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Composing the perfect research symphony – <br />What are the key elements to conduct premium online qualitative research? <br />SOCRATIZE!Research – Facilitation - Training<br />Nicole Reinhold <br />Research & Innovation Consultant<br />

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About me<br />13 years of multinational Corporations<br />“What people say, what people do, and what they say they do are entirely different things” Margaret Mead<br />

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Topics<br />Thinking about quality when doing online research<br />‘Composing’ online research<br />Case studies<br />Summary <br />

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Does online qualitative research work?<br />WHAT works well?<br />WHY does it work?<br />HOW can I increase quality?<br />

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Our difficulty there is no clear definition . . . .<br />Social Media Research<br />Netnography<br />Online Immersive Research<br />MORCS<br />Blogging<br />Online Communities<br />Online Surveys<br />Online Focus Groups<br />. . . there are even more . . <br />BuZZ Metrics<br />Online Diaries<br />Research Web 2.0<br />Video streaming<br />Virtual Home visits<br />Online Co-Creation<br />Chat- Interviews<br />Bulletin Boards<br />There is not one definition, one method, or one tool<br />Terminology of research methods & social media merge<br />

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Quotes on Quality <br /> Asking researchers: How do you determine quality of online qualitative studies? <br />ESOMAR | LINKEDIN GROUP | CLIENTS | AGENCIES| EUROPE | ASIA | US | COLLEAGUES<br />http://www.linkedin.com/groupItem?view=&gid=1813513&type=member&item=26205373&qid=81db048d-2381-4a2d-b9f7-99cb61d281ab<br />. . . . It has to do a lot with the recruitment and with the project management . . . . .<br />. . . . We achieved 100% participating rate . . . .<br />. . . . Oh that always depends with what you want to archive . . . .<br />. . . . Happy client no bad surprises . . . .<br />. . . . The respondent said that this was fun and interesting . . . .<br />. . . . It was amazing they even created a song for the project and posted it . . . .<br />. . . . People really became a community, they wanted to meet each other . . . .<br />BUT ISN’T THIS IMPORTANT TO ALL RESEARCH PROJECTS?<br />The must be qualities around the medium, the technology used and the way of communicating online . . . <br />Basics<br />Client<br />Motivation<br />

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Online communication ispopular because . . . <br />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 <br />Enable <br />

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Online communication not popular because . . . <br />lot of ‘noise’communication without clear focus<br />lack of responsibility<br />miscommunication<br />lack of depth of communication<br />Avoid<br />

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How to create quality research . . . . .<br /> Get creative and create: <br /><ul><li>hybrid research design - activity based research

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embracing the online medium

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facilitate / moderate your research</li></li></ul><li> . . . . It's a bit like composing pictures<br />It’s a creative task . . . <br /> . . . but there are some principle that can be applied<br />Simple Landscape Following Basic Composition Rules by Nugroho<br />

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Research Activities<br />Q&A<br />Can you tell me about all the devices that you use to watch, create, and share digital content?<br />RESEARCH ACTIVITY<br />Please take a picture of your ‘digital family’ – meaning all the devices you use to watch, create, and modify digital content<br />

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Options when creating research activities<br />Private | Group<br />Reoccurring | One time<br />Text | Multimedia (Stimulus / Response)<br />Structured | Unstructured<br />Documentative | Projective<br />

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6 different arche-types of activities<br />Welcome<br />getting familiar | Icebreaker activities<br />reporting ‘reoccurring’ behavior | Diaries<br />understanding context | ‘Reporter’ activities<br />diving into emotions and values | Creative activities<br />enable discussion | Group discussion<br />reflecting back | Evaluation<br />Behavior / Diary<br />Contextual<br />Projection<br />Discussion<br />Evaluation<br />

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Composing research: schedule <br />Grid of research activities: <br /> - length of the study can vary from 3 days to 3 month<br /> - with daily, bi-weekly or weekly contacts with participants<br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Evaluation<br />Welcome<br />Discussion<br />Projection<br />Projection<br />Projection<br />Contextual<br />Contextual<br />Discussion<br />Creating the right mix and sequence of activities<br />

