Multitudes of Meaning Inc.

ViZual Listening™: Consumer Insights for Strategy

Dr. Michael Mulvey, an Associate Professor of Marketing at the University of Ottawa's Telfer School of Management and LIFE Research Institute member, brings extensive expertise in qualitative consumer research and branding. His work is featured in influential journals covering marketing, travel, tourism, and public policy. As the force behind DBA Multitudes of Meaning, Michael collaborates with companies and law firms, offering strategic insights as a keynote speaker and media expert in branding, consumer trends, and marketing strategy. Teaming up with data scientist Dr. Christopher Belanger, Michael developed ViZual Listening™—an innovative methodology analyzing online conversations, including those on platforms like Reddit. Our approach integrates intuition, evidence, and theory, leveraging machine-assisted qualitative analysis to uncover insights iteratively. At DBA Multitudes of Meaning, we prioritize placing the researcher at the core of analysis, delving into consumer conversations in their natural setting. Our method interprets language and visual rhetoric, evaluates the impact of emotions, investigates mental frames, and analyzes metaphors' role in shaping perceptions and actions. Our symbol-minded approach celebrates anomalies, convergences, and divergences, considering them invaluable sources of inspiration. Connect with us to explore how our distinctive ViZual Listening™ approach can enhance your understanding of consumer behavior and inform strategy.