Date post: | 11-Apr-2017 |
Category: |
Marketing |
Upload: | ray-poynter |
View: | 159 times |
Download: | 0 times |
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
STRATEGIC RESEARCH SERVICES PVT. LTD.
© Drsh' Strategic Research Services Pvt. Ltd, December, 2010
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
“For me, the sound is only half of music -‐ the space between the notes
is also vitally important…”
-‐ SOng
Listening to the sounds of silence The Fes'val of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
COMMUNICATION TAKES PLACE THROUGH AN INTERPLAY OF SOUND & SILENCE
Silence punctuates and enhances arOculaOons Silence can accentuate and add emphasis to communicaOon
Silence can subsOtute words
“Silence is not nothing. It is not the null set”
Listening to the sounds of silence The Fes'val of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
In markeOng research, we barely take cognizance of silence…
…we focus on the “ARTICULATED RESPONSE”
Listening to the sounds of silence The Fes'val of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
WE EQUATE SILENCE WITH FAILURE
» FAILURE OF RESEARCHER TO ELICIT “RESPONSE”
» FAILURE TO OBTAIN “DATA”
» FAILURE TO PROVIDE “FINDINGS”
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
Most research techniques are geared to helping respondents
VERBALISE their thoughts
Most of our analysis methods are geared to analysing
ARTICULATED responses
ARE WE MISSING SOMETHING HERE?
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Sure… we may be missing something…
» But how do you interpret and analyse silence?
Listening to the sounds of silence The Fes'val of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
This paper…
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
WHAT IS SILENCE?
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
WESTERN CULTURES ATTACH MORE NEGATIVE SIGNIFICANCE TO SILENCE
Dignity, polite and well-‐mannered
Respect
Avoid confrontation
Hostility, anger
Shyness, Ignorance
Displeasure/ disapproval
Giving up, disappointment
Discomfort, unenthusiastic
INTERPRETATIONS OF SILENCE: BRITAIN
POSITIVE INTERPRETATIONS NEGATIVE INTERPRETATIONS
Source: Communicative Functions and Meanings of Silence: An Analysis Of Cross-Cultural Views: DR. WONG NGAN LING, Professor of Language and Linguistics at the University Of Malaya, Nagoya Repository, March 2003
Grief
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
ASIAN CULTURES ATTACH MORE POSITIVE SIGNIFICANCE TO SILENCE
Becoming tuned to someone else’s
ideas
To give time to think, to change his
mind
Consent/agreement
When highly offended
Anger, objection
When my point of view is against the general
opinion
INTERPRETATIONS OF SILENCE: JAPAN
POSITIVE INTERPRETATIONS
NEGATIVE INTERPRETATIONS
Source: Communicative Functions and Meanings of Silence: An Analysis Of Cross-Cultural Views: DR. WONG NGAN LING, Professor of Language and Linguistics at the University Of Malaya, Nagoya Repository, March 2003
To show that I want to be nominated
to speak
To give a “good impression”
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
We analysed silences i
n … over
200 Focus Groups and
100 In
Depth Interviews in I
ndia…
…across categories of hair oil, frozen
foods, two wheelers, refrigerators ,
cigarettes, bidis, Uinancial products…
…over the last 3 years
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
WE ENCOUNTERED 3 BROAD TYPES OF SILENCE
CULTURAL/ SOCIAL SILENCES
PERSONAL SILENCES
TRANSACTIONAL SILENCES
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Silence arising from social hierarchies..
