How to use Tumblr to conduct diary based research


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Social media platforms now offer meaningful alternatives to diary based research. In this presentation we show you how to use Tumblr to conduct diary research online and some of the pitfalls to look out for.

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How to use Tumblr to conduct diary based research

  1. 1. Using Tumblr to conduct diary based research
  2. 2. Digital technology is now so ubiquitous that it offers meaningful alternatives to diary based research Source: Nielsen Report: The Australian Online Consumer Landscape 2012 of Australians aged 16 years and above can be classified as an active online user (i.e. has used the internet in the past month). have some sort of home internet connection use the internet daily They spend a weekly average of online use it multiple times a day Of these:
  3. 3. Familiarity with blogging and social media makes running diary studies on available blogging platforms simple and straightforward to respondents 1. Facebook – 13,200,000 users (according to Ad tool) 2. YouTube – 12,700,000 UAVs 3. – 6,150,000 4. Tumblr – 4,800,000 5. LinkedIn – 3,500,000 6. Blogspot – 2,800,000 All figures represent the number of Unique Australian Visitors [UAVs] to that website over the monthly period unless otherwise stated). Source:
  4. 4. Social media platforms offer several different options. Two we like: • Tumblr – private diaries in the form of a blog. Respondents each have their own account, where they post their entries. (Private if constructed that way, or a shared diary for collaborative learnings) • Facebook groups – collaborative diaries and shared experiences. Allows researchers to use group effect to optimise learnings (Shared)
  5. 5. The ability to easily add media (like photos and video) and website links to a digital platform allows the content to be lively, inspiring and compelling. The flexibility of digital platforms allows for rich and compelling content in the diaries Copyright: <a href=''>eevl / 123RF Stock Photo</a>
  6. 6. • Learnings are timely and continuous, and can be built on through the length of the study. • Because you can interact within the online space, new areas of investigation can be explored and depth around particular issues can be probed. • A big advantage is that respondent compliance can be monitored in real time Using digital instead of traditional diaries allows real time monitoring and learning
  7. 7. As with normal diaries, it is still important to over-recruit Although compliance can be monitored in real time and you can see if people are not participating properly and take action to remedy it – it is still worth over recruiting right from the start of the study. An additional two or three respondents will help if some of the original respondents are unable (or unwilling) to contribute later in the study.
  8. 8. As with normal diaries, it is important to explain how to fill the diaries in and what sort of information to add Even when giving clear written instructions, a voice call prior to the diary to talk it through with the respondents is essential. People don’t always read the instructions, and even when they do they can miss important bits of information! Keep instructions clear and simple.
  9. 9. Track progress and learnings from the diaries on an ongoing basis by transferring the diary entries into a separate power point file. We simply grabbed screen shots and pasted them into each respondent’s off line diary. This also means you are analysing as you go, rather than at the end, shortening the overall process. Track progress and learnings by creating off- line copies
  10. 10. So, how do you create research diaries using tumblr?
  11. 11. Start off by creating a new email address for each respondent • Create a for each respondent conducting the diary. • You can use an online provider like hotmail, yahoo or google • Create simple, but content non-specific email address like resp343 • The email address will be the login address for the tumblr account. • For privacy reasons, don’t use the name of your respondents!
  12. 12. Because we wanted each respondent to fill in their own diary, each respondent was given their own Tumblr account. By creating specific email addresses and tumblr accounts, you maintain control over the diaries, and are able to access them yourself to review inputs and post additional questions Use the email addresses you’ve created to set up a different Tumblr account for each respondent. This becomes their login. Keep a good record of emails, associated Tumblr accounts and passwords in a separate spreadsheet. Has no use later on – make it the same as the email address Use the email address to create a new tumblr account for each respondent
  13. 13. Tumblr blogs are automatically public. You need to create a second private blog if you don’t want the diaries to be in the public domain Click here to create a new blog.
  14. 14. Tumblr blogs are automatically public. You need to create a second private blog if you don’t want the diaries to be in the public domain Click here to make it private. You will need to give it a password.
  15. 15. Tumblr provides an intuitive user interface for adding multiple types of entries to the online diary Most useful for written thoughts
  16. 16. Two final learnings on getting the most out of Tumblr • There is no date function – so ask respondents to put in the date of each entry • Entries are in reverse order (last post first) – important to remember if you are analysing something like a journey.
  17. 17. Consumer Insight – the foundation of excellent marketing strategy.