Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 A Presenta*on from The Fes*val of NewMR – Main Stage 5 December 2012 Do You Feel What I Feel? When Meaning Ma3ers More than Numbers All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org Manila Aus:n Communispace
1. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 APresenta*onfrom
TheFes*valofNewMRMainStage 5December2012 DoYouFeelWhatIFeel?
WhenMeaningMa3ersMorethanNumbers
AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial
Formoreinforma:onaboutNewMReventsvisitNewMR.org ManilaAus:n
Communispace
2. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO DO
YOU FEEL WHAT I FEEL? When Meaning Matters More than Numbers Manila
Austin, Ph.D. VP, Research, Communispace
[email protected]
3. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 TENSIONS that are shaping our
industry, but that are actually good for us EMPATHY and its
necessary and emergent role in market research + EXAMPLES of
humanistic research methods and why they are so powerful +
4. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Tension can be a good
thing
5. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING
6. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING
OBJECTIVITY SUBJECTIVITY
7. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING
INDEPENDENCE CONTEXT OBJECTIVITY SUBJECTIVITY
8. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 OBJECTIVITY SUBJECTIVITY
MEASUREMENT UNDERSTANDING INDEPENDENCE CONTEXT EXTERNAL
INTERNAL
9. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY
10. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY The identification with
or vicarious experiencing of the feelings, thoughts, or attitudes
of another
11. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY Not just a
reaction
12. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY but a response
13. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within
relationship
14. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within
relationship that is a recognition
15. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within
relationship that is a recognition of me in you
16. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 BARRIERS Designed identity
Consumer power Privacy Bias toward quant Big data is
compelling
17. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 IDENTITY BY DESIGN We are
experts at creating digital identities fit for consumption
18. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 CONSUMER POWER People are
safeguarding their privacy, screening out unwanted friends and
other noise PRIVACY
19. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 QUANTITATIVE TRADITION BIG
DATA
20. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 HUMANISTIC METHODS SURFACE
EMOTIONS FACILITATE REFLECTION EMBRACE CONTEXT
21. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Passive(measured)
Ac*ve(self-reported) Ra*onaland Verbal Symbolic and Emo*onalSurveys
Facial expression analysis Metaphor (Z-Met, Meta4) Image annota*on
Discussions Conjoint Analyses Web mining Emo*on Centric Mind
Mapping Eye Tracking Card sor*ng Text analy*cs Behavior monitoring
SUBJECTIVE OBJECTIVE ENGAGING THE WHOLE BRAIN
22. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people,
3 weeks, 131 submissions Description Devalued home value Tasks:
Paying bills Tags: cynical, pessimistic, worried
23. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people,
3 weeks, 131 submissions Description My cousin is in Afghanistan
with the Air Force. His date completely hinges on the election.
Tasks: Caring for family members Tags: worried
24. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people,
3 weeks, 131 submissions Description Healthcare - friend with
terminal illness Tasks: Cooking Eating, Socializing Tags: angry,
hopeful, worried
25. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people,
3 weeks, 131 submissions Description Will my students have a far
chance at an education? All they learn is standardized testing!
Tasks: Studying, Working Tags: angry, disgusted, worried
26. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION
Multi-directional linguistic priming Stimulus - how does Ready-to-
Bake Flan make you feel? Ready-to-Bake Flan makes me feel _________
. What immediately comes to mind? What emotions are most frequently
evoked? What perceptions, beliefs, imageries are they associating
with their feelings? EmotionCentricTM
27. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION Emotion
Groups EmotionCentricTM 96 people, 2 weeks 0 10 20 30 40 50 60 70
80 Excited, curious Feel sick Confused skeptical Sinful Lazy Dont
care Hedonic pleasure Feel smart, sophisticated How Does
Ready-to-Bake Flan Make you Feel?
28. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men
and women, 12+ activities, 481 additional members REFLECTION Who
can AFFORD this many cruise tickets? No way I could afford it. I
cant afford one. Envy! Envy! Envy! What good is a vacation if
somebody does NOT have fun? IMAGE ANNOTATION
29. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men
and women, 12+ activities, 481 additional members REFLECTION I am
the bread because I have to hold everyone together, my husband is
the bacon because he is the full time worker, my dad is the tomato
he is elderly soft and confused, my grandchildren are the cheese
because they are the center of my life. BRAINSTORM: What Kind of
Sandwich are You?
30. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men
and women, 12+ activities, 481 additional members REFLECTION I get
the chance to give back for all my parents gave to me and at the
same time, I help to mold my sons and grandsons attitudes that they
should help their relatives and care for and honor their elders.
OPEN-ENDED SURVEY: If you had to choose
31. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE 290 shoppers, 8
weeks, 18 mind maps REFLECTION MIND MAP: I notice
32. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE I just washed my
hands with this soap and it smells fabulous, smell is not heavy or
overly sweet. It leaves the hands nicely scented. It smells floral
and fruity. The name 'apricot sunshine' is very appropriate because
it reminds me of summer, ripe peaches, and sunshine. 16 women, 1
week, 84 submissions CONTEXT It brings memories of a lazy Sunday
afternoon in summer, napping in my backyard hammock.
33. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 Mobile=HERE 16 women, 1 week,
84 submissions CONTEXT ...the smell of paint evokes my own sense of
identity as an artist. The smell of drying paint on wood (as in
this birdhouse my boyfriend and I collaborated on. It reminds me of
trying to build treehouses clumsily as a child
34. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265
submissions Project Sound Moments I Value Description Kitty
breakfast Tasks: Happy-Joyful Tags: n/a CONTEXT
35. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265
submissions Project Sound Moments I Value Description Type type
type...this is my life Tasks: Calm-Content Tags: n/a CONTEXT
36. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265
submissions Project Sound Moments I Value Description Bacon yum!
Tasks: Energized-Excited Tags: n/a CONTEXT
37. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 REFLECTION + CONTEXT +
EMOTION
38. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO
THANK YOU Manila Austin, Ph.D. VP, Research, Communispace
39. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 AndrewJeavons SurveyAnaly:cs
ManilaAus:n Communispace Corpora:on Q & A
40. Manila Austin, Communispace Corporation, USA Festival of
NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO
THANK YOU Manila Austin, Ph.D. VP, Research, Communispace
[email protected] Read Manilas posts on:
http://blog.communispace.com/ Read Manilas research at:
http://www.communispace.com/research
![[Luật chơi] Manila](https://img.pdfslide.tips/doc/110x75/58a1d2971a28abb6678b4811/luat-choi-manila.jpg)
