Tag Archives: TMRTE

“Text Analytics for (Really Smart) Dummies” Part 2: Big Blue’s Unique Use Case

IBM Turns Text Analytics Inward to Learn from Employees
By Marc Dresner, IIR USA

Part I of our text analytics series featured a specialist provider’something of a pioneer in the field’whose firm has recently developed a DIY text analytics tool. I think you’ll agree that Tom Anderson did a nice job of helping us parse fad from fact.

So for Part II of ‘Text Analytics for (Really Smart) Dummies,’ we’ve turned to an intriguing text analytics use case, courtesy of another pioneer in the space: Big Blue (NYSE:IBM).

What I appreciate about this one is that IBM is both a text analytics user and a provider, which may or may not inform your thinking when you read this interview.

I can’t speak to the software, because that wasn’t covered in this session, but we have here a great example of text analytics in action.

They call them ‘IBMers”an almost cult-like bunch of some of the best and brightest technologists on the planet, driven by a culture of innovation embodied in three letters: I-B-M.

And it’s up to Senior Research Manager Dr. James Newswanger to help IBM maintain a competitive edge by understanding and learning from them’

Q: Jim, please tell us a bit about your role and if/how you need to analyze qualitative data and/or text.

JN: I lead a group known as Corporate Workplace Analytics within the IBM CIO division. We study IBMers’ use of our major enterprise IT tools, including the intranet, Connections, Lotus Notes, social media, etc. Our group specializes in primary and secondary studies, as well as quantitative and qualitative methods. We have been increasingly focused on text analytics and ways to make meaning of content in unstructured data sets.

Q: For clarification, what exactly do you mean when you refer to “text analytics”?

JN: To me, text analytics is the process of taking in content, using software to mine the content for meaning, and offering a presentation interface that allows researchers to find insight.

Q: Is text analytics really new?

JN: Some parts of text analytics are old. For example, human beings acting as coders have been mining open-end comments for meaning for a long time.

Q: How have text analytics evolved over the past few years?

JN: What’s new is the expansion of online commentary offered by blogs, microblogs, news feeds, etc., and the software tools available to analyze text, often in real, or near-real, time.

Q: Is all text analytics the same or are there different types?

JN: There are different types of text analysis, driven by particular project requirements. Some researchers need to find basic themes in text, some need to identify “sentiment” associated with themes, some need to link themes to authors and networks, etc. And the time frames and database sizes can vary widely.

Q: How has market research as a use case evolved in terms of text analytics, both in general and for your company specifically?

JN: Some market research professionals make claims that text mining can substitute for other forms of traditional primary research. Some say, instead of launching a scientific survey to determine opinions on a particular topic, we might just mine the blogosphere or Facebook postings, etc., for the end result.

Q: What are some of the most important use cases?

JN: Examples involving challenges to traditional market research techniques’especially sampling rules’are the most important use cases in my opinion.

Q: How much of text analytics involves Big Data, and do you think market researchers should/do have the skills and tools needed to leverage it?

JN: Text analytics may involve Big Data, it depends on particular project requirements. If I want to mine the Web for public opinions about a topic as broad as a popular movie, television show, or government issue, then Big Data sets will clearly be in play. Data set requirements are driven by the number and scope of content sources, the length of time under review, and any real-time demands on delivery.

Q: What criteria should an organization use to base a decision to (a) develop an in-house text analytics capability, b) outsource text analytics or c) adopt a hybrid model?

JN: To develop an in-house text analytics capability, an organization must have analysts capable of using one or more software tools developed for text mining. The organization must own or license software deemed effective for this analysis.

Q: What questions need to be asked in order to determine an appropriate capabilities provider?

JN: Some of the issues to consider include cost, user interface, scope of content coverage and source of content, presentation and reporting capabilities, specific linguistic analysis features, and customization.

Thanks Jim! That concludes Part II. Next up, Kodak Gallery weighs text analytics’ potential fit within its market research efforts.

Editor’s note: To learn more about text analytics, don’t miss The Market Research Technology Event ‘a unique forum dedicated to the exploration and promotion of technological innovations in consumer and market research and business intelligence’taking place April 30 thru May 2 in Las Vegas.  As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Create the Future With Better Insights at The Market Research Technology Event!

