Text Analytics: Summarizing the #TMRE Hashtag traffic

The TMRE 2011 conference wrapped up late Wednesday afternoon.  Several attendees were actively tweeting to the #TMRE hashtag which many of us followed during the event.

Last evening I sat down with @dwiggen’s twapperkeeper archive to pull an RSS feed of the #TMRE for analysis.  The feed as of last evening covered tweets to #TMRE from 11am Monday through 11pm Wednesday (event time).  In total, 2710 tweets were captured; 513 Monday, 1,340 Tuesday and 817 tweets on Wednesday.

As shown on the accompanying graphic,  the popular “tweeting times” were the 9am and 11am hours on Tuesday and Wednesday in sync with the excitement surrounding the keynote sessions.  Peak tweeting volume occurring at 11am on Tuesday.

Sure, there’s a tag cloud …
The tag cloud graphic below was created using Wordle after parsing the feed to remove sender, hashtags, URLs, and stop words.  Retweets were included within the analysis in an attempt to lend additional weighting to the tags.  Just over 36% of total tweets were RTs.

 

“Most Prolific Tweeter” goes to …

Excluding event host TMRE, InsightsGal took the honors and was also retweeted most frequently in total, but notably VirtualMR was retweeted more frequently as a percentage of VirtualMR’s total tweets.

The two most frequently occurring RTs shared the concept of thoughtful interpretation of your survey research analysis:

  • Outsource process, but never outsource thinking. -Stan Sthanunathan of Coke
  • You can’t have breakthrough insights with people who all think the exact same way.

Taking the analysis a step further, we used an algorithm to select a small subset of tweets that are representative of the entire #TMRE tweet stream.  The algorithm scores tweets based upon their weighted tag values after adjusting for tweet length.  This resultant “tweet brief” provides a quick flavoring of the prominent themes within the overall #TMRE tweet stream:

  • rachel_bell44: If you don’t like change you’ll like irrelevance a whole lot less! – Heiko Schafer Henkel/Dial Corp
  • eswayne: #TMRE a lot of people ascribe Coca-Cola’s success to a TV spot, but the real power is the communities of people surrounding the brand.
  • MattIIRUSA: RT @Ali_Saland: Ask yourself, how have u made it simple 4 the brain 2 process? What have u done 2 make the consumer feel better by buying ur product
  • mg_hoban: TMRE=Take More Risks, Everyone! RT “@LoveStats: TMRE=t-tests manovas regressions experiments”
  • CandiceSeiger: RT @klonnie: #TMRE social media Anthony Barton@Intel small amount of research paranoia over SM/time to insights is far shorter with SM

I hope you enjoyed this summary.  If you attended the conference this week, I would expect that you’ll see familiar concepts captured within the tag cloud and representative tweet content.

If you’d like to see the data cut another way, I’d encourage your feedback, or contact me to discuss how we could apply this form of discovery to the results of your next survey project.