The Next Next Common Sense
analysis across their vast communication ecosystem while simultaneously conducting regular qualitative assessments through structured inter- views, focus groups, and communication reviews. These parallel streams converge in quarterly “language alignment summits” where quantitative patterns and qualitative insights are synthesized into comprehensive un- derstanding. This approach ensures neither methodology becomes pri- mary while creating regular opportunities for integration.
3. Mixed-Method Measurement Teams
Leading organizations create measurement teams that combine quan- titative and qualitative expertise, enabling continuous integration of dif- ferent methodological perspectives. Implementation Example: IBM’s linguistic coherence team delib- erately combines data scientists specializing in natural language process- ing with qualitative researchers trained in discourse analysis and eth- nography. Each measurement project is co-designed and co-executed by specialists from both methodological backgrounds, ensuring integration happens throughout the process rather than only at the beginning or end. This structural approach embeds methodological integration into the team’s daily work rather than treating it as a special event.
4. Contextual Measurement Design
Organizations at the forefront of linguistic measurement design mea- surement approaches specifically for different organizational contexts rather than applying identical methodologies everywhere. Implementation Example: Unilever’s measurement framework adapts methodological integration based on communication context. For marketing language, they lead with sentiment analysis and linguistic pattern recognition (quantitative) followed by brand meaning interpre- tation (qualitative). For operational communication, they begin with dis- course analysis of how instructions are understood (qualitative) followed
265
Made with FlippingBook. PDF to flipbook with ease