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1
Hacking the
Conversation
JASON FALLS
IABC LOUISVILLE
JANUARY 26, 2017
2
assume
3
conversations
4
monitoring vs. listening
5
TRADITIONAL
• Structured
• Directed Feedback
• Subject Bias
• Time Consuming
• Costly
• Unstructured
• Unsolicited Feedb...
6
Product Experience Messaging
research is used for …
7
Product
research is used for …
8
9
10
Nursing Homes:
Negative Quality of Care Expounded
11
research is used for …
Experience
12
13
18%
62%
19%
1%
Quality of Care News Reaction Facilities Career/Job
Quality of Care conversations driven
exclusively by ...
14
Assisted Living Facilities:
Negative Family Experience Expounded
15
research is used for …
Messaging
16
17
18
Market 2 Week Average Bad Grandpa Sex Tape
NY/LA 32.0% 19.0 37.7
Deep South 7.6 11.9 10.0
AA Markets 9.1 12.4 9.5
Hispa...
19
Senior Care:
Customer Inquiry Topics
20
toolbox
21
your road map
22
framework of curiosity
Q U E S T I O N S T O A S K O F Y O U R D A T A
Inspired by a collection of ideas by John Muir L...
23
keep assuming
24
@ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m
www.conversationresearchinstit...
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Hacking the Conversation

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Jason Falls's talk about conversation research for IABC Louisville, Jan. 26, 2017.

Publié dans : Business
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Hacking the Conversation

  1. 1. 1 Hacking the Conversation JASON FALLS IABC LOUISVILLE JANUARY 26, 2017
  2. 2. 2 assume
  3. 3. 3 conversations
  4. 4. 4 monitoring vs. listening
  5. 5. 5 TRADITIONAL • Structured • Directed Feedback • Subject Bias • Time Consuming • Costly • Unstructured • Unsolicited Feedback • Without bias • Real- to Near-Real-Time • Cost efficient
  6. 6. 6 Product Experience Messaging research is used for …
  7. 7. 7 Product research is used for …
  8. 8. 8
  9. 9. 9
  10. 10. 10 Nursing Homes: Negative Quality of Care Expounded
  11. 11. 11 research is used for … Experience
  12. 12. 12
  13. 13. 13 18% 62% 19% 1% Quality of Care News Reaction Facilities Career/Job Quality of Care conversations driven exclusively by four (4) individuals ranting about abuse by staff members, insinuating, criminal investigations and amplifying negative news articles key insight
  14. 14. 14 Assisted Living Facilities: Negative Family Experience Expounded
  15. 15. 15 research is used for … Messaging
  16. 16. 16
  17. 17. 17
  18. 18. 18 Market 2 Week Average Bad Grandpa Sex Tape NY/LA 32.0% 19.0 37.7 Deep South 7.6 11.9 10.0 AA Markets 9.1 12.4 9.5 Hispanic Markets 7.1 9.0 9.9
  19. 19. 19 Senior Care: Customer Inquiry Topics
  20. 20. 20 toolbox
  21. 21. 21 your road map
  22. 22. 22 framework of curiosity Q U E S T I O N S T O A S K O F Y O U R D A T A Inspired by a collection of ideas by John Muir Laws (http://www.johnmuirlaws.com/stewardship/a-curiosity-framework) 1 2 3 4 5 6 7 Form (What does it look like?) Function (Howdoesitwork?) Change (Howdoesitevolve?) Perspective (Howisitimpacted?) Cause (Why is it like this?) Reflection (HowdoIknow?) Recommendation(Whatnow?)
  23. 23. 23 keep assuming
  24. 24. 24 @ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m www.conversationresearchinstitute.com consumer insights to drive business decisions jason falls

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