This document summarizes a presentation about using conversation analysis to gain consumer insights. Key points include: - Traditional research is structured and directed, while conversation analysis allows unstructured and unsolicited feedback in real-time. - Analysis of conversations about nursing homes found negative comments driven by a few individuals about abuse and investigations. - Discussions of assisted living facilities also focused on negative family experiences. - Conversation topics for senior care included quality of care, facilities, careers, and customer inquiries.

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Hacking the
Conversation
JASON FALLS
IABC LOUISVILLE
JANUARY 26, 2017

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assume

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conversations

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monitoring vs. listening

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TRADITIONAL
• Structured
• Directed Feedback
• Subject Bias
• Time Consuming
• Costly
• Unstructured
• Unsolicited Feedback
• Without bias
• Real- to Near-Real-Time
• Cost efficient

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Product Experience Messaging
research is used for …

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Product
research is used for …

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Nursing Homes:
Negative Quality of Care Expounded

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research is used for …
Experience

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18%
62%
19%
1%
Quality of Care News Reaction Facilities Career/Job
Quality of Care conversations driven
exclusively by four (4) individuals
ranting about abuse by staff
members, insinuating, criminal
investigations and amplifying
negative news articles
key insight

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Assisted Living Facilities:
Negative Family Experience Expounded

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research is used for …
Messaging

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Market 2 Week Average Bad Grandpa Sex Tape
NY/LA 32.0% 19.0 37.7
Deep South 7.6 11.9 10.0
AA Markets 9.1 12.4 9.5
Hispanic Markets 7.1 9.0 9.9

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Senior Care:
Customer Inquiry Topics

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toolbox

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your road map

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framework of curiosity
Q U E S T I O N S T O A S K O F Y O U R D A T A
Inspired by a collection of ideas by John Muir Laws (http://www.johnmuirlaws.com/stewardship/a-curiosity-framework)
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Form (What does it look like?)
Function (Howdoesitwork?)
Change (Howdoesitevolve?)
Perspective (Howisitimpacted?)
Cause (Why is it like this?)
Reflection (HowdoIknow?)
Recommendation(Whatnow?)

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keep assuming

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@ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m
www.conversationresearchinstitute.com
consumer insights to drive business decisions
jason falls