1. 1. Marketing Research & Social Communication Lesson 6 From Data Tables to Storytelling Ray Poynter 1Ray Poynter, Marketing Research & Social Communication, 2015
2. 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. 3. Homework What is the main story that is being told by Hans Rosling? Ray Poynter, Marketing Research & Social Communication, 2015 3
4. 4. Qualitative & Quantitative Qualitative QuaLitative Language Quantitative QuaNTitative Numbers & Tables Ray Poynter, Marketing Research & Social Communication, 2015 4
5. 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. 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. 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 The misconceptions are based on an out of date picture 3.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. 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. 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. 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. 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. 12. Interactive Data Tools Ray Poynter, Marketing Research & Social Communication, 2015 12
13. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. What can I do with the verbatims? Analyse them qualitatively Sentiment analysis Code them Ray Poynter, Marketing Research & Social Communication, 2015 23
24. 24. Simple Example of Coding Ray Poynter, Marketing Research & Social Communication, 2015 24
25. 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. 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
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29. 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. 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. 31. Questions? Ray Poynter, Marketing Research & Social Communication, 2015 31
32. 32. Quiz Lesson 6 Ray Poynter, Marketing Research & Social Communication, 2015 32 Please complete the quiz sheet Put your name on the sheet