Exploring socialising in a social way - case study of online research communities

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Exploring socialising in a social way - case study of online research communities …

Exploring socialising in a social way - case study of online research communities

presented at QRWEBA2011 conference

organised by Merlien Institute

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  • 1. Exploring socialisingin a social wayA case study of online researchcommunitiesDianne GardinerManaging Director, Latitude Insights (AU)Qualitative Research in Web 2.0 Asia PacificFebruary 2011
  • 2. Why online qualitative approach was used… Breadth and Depth Anonymity … greater truth Longitudinal Iterative approachAn intrinsic part of Australian culture
  • 3. Why online qualitativeapproach was used…Breadth and DepthLongitudinalIterative approachAnonymity
  • 4. Welcome to ‘The Lounge’
  • 5. 100+ members18-35 year oldMostly single / couplesPre-kidsMix of students and workersLight - heavy drinkers Marcail
  • 6. 100+ members Over 30 years old Many were parentsLight - heavy drinkers Susan
  • 7. The Nutsand Bolts
  • 8. Sharing Demonstrating Nurturing authenticity Self-disclosure Non-judgmentalBuilding trust
  • 9. Susan’s (Moderator) BlogOh, what a night!Thank you all soooo much for crossing your fingersand toes, it worked! The weather was fantastic andthe party went off without a hitch. I had the rightamount of drinks, thanks to all your great advice!The picture above is of my twin sister and me at theparty. As promised here are a few of the partysnaps.
  • 10. Conducted over 3 monthsNovember – January
  • 11. Stimulating conversations
  • 12. Unintentionally over-doing it Drunken behaviour of others Consequences of excess Food and alcohol Alcohol and underage children Food’s role in socialising ‘Shout the nation’ campaignParent’s drinking behaviour Drinking alone Abstaining challenge Friends associated with relaxation Christmas and New Year’s Strategies to reduce stress Drinking rituals Pacing yourself over Christmas Socializing rituals Meaning of ‘moderation’Your first time Choosing to go without Change with ageDrinking with family vs. friends It’s going to be BIG The language of drinking Melb Cup celebrations Friends associated with a ‘big night’ Friends that influence you A typical week night? Preparation rituals Your social events Tips for recovery
  • 13. The role ofAnonymity
  • 14. Getting personal
  • 15. Detail… detail… detail
  • 16. Mix it up with stimulus
  • 17. Deprivation challenge
  • 18. Language
  • 19. Someone who has drunk too much
  • 20. Heavy Drinker Non-drinker
  • 21. Heavy Drinker
  • 22. Non-Drinker
  • 23. The ThePervasiveness Tolerance forof Alcohol Drunkenness
  • 24. Alcohol is…an expected part of some occasions Buck’s/ Hen’s Night Adult’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleaguesDay at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Day at the beach
  • 25. But it is…an accepted part of almost any occasion Buck’s/ Hen’s Night Adult’s birthday party Child’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleaguesDay at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Church / religious group Day at the beach Study group
  • 26. Getting drunk is… accepted on many occasions Buck’s/ Hen’s Night Adult’s birthday party Child’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleaguesDay at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Church / religious group Day at the beach Study group
  • 27. Some lessons worth sharingDifference between Younger and OlderCommunity ‘break’Sensitive issues
  • 28. Each community is unique, and needs toTips for be treated as suchrunning Need to be flexible (client included)concurrent Discussion / conversation guide needs to evolve over time for each communitycommunities Moderators need to work together and independently
  • 29. Thank you for listeningDianne Gardiner, Managing Director, Latitude Insightsemail dianne@latitudeinsights.com.auphone + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.aublog www.parellelinsights.com
  • 30. Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 22 & 23 Feb 2011, Macau SAR For more information Please visit: http://www.merlien.org