Sociomapping
Encyclopedia
Sociomapping is a method developed for processing
and visualization
of relational data (e.g social network data). It uses the data-landscape metaphor, creating a visually coded picture resembling a map
that can be interpreted with similar rules as navigation in the landscape. This picture is called a Sociomap.
Due to its visual coding Sociomapping enables usage of learned skills for spatial orientation and movement detection, which people use in everyday life. It allows simple monitoring of changes in the mapped system by visual comparison of two Sociomaps.
Besides the distances between the group members, Sociomap shows additional variable coded in the height (or color) of the subject. Typical variables used for the height are: social status, performance indicators
of the subjects, average communication frequency, etc.
Understanding the relative distances between the people helps to understand the structure of the group, find subgroups formed by groups members and discover functions of the group members. In connection to the height Sociomap enables complex and comprehensive insight into the groups and small systems.
Sociomapping of small systems produces similar results to Social network analysis with additional visualization features.
There is a software to compute Profile analysis (see section Sociomapping software)
, where for each subject there is a preference vector of selected objects (such as political parties
, brands, products
, and so on).
In order to create a Sociomap, for each subject a position in the map is determined, and a small piece of mass representing this subject is placed on the map according to its vector of preferences to an object. As a result, there are places on the Sociomap where more subject are placed (hills) and where there are no subject (valleys). Therefore, hills are formed on the places representing typical preference configurations and this allows for visual cluster analysis, or segmentation.
In this sense, Large systems Sociomapping is a data mining
approach based on visual pattern recognition
).
Typical uses for Large systems Sociomapping are:
Team profile analyzer http://www.teamprofileanalyzer.com/ is a tool for psychologists, consultants, managers and HR specialists. It enables integration of various sources of information about team from personality, performance or knowledge tests
and biographical data. It can be used for team analysis and development: team coaching, team building
, recruitment
etc.
Data analysis
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making...
and visualization
Information visualization
Information visualization is the interdisciplinary study of "the visual representation of large-scale collections of non-numerical information, such as files and lines of code in software systems, library and bibliographic databases, networks of relations on the internet, and so forth".- Overview...
of relational data (e.g social network data). It uses the data-landscape metaphor, creating a visually coded picture resembling a map
Map
A map is a visual representation of an area—a symbolic depiction highlighting relationships between elements of that space such as objects, regions, and themes....
that can be interpreted with similar rules as navigation in the landscape. This picture is called a Sociomap.
Due to its visual coding Sociomapping enables usage of learned skills for spatial orientation and movement detection, which people use in everyday life. It allows simple monitoring of changes in the mapped system by visual comparison of two Sociomaps.
Basic principle
The basic principle of Sociomapping is transformation of relational data into visual format called Sociomap. The quality of Sociomap can be evaluated by the quality index that reflects how well the distances in data were replicated to distances in the Sociomap.Application
There are two main application areas for Sociomapping - groups (small systems) and populations (large systems). Different system of visualization is used in both areas, optimizing the ability to understand and interpret the analyzed data.Groups and small systems Sociomapping
Sociomapping for small systems produces Sociomaps of subjects. These subjects (in most cases people) are placed on the Sociomap reflecting their distance measured in various ways:- social distanceSocial distanceSocial distance describes the distance between different groups of society and is opposed to locational distance. The notion includes all differences such as social class, race/ethnicity or sexuality, but also the fact that the different groups do not mix...
- psychological distance (psychological similarity)
- communication distance
- other relation measures
Besides the distances between the group members, Sociomap shows additional variable coded in the height (or color) of the subject. Typical variables used for the height are: social status, performance indicators
Key performance indicators
A performance indicator or key performance indicator is an industry jargon for a type of performance measurement.. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged...
of the subjects, average communication frequency, etc.
Understanding the relative distances between the people helps to understand the structure of the group, find subgroups formed by groups members and discover functions of the group members. In connection to the height Sociomap enables complex and comprehensive insight into the groups and small systems.
Sociomapping of small systems produces similar results to Social network analysis with additional visualization features.
Profile analysis
Besides the small systems analysis based on various relational data, Sociomapping can be used to visualize the profiles of unrelated subjects. This is done by transformation of profiles of the subjects, computing the distances between the profiles and visualizing them in a Sociomap.There is a software to compute Profile analysis (see section Sociomapping software)
Populations and Large systems Sociomapping
For large systems and populations, different type of Sociomaps is used. Data used for these type of maps are rectangular matricesMatrix (mathematics)
In mathematics, a matrix is a rectangular array of numbers, symbols, or expressions. The individual items in a matrix are called its elements or entries. An example of a matrix with six elements isMatrices of the same size can be added or subtracted element by element...
