Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

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3  December  2012  

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An Introduction to Using Discourse Analysis in Market Research  Ray  Poynter,  Vision  Cri0cal  University    

     

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

An Introduction to Using Discourse Analysis in Market Research

Ray Poynter Director @ Vision Critical University

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Agenda

1.  Brand and service discourses 2.  Introduction to Discourse Analysis 3.  Conversation Analysis 4.  Discursive Psychology 5.  Foucauldian Discourse Analysis 6.  Pragmatic approaches 7.  Lines of enquiry

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Brand & Service Discourses

Actors v  Organisation ↔ Customers v  Customers ↔ Customers v  Organisation ↔ Organisation v  Outsiders ↔ Organisation, Customers, Outsiders

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Brand & Service Discourses

Locations Ø Social media Ø Face-to-face Ø Telephone Ø Letters & emails Ø Survey responses Ø Media Ø Official reports

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Introduction to Discourse Analysis

Family of approaches Common themes

– Constitutive – Contextual – Dialogical / contested – Discourse as an end not as a proxy

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Three Illustrations

v  Turn-taking

v  Footing

v  Language games

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Traditions of Discourse Analysis o  Conversation analysis o  Discursive psychology o  Foucauldian o  Bakhtinian o  SocioLinguistics (inc. corpus research) o  ‘Critical’ – (inc CDP and CDA) o  Pragmatic extensions

Social media monitoring

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Conversation Analysis

Harvey Sacks

Close examination of what people do when they speak

3 examples – Mental health calls – Construction of delicate subject – Why just saying No is not so easy

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Mental Health Calls

Operator:  Go  ahead  please  A:  This  is  Mr  Smith  (B:  Hello)  of  the  Emergency  

Psychiatric  Center  can  I  help  you.  B:  Hello?  A:  Hello  B:  I  can’t  hear  you.  A:  I  see.  Can  you  hear  me  now?  B:  Barely.  Where  are  you  in  the  womb?  

Havey  Sacks,  Lecture  1,  1995  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Construction of Delicate Subject

1  C  Let’s  finish  this  HIV  thing  .  .  .  Hhhhh  So  do  you  2     understand  about  the  an:bodies.=  3  P  =Yes  I  [do:.  4  C                        [Ri:ght.  .hh  So:  .h  how  lo:ng  is  it  since  you  5     think  (.)  you  might  have  been  at  ri:sk  (.)  of  being  6     infected  with  HIV.  7  P  Well  uh-­‐  (0.4)  uhuh  to  tell  you  the  truth  it’s  only  8     I-­‐  like  er  Friday  I  had  a  phone  call  from  a  .h  ex-­‐  9     girlfriend-­‐  my  boyfriend’s  ex-­‐girlfriend  .hh  to  say  10     that  uh:m  (0.5)  she’d  been  to  the  VD  clinic  (0.2)  11     and  she  thought  that  I  should  go:,  {Con:nues}  

Extract  of  counselling  in  interview  (C=Counsellor,  P=par:cipant),  from  Siverman’s  “Construc:on  of  ‘Delicate’  Objects  in  Counselling”,  1997    

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Why Just Saying No is not so Easy

Just  Say  No?  The  Use  of  Conversa:on  Analysis  in  Developing  a  Feminist  Perspec:ve  on  Sexual  Refusal,  Celia  Kitzinger,  1999  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

“Captain, the weather radar has worked well tonight”

Korean  Air  flight  801  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Discursive Psychology

What if neuroscientists are looking in the wrong place?

Traditional Psychology Use what people say to ‘guess’ what is going on in the mind

Discursive Psychology Categorise and study what people say as phenomena

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

What is thinking?

"the  experience  of  thinking  may  be  just  the  experience  of  saying”  Wiqgenstein,  1958,  here  ‘saying’  could  be  external  or  internal.  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Attitudes

Traditional definition –  “an enduring organizational , motivational,

emotional, perceptual, and cognitive process with respect to some aspect of an individual’s world”

But – Anchoring? – Framing? – Contradictions? Kretch  &  Crutchfield,  1948  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Common sense & Contradictions

Many hands make light work Too many cooks spoil the broth

Knowledge is power Ignorance is bliss

Look before you leap He who hesitates is lost

Clothes make the man Never judge a book by its cover

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Portmanteaux of ‘Attitudes’

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Memory Is memory is collective and negotiated?

Is it largely made of words?

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Foucault & Foucauldian DA

Shifts the focus away from the individual to the society Post-structuralist and constructionist What is said is governed by what society has created and is creating Meaning is created socially, not within the head or even within individual conversations

– Epistemes/regimes of truth – No simple top-down model of power – Genealogies

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2 Downloaded  from  hqp://assets.starbucks.com/assets/960b83c436e34f5ea4a1e5c7e6d5191e.jpg  March  22  2011  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Pragmatic DA

Several Names – Social Media Monitoring – Blog Mining – Buzz monitoring – Listening research

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Social Media Research

"   Influence and the flow of memes

"   Turn taking within online discussions

"   CA for communities, what are the analogies for pauses, repairs, repetitions?

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Key Lines of Enquiry

•  Tactical Issues – Training off-shore call centres using CA –  Improving social media monitoring – Customer interaction training, e.g. use of change

of footing

•  Strategic Issues – Rethinking customer satisfaction – Brand positioning, friend, advisor, expert, … – Advertising, creating speech acts, sayable ideas,

genealogies, …

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Rethinking Cust Sat

Old school – How can we turn people from unhappy customers

into happy customers?

Discourse Analysis model – What has to happen to get people to stop using

phrases we associate with dissatisfaction and to start using words and phrases that are ‘beneficial’?

1.  What are the words/phrases we want them to use? 2.  Are they sayable in our context? 3.  Can we change what is sayable? 4.  What other words/phrases might be good for us?

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Thank you

Ray Poynter Director @ Vision Critical University

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 2

Ray Poynter Email  Ray  @  ray.poynter@visioncri:cal.com    Follow  Ray’s  tweets  at  @  hqp://twiqer.com/raypoynter    Connect  with  Ray  on  LinkedIn  @  hqp://uk.linkedin.com/in/raypoynter    Find  out  about  Ray’s  book  at  @  hqp://bit.ly/cmFnbo    Check  out  Vision  Cri:cal  University  @  hqp://vcu.visioncri:cal.com/