Our conversations look different.

Our analysis transforms.

Little Data That’s Pretty BigHow to Turn Your Report into a Transformative Analysis

QRCA ConferenceSan DiegoOctober, 2013

DATABIG vs. Little Data

We are always fighting

Transformative

Insights others don’t see in data

Illuminate large scale opportunities

New ways to think about your brand

Insights!

We live in the world

of Little Data

But we compete in the world of Transformative Insights

Brand Consultants

Social Listening

BIG Research

Behavioral Data/Economics

Design Consultants

Ad Agencies

Search Data

Sample Providers

Research Tech

Innovation Consultants

We are all competing

for Transform

ative Insights

Little Data

Big Insights

can produce

Becoming a

Thinking Partner

We have to elevate our game:

From “Moderator”

We have to elevate our game:

To “Thinking Partner”

Anybody here have kids?

Lots of focus on

this

Not much focus on

this

What clients really want and need are people who can:

• Give strategic and conceptual ADVICE

• TRANSLATE what just happened into something MEANINGFUL for them

• Light the path FORWARD

Thinking Partner

Thinking Partner

These are not moderating skills…

they are consulting and THINKING skills.

• Creative Facilitator

• Translator

• Strategic and Conceptual Analyst

• Storyteller

Thinking Skill Set

Moderator

Vocabulary!!!

Thinking Partner

Report Analysis

Moderator

Vocabulary!!!

Thinking Partner

Questions

Conversation

Analytical Mindset

Moderator Thinking Partner

What are they saying?

What are they really

talking about?

90% of what you learn in qualitative is most likely known already by the client.

The 90/10 RuleIt’s this 10% that gives them a new way of thinking about what they already know.

The 90/10 Rule

This 10% is where you should be spending 90% of your analytical time.ReframingNew Conceptual Thoughts

Brand Consultants

Social Listening

BIG Research

Behavioral Data

Design Consultants

Ad Agencie

s

Search Data

Sample Providers

Research Tech

Innovation Consultants

Creative Facilitator

TranslatorStrategic and Conceptual

Analyst

Storyteller

Your Thinking Point of Difference

Moderator vs. Thinking Partner Quiz

Relationship

Advice Role

Project Profile

Process/Tools

Presentation

Insight ConsultantVendor

Don’t ask, Don’t tell

Thought Leader

High ProfileLower Profile

EventSend and Forget

Use Client Process

Selling Your Way

ObjectiveInform Transform

Having a

Thinking Process

Embrace it vs. Dreading it

Thinking Process

Thinking Process

Understand

With Creative Storytelling Techniques

Illuminate

Through Listening Differently

Grow

By Lighting the Path Forward

Thinking Process

Understand

With Creative Storytelling TechniquesAlways in Narrative Mindset

Creative Risks Reap Bigger Rewards

The Power of Visuals

Thinking Process

Illuminate

Through Listening Differently

Listening with the Third Ear

Listening for Tensions, Opportunities

Life Stories – Not Answers

Thinking Process

Grow

By Lighting the Path Forward

Conceptualize Understanding

Transformational Platforms

Inspire Through Meaning

Analytical TipsStart with most emotive activity/exerciseBegin to create emotional themes• This is your analytical foundation.• More rational or functional learnings can then fit

into an emotional bucket.

Analytical TipsWrite down your instinctual feel quickly...In the moment or quickly after groups or reviewing online activities• This is a VISCERAL

response and is happening for a reason.

• Recognize it and know it’s important.

Analytical Tips

TRANSFORMATION, TRANSFORMATION, TRANSFORMATION

• What represented a fundamental change about the way your client thinks about something?

• If you focus on these moments it will feel fresh.

Analytical Tips

EMOTIONSpecific Conceptual

Expression(s)

IDENTITY

BELIEFS

TENSIONS

Specific Conceptual Expression(s)

Specific Conceptual Expression(s)

Specific Conceptual Expression(s)

Essence of your

Analysis

Analytical TipsGreat organization simplifies and subtly gives clients a new way

to think.

Analytical TipsLet it sit for a bit...

Reread from the beginning...

Be open to a big aha that reframes the whole story.

The last 30 minutes of work can elevate your whole story!!!

Analytical TipsListen for emotional themes, positioning and brand architecture – even when they aren’t part of the project.

Advertising or concept optimization can have broader implications.

Write about them!!!

Being a Thinking Partner

$$$$$

Get to do the most interesting projects

Budget less of an issue

More of a proprietary process

Additional consulting

opportunities

Reputation precedes, higher

expectation

Exposure to higher-ups

Moving

Forward

More online – expanding role

More behavior-based

More mobile

More remote interviewing

More web-based analytical tools

More digital storytelling

Future of Qual is Evolving

Less about personality, style in the room

More about finding and “selling” BIG INSIGHTS from Little Data

THINKINGTRANSLATING MEANING

ANALYSISCONCEPTUAL CREATIVITY

STORYTELLING

Than leading a discussion in a room

Future Qual Skill Set

Brand Consultants

Social Listening

BIG Research

Behavioral Data/Economics

Design Consultants

Ad Agencies

Search Data

Sample Providers

Research Tech

Innovation Consultants

Find Your THINKING point of difference