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Composing research: individual versus group<br />- start and end are mainly private<br />- make sure you clearly communicate which activities are private and which not <br />- explain why and how you would like them to discuss or comment on each other <br />Private /<br />Comment others<br />Private /<br />Group<br />Private /<br />Group<br />Private<br />Private<br />Private<br />Private<br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Discussion<br />Evaluation<br />Discussion<br />Welcome<br />Projection<br />Projection<br />Projection<br />Contextual<br />Contextual<br />

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Composing research: media use<br />Photo / Video<br />Exercise <br />Photo / Video<br />Exercise <br />Photo Tour<br />Website,<br />Links input <br />Photo / Video <br />as stimulus <br />Website,<br />Links input <br />Profile picture<br />Multimedia over time <br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Behavior<br />Evaluation<br />Welcome<br />Discussion<br />Discussion<br />Projection<br />Projection<br />Projection<br />Contextual<br />Contextual<br /> - make sure you are only using multimedia when it is really appropriate<br /> - think about how much time it takes participant to create it and<br /> - how you will analyze it <br />

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The golden rule when moderating <br />Overcoming Q&A modus – by facilitating communication!<br />Communication online has it’s own dynamic different from face to face!<br />Keep in mind:<br /><ul><li>Different countries and cultures require a different style of moderation!

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Every moderator has his / her own style of moderation

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The way you moderate should differ from activity to activity

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Define a ‘moderation strategy’ thought-out the project:

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It is extremely important to have a strategy especially when you do international projects with many local moderators.</li></li></ul><li>Moderating different activities types<br />Welcome<br />first touch, establish ‘personal rapport’<br />ensure a honest and correct self-reporting<br />discover controversy between text and visuals / videos <br />understanding underlying motivations and drivers<br />summarizing and ‘connecting’ opinions <br />rounding up the study<br />Behavior / Diary<br />Contextual<br />Projection<br />Discussion<br />Evaluation<br />

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Exploring the Digital DomainEsomar paper 2007 <br />Sample<br />Immersive online research study over 1 week with “Lead Users” in the US and India to understand their digital Lifestyle<br />Research composition<br />Diary: on user generated content<br />Context: share tools and services<br />Projections: share / create your own UGC<br />Group-discussion: security and ownership of content<br />Advantages: <br /><ul><li>Research was conducted in the context of the research topic

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Cost reduction of 50% compared to traditional methods

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Extreme reduction of time in the field – coverage of 2 regions in 2 weeks </li></li></ul><li>Long Term Product / Services Test <br />Beyond the first impression<br />Research composition<br />Diary: usage weekly<br />Context: You and sport<br />Projections: - <br />Group-discussion: sport in the family context<br />Advantages:<br /><ul><li>The product / service test goes beyond the first impression.

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Improvements of product / service and communication can be done and directly tested in a co-creation manner.</li></li></ul><li>Simultaneous Global Home-visit <br />Insights from the global English speaking crowd <br />Research composition<br />Diary: none<br />Context: Your house / your lighting installations<br />Projections: Collage exercise <br />Group-discussion: none<br />Advantages:<br /><ul><li>Insights and inspiration from different cultural contexts are collected from ‘creative’ participants around the world.

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Study is conducted in English only which saves translation and travel costs. </li></li></ul><li>As usual: get the BASICS RIGHT! Recruitment - project management!<br />Do you profit from multiple contact points OVER TIME?<br />Do you create a HYBRID RESEARCH DESIGN consisting out of different types of research activities?<br />Have you thoughtabout whatcould increase the INTRINSIC MOTIVATION of your participants being part of your study?<br />Is there a defined MODERATION STRATEGY?<br />Do you include DIFFERNT TYPES OF MEDIA FORMAT in your research?<br />Summary: thinking about quality . . . <br />Can you answer with yes?<br />

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My reasons for doing online qualitative research:<br />. . . . . 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 . . . . . .<br /> . . . then I hope soon you say <br />

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Why SOCRATIZE?<br />Why SOCRATIZE?<br />. . . to go beyond the obvious,to find out more about the fundamental issues of a topic by probing and revisiting your 'knowledge’ . . . . <br /> (inspired by Socrates)<br />Thank You!<br />nicole@socratize.com<br />