More than the Words: Using Stance-Shift Analysis to Identify Crucial Opinions and Attitudes in Online Focus Groups

Advertisers, marketers, and researchers all wrestle with finding the personal human presence in text-based online communication.

More than the Words: Using Stance-Shift Analysis to Identify Crucial Opinions and Attitudes in Online Focus Groups

Peyton R. MasonLinguistic Insights, Inc.Boyd H. DavisUniversity of North Carolina at Charlotte

BACKGROUND

Golfers, baseball players, and athletes in other sports are well aware of the need to check their stance when they address the ball. In question-answer situations, such as interviews and focus groups in marketing, the respondent may change positions with regard to the topic or stimulus in each response. This discussion will describe how we look at linguistic cues to discern underlying meanings of customer responses.

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