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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 in research, 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).
Schedule: - 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). - Attending in-person, please pay at the door with check made
out to QRCA or cash, or with PayPal (optional if attending in person).
- If viewing via FocusVision, then you must use PayPal.
If you use PayPal select the appropriate
link depending on your membership status and whether you are attending live or
viewing remotely/archived. If attending in person and if you want to use PayPal, use one of these links: If viewing via FocusVision, either live or archived for two weeks, then you must
use PayPal, using one of the links below: RSVP: Since this is expected to be a
popular event, please RSVP as soon as possible to Karen Zimmerman, kzresearch@aol.com.
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