 20% 0% 40% 9% 14% France 7% 7% 10% 8% 0% 7%
7% Japan 5% 3% 15% 0% 0% 3% 7% Brazil 3% 3% 5% 0% 0% 3% 2% China 2%
1% 5% 0% 0% 3% 0% Italy 2% 1% 5% 0% 0% 0% 5% Other 8% 10% 10% 0% 0%
9% 7% None of these 11% 15% 5% 0% 0% 9% 14% Column n 109 71 20 13 5
67 42 In almost all countries, tables are read as columns, from top
to bottom
- 15. In Japan Ray Poynter, Marketing Research & Social
Communication, 2015 15 1200 51% 49% 530 46% 54% 670 55% 45% 234 4%
96% 277 32% 68% 240 62% 38% 226 75% 25% 223 88% 12% 613 100% 0% 587
0% 10%
- 16. Where do I start with quantitative analysis? 1. The brief
2. The proposal 3. What you already know 4. Initial hypotheses 5.
Find the total picture 6. Find the important variations from the
total picture Ray Poynter, Marketing Research & Social
Communication, 2015 16
- 17. Where does the best MR come from? Ray Poynter, Marketing
Research & Social Communication, 2015 17 Column % Which of the
following best describes you? Countries Merged Total Research or
Consultancy Supplier Supplier to the research industry Research
Buyer/User Academic + Other English Speaking Non-English Speaking
UK 63% 61% 60% 92% 40% 66% 60% USA 51% 52% 50% 46% 60% 52% 50%
Germany 18% 13% 30% 15% 60% 16% 21% Australia 15% 14% 15% 15% 20%
16% 12% Canada 11% 8% 20% 0% 40% 9% 14% France 7% 7% 10% 8% 0% 7%
7% Japan 5% 3% 15% 0% 0% 3% 7% Brazil 3% 3% 5% 0% 0% 3% 2% China 2%
1% 5% 0% 0% 3% 0% Italy 2% 1% 5% 0% 0% 0% 5% Other 8% 10% 10% 0% 0%
9% 7% None of these 11% 15% 5% 0% 0% 9% 14% Column n 109 71 20 13 5
67 42 The wrong approach to starting analysis
- 18. Where does the best MR come from? Ray Poynter, Marketing
Research & Social Communication, 2015 18 Column % Which of the
following best describes you? Countries Merged Total Research or
Consultancy Supplier Supplier to the research industry Research
Buyer/User Academic + Other English Speaking Non-English Speaking
UK 63% 61% 60% 92% 40% 66% 60% USA 51% 52% 50% 46% 60% 52% 50%
Germany 18% 13% 30% 15% 60% 16% 21% Australia 15% 14% 15% 15% 20%
16% 12% Canada 11% 8% 20% 0% 40% 9% 14% France 7% 7% 10% 8% 0% 7%
7% Japan 5% 3% 15% 0% 0% 3% 7% Brazil 3% 3% 5% 0% 0% 3% 2% China 2%
1% 5% 0% 0% 3% 0% Italy 2% 1% 5% 0% 0% 0% 5% Other 8% 10% 10% 0% 0%
9% 7% None of these 11% 15% 5% 0% 0% 9% 14% Column n 109 71 20 13 5
67 42
- 19. 0% 10% 20% 30% 40% 50% 60% 70% Which Country Produces the
Best MR? The Big Message Ray Poynter, Marketing Research &
Social Communication, 2015 19 Questions Why are the UK & USA so
high/different? Is this true for everybody? What are the
implications of this?
- 20. Selecting Variables for Analysis 1. What are the objectives
of the research? 2. What does your experience suggest? 3. What
variables are actionable? 4. Expect to develop the list of key
variables during the analysis, including: Dropping variables
Merging variables Creating variables Ray Poynter, Marketing
Research & Social Communication, 2015 20
- 21. What are the key findings? 1. Link to the project
objectives 2. Need to know not nice to know 3. Supported by
patterns or themes in the data Not just a single data point 4.
Clear findings e.g. In our chart UK and USA are a long way ahead in
terms of Best Research Ray Poynter, Marketing Research & Social
Communication, 2015 21
- 22. 0% 10% 20% 30% 40% 50% 60% 70% Want to see more speakers
from Best research quality Non-English If people do not see enough
speakers from your country, they expect the research to be of a
lower quality! NewMR Survey, May 2015, N=133 (Non-English
Speaking=43), Population = English speaking followers of NewMR
- 23. What can I do with the verbatims? Analyse them
qualitatively Sentiment analysis Code them Ray Poynter, Marketing
Research & Social Communication, 2015 23
- 24. Simple Example of Coding Ray Poynter, Marketing Research
& Social Communication, 2015 24
- 25. Machine versus Human Coding Human coding Slow, expensive,
more accurate Computer coding Fast, less expensive (or cheap), less
accurate Hybrid (human coding to train machine coding) Initially:
Slow, expensive, accurate Repeat projects: Fast, less expensive,
accurate Ray Poynter, Marketing Research & Social
Communication, 2015 25
- 26. Advanced analytics procedures We use advanced analytics
when there isnt an easier, faster, cheaper option Ray Poynter,
Marketing Research & Social Communication, 2015 26 Make things
as simple as possible, but not simpler. Albert Einstein
- 27. Ray Poynter, Marketing Research & Social Communication,
2015 27
- 28. Ray Poynter, Marketing Research & Social Communication,
2015 28
- 29. Big Picture 1. Researchers work with data and they produce
answers and advice 2. Storytelling is currently considered the best
way to deliver market research results 3. Start with the Total
Picture 4. Then explore important variations 5. Focus on Need to
Know not Nice to Know Ray Poynter, Marketing Research & Social
Communication, 2015 29
- 30. Before Next Lesson 1. Read Chapter 11 How to Analyse
Quantitative Data 2. Complete the survey on the website Ray
Poynter, Marketing Research & Social Communication, 2015
30
- 31. Questions? Ray Poynter, Marketing Research & Social
Communication, 2015 31
- 32. Quiz Lesson 6 Ray Poynter, Marketing Research & Social
Communication, 2015 32 Please complete the quiz sheet Put your name
on the sheet