Upload
april-bell-consulting
View
735
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Presentation I gave at the 2012 QRCA Conference in Montreal, Canada about analyzing qualitative data!
Citation preview
DIGGING FOR AN
insightful STORY IN A MOUNTAIN OF DATA
How many o
f you
have felt lik
e this?
Suggest an “Approach” 1.
Create a Conversation
2.
today’s
Text Analyti
cs
challenges:
more word data 1.
exploratory, non-‐linear output 2.
increase in hybrid studies 3.
word data is not like
numerical data. 1,2,3,4,5,6,7…
10,20,30,40…
3,6,9,12,15…
In the studies conducted, there are o0en
many words that are
le0 to sort through. Many are overwhelmed at this point, and
begin
to ask how this can be accomplished. There are m
any more challenges
with word data than numerical data, and strat
egies. First, we found
what we can do is explore available so0w
are before you begin. Later
in the presentaAon, we will introduce some different so0ware
tools
available that will help you. There are a la
rge number of so0ware
types available. Some are free, but most require purchase
or
membership. It takes Ame to find the one you are most comfortable
with. Once you find a so0ware tool, we w
ill explore the quesAon of
how to capture new valuable insights. To
create a report, we explore
valuable storyboard techniques. Here in t
he market research world,
we have a lot of informaAon overload to dea
l with. Today we will
tackle the quesAon, how can we approach
this?
Word Data:
In the studies conducted, there are o0en
many words that are
le0 to sort through. Many are overwhelmed at this point, and
begin
to ask how this can be accomplished. There are m
any more challenges
with word data than numerical data, and strat
egies. First, we found
what we can do is explore available so0w
are before you begin. Later
in the presentaAon, we will introduce some different so0ware
tools
available that will help you. There are a la
rge number of so0ware
types available. Some are free, but most require purchase
or
membership. It takes Ame to find the one you are most comfortable
with. Once you find a so0ware tool, we w
ill explore the quesAon of
how to capture new valuable insights. To
create a report, we explore
valuable storyboard techniques. Here in t
he market research world,
we have a lot of informaAon overload to dea
l with. Today we will
tackle the quesAon, how can we approach
this?
How do we solve?
We research.
Conducted Interviews
with Qualitative Research
Consultants (QRCs)
?� ?�
Group Breakout # 1
• Pick up the discussion questions on your table.
• Take 5 minutes to discuss at tables then share out.
QRC “Big Data” Projects are about “multiplicity”
Multiple data locations • Handwritten notes • Video • Excel • Word
Multiple Methodologies
• In person
• Online Focus Groups
• Online Bulletin Boards
Multiple week studies
Multiple Markets
Multiple Countries
QRC Tips & Tricks
“Look for big themes and don’t worry about the ‘little’ findings that pop up, at least when I start writing.”
Establishing Themes
Upfront
Creating
quick codes
“I look for large themes and begin bucketing them.”
Utilizing Excel to sort and organize
Examples of tools used by QRCs:
Excel Interclipper
Dedoose
Wordle
Nvivo
Text analytic software brands
solution
software + brainpower
=
Process
Begin With Purpose
RoadmapInsights
Storyboard Report
Creating Control.
Begin With Purpose
Begin With Purpose
Understand the real question.
Learn with your clients.
Begin With Purpose
“Chunking”
Don’t eat the whole elephant.
Begin With Purpose
To use or not to use text analytic software?
Begin With Purpose
Ask:
“In what ways can I prepare data to help
with analysis?”
Begin With Purpose
Preparation
Examples
Tagging in 20/20 Online Software
Allows Easier Analysis in Excel
Utilizing Dub Segments and Notes
Dub—Easy Export into Excel
Creating Context.
RoadmapInsights
Roadmap Insights
Why
Roadmap your
Insights?
Tips for Roadmapping
Your Insights
Group Breakout # 2
Let’s roadmap an interview. 1. Watch 3 minute Interview clip. 2. Write 1 idea per Post-‐it as you’re listening. 3. Place the Post-‐its wherever you want on the worksheet.
Roadmap Insights
Mind-‐mapping Resources
Visualize while speed-‐ reading
Roadmap Insights
Speed-‐ reading Resources
Roadmap Insights
Creating Flow.
Storyboard Report
Why Storyboard your report?
Storyboard Report
Storyboard Setup
Storyboard Report
Research Report Storyboard
Group Breakout # 3
Let’s storyboard the insights.
• Using the storyboard, worksheet, and Post-‐its,
migrate your “roadmapped” insights.
Process
Begin With Purpose
RoadmapInsights
Storyboard Report
Creating Control.
Creating Context.
Creating Flow.
Begin With Purpose
Q & A
Storyboard Report
Roadmap Insights
e: [email protected] w: www.aprilbellconsulting.com
t: 972.352.8075