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11.10.2003

“HartBeat” is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.

This edition of "HartBeat" is an excerpt from our latest issue of [N]sight Magazine...

[N]sight Magazine, Fall 2003: New Methods for a New Consumer Under- standing

In this newly redesigned issue of [N]sight, we open our research toolbox to explore the methodologies we use to stay at the cutting-edge of understanding today's consumer.

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Languaculture: a Visual Composition Of Consumer Storytelling

"I watch what I eat." "I am active." "I try to lead a healthy lifestyle." These quotes are culled from in-depth interviews with consumers describing their lives. They are great statements, but what do they really mean? We find that consumers are often able to articulate intersections of their behavior and attitudes but the final statements, like those above, often raise more questions than they answer. Combine this with the phenomenon of people saying they do something and then, upon observation, we find that they are actually behaving very differently. The concept of languaculture is useful in deciphering the codes for communication and provides insight into how these codes correspond to the way organizations view products, brands and experiences. We brought anthropological and linguistic studies into market research to find a more meaningful form and use of verbal expression. We use languaculture as a foundation for untangling discrepancies between stated attitudes and actual behavior by combining ethnographic data collection with language analysis. This combination of methods allows us to observe consumers in natural settings (i.e., home, work, grocery store, church, etc.) in order to understand actual behavior and how it relates to social and cultural influences. We then dive into the subtleties and complexities of conversation through language analysis. The linguistic and ethnographic findings are eventually intertwined to create insightful stories about how consumers live, shop and buy.

VISUAL COMPOSITIONS OF STORYTELLING
In order to visually communicate these stories, we have developed what we call "neurolinguistic cartography" (often referred to as "mind mapping") that depicts the mindset of a particular group of people regarding a particular set of issues. These maps are derived from intimate connections between specific attitudes, behavior and the mind. These connections are then overlayed with language and culture variables. Using mind maps and other modeling tools, language context analysis contributes invaluable depth to research by depicting complicated concepts in concise visual images. Maps can be created for everything from products and brands to consumption and lifestyle evolution.

The neurolinguistic map to the right is a general example of what happens when an individual is negotiating decisions about whether or not to purchase organic foods. It also maps the journey from original thought (i.e., Should I eat organic food?) to full integration of an all-encompassing organic lifestyle. The map is based on a system that is revealed in how consumers arrange words and meanings to communicate attitudes and stated behaviors about living and creating an "organic lifestyle." This map ties the system together to create a story.

To read the neurolinguistic map:

Consider the black areas the trunk of the tree. This is the predominant pattern from where thought begins, which progresses towards an end result, benefit or goal.
The white areas are specific tactics, beliefs, examples, etc. to how some of the black themes are being approached.

We draw on a sample of individuals that is broken into segments based on heavy, light or no usage/involvement. Including respondents from all of these groups yields information about how different types of users are integrating information and products into their daily lives.

Complete maps define the limits and fence the territory around which individuals are set loose to do whatever they want in talking about, thinking about and creating their "organic lifestyle."

HOW DO I USE THIS INFORMATION?

This style of qualitative data collection and analysis is used by Hartman Group linguists and ethnographers for finding recommendations for things like brand development and meaning as well as creating perceptual mind maps of experience. Brand development and meaning relies on the analysis of how consumers talk about their understanding of their own individual wellness regimes and how a particular product or location fits into their mind space about their wellness needs. Perceptual mind maps of consumers are constructed for semiotic analysis. The result of this type of analysis produces a relevant neurolinguistic map of how consumers perceive a wellness product or experience.

Depending upon the topic (i.e., health, beverages, organics, etc.), we may utilize our qualitative database of consumer wellness language to compare individual topic results with more widespread and longitudinal research. Results of queries to this database provide ways of coding and maintaining the evolving spoken word and meaning of health and wellness to consumers.

One of the strengths of this database is that it provides an opportunity to understand how consumers speak "in their own words," on topics and behaviors specifically as they arise in in-depth discussions. This database of language represents thousands of hours of one-on-one and group interviews with consumers on health and wellness product use, food and beverage, retail behavior, and lifestyle discussions.

One of the key tools for mining qualitative language data is language context analysis. This technique uses words as if they were data. With anywhere from 80,000 to 100,000 words transcribed in a typical semi-structured study, there is sufficient input for a robust examination of meanings. Language analysis focuses on how words are used to express thoughts, to respond to questions or stimuli, or in conversation. Language context analysis can be used to segment, establish common language used by a target population, or investigate correspondence or divergence of ideas, attitudes or behaviors within a group or subgroup of consumers.

As an element of consumer research, language context analysis provides a tool to help understand how consumers talk, think and act. It can provide critical information that is not available using traditional quantitative or qualitative research methods. When used as input for and in conjunction with quantitative research, language context analysis increases the validity of the research process (the ability to accurately measure what was set out to measure) by an order of magnitude.

WE'RE NOT DONE YET
Just when you think you've got it straight, some new bit of languaculture always springs up! Cultures are shifting, languages are shifting��the world is not a static place. The point is that it is very difficult to be relevant and connect with each other if we do not understand meanings of words and thought processes. It is especially difficult because language continually evolves as do consumers and how they lead their lives. Keeping up with language will keep communications current and relevant to their lifestyles, social situations and cultural contexts. Language isn't just interesting and sensual, it's pragmatic and tactical. Understanding the way consumers are talking and thinking will also help determine the right things to measure, from a consumer perspective, but will also provide real-life insighs into behavior and culture..

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