Silence between social classes, castes Silence before elders Silence between genders
Not wanOng to disagree/ break ranks, upset harmony
CULTURAL / SOCIAL SILENCES
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Silence arising from
TRANSACTING between 2 or more people
…deciding when to talk, what to say, when to come forward, when to hold back
Or CONTEMPLATION ….evaluaOng, collecOng thoughts
TRANSACTIO
NAL
SILENCES
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Silence reflecOng emoOons such as boredom, anger,
delight, thoughculness…
PERSONAL SILENCES
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
PERSONAL/ TRANSACTIONAL SILENCES WERE OF DIFFERENT
TYPES… Positive silences
Negative silences
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
PERSONAL SILENCE & UNDERARTICULATION: “People talking without speaking”
» The understatement: subtle form of silence
» Politeness / fear of hurOng feelings caused withheld thoughts
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
STEP 1:
RECOGNISE THE SILENCE
STEP 2:
DEVELOP STRATEGY TO DEAL WITH SILENCE
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
STEP 1: RECOGNIZE THE SILENCE
SIGNS: ENGAGED BODY LANGUAGE, LISTENING, NODDING, APPEARS TO BE IN THOUGHT,
DISTRACTED
SIGNS: UNABLE TO MAKE EYE CONTACT WITH
OTHERS/ INTERVIEWER
SIGNS: DISENGAGED BODY LANGUAGE,
FIDGETING, LIMP
PASSIVE SILENCE
ACTIVE SILENCE
Empty, drained, unproductive
Withheld emotions & thoughts
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
Step 2: Strategies for Silence
Strategy : “Mine the silence”
Strategy: Avoid silence through more sensiOve research design
Strategy: Re-‐engage / let coast
PASSIVE SILENCE
ACTIVE SILENCE
Empty, drained, unproductive
Withheld emotions & thoughts
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
» PosiOve aftude to silence-‐ silence has content
» Give respondent(s) a chance to break the silence themselves while maintaining posiOve/open body language
» Probe silence: Use quesOons: “what was on your mind?” or “what were you thinking”
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
ANALYZING SILENCE
FORMALISED
“TRANSCRIPTION” OF
SILENCE
SILENCE NEEDS TO BE RECORDED AND TREATED LIKE VERBALISED RESPONSE IN ANALYSIS
SILENCE CANNOT BE ANALYSED IN ISOLATION-‐ NEED TO CONTEXTUALISE AGAINST BODY LANGUAGE, OTHER VERBALISATIONS
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
We conducted 8 Focus Groups in Mumbai to explore use of silence as a technique
Ostensibly to
check response
to a TVC for
iPill, an oral
contracepOve
…amongst housewives, working men and teenaged boys & girls
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
THE PROCESS FOLLOWED
EXPOSURE OF THE TVC
SPONTANEOUS REACTIONS ALLOWED SILENCES TO CONTINUE EVEN AFTER FIRST “BURST” DIED DOWN
REGULAR WARM UP
USE OF MINING QUESTIONS – “WHAT WAS ON YOUR MIND” -‐ TO PROBE CONTENT OF SILENCES
MINIMAL PROBES FROM MODERATOR-‐ MORE TO ASK FOR EXPLANATIONS FOR SOME COMMENTS
MADE
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
POSITIVE LEARNINGS: RICH OUTPUT
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
NEGATIVE FALL OUTS…
» The respondents felt slightly rudderless
» Vaguely dissaOsfied feeling-‐ have I given the ‘right answers?’
» Occasional loss of “energy” in the session
» Some loss of control for the researcher -‐ the group was now self willed
» Silence did not work with young male collegians who treated it as a “staring match”
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Conclusions
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
» Silence is an essential ingredient that helps holistic understanding
» Sensitisation to silence implies development of patience and the ability to listen holistically.
» With better listening there is sensitivity to the “echoes of silence” used to enhance the communication.
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Listening to the sounds of silence The Festival of NewMR
» Need for training of researchers not just to ask but also to listen well-‐ incorporaOng an understanding and use of silence.
» Silence can also be developed into an effective elicitation technique for obtaining additional information
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
… LISTEN TO THE SOUNDS OF SILENCE
THANK YOU
Listening to the sounds of silence The Festival of NewMR
Shobha Prasad, Drsh- Strategic Research Services, India Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 3:18am to 3:44am (GMT/London)
Q & A
Shobha Prasad and Pravin Shekar
STRATEGIC RESEARCH SERVICES PVT. LTD.