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ForwaR&D lab project Crowd interpretation

ForwaR&D lab project Crowd interpretation. Observing youngster on the festival area of Werchter In cooperation with Studio Brussel – VRT By Annelies Verhaeghe, Senior manager, ForwaR&D lab InSites Consulting. The challenge. User-generated-content. Analyzing multimedia stimuli. ABSTRACTION.

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ForwaR&D lab project Crowd interpretation

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  1. ForwaR&D lab projectCrowd interpretation Observing youngster on the festival area of Werchter In cooperation with Studio Brussel – VRT By Annelies Verhaeghe, Senior manager, ForwaR&D lab InSites Consulting

  2. The challenge

  3. User-generated-content

  4. Analyzing multimedia stimuli ABSTRACTION INTIMACY SIMILARITIES ABSENCE

  5. 1. Intimacy = the focus and perspective of the picture reveals something about the emotional distance and importance of the different elements on the picture

  6. 2. Similarities = Look for similarities in the pictures

  7. 3. Absence = Look for things that are not present on pictures or tasks that are not completed SUBCULTURES

  8. 4. Abstraction = Group different categories into higher level conceptual constructs

  9. Analyzing multimedia stimuli Is this sufficient?

  10. Facts ≠ inferences

  11. Truth is in the eye of the beholder Different observers have different interpretations

  12. This Fridge is from Clermont-Ferrand, France.Here our refrigerator with my 17 month old daughter and me. It is not full anymore since I do my groceries every 15 days and now, it is necessary that I do them. It’s essential. There are only a few fresh vegetables because they are not preserved a long time but we keep are many frozen ones.

  13. The idea

  14. Crowd interpretation • = interpretation of research data by an independent group of people to obtain richer, more accurate interpretation of data that lead to customer insights

  15. Different levels of crowd interpretation INSIGHT GENERATOR skilled in connecting interpretations into insights INTERPRETER skilled in making correct interferences based on the facts OBSERVER skilled in discovering new facts in the stimulus material

  16. Definition of insights? AHA + it’s me → €

  17. Research objectives • To what extent can we involve research participants in the different levels of crowd interpretations? • What profile do people who are good at the different levels of crowd interpretation have?

  18. Wisdom of any crowd? Wisdome of the crowd Experts

  19. Different crowds included in the study The R&D project 4 types of crowds Present at Werchter The insider Context experts Does not know blogger Knows blogger Person experts The outsider Not present at Werchter

  20. The case

  21. What we wanted to know... COOL What do youngsters find cool? Why do they find something cool? What is the role of brands in coolness? Can we detect the rule of coolness?

  22. PART 1: multimedia ethnography The bloggers 40 youngsters @ Werchter 20 COOL pictures 20 UNCOOL pictures SMS memory prompts Ethnographic blog

  23. Part 2: Analysis & interpretation The R&D project Who is best in the analysis? Versus Versus Researcher Crowd Experts

  24. What we did so far... The R&D project 4 types of crowds Present at Werchter The insider Context experts Does not know blogger Knows blogger Person experts The outsider Not present at Werchter

  25. What we did so far... The R&D project 4 types of crowds Present at Werchter The insider Context experts Does not know blogger Knows blogger Person experts The outsider Not present at Werchter

  26. The judge Bloggers determine quality of the insights Insights AHA + it’s me

  27. First results

  28. To what extent can we involve research participants in the different levels of crowd interpretations?

  29. OBSERVER skilled in discovering new facts in the stimulus material v A newspaper (de morgen) on the ground. In the newspaper there is a review of the performance of the editors on Werchter

  30. INTERPRETER skilled in making correct interferences based on the facts v This article is in line with lies her own opinion on the concert (5 stars). This picture is an illustration of lies appreciation for the concert. It is cool on top of it that you find a free newspaper on the ground

  31. INSIGHT GENERATOR skilled in connecting interpretations into insights v A good performance is always cool. It also cool to know that other people (experts) agree with your opinion. It confirms that you have good taste. The free newspaper is cool because it forms a connection to the world outside the fiestival. On top of it you can read external opinions on Werchter

  32. 246 insights 37% Researcher gaze

  33. What profile do people who are good at the different levels of crowd interpretation have?

  34. Performance crowd Present at Werchter The insider Context experts 47% 22% Does not know blogger Knows blogger 39% 19% Person experts The outsider Not present at Werchter

  35. AHA + IT’S ME Present at Werchter The insider Context experts Does not know blogger Knows blogger Person experts The outsider Not present at Werchter

  36. NEXT STEPS Comparison experts Format Other profile information

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