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Composing the perfect research symphony – What are the key elements to conduct premium online qualitative research
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Composing the perfect research symphony – What are the key elements to conduct premium online qualitative research

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It was only a couple of years ago that online qualitative studies were still approached skeptically by researchers. Today many case studies and publications illustrate that online qualitative research …

It was only a couple of years ago that online qualitative studies were still approached skeptically by researchers. Today many case studies and publications illustrate that online qualitative research has become a valid methodology amongst many practitioners.

• Do we actually use the full potential that online qualitative research offers?
• How can we actually determine the quality of online qualitative research?
• Does the quality just lie in the eye of the observer? What works, what does not?

In this webinar, research and innovation consultant Nicole Reinhold will take you a step further and share with you her strategies to achieve high quality results by doing ‘activity-based’ online research.

As a specialist in research for innovation projects, Nicole creates customized research designs that creatively combine different type of research methodologies into one online study. Feeling like a sort of ‘composer’ of research designs, she will share with us some of her international ‘compositions.’

Published in: Design, Technology, Business

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  • Working with translating the results to innovations projectsThe research as such is very important to make transparent and experiential for the team you work with working with engineers and designer: I learned that thinking out of the box – thinking creative is very important when you want to discover / create something new
  • Transcript

    • 1. Online Immersive Research
      SOCRATIZE!Research – Facilitation - Training
      Nicole Reinhold
      Research & Innovation Consultant
      12.04.2011
    • 2. Topics
      Thinking about quality when doing online research
      ‘Composing’ online research
      Case studies
      Summary
    • 3. About me
      13 years of multinational Corporations
      “What people say, what people do, and what they say they do are entirely different things” Margaret Mead
    • 4. Does online qualitative research work?
      WHAT works well?
      WHY does it work?
      HOW can I increase quality?
    • 5. Our difficulty there is no clear definition . . . .
      Social Media Research
      Netnography
      Online Immersive Research
      MOROCS
      Blogging
      Online Communities
      Online Surveys
      Online Focus Groups
      . . . there are even more . .
      BuZZ Metrics
      Online Diaries
      Research Web 2.0
      Video streaming
      Virtual Home visits
      Online Co-Creation
      Chat- Interviews
      Bulletin Boards
      There is not one definition, one method, or one tool
      Terminology of research methods & social media merge
    • 6. Quotes on Quality
      Asking researchers: How do you determine quality of online qualitative studies?
      ESOMAR | LINKINDIN GROUP | CLIENTS | AGENCIES| EUROPE | ASIA | US | COLLEGUES
      http://www.linkedin.com/groupItem?view=&gid=1813513&type=member&item=26205373&qid=81db048d-2381-4a2d-b9f7-99cb61d281ab
      . . . . It has to do a lot with the recruitment and with the project management . . . . .
      . . . . We achieved 100% participating rate . . . .
      . . . .Oh that always depends with what you want to archive . . . .
      . . . . Happy client no bad surprises . . . .
      . . . . The respondent said that this was fun and interesting . . . .
      . . . . It was amazing they even created a song for the project and posted it . . . .
      . . . . People really became a community they wanted to meet each other . . . .
      BUT ISN’T THIS IMPORTANT TO ALL RESEARCH PROJECTS?
      The must be qualities around the medium, the technology used and the way of communicate online . . .
    • 7. Online communication ispopular because . . .
      over time without geographical boundaries one to one OR many to many simultaneously on several topics as peers – free to collaborate in multiple formats: photos, videos, text, links virtual but not without context when you want with what you want
      Enable those
    • 8. Online communication not popular because . . .
      lot of ‘noise’lack of responsibility
      communication can end up in flaming
      communication without clear focus
      lack of depth of communication
      Avoid those
    • 9. How to create quality research . . . . .
      Get creative and create:
      • Hybrid research design - activity based research
      • 10. Embracing the online medium
      • 11. Facilitate / moderate your research
    • . . . . It's a bit like composing pictures
      It’s a creative task . . .
      . . . but there are some principle that can be applied
      Simple Landscape Following Basic Composition Rules by Nugroho
    • 12. Research Activities
      Q&A
      Can you tell me about all the devices that you use to watch, create, and share digital content?
      RESEARCH ACTIVITY
      Please take a picture of your ‘digital family’ – meaning all the devices you use to watch, create, and modify digital content
    • 13. Options when creating research activities
      Private| Group
      Reoccurring | One time
      Text | Multimedia (Stimulus / Response)
      Structured | Unstructured
      Documentative | Projective
    • 14. 6 different arche-types of activities
      Welcome
      getting familiar | Icebreaker activities
      reporting ‘reoccurring’ behavior | Diaries
      understanding context | ‘Reporter’ activities
