Old is the new “New”

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2. Old is the new “New”
Mark Earls
Author of HERD &
I’ll have what she’s having
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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4. 5 abiding MR truths

5. 5 abiding
MR truths
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

6. 1. The answer is
not “in” the data
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage
47%

9. Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

10. 2. More data doesn’t
mean BETTER data
...or BETTER
Insights
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Sub-prime Data?
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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3. Be careful what you measure
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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4. How you see things does matter

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Patterns: what kind of thing...?
Independent Copying
short-tail distribution long-tail distribution
Few have a
very low share Many items in tail
with small share
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Beware the loyalty illusion
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

21. 5. How you present
findings matters...
...A LOT
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Copying
Experts
Copying
Peers
Guesswork
Considered
choice
A simple map
(rooted in data
patterns)
Few choices
Many choices
Adapted from Bentley Earls O’Brien
“I’ll have what she’s having”
MIT Press 2011
Space
between
Space within

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Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Source: Tim Etchells
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Amazeballs
is not enough
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Festival of NewMR 2013 - Main Stage

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Q & A
Mark Earls
Author HERD &
I’ll Have What She’s
Having
Andrew Jeavons
Survey Analytics
Mark Earls, Author of HERD and I’ll Have What She’s Having, UK
Festival of NewMR 2013 - Main Stage