• Save
Modern "Social" Online Qualitative Research
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Modern "Social" Online Qualitative Research

  • 580 views
Uploaded on

Presentation slides used by Simon Chen, Ramius Corporation & Sylvie Croteau, Ad Hoc Recherche at Market Research in the Mobile World (MRMW) Conference, Cincinnati, July 2012. ...

Presentation slides used by Simon Chen, Ramius Corporation & Sylvie Croteau, Ad Hoc Recherche at Market Research in the Mobile World (MRMW) Conference, Cincinnati, July 2012.

Ad Hoc Recherche and Sobeys collaborated on the "Le Comptoir" project that was powered by Ramius' Recollective software. Working with Ad Hoc Recherche, Sobeys had a national study underway and was eager to gain additional insights from a short term online research community. Aside from the additional actionable business insights the community yielded, the collaborators learned how the online medium compared and contrasted with traditional qualitative techniques to gain insight on how online methods could be incorporated into future research initiatives.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
580
On Slideshare
580
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Modern “Social” Online Qualitative Research Simon Chen, Ramius Corporation & Sylvie Croteau, Ad Hoc Research Market Research in the Mobile World, Cincinnati, 19 July 20121
  • 2. Who We Are Enterprise social software company  online community systems and social networking platforms  software, professional services and support  founded 19982
  • 3. Who We Are Marketing, communications & social research agency  custom qualitative & quantitative services  specialized research products  founded 19843
  • 4. Collaborating to Learn The client:  one of the two national grocery retailers in Canada  1,300 stores in 10 provinces  100+ years in the food business4
  • 5. Online Technology • Web-based and available anytime • Mobile and adaptive • Incorporates social features throughout • Easy to use, intuitive design • Supports structured and unstructured activities • Researcher tools for managing, analyzing and reporting5
  • 6. Look & Feel6
  • 7. “Social” • news/activity streams to encourage participant interaction • organic discussion • familiar “conversation” design •Comments • likes (& dislikes)7
  • 8. But don’t forget the research technology capabilities • Tools to help researcher manage, excerpt, code and report unstructured data8
  • 9. Harnessing the Advantages of MROCs
  • 10. Open Structure
  • 11. What’s in a name? Le Comptoir● In English = counter (as in kitchen counter)● Fit with food retailing, sharing and creativity● Opportunity to test-run the MROC platform
  • 12. Harnessing the Advantages of MROCs Open StructureTraditional qualitative● Open-ended questioning● Time constraints● Researcher provides directions
  • 13. Harnessing the Advantages of MROCs Open StructureMROC: can be a broader quest for information.● Less time constrained● No limit to contributions
  • 14. Harnessing the Advantages of MROCs Open Structure A) Specific and Open-Ended Queries Open-Ended QueriesSpecific Questions● Varying depth. Depth ● Depth: More thorough responses.● Few surprises. Creativity ● Creativity: Can lead to novel and● Specific answers. unexpected roads. Personalisation ● Personalization: Gets to the heart of what matters to participants.
  • 15. Harnessing the Advantages of MROCs Open StructureA) Specific and Open-Ended Queries - Examples th Using images to express perceptions of a grocery store... Dep Creativity More direction Less Direction Given offers a range of various products Because of time… with close from the major brands, of good quality and at a to my home, I save a lot of time. good price, I can buy everything there (or almost) in a very short time. Just like Squiddly Diddly, ________is a large friendly department store, versatile and efficient.
  • 16. Harnessing the Advantages of MROCs Open StructureA) Specific and Open-Ended Queries - Examples nUsing images to express perceptions of a grocery store... Perso nalisatio More direction Less Direction Going to I know I won’t be surprised. I I often go to for good prices. I often know what I’ll find. To me, playing dice is a bit have friends over for dinner and prices are very boring. We know we’ll find specials and that’s it. important to me. And for my guests to be happy.
  • 17. Harnessing the Advantages of MROCs Open StructureB) Participant-Driven DiscussionsTo the heart of what matters to consumers. Do you think is placing enough local products on its shelves?Should offer a points card ordevelop some kind of loyalty program? What do you think of the greeters, do you think they’re necessary and do you think that concept is losing ground? Should review its checkout procedure and set-up to make grocery packing easier and more efficient?
  • 18. Harnessing the Advantages of MROCs Open StructureC) Various Response Modes Proportion of video responses 20 % at first, then 10 % Text Images Video
  • 19. Harnessing the Advantages of MROCs Open StructureC) Various Technologies and Response Modes - Example
  • 20. Harnessing the Advantages of MROCs Open StructureD) Open or Closed Access to Other Responses Open Access Restricted Access Material upon which to build Influence control
  • 21. Harnessing the Advantages of MROCs Open StructureE) Opportunities for ExplorationLess time Delve moreConstrained deeply into objectives Venture into more avenues Rich Data More complex analysis
  • 22. Harnessing the Advantages of MROCs Open StructureF) Going with the Flow Tweaking lines of questioning and activities throughout the process.
  • 23. Making it Fun23
  • 24. Making the Experience Fun For ParticipantsA) Adding VideosUses Advantages● Explaining instructions ● Making it a more personable● Providing examples experience for participants. They see and hear the team behind the● Feeding back results to participants project. ● Encouraging participants to make use of video themselves to respond to questions and activities.
  • 25. Making the Experience Fun For ParticipantsA) Adding Videos - Example
  • 26. Making the Experience Fun For Participants B) Star of the week Selecting one or two ● Response quality participants to single out ● Frequency of contributions each week based on: ● Quantity of contributions Encourages and motivates others to strive towards obtaining the extra monetary compensation and recognition.
  • 27. Making the Experience Fun For ParticipantsC) Varying the type of activitiesHaving various types of activitiesincreases the likelihood of Imageryparticipants being engaged in the Diariescommunity: Mystery Brainstorming shopping The ability to express themselves in a variety of Rankings ways around a single topic. Card sorts Participants complete Text-based activities best-suited to discussions their abilities, interests and time constraints.
  • 28. Making the Experience Fun For ParticipantsC) Varying the type of activities 1) Image annotation
  • 29. Making the Experience Fun For ParticipantsC) Varying the type of activities 2) Drag and drop
  • 30. Making the Experience Fun For ParticipantsC) Varying the type of activities 3) “The price is right”
  • 31. The 5 Key Success Factors for MROCs
  • 32. Harnessing the Advantages of MROCs 5 Key Success Factors for MROCs 1 Keep activities short 2 Consider extending your timeline 3 Provide feedback to participants 54 Build in visible activity-basedThink how to extract better insights compensation
  • 33. MROC Uses
  • 34. Harnessing the Advantages of MROCs MROC Uses Best for…  Geographically dispersed/busy target.  Experience sharing.  Sensitive topics.
  • 35. Harnessing the Advantages of MROCs MROC Uses (cont’d)Best for… And not so great for… Exploratory research  Validating identity of respondents Longitudinal research  Variable participation rate and ● Multi-phased product development depth ● In-home testing over time  Topics with low implications ● Purchase processes  Non technologically-inclined target ● Behaviours  Assessing emotions and degree of Reality checks conviction Ideation and crowd-sourcing  Saving cost and time
  • 36. Thank You! Simon Chen Sylvie Croteau Ramius Corporation Ad Hoc Research schen@ramius.net | Twitter: @sylc sylvie.croteau@adhoc-research.com36