Finding the story qualitative
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The document by Ray Poynter discusses the frameworks approach for finding and communicating stories from qualitative data, outlining systematic processes for defining problems, organizing data, and extracting narratives. It contrasts qualitative and quantitative approaches, emphasizing the importance of context and understanding in qualitative analysis. Key themes include the use of frameworks to ensure effective storytelling and the significance of human judgment in analyzing qualitative information.
Finding the story qualitative
- 1. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Finding and Communicating the Story Working with Qualitative Information Ray Poynter April 2016
- 2. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Agenda • Overview of the Frameworks approach • Qualitative information • Qualitative analysis • Finding the story in qualitative information • Communicating qualitative messages
- 3. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Intuition or System?
- 4. Where is the Panda? Created by Dudolf https://goo.gl/uwB4Ru 4
- 6. Where’s the Oscar? Mike Rogalski Mental_floss http://goo.gl/c626rM6
- 7. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Finding the Story Intuitive Genius – Great at finding the message in the data, just seems to play around with the numbers and out pops the story – Usually bad at training others and often poor at working in teams Systematic approach – Frameworks
- 8. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 The Frameworks Approach 1. Define and frame the problem 2. Establish what is already known – And, what is believed/expected 3. Organise the data to be analysed 4. Apply systematic analysis processes 5. Extract and create the story
- 9. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Define the Problem “A problem defined is a problem half-solved” Sources of information: – The request for a study – The proposal – Discussions between sponsor, insight team and supplier • What is the background to the project? • What would success look like? • What actions should follow from the research? • What do people think the results are going to be? (Or, what are the prevalent hypotheses?) Smith & Fletcher, 2004
- 10. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Establish What is Already Known • The frameworks approach avoids focusing on just the current research project • The analysis, the validity, and the story need to blend research with the wider context • The context is a web of existing knowledge: – Within your organisation – Within the agency/supplier – In the public realm
- 11. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Who is the project for? _________________ What is the business issue/problem that is being addressed? __________________________________________________ What does the business want to do, once it has addressed this issue? ______________________________________________________ What do we already know? Item Held by: Description 1 ______ ______ ______________ 2 ______ ______ ______________ 3 ______ ______ ______________ Assumptions and predictions Who What 1. ______ ______ 2. ______ ______ Simplified
- 12. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 What is Qualitative? No single, perfect description – Definitions often a matter of degree • Qual includes human judgements as part of the analysis – Quant is algorithmic, removing or minimising the human role • Qual is about meaning and understanding – Quant is about quantification • Qual deals with all sorts of information, including unstructured – Quant requires the data to become structured/operationalised • Qual looks at within case information (≈ lots of information about a few people) – Quant looks at across cases information (≈ small amount of information about lots of people)
- 13. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 What is Qualitative? Which is the best door for our building? Focus Group or IDIs Determine A is preferred by left-handed people, and B by right-handed people. Perhaps find out that one group is more insistent than the other - Qual A B Ethnographical approach Watch people tackling a variety of doors, plus other objects. Determine people who tend to favour their left prefer A and visa versa - Qual Usability Professional Assesses the options based on experience and criteria - Qual Or, apply a fixed scoring system - Quant Survey People Discover 90% prefer B – Quant Or, include left/right handed variable, find right- handed people prefer B – Quant Or, include open-ended question on why, some people cite handedness – Quant with some Qual Picking the best door? Qual
- 14. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Quant starts as Qual A. How many drinks did you have today? – What is a drink? 2 sips from a bottle versus 2 sips from a fountain? 2 separate glasses of wine versus a glass of wine that was topped up? B. Agree Strong, Agree, Neither Agree Nor Disagree, Disagree, Disagree Strongly? – In the mind of the participant there are no numbers, they pick an answer which they believe best reflects their view
- 15. MRS Menopausal Rating Scale 15
- 16. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Operationalizing From Qual to Quant Qual is analysed by a human*, quant employs an algorithm If we code qual data and count the codes, we convert from qual to quant, via operationalizing – Brand mentions – Likes and Dislikes – Sentiment – Marking an essay – Evaluating people for mental health disorders Tendency to treat this quant as ‘hard’ data, and the underlying qual as ‘soft’
- 17. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Computers ＆ Qualitative Analysis • Scissors & coloured pens Word, Excel etc • CAQDAS – Computer Aided Qualitative Data Analysis Software, e.g. Nvivo • Text analytics, from word clouds to Leximancer • Social Media analysis, e.g. Brandwatch & Radian 6 • Coding software, e.g. Ascribe • Photos and Video organising, e.g. Google Photos and Living Lens Your organisation’s Framework should specify the tools to be used, storage protocols, and approaches to things like memos, tags, and notes.
