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The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

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This session aims to discuss how technology helps qualitative research adapt to a new reality in which participants are increasingly online, engaged and socially-connected. It will talk about: …

This session aims to discuss how technology helps qualitative research adapt to a new reality in which participants are increasingly online, engaged and socially-connected. It will talk about:
what is influencing this new reality and using research as an opportunity to engage
the growing expectations of participants and why they are important
what to look for in online qualitative research technology
future technology trends that can support “engaged research”


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Transcript

  • 1. Insightfully Engaged®The New NormalHarnessing Qualitative Insightsvia CommunitiesStephen Thompson, IIeX Philadelphia, June 2013
  • 2. Insightfully Engaged®People, Design and TechnologyLooking aheadWhat’s makes a great community?The Basics
  • 3. Insightfully Engaged®They are• Going to generate a lot of data• Managed like a community• Often asynchronous• Ideal for uncovering deeperinsightsThey are not• Launchpad for surveys• A cheap alternative or add-on• Always long-term duration• Scary and complicatedBasics
  • 4. Insightfully Engaged®What makes for a great InsightCommunity?PeopleTechnologyDesign
  • 5. Insightfully Engaged®Peopletime constrainedsocialhard to recruit more demandinginformation overloadengaged
  • 6. Insightfully Engaged®make it personalclarity of instructionengage, lots feedback resultspace yourselfmixed devicesDesign
  • 7. Insightfully Engaged®research-readysocial and engagingmobile flexibleintuitiveinsightfulTechnology
  • 8. Insightfully Engaged®Social and Engaging
  • 9. Insightfully Engaged®Research-ready
  • 10. Insightfully Engaged®Intuitive
  • 11. Insightfully Engaged®moderator vs. managerparticipants as researchersmore frequent, less formalmixed mediaiterativecommunity-ledthe futuremulti-devicegames and storiescommunity-creationmarketingaligned to interestssmart recruitingconsumer vs. probrand vs. agencygames and storiesLooking Ahead
  • 12. Insightfully Engaged®Stephen Thompson, Ramius Corporation613-369-5233 | sthompson@ramius.net© Ramius Corporation, June 2013