Shobha Prasad, Director with Drshti Strategic Research Services presents “Cleansing the Lens: Towards 20/20 Vision“

1. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens
Towards 20/20 Vision
Shobha Prasad
Drshti Strategic Research Services, India
February, 2016
#NewMR 2016 Sponsors
Media Partner GreenBook

2. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Vision
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

3. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
The
Coloured
lens
The
Clouded
lens
Blinded by
the Light
The Distant
lens
Flaws in the lens
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

4. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Myopia
Hyperopia
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

5. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Myopia Hyperopia
The
Unfocused
lens

6. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Colour Blindness
Colour Hypersensitivity
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

7. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
Colour Blind Colour Hypersensitive
Not enough slicing
Bland outputs
Overslicing
Confused outputs
The
Blurred
lens

8. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Astigmatism
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

9. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
“Parts of data may be blown out of all proportion…”
Astigmatism
The
Distorted
lens

10. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Astigmatism
Myopia
Hyperopia
Colour Blindness
Colour Hypersensitivity
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Diagnosis &
Correction
Vision Basics
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

11. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Self Analysis Review Questionnaire
at the end of a study
Diagnosis
HyperopiaMyopia
Myopic
“Did my study provide
strong conclusions and
directions”
“Were my findings data
heavy”
Hyperopic
“Was my analysis granular”
“Did I consider anomalies”
“Was there adequate
evidence for my findings”
Peer/Mentor Reviews
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

12. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Mentoring Program
Interventions
Myopia
Broadening perspective
Encourage risk-taking
Go beyond data
Fly lower
Stronger search for
evidence
Big Picture thinking that is
grounded
Hyperopia
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

13. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Myopia Hyperopia
Interventions
Mentoring Program
Buddy System
Time & Distance
Training:
“Big Picture Thinking-Joining the Dots”
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

14. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Astigmatism
Self Analysis Review at the end of each study
“Did I overplay some parts and underplay others”
“Did I have trouble merging data”
Periodic Outsider Review
Diagnosis
Correcting Distortion
Balance & Merging in Proportion
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

15. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Astigmatism
Over-representing
the majority
Merging data in
large teams
Merging different
types of data
Develop norms for
merging
Break Silos
Frequent team
interaction,
brainstorming,
debriefing
Mentoring to learn
Data Democracy
Training :
“ Merging: Weights
& Proportions”
Ongoing Methods
Training Program
Merging in
Proportion
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

16. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
The
Coloured
lens
The
Clouded
lens
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

17. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Personal
Cultural
Professional
experience
“This I Already Know”
TIAK syndrome
“Confirmation
Bias”
The
Coloured
lens
When
your
vision is
tinted
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

18. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Personal
Cultural
Professional
experience
Extreme
TIAK syndrome
Stop seeing anything new
Anticipate findings
Feel jaded, tired
No incremental insight
The
Coloured
lens
When
your
vision is
tinted

19. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Coloured
lens
Personal
Cultural
Professional
experience
The
Clouded
lens
Clouded by
Client
Perspectives
When
your
vision is
impeded

20. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Personal
Cultural
Professional
experience
Clouded by
Doubt
Do not trust
your eyes
The
Coloured
lens
The
Clouded
lens
When
your
vision is
impeded

21. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Coloured
lens
The
Clouded
lens
Colouring & Clouding
affect Objectivity

22. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Coloured
lens
The
Clouded
lens
Diagnosis
Self Analysis Review:
“Was I anticipating answers to my questions”
“Did I learn anything new in this study”
“Did my client find fresh insights”
“Did I feel bored while conducting this study”
“Were all my hypotheses ratified”
“Did I discount findings that were new, as outliers?”
Periodic Outsider Review

23. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Coloured
lens
The
Clouded
lens
Recognition of
bias
Building
confidence
“Challengers”
“Cross Pollination”
“Disconfirmation Bias”
“Detoxing through debriefing”
“Clearing the cupboard”
“Crop rotation”
“Cleansing the lens” workshops for client and agency
Tackling the Coloured and Clouded Lens

24. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
The
Coloured
lens
The
Clouded
lens
Biases & Blind Spots
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

25. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

26. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

27. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
In our zeal to connect dots, clumps of “dark
data” are left out
Our quest for exciting stories can make us
blind to alternative narratives..
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

28. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Build powerful narratives
….without “blacking out” data
Confidence to report ‘no story’
Design Fluidity
Tell all stories
Follow through outriders
Periodic Audits to ensure Narrative Integrity
Narrative Integrity Agency Policy & Monitoring

29. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
The
Coloured
lens
The
Clouded
lens
Biases & Blind Spots
Blinded by
the Light
Narrative Flaws
The Distant
lens
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

30. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The Distant
lens The Distant Lens
Periodic field & market visits to
challenge belief build ups
Advanced Connect Program
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

31. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
The
Unfocused
lens
The
Blurred
lens
The
Distorted
lens
Vision Basics
The
Coloured
lens
The
Clouded
lens
Biases & Blind Spots
Blinded by
the Light
Narrative Flaws
The Distant
lens
Remoteness
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

32. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Big Picture
Thinking
Cleansing
the Lens
Powerful &
True
Narratives
Stay
Connected
Vision Basics Biases & Blind Spots Narrative Flaws Remoteness
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

33. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
VISION PROGRAM
1. Big Picture Thinking:
Joining the Dots
2. Training on Merging
Data: Weights and
Balances
3. Methods Familiarity
Training
CLEANSING
PROGRAM
Cleansing the Lens
Workshop
Periodic Cleansing
Activity
NARRATIVE
INTEGRITY
AUDIT
ADVANCED
CONNECT
PROGRAM
Vision Basics Biases & Blind Spots Narrative Flaws Remoteness
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

34. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Self Analysis Reviews at the end of each
study
Mentor & Peer reviews of studies once a
quarter/ two quarters
Diagnosing the problems
Mentoring
Counseling
Peer Support
Building the
Support System
Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016

35. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Culture of
looking inward
Self Awareness
Meta-awareness
Towards 20/ 20 Vision

36. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
“The real voyage of
discovery consists not
in seeking new
landscapes but in
having new
Eyes
- MARCEL PROUST -

37. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Thank You!

38. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Q & A
Sue York
The Handbook of
Mobile Market
Research
Shobha Prasad
Drshti Strategic
Research Services
#NewMR 2016 Sponsors
Media Partner GreenBook

39. Cleansing the Lens: Towards 20/20 Vision
Shobha Prasad, India, Festival of NewMR 2016
Drshti is a Strategic Consulting and Marketing Research firm headquartered in Mumbai, India, offering qualitative and
quantitative research services in India and SE Asia. We focus on providing information based strategic perspective, and
have a philosophy of questioning established norms and theory, in our search for thinking that works.
We have assisted various companies in turning around and in building strong brands.
You can get in touch at
shobha.p@drshti.com
balaji.p@drshti.com
About Drshti
Drshti Strategic Research Services Pvt. Ltd.,
Malkani Chambers, 3rd Floor, Nehru Road, Vile Parle (East), Mumbai 400057, India
Tel: +91 22 30920222, +91 9619946078
www.drshti.com