- 18. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 AI and Qual At some point in the future, and maybe somewhere in the world today, it might be possible for qual data to be analysed by AI instead of, or as well as, humans.
- 19. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Organising Existing Knowledge • Include qual and quant knowledge • Stakeholders summarise what is known and what they think the research will show • Make the data accessible – Transcripts, translations, video libraries, photo galleries – Consider computer tools like NVivo
- 20. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Qualitative Data? • Notes created by researchers when observing, listening, discussing with participants • Open-ended comments in interviews, focus groups, surveys etc • Posts in Social Media • Letters • Videos, recordings, transcripts • Art • Meals, clothes, trash • Theatre, cinema • Play, activities, interactions • Objects • Photographs & recordings • Observation & passive data Many of these can also be called artefacts (artifacts in North America)
- 21. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Symbiosis of Collection and Analysis Establish the Question and what is Known, Plan Research Do Research Analyse Update plan Analyse Story
- 22. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Academic versus Commercial Analysis of Qualitative Data Many techniques are used by both, e.g. conversation analysis, grounded theory, etc But! – Timelines vary, commercial one day to one week, academic can be months – Success can vary, commercial = better business decision, academic = advancing knowledge (academic definition of knowledge) – Purity of methodology, academic more pure, commercial more pragmatic (which often means using hybrids)
- 23. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Semiotics Semiotics was developed from the work of Ferdinand de Saussure from the later 19thCentury onwards. Semiotics is the study of meaning-making by looking at the use of signs and symbols (which can be any form of data, including worlds, brands, images, sounds etc.) Semiotics does not require the collection of data from research participants; semiotics if frequently conducted with artefacts that exist in the ‘real world’ rather than in an MR created world. However, semiotics can be applied to MR data, just as it can be applied to any other data. Sign Signified Signifier Sign Rose Sign Passion Rose Sign Passion
- 24. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Overarching Structure No uniform No books Travel costs School fees Worry Mind elsewhere Tired in School Headaches Lack school materials Unable to pay school costs Worry about dependents Feeling exhausted Physically & emotionally stressed Can’t afford school These children have tangible problems Adapted from www.open.edu/openlearnworks/mod/resource/view.php?id=52658
- 25. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Deciding What to Believe and What to Interpret Less believable – Yes, I always give my children healthy snacks – Yes, I will buy this new product – I always remember to take my medicine – I buy on value, not because of the advertising More believable – I have two children – No, I did not like it – I think men will like this more than women – Which of these three is the odd one out? – Why is it the odd one out?
- 26. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Popular Internet meme 26
- 27. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Why ‘Just Say No!’ is Not so Easy Just Say No? The Use of Conversation Analysis in Developing a Feminist Perspective on Sexual Refusal, Celia Kitzinger, 1999
- 28. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Common Analytical Elements • Saturated analysis – keep going until you stop finding new/useful things • Structure – find/create an architecture to what you find • Make notes of what you find, linking back to the data, highlighting examples • Look to support AND break hypotheses
- 29. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Finding the Story • Use the client’s question as the lens • Tag, code, memo the material as you analyse • Challenge what is known/believed • Find the main story • Find the relevant exceptions/differences • Create an overall structure, the plot • Is it good news or bad news?
