Introduction to social media for qualitative research

how social media have changed qualitative research Francesco DʼOrazio, Social Media Lab, IULM April 2009, Milan

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 7

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

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

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 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

how did we get there?

active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 15

why bother: research objectives sentiment consumer immersion online reputation management testing and feedback validation insights idea generation new product development 16

active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17

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)

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

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

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

netnography: data analysis content analysis discourse analysis semantic analysis semiotics social network analysis 22

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

netnography issues: trust

active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 26

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.

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/

video insight journey threads blogs Poll comments focus group How is the ? recession aecting your spending habits? mining algorithm INSIGHT insights dashboard visualization/reporting

What are they talking

social media monitoring turning quantity into quality

towards a more actively involved user

many-to-one bottom-up still vertical

o-creation social insights peer-to-peer research new product development 49

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 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

mappa del corpo nei forum

mappa del corpo in chat

thanks! francesco.dorazio@gmail.com www.makersofuniverses.com @abc3d

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Introduction to social media for qualitative research

by Francesco D'Orazio

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