Analysing qualitative data the hard way - July event on 'Turning the mountain into a molehill'
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Transcript of Analysing qualitative data the hard way - July event on 'Turning the mountain into a molehill'
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analysing qualitative data the hard way
jaimes nel
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Post-up
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Sweat the text
“NSA and intelligence community in general is focused on getting intelligence wherever it can by any means possible. It believes, on the grounds of sort of a self-certification, that they serve the national interest. Originally we saw that focus very narrowly tailored as foreign intelligence gathered overseas."
"Now increasingly we see that it's happening domestically and to do that they, the NSA specifically, targets the communications of everyone. It ingests them by default. It collects them in its system and it filters them and it analyses them and it measures them and it stores them for periods of time simply because that's the easiest, most efficient, and most valuable way to achieve these ends. So while they may be intending to target someone associated with a foreign government or someone they suspect of terrorism, they're collecting you're communications to do so.”
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Data grid
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Sweat the text
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Theory emerges from the data
Iterate theory till you can account for deviant cases
Underpinned by the idea that“a unifying theory is possible”
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Coding as data management - e.g. all instances of a particular phenomenon
Coding as analytical process - identification and refinement of themes
Memoing as reflexive process - what are your thoughts as you encounter the data, how is your
interpretation taking shape
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Data grid
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Use data structure to aid the analysis process
Pragmatic - you start off by limiting the data you’re looking at, and you can use this to design data collection
in the first place
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Software
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Soft outputs
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Exposure/Push
Search/Pull
Implicit
Explicit
Opportunities
Operating Procedure
Manual
Scanning relevant intranet articles
Named person
Someone in Brazil who
does Marine
Regulations
Sign-off, workflow
Personal interests,
follow
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Consulting
FrontendClients
Marketing/publishing
FrontendClients Processing
tender
Marketing/publishing claim
Underwriters
collection
ProcessingBroking
Underwriters
Clients
FrontendFrontend
Clients
Underwriters
billing
placement
Clients
client service
Clientspayment
collect data
renewals
Object
Article
Bulletin
White paper
Talk
Column
Association agenda
Amplification
Magazine
Profile
Association
Personal sharing
SM sharing
Issue
Discovery Engagement Opportunity
Web destination
Specialisms
Increases Credibility and/or Reach
Point of interest identified
Turned into a "knowledge object"
Audience recognise relevance
Conversations take place Potential
opportunities reached
Iterations with Marketing and Compliance
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Making
Discovering
Accessing
Organising
Listening
Acquiring
Distributing Hosting
Buying
Downloading
Performing
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Fidelity
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Low-res High-res
“NSA and intelligence community in general is focused on getting intelligence wherever it can by any means possible. It believes, on the grounds of sort of a self-certification, that they serve the national interest. Originally we saw that focus very narrowly tailored as foreign intelligence gathered overseas."
"Now increasingly we see that it's happening domestically and to do that they, the NSA specifically, targets the communications of everyone. It ingests them by default. It collects them in its system and it filters them and it analyses them and it measures them and it stores them for periods of time simply because that's the easiest, most efficient, and most valuable way to achieve these ends. So while they may be intending to target someone associated with a foreign government or someone they suspect of terrorism, they're collecting you're communications to do so.”
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Builds robustness
Case analysis - 3 out of 4 * never 75%
Deviant casesClose to the data
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Pragmatic
Work and rework themesMemo
Return to your data *why video is dangerous
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1. Fight for budget for better analysis
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1. Fight for budget for better analysis
2. Clients should own the fidelity
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1. Fight for budget for better analysis
2. Clients should own the fidelity
3. Talk in terms of confidence, not absolutes