, where for each subject there is a preference vector of selected objects (such as political parties
Political Parties
Political Parties: A Sociological Study of the Oligarchical Tendencies of Modern Democracy is a book by sociologist Robert Michels, published in 1911 , and first introducing the concept of iron law of oligarchy...
, brands, products
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
, and so on).
In order to create a Sociomap, for each subject a position in the map is determined, and a small piece of mass representing this subject is placed on the map according to its vector of preferences to an object. As a result, there are places on the Sociomap where more subject are placed (hills) and where there are no subject (valleys). Therefore, hills are formed on the places representing typical preference configurations and this allows for visual cluster analysis, or segmentation.
In this sense, Large systems Sociomapping is a data mining
Data mining
Data mining , a relatively young and interdisciplinary field of computer science is the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems...
approach based on visual pattern recognition
Pattern recognition
In machine learning, pattern recognition is the assignment of some sort of output value to a given input value , according to some specific algorithm. An example of pattern recognition is classification, which attempts to assign each input value to one of a given set of classes...
).
Typical uses for Large systems Sociomapping are:
- political researchPolitical sciencePolitical Science is a social science discipline concerned with the study of the state, government and politics. Aristotle defined it as the study of the state. It deals extensively with the theory and practice of politics, and the analysis of political systems and political behavior...
(preferences and polls) - marketing researchMarketing researchMarketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
(attitudes and product preferences) - customer segmentation (behavioral patterns)
- and other research concerned with preferences and/or attitudes.
Broader scope of application
Sociomapping has broader scope of application, including the following fields:- Historical events analysis (e.g. RMS Titanic survival rate)
- Internet community tools (e.g. Last.fmLast.fmLast.fm is a music website, founded in the United Kingdom in 2002. It has claimed 30 million active users in March 2009. On 30 May 2007, CBS Interactive acquired Last.fm for UK£140m ....
http://qed-portal.com/en/last_fm/tool/ profile similarity) - LiteratureLiteratureLiterature is the art of written works, and is not bound to published sources...
analysis (e.g. analysis of communication in Shakespeare plays) - MilitaryMilitaryA military is an organization authorized by its greater society to use lethal force, usually including use of weapons, in defending its country by combating actual or perceived threats. The military may have additional functions of use to its greater society, such as advancing a political agenda e.g...
units and human spaceflightHuman spaceflightHuman spaceflight is spaceflight with humans on the spacecraft. When a spacecraft is manned, it can be piloted directly, as opposed to machine or robotic space probes and remotely-controlled satellites....
crews analysis - SportSportA Sport is all forms of physical activity which, through casual or organised participation, aim to use, maintain or improve physical fitness and provide entertainment to participants. Sport may be competitive, where a winner or winners can be identified by objective means, and may require a degree...
analysis and forecast (e.g. cooperation of sport teams) - PoliticsPoliticsPolitics is a process by which groups of people make collective decisions. The term is generally applied to the art or science of running governmental or state affairs, including behavior within civil governments, but also applies to institutions, fields, and special interest groups such as the...
analysis and forecast - Team buildingTeam buildingTeam building refers to a wide range of activities, presented to businesses, schools, sports teams, religious or nonprofit organizations designed for improving team performance...
- Team analysis (communication, cooperation, decision-making)
Software
So far only one software tool based on Sociomapping was released.Team profile analyzer http://www.teamprofileanalyzer.com/ is a tool for psychologists, consultants, managers and HR specialists. It enables integration of various sources of information about team from personality, performance or knowledge tests
Psychological testing
Psychological testing is a field characterized by the use of samples of behavior in order to assess psychological construct, such as cognitive and emotional functioning, about a given individual. The technical term for the science behind psychological testing is psychometrics...
and biographical data. It can be used for team analysis and development: team coaching, team building
Team building
Team building refers to a wide range of activities, presented to businesses, schools, sports teams, religious or nonprofit organizations designed for improving team performance...
, recruitment
Recruitment
Recruitment refers to the process of attracting, screening, and selecting qualified people for a job. For some components of the recruitment process, mid- and large-size organizations often retain professional recruiters or outsource some of the process to recruitment agencies.The recruitment...
etc.
See also
- SociometrySociometrySociometry is a quantitative method for measuring social relationships. It was developed by psychotherapist Jacob L. Moreno in his studies of the relationship between social structures and psychological well-being....
- Marketing researchMarketing researchMarketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
- High Performance TeamsHigh Performance TeamsHigh-performance teams is a concept within organisation development referring to teams, organizations, or virtual groups that are highly focused on their goals and that achieve superior business results...
- Team managementTeam managementTeam management refers to techniques, processes and tools for organizing and coordinating a group of individuals working towards a common goal—i.e. a team.Several well-known approaches to team management have come out of academic work...
- Human ResourcesHuman resourcesHuman resources is a term used to describe the individuals who make up the workforce of an organization, although it is also applied in labor economics to, for example, business sectors or even whole nations...