Using text analytics to manage mobile qual to manage mobile Qual Data - Civicom

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

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

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