The Power Of Storytelling In Market Research Mathew ......The 10 S’s Of Market Research...
Transcript of The Power Of Storytelling In Market Research Mathew ......The 10 S’s Of Market Research...
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The Power Of Storytelling In Market Research Matthew Harrison October 2018
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Our mission is to create ideas that are
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Christoph Becker
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What Makes A Story?
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Five Levels Of Data Analysis
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1 Data Cleaning
Categorisation
Bivariate Analysis
Storytelling
Multivariate Analysis
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• More accessible
• Ordered
• Easier to work with
1. Data Cleaning Insight generated: None
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• Coding
• Grouping
• Allocation
2. Categorisation Insight generated: Overall 55% leave negative views, 25% mention service
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• Cross-tabulation
3. Bivariate Analysis Insight generated: Satisfaction score & tips are related, smaller parties are more satisfied and negative reviews are more likely to mention service
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• Regression
• Factor analysis
• Cluster analysis
• Correspondence analysis
4. Multivariate Analysis Insight generated: Confirmation that tips & satisfaction are related. The most satisfied group is small parties who arrive before 5pm.
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Five Levels Of Data Analysis
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1 Data Cleaning
Categorisation
Bivariate Analysis
Storytelling
Multivariate Analysis
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5. Storytelling Insight generated: Negative feedback is high due to concerns about service, which has led to a lower satisfaction score and a reduction in tips. This is driven by large parties or peak time visitors.
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Five Important Qualities Of A Storytelling Analyst
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The 10 S’s Of Market Research Storytelling
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The Power Of Storytelling
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