Sue bell main stage - 2011

Main Stage, November 3, 2011

How market researchers can use discourse analysis Susan Bell, Susan Bell Research

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Susan Bell, Susan Bell Research, Australia Festival of NewMR 2011 - Session 2 Schedule: 3:30am-5:30am (GMT)

How market researchers can use discourse analysis

Susan Bell


In this webinar, I am going to explain: 1. What discourse analysis (DA) is 2. What it isn’t and 3. Show you 4 opportunities for you to use it. I have used elements from all the various DA traditions to demonstrate how, researchers can incorporate DA thinking into our work…


Used a personal pronoun and active mood A 3-part list

‘Stake’ inoculation

In this webinar, I am going to explain: 1. What discourse analysis (DA) is 2. What it isn’t and 3. Show you 4 opportunities for you to use it. I have used elements from all the various DA traditions to demonstrate how, researchers can incorporate DA thinking into our work…


What is discourse analysis? The study of how people use language in social interaction.


For years, we were interested only in individuals


DA brings social interaction to the foreground


How to study the language of interaction, up close and personal 1.  Turn taking 2.  Choice of words 3.  In speech:

pauses, hesitations, ‘repair’, and interruptions


The basic pattern in all interaction: turn-taking


Analyse interaction by understanding the word types and types of phrases used …

Nominalisation

False consensus

Footing

Generalisations

Concessions

Stake inoculation

Appeal to authority


4 opportunities to use DA in research

In group discussions and individual interviews

When our clients sell products or services in a social setting

When our clients have websites or products which ‘talk’ to consumers

When our clients need to construct a culturally persuasive message

1 2 3 4







1 2 3 4


1 In group discussions and interviews

2 When our clients sell products or services in social settings

3 Products, brands or websites which interact with consumers

4 When our clients need to construct a persuasive message

4 opportunities to use DA in research:

Who are you when you moderate? Use DA to identify your turn-taking behaviour …

? The

initiator The

democrat The

stimulator The

controller Something

else?













Assess the

interaction style

Identify word types

Identify turns

Read the transcript – several

times

Using DA in the analysis stage …







1 2 3 4








Q. What brings you here today?

A. Well, it started a while back. I was drinking one of them power drinks….Red Bull, you know… and that evening, I had pain down my left side. It didn’t last long. It was very brief…. And then over the next few weeks, I had a tightness in my chest…..like a cramp… but it didn’t really hurt…












1 2 3 4













1 2 3 4







Climate change ……………….Global warming


Source: http://erb.umich.edu/erbperspective/2011/09/09/climate-debate-in-word-clouds-the-conflicting-discourse-of-climate-change/

… before you engage in the debate, consider who you are talking to and what effect you want to have. Words have meaning, and the terms you use trigger intended and unintended reactions on those you are trying to reach. You may find yourself losing the debate before it begins.

“ ”







Summary

DA puts interaction into the foreground and gives us a way to study it.

DA forces us to be rigorous and foreground the evidence.


The challenges

1.  A new way of thinking

2.  It is all in the detail

3.  ?


Thank you

Sue Bell Susan Bell Research


Q & A

Sue York NewMR

Sue Bell Susan Bell Research


Read Sue’s blog : http://suebellresearch.blogspot.com/ Like us on facebook: http://www.facebook.com/SusanBellResearch Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au

Main Stage, November 3, 2011

How market researchers can use discourse analysis Susan Bell, Susan Bell Research

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

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Sue bell main stage - 2011