For three days this spring, at the Cosmopolitan of Las Vegas, we’re calling out to all change agents to come together and co-create the future around the structure of insights, implications and intelligence to drive innovation at The Market Research Technology Event. In a world where real-time feedback is not only and option but an expectation, where mobile is a lifestyle and social is a culture – where understanding customers holistically is the new norm, keeping up with the latest trends, tools and techniques is an absolute requirement in order to unlock new opportunities and protect a profession from some folks’ alarming predictions of extinction.

The Market Research Technology Event covers more than primary research, it’s business intelligence, market intelligence, data visualization, consumer insights, market insights and the result of convergence of all the BIG data.

What are a few of the presentations you can look forward to?

  • - How Mobile Video Can Help You Win presented by Hewlett Packard (HP)
  • - Robot Researchers Conducting Netnography presented by Brainjuicer
  • - Innovation as a Core Competency Presented by Xerox Company
  • - The Role of Flexibility in Using New Technologies Presented by Del Monte Foods
  • - Using Google for Consumer Insights Presented by Google
  • - Consumer Insights at Facebook Presented by Facebook

For more information on these events and the rest of the presentation, download the brochure.

As a valued reader of this blog, we’d like to offer you an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG! Plus When You Register by this Friday, You Will Receive These Exclusive Benefits: Access to a Private Cocktail Reception with Dr. A.K. Pradeep, Copy of Drinking From the Firehose, by Christopher Frank, Vice President, American Express & Copy of TMRE 2011 Executive Summary.

If you have any questions about the event, feel free to email Jennifer Pereira.

What can gameification do for market research?

Gameification is a strong ally for many industries, and one industry poised to benefit is market research.  In a recent interview with Rajat Paharia, of Bunchball at Research., he examines what it can do for the industry – not just enhance the experience users have while participating in market research, but possibly enhancing the sense of loyalty the participants have towards the brand presenting the options for research.

Accordign to Paharia, “When done correctly, gamification creates a stronger sense of loyalty with the brand, agency or company providing the application. Reward and prize-based incentives work, but if they aren’t automated and part of a system that someone can regularly return to, they won’t keep people engaged. In addition, if these achievements aren’t visible to the rest of the community, they might not be as compelling.”

At The Market Research Technology Event, Jane McGonigal, Institute For The Future, will be on hand to present the keynote speech, “How Games can Empower you to GET Data” which will examine directly how market research could harness this powerful tool. For more information on Jane’s speech and the rest of the program, download the brochure here.  And, as a reader of this blog, when you register to join us April 30-May 2, 2012, in Las Vegas, and mention code MRTECH12BLOG to save 15% off the standard rate!

What do you think about gameification for market research?  What benefits could it have for the industry?

The Market Research Technology Event Full Program Now Available!

From market research to business intelligence, the tools available are growing exponentially, the knowledge available is astounding, the game is changing, and therefore, so are we.

We proudly present the new and expanded: Market Research Technology Event, a holistic synthesis of intelligence, insights and implications. This is an event with practical lessons, productive debate and inspirational messages for moving forward and driving innovation in your organization.

We are arguable in the midst of the most major sea of change the industry has ever seen. Historically market research has been the main driver of data collection – but now, with the explosion of data available and convergence of so much data – researchers are expected to perform data integration, aggregation and prediction alongside their data collection.

Don’t forget, as a reader of this blog, we’d like to offer you an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG! If you have any questions about the event, feel free to email Jennifer Pereira at jpereira@iirusa.com.

Augmented reality glasses on the way from Google?

Can you imagine walking around with a pair of glasses on and targeted information appears in the lens of your glasses?  According to a recent post from Fast Company, Google is working very diligently at making this a reality.  Their connection with the Android makes the technology possible, and their extensive database with user information would allow anything that appears on the glasses lens to be selected specifically for the user.

At this year’s The Market Research Technology Event, we’ll have a full day symposium on Mobile Research & Technologies Symposia, which looks specifically at new technologies like this that can look at how people use technology on the go, and possibly how augmented reality could fit into the picture in the future. As a valued reader of The Market Research Event’s blog, we’d like to offer you an exclusive discount of 15% off the standard rate for The Market Research Technology Event when you register and mention code MRTECH12BLOG! If you have any questions about the event, feel free to email Jennifer Pereira at jpereira@iirusa.com or visit the webpage.

What impact could technology like this have on the user?  What would be the advantages for marketers with an augmented reality like this?