      diving into emotions and values | Creative activities
      enable discussion | Group discussion
      reflecting back | Evaluation
      Behavior / Diary
      Contextual
      Projection
      Discussion
      Evaluation
    • 15. Composing research: schedule
      Grid of research activities:
      - length of the study can vary from 3 days to 3 month
      - with daily, bi-weekly or weekly contacts with participants
      Behavior
      Behavior
      Behavior
      Behavior
      Behavior
      Evaluation
      Welcome
      Discussion
      Projection
      Projection
      Projection
      Contextual
      Contextual
      Discussion
      Creating the right mix and sequence of activities
    • 16. Composing research: individual versus group
      - start and end are mainly private
      - make sure you clearly communicate which activities are private and which not
      - explain why and how you would like them to discuss or comment on each other.
      Private /
      Comment others
      Private /
      Group
      Private /
      Group
      Private
      Private
      Private
      Private
      Behavior
      Behavior
      Behavior
      Behavior
      Behavior
      Discussion
      Evaluation
      Discussion
      Welcome
      Projection
      Projection
      Projection
      Contextual
      Contextual
    • 17. Composing research: media use
      Photo / Video
      Exercise
      Photo / Video
      Exercise
      Photo Tour
      Website,
      Links input
      Photo / Video
      as stimulus
      Website,
      Links input
      Profile picture
      Multimedia over time
      Behavior
      Behavior
      Behavior
      Behavior
      Behavior
      Evaluation
      Welcome
      Discussion
      Discussion
      Projection
      Projection
      Projection
      Contextual
      Contextual
      - make sure you are only using multimedia when it is really appropriate
      - think about how much time it takes participant to create it and
      - how you will analyzes it
    • 18. The golden rule when moderating
      Overcoming Q&A modus – by facilitating communication!
      Communication online has it’s own dynamic different from face to face!
      Keep in mind:
      Different countries and cultures require a different style of moderation!
      Every moderator has his / her own style of moderation
      The way you moderate should differ from activity to activity
      Define a moderation strategy thought the project:
      It is extremely important to have such a strategy especially when you do international projects with many local moderators.
    • 19. Moderating different activities types
      Welcome
      first touch, establish ‘personal rapport’
      ensure a honest and correct self-reporting
      discover controversy between text and visuals / videos
      understanding underlying motivations and drivers
      summarizing and ‘connecting’ opinions
      rounding up the study
      Behavior / Diary
      Contextual
      Projection
      Discussion
      Evaluation
    • 20. Exploring the Digital DomainEsomar paper 2007
      Sample
      Immersive online research study over 1 week with “Lead Users” in the US and India to understand their digital Lifestyle
      Researchcomposition
      Diary: on user generated content
      Context: share tools and services
      Projections: share / create your own UGC
      Group-discussion: security and ownership of content
      Advantages:
      • Research was conducted in the context of the research topic
      • 21. Cost reduction of 50% compared to traditional methods
      • 22. Extreme reduction of time in the field – coverage of 2 regions in 2 weeks
    • Long Term Product / Services Test
      Beyond the first impression
      Research composition
      Diary: usage weekly
      Context:You and sport
      Projections: -
      Group-discussion:sport in the family context
      Advantages:
      • The product / service test goes beyond the first impression.
      • 23. Improvements of product / service and communication can be done and directly tested in a co-creation manner.
    • Simultaneous Global Home-visit
      Insights from the global English speaking crowd
      Research composition
      Diary: none
      Context:Your house / your lighting installations
      Projections: Collage exercise
      Group-discussion: none
      Advantages:
      • Insights and inspiration from different cultural contexts are collected from ‘creative’ participants around the world.
      • 24. Study is conducted in English only which saves translation and travel costs.
    • As usually: get theBASICS RIGHT! Recruitment - project management!
      Do you profit from multiple contact pointsOVER TIME?
      Do you have create aHYBRID RESEARCH DESIGN consisting out of different type of research activities?
      Have you thought what could increase the INTRINSIC MOTIVATION of your participants being part of your study?
      Is there a definedMODERATION STRATEGY?
      Do you includeDIFFERT TYPES OF MEDIA FORMAT in your research?
      Summary: thinking about quality . . .
      Can you answer with yes?
    • 25. My reasons for doing online qualitative research:
      . . . . . Doing research online let participants reflected about the research topic over time. By self-observing their own behavior / environment, participating in various activities, and in discussion with other respondents they create more insights for themselves and others. These insights manifest themselves in various content formats: text, links and visuals. They create therefore a rich set of data to report, inspire and inform all stakeholders of the project . . . . . .
      . . .than I hope soon you say
    • 26. Why SOCRATIZE?
      Why SOCRATIZE?
      . . . to go beyond the obvious,to find out more about the fundamental issues of a topic by probing and revisiting your 'knowledge’ . . . .
      (inspired by Socrates)
      Thank You!
      nicole@socratize.com