The Language Summit: Using Linguistic Analysis, Semiotics and Text Analytics in Market Research
Featuring presentations by Dr. Joseph Yeager, Dr. Laura Oswald, and Tom Anderson
As qualitative researchers, our raw data for gaining insight into human opinions, behaviors and intentions is language. We ask questions and analyze responses and we often have little time for in-depth analysis.
But there’s a rich base of exciting science on language- topics like syntax and semantics, semiotics and neurological mapping of the language centers of the brain. How can we translate insights from these empirical studies of language to the hands-on world of market research where actionable recommendations are required?
The January meeting of the Philadelphia Chapter of QRCA is designed to help QRC’s apply the learnings from language science to real world market research projects. We have invited a panel of experts to bring our chapter up to speed on the state of the art of using linguistic analysis, semiotics and text analytics in applied research settings. Our esteemed panel:
- Dr. Joseph Yeager
Founder and Chairman Sommer Consulting, Langhorne, PA
Dr. Yeager is the developer of the motivation and decision making technology used by Sommer Consulting. A licensed psychologist, he is an expert on persuasion and behavior change using linguistic, psycholinguistic and rapid-change behavioral methodologies on an individual, group and mass audience scale. His corporate years were spent as a senior executive of Pfizer, US Air and Educational Testing Service before founding his own company. Dr. Yeager has written numerous books on behavior change and has authored countless peer reviewed articles on these subjects.
Dr. Yeager will be presenting on Linguistic Analysis. Analyzing the content of what people say, quantitatively and qualitatively, is the basis for many decisions in research, marketing and sales. However, systems analysis of linguistic mechanisms behind how behavior is expressed offers more powerful choices for decision makers. This presentation will demonstrate the value of linguistic methods of research for marketing and sales.
- Dr. Laura Oswald
Founding Director Marketing Semiotics Inc., Chicago, IL
Dr. Oswald is director of Marketing Semiotics Inc., a brand research and consulting firm serving Fortune 500 companies worldwide. She is an expert in semiotics - a social science discipline that anchors brand meaning, advertising, and consumer behavior in cultural codes. Her research taps into consumer creativity and their need to find meaning, not "stuff," in the marketplace. Her practice covers many product sectors, including automotive, personal care, consumer technology, packaged goods, and fast food. Laura’s book, Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford, 2012), represents the state of the art in semiotics research for marketing. Dr. Oswald will be presenting on Semiotics:
In her presentation, Dr. Oswald will introduce basic concepts of semiotics that can be used in market research and a case study where semiotic theory and methodology were used to conduct research in the luxury brand industry in China. In plain language, she will guide participants through the application of semiotic methods to the design, data collection and analysis for a study of the brand perceptions and lifestyles of affluent Chinese consumers in Shanghai.
- Tom Anderson
Founder and Managing Partner of Anderson Analytics – Odin Text
Mr. Anderson is the founder and managing partner of Anderson Analytics, developers of Odin Text (the first market research firm to leverage text analytics). Their clients span several industries from CPG to hospitality. Founded in 2005, they have won several awards (from ESOMAR, ARF, and AMA) for their innovative work in this field. Mr. Anderson is a frequent lecturer at universities and market research events, and has been widely published in trade journals and decision science texts. He holds an MBA in Marketing, Finance and International Business from the University of Connecticut and a Master of Economics from Lund University, Sweden.
Mr. Anderson will be presenting on Text Analytics:
He will discuss what text analytics/mining is and why it’s important to market research. He will also discuss the differences between traditional qualitative research approaches and text analytics. Different sources and approaches using text analytics will be reviewed in the form of case studies. These examples will include a quantitative open ended customer satisfaction survey, a qual-quant hybrid segmentation study, and examples from social media (e.g., competitive intelligence, ad campaigns, and community creation).
Date: Friday, January 10, 2014
Location: Focus Pointe Global,
100 North 18th Street,
Philadelphia, PA 19103
10:15 – 10:45 Registration, networking
10:45 – 11:00 Welcome and Chapter news
11:00 – 11:15 Intro, objectives and speaker bios (FocusVision goes live)
11:15 – 12:15 Program begins with Dr. Yeager’s Presentation
(~45 minutes followed by Q&A)
12:15 – 12:45 Lunch break
12:45 – 1:45 Program continues Dr. Oswald’s Presentation
(~45 minutes followed by Q&A)
1:45 – 2:00 Dessert and coffee
2:00 – 3:00 Program concludes with Mr. Anderson’s Presentation
(~45 minutes followed by Q&A)
3:00- 3:30 Concluding remarks and Q&A, Networking
Cost: $50 members; $75 eligible non-members (Non members who join QRCA within a week after the meeting will receive a rebate of the difference in fee between member and non member rate)
The program will also be available for remote viewing via Focus Vision, and will be archived for two weeks (payable in advance via PayPal)
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