- 30. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Finding the Story Use the client’s question as the lens – What does success look like? – What actions are pending on the results? – What do people think is true? – What do people think the results will be? Testing all the hypotheses is key – Supporting and breaking
- 31. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Different Perspectives Sales think it is a duck NPD think it is a rabbit
- 32. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 5 Cs of Insight • Connections • Coincidences • Curiosities • Contradictions • Creative jump }Build on the current picture Rethink an assumption Discard an assumption
- 33. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Connections • Charles Darwin and Evolution • Aware of how farmers bred different sizes and shapes of cows, horses, pigs etc – selective breeding • Visited Galapagos and saw varieties of sizes/shapes • Read Malthus’ essay on population growth and competition for resources • Made the connection to realise that competition for resources was the hand behind the selective breeding
- 34. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Connections “The smell makes me think hospitals” What do we know about hospitals, smells and implications for this type of product – Cleaning – strong, clean, but not homely – Food – not so good – Technology – good but cold
- 35. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Coincidences • US doctor Michael Gottlieb • 31 year old patient, unusual symptoms, auto- immune disorder. Being gay irrelevant. • 2 more patients, similar unusual symptoms. Coincidence – they were also gay. • Gottlieb explored the coincidence (with a prepared mind) and found AIDS
- 36. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Coincidences • In-home placement test for a new cooking product • Looking at the diaries we notice that three people said they forgot where they had put the ingredient and could not readily find it • Explore whether this points to a usability problem for the project
- 37. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Curiosities • British research Alexander Flemming • Researching Staphylococcus • Went on holiday in August, leaving petri dishes with the bacteria • On return, one had developed a mould and near the mould the bacteria had died • This curiosity, connected with a prepared mind, led to penicillin
- 38. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Curiosities • Researching a new brand of strong, dark chocolate • One participant discusses buying it for her sister as a present BECAUSE her children won’t like it • Hmm, is this an insight, let’s dig deeper
- 39. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Contradictions • 19th Century London, John Snow is investigating cholera • Predominant theory = cholera is airborne • But! He looks at corpses. The lungs look good, but their digestive system looked damaged CONTRADICTION • He looked for ingestion routes and discovered cholera was spread via drinking water
- 40. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Contradictions • Client has a product which is liked by children, but is not successful – they believe parents are not buying it • Research brief, find out how to persuade more parents to buy it for their children • But, looking in trash cans finds lots of uneaten product – CONTRADICTION many children do not actually like it
- 41. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Creative Jump 4 straight lines Not leaving the paper
- 42. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Creative Jump 4 straight lines Not leaving the paper Outside the box - really
- 43. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Creative Jump • When people use it they love it – Make it free and charge for the refills • These candles (etc) are too nice to burn (use) – See them as gifts not consumables • Growth in people wanting to split bills – App payment designed to help diners and restaurants
- 44. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Good and Bad News • There are four typical stories – Good news – Good news with caveats – Bad news with some options – Bad news • The storytelling for these four cases is different • Good news and bad news is defined by what the client wanted AND what the research finds
- 45. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Bad News • 5 stages of grief – Anger, Denial, Bargaining, Depression, Acceptance • One presentation/report rarely tackles all the stages of bad news • ‘Facts’ are rarely enough to persuade – Emotions are the key – a customer video can be more powerful than any amount of analysis • Go back to a point where the expectations match the findings and build from there
- 46. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Conveying Confidence • Confidence is created by the researcher • Don’t convey more confidence than you have – Don’t convey less confidence • Utilise – Triangulation – Testable predictions – Consistency – Coherence
- 47. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 The Big Picture • Frameworks for reliable / effective stories • Define the problem • Organise the data according to the Framework – everybody using the same tools and approaches • Find the main story and build out from there • Is it good or bad news, confirming or challenging expectations/beliefs • Engaging, memorable, simple story
- 48. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Thank You! Follow me on Twitter @RayPoynter Or sign-up to receive our weekly mailing at http://NewMR.org
- 49. Finding and Communicating the Story – Qualitative Information Ray Poynter, 2016 Q & A
Editor's Notes
- #48: Ephron recalls that it was a “breathtaking moment.” In an instant, she realized that writing a story lead is "not just about regurgitating facts—but about figuring out the main point." You have to convey what it all means and why it matters. Why readers should be interested in the story.