Speech Patterns Analysis
Digital Detox is a design and development agency that has been building experiences in industries like health, finance, telecoms, eCommerse, travel, etc. For this project, we were tasked to interview DD’s employees to analyse and optimise the workflows and communication within the company as well as with the clients.
User interviews (methodology)
For this project, we interviewed 8 people, and asked them a number of open ended questions. Each interview took 30-60 minutes. All interviews were recorded and transcribed, so we could easily and accurately analyse the data.
About speech patterns
Speech pattern n. A distinctive manner of verbal expression.
Speech pattern analysis allows us to assess people’s attitude, confidence, and satisfaction levels through their language.
We asked participants a number of questions and filled in the answers matrix with quotes and verbal expressions they used.
Each interviewee used speech patterns that would relate to them individually - we call those patterns individual speech patterns. At the same time certain speech patterns were common throughout the topic in many participants - we labelled those as thematic speech patterns:
We first analysed individual speech patterns and assessed personal attitudes and sentiment towards the asked subjects. After completing individual vocabulary analysis, we then moved into looking for thematic trends.
All found patterns were grouped around language markers of high / low performance, certainty / uncertainty, seniority, responsibility, engagement, trust, insecurity and confidence at work.
*Language markers are words / phrases / morphemes, that identify certain attitudes, or levels of certainty, knowledge or experience.
Markers of uncertainty would include phrases like: “as far as I know”, “..to be honest..”, “I am not sure”, “just”, “emmm”, etc.
Markers of high performance: strong verbs, active voice tense (as apposed to passive voice), using “I” and “we” (as opposed to “they” and “you”), etc.
Markers of team responsibility: “we”, “team”, “together”, “whole team”, “I am part of the puzzle”, “collaborate”, “close relationship”, etc.
Markers of ownership and responsibility: “what we care about”, “what I did”, “what we made”, “doing it right”, “doing it proper way”, etc.
Dissatisfaction with the project: “what (someone) wants”, “what (someone) asked for”, “what we were dealing with”, “multiple dependancies”, etc.
As a result of our work, we created a framework that identified employees at Digital Detox, their attitude and responsibility levels. This framework was then used as part of DD’s DNA, as well as for future hiring to understand whether the new employees match with our values.