Hacking the Conversation
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This document summarizes a presentation about using conversation analysis to gain consumer insights. Key points include: - Traditional research is structured and directed, while conversation analysis allows unstructured and unsolicited feedback in real-time. - Analysis of conversations about nursing homes found negative comments driven by a few individuals about abuse and investigations. - Discussions of assisted living facilities also focused on negative family experiences. - Conversation topics for senior care included quality of care, facilities, careers, and customer inquiries.
Hacking the Conversation
- 1. 1 Hacking the Conversation JASON FALLS IABC LOUISVILLE JANUARY 26, 2017
- 2. 2 assume
- 5. 5 TRADITIONAL • Structured • Directed Feedback • Subject Bias • Time Consuming • Costly • Unstructured • Unsolicited Feedback • Without bias • Real- to Near-Real-Time • Cost efficient
- 6. 6 Product Experience Messaging research is used for …
- 7. 7 Product research is used for …
- 8. 8
- 9. 9
- 10. 10 Nursing Homes: Negative Quality of Care Expounded
- 11. 11 research is used for … Experience
- 12. 12
- 13. 13 18% 62% 19% 1% Quality of Care News Reaction Facilities Career/Job Quality of Care conversations driven exclusively by four (4) individuals ranting about abuse by staff members, insinuating, criminal investigations and amplifying negative news articles key insight
- 14. 14 Assisted Living Facilities: Negative Family Experience Expounded
- 15. 15 research is used for … Messaging
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- 17. 17
- 18. 18 Market 2 Week Average Bad Grandpa Sex Tape NY/LA 32.0% 19.0 37.7 Deep South 7.6 11.9 10.0 AA Markets 9.1 12.4 9.5 Hispanic Markets 7.1 9.0 9.9
- 19. 19 Senior Care: Customer Inquiry Topics
- 20. 20 toolbox
- 21. 21 your road map
- 22. 22 framework of curiosity Q U E S T I O N S T O A S K O F Y O U R D A T A Inspired by a collection of ideas by John Muir Laws (http://www.johnmuirlaws.com/stewardship/a-curiosity-framework) 1 2 3 4 5 6 7 Form (What does it look like?) Function (Howdoesitwork?) Change (Howdoesitevolve?) Perspective (Howisitimpacted?) Cause (Why is it like this?) Reflection (HowdoIknow?) Recommendation(Whatnow?)
- 23. 23 keep assuming
- 24. 24 @ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m www.conversationresearchinstitute.com consumer insights to drive business decisions jason falls