Presented by Mike Timmerman, Business Analyst, Civicom at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

2. TITLE SPONSOR
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PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
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WWW.MRMW.NET
NETWORKING SPONSOR

3. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

4. Using Text Analytics
To Manage Mobile Qual Data
Text Analytics bring about
a new generation of
Market Research Intelligence

5. Civicom Marketing Research Services
Who We Are

6. Civicom – Past MRMW Events
Amsterdam 2012
Cincinnati 2012
Kuala Lumpur 2013
Minneapolis 2013

7. 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

8. Fast-Paced World

9. 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.”

10. Managing Mobile Qual Data – What’s Next?
You got all your data and it’s a lot… What do you do?

11. You Have the Choice of Several Methods!
Manual
• Sifting Through Stacks Of Paper
• Taking Extensive Notes
• Compiling Data

12. 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

13. 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)

14. Each Situation Calls For a Different Approach
Manual
Computer-Assisted Qualitative
Data Analysis Software
Text Analytics
Pro:
Complete control of
output
Pro:
Pattern checking,
overview management
Pro:
Significant time savings,
deep insights
Con:
Time consuming
Con:
Focuses on breadth,
requires high literacy
Con:
Learning curve

15. Civicom Text Analytics Is Here to Help!
• There’s a growing demand
for analytical qual tools
• In response, Civicom
launched Text Analytics in
2012

16. Civicom Text Analytics - What Is It?
• Process of extracting
meaningful information
from large data
• Statistical, Automated
and other Analytic
Techniques

17. Civicom Text Analytics - What Is It?
Transcripts
Plugged into Excel
Text Analytics Output

18. 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

19. 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

20. Your Data Comes to Life in Front of Your Eyes

21. • Customize
• Creative
• Collaborative Effort

22. • Can be applied to many
types of research projects

23. • Infographic can represent
the qualitative answers from
a quantitative survey

24. • Can also be applied to mystery
shopping projects
• Fun way of presenting results

25. Text Analytics Sets You On Your Way
Mine Your Data for those
Precious Nuggets of Key
Information:
• Saves You Time
• Gives You an Overview
• Uncover Patterns and
Trends
•
•
•
•
Key Points
Major Themes
Sentiment Scores
Basis for Conclusions

26. The Objections
Text Analytics
Human Intelligence

27. The Objections
wicked

28. Accuracy of Text Analytics Is Controlled

29. Getting to the Insights You Need with Text Analytics

30. 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.

31. Using Text Analytics
To Manage Mobile Qual Data
Thank you!
Mike Timmerman | mike.timmerman@civi.com
http://www.civi.com/marketingresearch
+1-203-413-2423

32. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

33. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

34. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET