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Bachelor thesis presentation Bachelor thesis presentation Presentation Transcript

  • CROWDSOURCING VIDEOGRAPHIC DATACOLLECTION IN CONSUMER BEHAVIOR RESEARCH Kandidaatin tutkielma Lauri Pitkänen Turun yliopiston kauppakorkeakoulu 1.12.2011
  • Videography Crowdsourcing“How videography “Howis executed?” crowdsourcing is organized?” Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”
  • Videography “Consists of audiovisual methods that are used for ethnographic purposes in the study of consumer, culture and markets. The method employs video not only to register evidence from ethnographic fieldsites, but also to analyze and present findings.”Methods – Representations – Quality Criteria – Producing Data with mobile phones
  • Methods•  Individual or group interviews•  Naturalistic observation•  Autovideography•  Collaborative•  Retrospective•  Impressionistic
  • Representations Documentary Visual ethnographyReality versus theory Argumentation: Tight bounds between Meanings, explanations & vision, observation & truth interpretationRelationship to words Audio dominates picture Occurs often with written textRole of filmmaker Many roles: Reflexive mode Expository, observational, interactive & reflexiveRole of viewer Depends on role of Reflexive mode filmmaker
  • Quality criteria•  The topical criterion•  The theoretical criterion•  The theatrical criterion•  The technical criterion
  • Producing Data with Mobile Phones•  High tech cameras makes videography possible•  People are holding mobilephones with great cameras with them all the time•  Using mobile phones to take notes reduce barries in observation•  Participants seemed to start taking pictures and filming videoclips by themselves
  • Videography Crowdsourcing“How videography “Howis executed?” crowdsourcing is organized?” Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”
  • Crowdsourcing•  Outsourcing jobs done by employees to an undefined generally a big group of people in the form of an open call•  Crowd + Outsourcing•  Primary categorias: –  Collective intelligence –  Crowd creation –  Crowd voting –  Crowdfunding
  • The wisdom of crowds•  Collective judgment is almost always better than the smartest inviduals•  Different problems –  Cognition problems –  Coordination problems –  Cooperation•  Requirements for the Crowds –  Private information –  Individual opinions –  Decentralization –  Aggreagation
  • DART model of co-creation•  Co-creation with company and consumer•  Acronym –  Dialogue –  Access –  Risk assessment –  Transparency
  • Videography Crowdsourcing“How videography “Howis executed?” crowdsourcing is organized?” Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”
  • Match between crowdsourcing and ethnographic research•  Consumers can create data for ethnographic research, but depends on guidance•  Requirements of the ethnographic research are similar to crowdsourcing –  Collective intelligence to analyses –  Crowd creation and voting to data collection•  It has been accidently used in data collection already, but analyses requires certain forms and definitions
  • Crowdsourcing data collection with mobile phones•  Crowdsoursing has been already taken from webplatforms to mobile in photo bank business successfully•  Important to think about incentives•  Are people filming themselves or somebody else –  Participacipant or non-participant
  • Videography as form of data collection•  Consumers are used to film videoclips and take photos in freetime•  Video is most information rich form of data•  Autovideography and collaborative videography are most suitable for participant observation•  Autovideography require less communication and fits better for crowd creation
  • Features of research tasks•  Problems with dialogue and the concept of Wisdom of the crowds –  AR, access and risk assessment –  RT, risk assessment and transparency –  AT, access and transparency
  • Creating representations from crowdsourced data•  Documentaries require external material so visual ethnography is more suitable•  While editing researcher makes decision what to include and what not to –  Also topical, theoretical, theatrical and technical criteria
  • Videography Crowdsourcing “How videography “How is executed?” crowdsourcing is Methods organized?” Representations Crowdsourcing Quality criteria Wisdom of the Producing data with crowds mobile phones DART-modelCrowdsourcing videographic data collection:“How videographic data collection could be crowdsourced?”Fits crowd creation and data collection, but not to the analyses phaseParticipant form researchVideo > Photos, autovideography and collaborative videography as formsDART-model vrs Wisdom of the crowds as a base for creating tasksVisual ethnography fits better than documentary