how social media
      have changed
qualitative research
      Francesco DʼOrazio, Social Media Lab, IULM
                ...
first, understand
what users want
  from the web
not
     a
 window
    on
somebody
  elseʼs
  world
but the web as a




                       construction

          projection

 mirror
social media sites contain
  rich fields of insights,
     always up to date
a community
for every niche




                  6
social data

 identity - who are you


 contacts - who you know



 activities - what you do



                          ...
what sims I visit


what I buy and share                       where I am




    who I message                           ...
what I buy
           what sites I visit




what I read and share                 where I am



    who I email          ...
not the end of the world,
 but a new definition of
         privacy
how do all these data
  affect research?


                        11
for the first time we can do
     qualitative research
       on a mass scale!




  impressive...
new model research

 adding anthropological perspective to the numbers


 adding pop culture and consumerism


 understand...
how did we
get there?
active involvement of the user




                                                                             co-creatio...
why bother: research objectives

 sentiment
 consumer immersion
 online reputation management
 testing and feedback
 valid...
active involvement of the user




                                                                             co-creatio...
netnography: origins



                  “the field behind the screen:
                  using netnography for
           ...
netnography: what is it

 studies people behaviors, opinion, motives and concerns in
 online communities


 methods which ...
netnography: sub fields


 observational netnography
 when the researcher learns about the community by
 studying the membe...
netnography: data collected



                                 +          artifacts
   researcherʼs field notes



   text...
netnography: data analysis

 content analysis

 discourse analysis

 semantic analysis

 semiotics

 social network analys...
netnography: benefits

 a window into naturally occurring behaviors


 far less obtrusive, conducted using observations of
...
netnography issues: trust
25
active involvement of the user




                                                                             co-creatio...
research communities

  A community of people online brought together
  to help an organisation gain insights into its
  p...
research communities: benefits
 the interaction with other users re-introduces the social context often missing
    from ot...
29
video
insight journey                                               threads
                                     blogs


 ...
31
What are they talking
33
social media monitoring



       turning quantity
         into quality
36
37
38
towards
 a more
 actively
involved
  user
active involvement of the user




                                                                             co-creatio...
44
45
many-to-one

bottom-up

still vertical
active involvement of the user




                                                                             co-creatio...
o-creation


      social insights




  peer-to-peer research




 new product development




                          ...
the co-creation process
ideas selection
many-to-many-to-one
top-down  bottom-up
 vertical  horizontal
case study: sesso in rete

   obiettivi
   analizzare le rappresentazioni sociali del sesso e del corpo in rete



   meto...
mappa del corpo nei forum
mappa del corpo in chat
thanks!




      francesco.dorazio@gmail.com
       www.makersofuniverses.com
                         @abc3d
Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa
Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa
Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa
Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa
Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa
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Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa

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Francesco D'Orazio - Introduzione ai Social Media per la ricerca qualitativa

  1. 1. how social media have changed qualitative research Francesco DʼOrazio, Social Media Lab, IULM April 2009, Milan
  2. 2. first, understand what users want from the web
  3. 3. not a window on somebody elseʼs world
  4. 4. but the web as a construction projection mirror
  5. 5. social media sites contain rich fields of insights, always up to date
  6. 6. a community for every niche 6
  7. 7. social data identity - who are you contacts - who you know activities - what you do 7
  8. 8. what sims I visit what I buy and share where I am who I message who I meet what I tell them who I talk to 8
  9. 9. what I buy what sites I visit what I read and share where I am who I email who I meet what I tell them who I call
  10. 10. not the end of the world, but a new definition of privacy
  11. 11. how do all these data affect research? 11
  12. 12. for the first time we can do qualitative research on a mass scale! impressive...
  13. 13. new model research adding anthropological perspective to the numbers adding pop culture and consumerism understanding of sociology for localization rich understanding of human interaction and influence dynamics quot;Old Man Nielsen Versus New Market Researchquot; Panel at SXSW 2009 13
  14. 14. how did we get there?
  15. 15. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 15
  16. 16. why bother: research objectives sentiment consumer immersion online reputation management testing and feedback validation insights idea generation new product development 16
  17. 17. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17
  18. 18. netnography: origins “the field behind the screen: using netnography for marketing research in online communities” in Journal of Marketing Research, 39, 61-72 Kozinets, R. V. (2002)
  19. 19. netnography: what is it studies people behaviors, opinion, motives and concerns in online communities methods which capture their social meanings and ordinary activities involves the researcher participating directly in the setting, observing and interviewing. 19
  20. 20. netnography: sub fields observational netnography when the researcher learns about the community by studying the members of the community. participatory netnography when the researcher becomes a part of the community and learns by doing. Met the father of Netnography 20 http://innov8or.blogspot.com/2007/06/met-father-of-netnography.html
  21. 21. netnography: data collected + artifacts researcherʼs field notes text, such as downloaded files of newsgroup postings, transcripts of virtual worlds or chat sessions, videos, pictures, music, e-mail exchanges... 21
  22. 22. netnography: data analysis content analysis discourse analysis semantic analysis semiotics social network analysis 22
  23. 23. netnography: benefits a window into naturally occurring behaviors far less obtrusive, conducted using observations of consumers in a context that is not fabricated by the marketing researcher more timely than focus groups and personal interviews Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39 (February), 61-72. 23
  24. 24. netnography issues: trust
  25. 25. 25
  26. 26. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 26
  27. 27. research communities A community of people online brought together to help an organisation gain insights into its product, market, customer and brand. Can combine quantitative and qualitative research by affording both an understanding of what people think and an explanation of why they feel that way.
  28. 28. research communities: benefits the interaction with other users re-introduces the social context often missing from other research approaches, and allow the use of all ethnographic methodologies . the participative context and personal and long term commitment are ideal for brands to gather ideas for innovation and co-creation: participants are there, engaged and available to answer questions and test hypotheses research can keep pace with internal development processes, providing a consumer feedback loop to check new ideas and support product development from inception to launch. customer, employee and supplier engagement with the business/brand is increased. this helps to innovate, stay ahead of the competition and drive consumer advocacy and positive word-of-mouth A new era for qualitative market research? http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/
  29. 29. 29
  30. 30. video insight journey threads blogs Poll comments focus group How is the ? recession aecting your spending habits? mining algorithm INSIGHT insights dashboard visualization/reporting
  31. 31. 31
  32. 32. What are they talking
  33. 33. 33
  34. 34. social media monitoring turning quantity into quality
  35. 35. 36
  36. 36. 37
  37. 37. 38
  38. 38. towards a more actively involved user
  39. 39. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 43
  40. 40. 44
  41. 41. 45
  42. 42. many-to-one bottom-up still vertical
  43. 43. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 48
  44. 44. o-creation social insights peer-to-peer research new product development 49
  45. 45. the co-creation process
  46. 46. ideas selection
  47. 47. many-to-many-to-one top-down bottom-up vertical horizontal
  48. 48. case study: sesso in rete obiettivi analizzare le rappresentazioni sociali del sesso e del corpo in rete metodologia osservazione partecipante nelle chat e nei forum interviste in profondità on line a chatter e partecipanti a forum focus group on-line con frequentatori di chat e forum focus group off line
  49. 49. mappa del corpo nei forum
  50. 50. mappa del corpo in chat
  51. 51. thanks! francesco.dorazio@gmail.com www.makersofuniverses.com @abc3d
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