VISUALIZING DATA THAT SHAPES A NARRATIVE
VISUALIZING DATA THAT SHAPES A NARRATIVE
discourse data uses data analytic tools and visualizations to present a data based narrative.
We analyze millions of online comments that are organized in discussions around selected topics of interest. A Narrative Snapshot presents a concise overview of how people are talking about a topic. What words are used, how authors overlap with various discussions, or how groups show affinity towards related topics and so forth. Each snapshot is just the tip of the iceberg. Further digging can reveal details about sentiment, opportunities, influencers, competitors, etc.
A Discourse Overview summarizes the top author and word level structure of a topical discussion. This is a network map showing the relative size of each discussion, the author overlap between discussions, and the most important words in each discussion among other details.
An Affinity Plot presents commenting authors in a spatial relationship to reveal author interest overlap among topics, in this case subreddits. The spatial relationships between any three poles indicates the degree to which authors posting in topics represented by the poles also post in other in other topic categories (subreddits).
Planets and Space Exploration
Aspirational or Geeking Out?
Topical discussions about planets and space exploration exhibit clear aspirational versus practical dimensions. Interest in exploration includes references to future desires and aspects of colonization, habitability and affordability. Discussions involving current organizations focuses on technical aspects of space flight or a new generation of astronauts.
"Mars" Means Many Things
Search results for "Mars Exploration" offer a rich network of well defined discussions ranging from candy to music, science fiction, space probes and travel. Authors are well aware of current scientific activity on Mars but many are more interested in ideas colonization and habitability. However, the largest discussions related to Mars revolves around music, although the Mars Bar is not forgotten.
Who's Your Target Audience?
Affinity Maps can help visualize competative attributes or possible partnerships. In this case, we show where three organizations (NASA, SpaceX, and Blue Origin) stack up with teens, gamers, girls and science fiction buffs. Blue Origin may want to figure out why girls show little awareness while gamers and movie buffs skew towards SpaceX and NASA.
Diving Deeper Reveals Biases and Interests
Word frequencies, sentiment and other semantic categories offer data on which to base decisions and candidates for further exploration. Note that in the list of most mentioned Astronauts, none of the baby boomer Astronauts other than Yuri Gagarin are on the minds of the relatively younger participants on Reddit.
Makeup and Cosmetics
Makeup and Cosmetics Are Not The Same Thing
Understanding the lay of the land is important for proper brand positioning. For example, in cosmetics and makeup, discussions around “Makeup” focus on beauty, glamor and personal appearances. "Cosmetic" discussions revolve around skin care, health and beauty regimens. Authors have clear and nuanced views of where various brands fit in those discussions. Discourse maps can reveal opportunities to re-enforce these current notions and opportunities for brand engagement to reposition or change the discourse.
Makeup - Glamour and Technique
The Makeup discourse reveals a thriving set of “how-to” discussions along with references to pop stars, models and drag queens that people associate with brands or specific makeup application techniques. Many discussions include references to brushes, eyebrows, liners and brand recommendations.
Cosmetics - Health
For brands looking to highlight their health benefits, the discussions around cosmetics offers insight into what people prefer for their nightly regimens, what brand messages are taking root, and which competitors are gaining mindshare. Oh, and there is an off-beat discussion on cosmetics for video game character design. Go figure.
How do Brands stack up?
Mention charts add color to the discourse maps by showing how often brands are mentioned. You can track changes over time with discourse data’s subscription products and longitudinal tracking.