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September 27, 2016

Why small samples matter in Conversation Research

 

Conversation research is distinct from traditional market research in that it is largely unstructured. We use a variety of softwares and tools to process the data sets to produce some degree of organization – topics, sources, themes, etc. – but you’re not pulling a sample of 1000 people of a certain demographic and asking them the same questions here. You’re casting a wide net looking for similarities in random conversations from around the world.

So when your review comes back with 100 conversations out of 23,000, it’s easy to dismiss this percentage (less than 0.02) as not valid. But let’s look at an example and see if validity needs to be reconsidered.

CRI recently conducted a high-level scan of the online conversations around work-life balance with our friends at Workfront. The project management software company focuses a lot of its content on work-life balance as its solution helps bring that result to marketing agencies and brand teams around the world.

Over the 30-day period ending September 19, we found 23,021 total conversations on blogs, social networks, news sites, forums and more – essentially any publicly available online source where people could post or comment – about work-life balance.

If you focus on the 23,021 as your total pool of conversations, it might frustrate you that only eight percent (1,827) could be automatically scored for sentiment. (One can manually score much more, and CRI typically does a fair amount of work to close that gap, but it is an exercise in time and resources that for this project both parties elected to set aside.)

But if you take that eight percent – those 1,827 conversations – and now consider them your sample set, you’ve got something. There, we discover that 79 percent of the scored conversations were positive – people are generally in favor of or have good reactions to the concept of work-life balance. But that means 21 perent of them don’t.

And this is where our curiosity is piqued.

 

It turns out the predominant driver around the negative conversations on work-life balance is that the concept itself is a myth. Out of the 382 total negatively scored conversations found, 98 of them indicated in some way that work-life balance was a lie, a farce, an illusion and so on.

Another 10 were tied to a conversation around a piece of content exposing the “lies” of work-life balance, also indicating there’s some level of mistrust that it is attainable. And 10 more revolved around a reference to work-life balance being overrated.

So while the negatively scored conversations were just 0.02% of the total conversation set, they were 21% of the total subset that could be scored for sentiment. And of that subset, more than one quarter were focused on the concept not being real at all.

This is where deeper analysis can help us synthesize true insight. Why do people think it’s a myth? Is it that the naysayers are likely cynics who cannot draw hard lines between their work time and focus and that which they spend away from work? Or do the demands of most jobs actually make it impossible to separate work from life? Or is it something else?

The bottom line is that one shouldn’t be dismissive of small data sets from big data, especially when it comes to conversation research. Remember that while we may only be talking about 100 conversations out of 23,000, but those 100 conversations are from people who are proactively discussing the topic at hand, not people being led down a Q&A path by an interviewer or a survey.

This brings delightful structure to that unstructured world.

September 23, 2016

What is conversation research?

Any research effort begins with the quest to define the problem. I suppose then any research business should start the same way. What exactly is Conversation Research and what problem does it attempt to solve?

Conversation Research is, simply, researching online conversations – those found in social media, or any other online mechanism that enables user-to-user discussion – with the purpose of discovering insight. We must keep the definition broad to allow inclusion of many varieties of sources, discussions, insights and purposes.

The Conversations Research Institute, for the record, focuses primarily on insights that drive business and marketing decisions. But our scope won’t always be limited there, either.

But aren’t we just saying “social monitoring” or “social listening” using synonyms? Not exactly. For me, social monitoring has always been a very reactive practice – one that is most commonly associated with customer service and reputation management. Wait until we see what people say before we do anything with it.

Social listening, on the other hand, has been more of the proactive practice. Let’s go look for mentions of something specific in order to learn or direct our future activities.

Software companies and consultants interchange both, though they are very different in intent. And both have been further lumped into the larger tab of “social analytics.” But this can include things like follower count, conversion rates and the like that a researcher mining for insights may or may not have interest in.

So Conversation Research is a different practice. It is analyzing the existing data around conversations among an audience segment. That segment could be a demographic, psychographic or set that contains some commonality, like all having mentioned a particular phrase or word.

The intention of Conversation Research is to deliver insight about the audience having the conversation. What do they say? How do they feel? What is their intention?

Knowing this information unlocks a third characteristic of a research audience. Instead of demographic or psychographic, it represents the social-graphic characteristics of an audience: What do they talk about in online conversations? What content do they read and share? What audiences to they influences? What influencers influence them?

All of these qualities of a given audience or audience member can unlock previously before unknown data about the customer. It can open doorways to new paths to engagement and conversion. It is market research done with online conversations as the focus group – the largest focus group ever assembled, mind you. And it has the potential to revolutionize the way we get to know our customers and prospects.

While Conversation Research is not intended to, nor should it, replace traditional market research. There are some interesting parameters to help consider leveraging this approach as a supplement to and in some cases instead of, traditional focus groups or surveys:

  • Conversations online are seen my far more people than hear them offline.
  • Conversations online are not led or framed by a questioner. You are mining real, voluntary, organic assertions from consumers.
  • Conversations online are not a snapshot in time but can be analyzed in real-time or as a trend over time.
  • While traditional research can offer more efficient sampling in terms of demographics, representative to national statistics, etc., conversation research can return hundreds of thousands of participants rather than samples of a few hundred people.

My colleagues and I have been mining online conversations for several years now. I was proud to publish what we believe to be the first-ever industry report based solely on online conversations in 2012. But now we are defining Conversation Research with a renewed focus and vigor.

Mining online conversations for insights from consumers is the next big trend in brands using social media. Conversation Research is here. The only question is how quickly will you reap the benefits?

For more on how The Conversation Research Institute can help, drop us a line or visit us at http://www.conversationresearchinstitute.com.

 

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