A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Qualita've  Analysis  :  An  Introduc'on  and  Overview    Ray  Poynter,  Vision  Cri'cal    

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Qualita*ve  Analysis  :  An  Introduc*on  and  Overview  28  March  2012  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Agenda  

1.  What  is  qualita>ve  data?  2.  What  is  qualita>ve  analysis?  3.  Strategies  for  qualita>ve  analysis  4.  Further  reading  5.  Closing  thoughts  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

What  is  qual  data?  Verba>ms  in  surveys  Forums/discussions  What  people  say  in  focus  groups  What  people  ‘do’  in  focus  groups  

–  Body  language  –  Collages  –  Projec>ve  tasks  

Videos  of  people  doing  things  Photos  Art  Artefacts  Discourses  Films,  books,  magazines  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Qualita>ve  Analysis?  

1.  Convert  to  numbers  – Coding  verba>ms  – Word  clouds  – Automated  sen>ment  analysis  

 

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Annotate  Annotate  

Actors  Objects  Ac>ons  Emo>ons  Foo>ng  Ideas    

Codes  Memos    

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Interpret  

*  From  Hy  Mariampolksi,  Qualita>ve  Market  Research:  A  comprehensive  guide  

I’ll  use  it  on  vaca>on  Can’t  think  of  a  reason  to  use  it  my  everyday  life?  

I’d  give  it  as  a  gi[    It’s  not  for  me?  

Two  par>cipants  felt  the  brand  was  like  a  BMW  and  three  like  a  Mercedes.    The  brand  is  perceived  as  premium  and  European.  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Trustworthiness  of  Qual?  

1.  Is  your  narra>ve  coherent,  comprehensive,  and  believable?  

2.  Is  your  narra>ve  useful?  3.  Does  your  story  triangulate?  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Further  Reading  

Grounded  Theory  Indicator-­‐concept  model  

Content  analysis  Discourse  analysis  

Semio>cs  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

4  Thoughts  

1.  Create  a  compelling  narra>ve  that  illuminates  the  client’s  business  problem  

2.  Don’t  just  say  what  the  par>cipants  said,  interpret  

3.  Ensure  your  findings  are  grounded  in  the  data  

4.  The  client  should  already  know  the  answer  Or  at  least,  should  think  a[erwards  they  already  knew  it  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Thank  You  

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Q  &  A  

Sue York NewMR

Ray Poynter Vision Critical

Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

Ray  Poynter  and  Vision  Cri>cal  

1-­‐7  Boundary  Row  London,  SE1  8HP  United  Kingdom  Phone:  +44  (0)  20  7633  2900  T:  @RayPoynter  L:  hmp://www.linkedin.com/in/raypoynter  

A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Qualita've  Analysis  :  An  Introduc'on  and  Overview    Ray  Poynter,  Vision  Cri'cal    

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org