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Local ESOMAR event: Romania May 2012

Presentation of an approach to overcome question and answer for marketing research.

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Local ESOMAR event: Romania May 2012

  1. 1. Overcoming Question & AnswersOnline qualitative research more than just a new medium SOCRATIZE! Nicole Reinhold Research – Facilitation - Training Research & Innovation Consultant
  2. 2. About me
  3. 3. Online qualitative research Social Media Research Netnography Online Immersive Research MORCS Blogging Online Communities Online Surveys Online Focus Groups BuZZ Metrics . . . is full of buzz . . Research Web 2.0 Online Diaries Video streaming Mobile Research Online Co-Creation Bulletin Boards Chat- Interviews There is not one definition, one method, or one tool Terminology of research methods & social media merge
  4. 4. Re-visiting researchers missionUnderstanding people’s lives and provide insight Context Behavior Emotions People’s Life
  5. 5. How can we understand people’s lives?By immersing ourselves in the contextof our participantsActive | Asking | StimulatingPassive | Listening | Observing
  6. 6. So why online?
  7. 7. 3 good reasons to go online Online Panels Reach Automate Online WEB 2.0! Analytics Collaborate Online Surveys
  8. 8. It’s more than online it’s social mediaCONNECTION ENGAGEMENT MULTI MEDIA IMMEDIACY BROADBAND WEB 2.0 DIGITAL MEDIA MOBILE INTERNET SOFTWARE Tools which allow people to collaborate and express themselves In their language and aesthetics In their own time and space As it suits their lifestyle
  9. 9. Qualities of social media collaborationover timewithout geographical boundariesone to one OR many to manysimultaneously on several topicsas peers – free to collaboratein multiple formats: photos, videos, text, linksvirtual but not without contextwhen you want with what you want
  10. 10. Pitfalls of social media collaborationlot of ‘noise’collaboration without clear focuslack of responsibilitymiss the original aim
  11. 11. What is the potential for researchers? To doing • Asking questions • Assigning tasks and activities From talking
  12. 12. Towards a activity based research approachFromActive | Asking |StimulatingPassive | Listening | ObservingToActive | Asking | StimulatingPassive | Listening | Observing
  13. 13. So why is asking questions a problem? “What people say, what people do, and what they say they do are entirely different things” Margaret Mead
  14. 14. What is a research activity?Q&A Can you tell me about all the devices that you use to watch, create, and share digital content?RESEARCH Please take a picture of your ‘digital family’ – meaning all theACTIVITY devices you use to watch, create, and modify digital content
  15. 15. Activities to understand peoples lives • Journal/Diary Behavioral • Moments • Day in the Life • Photo tour Contextual • Video ‘this is how I do . . . ‘ • Photo reporter • Role Play Emotions • Storytelling • Photo collage
  16. 16. 6 different arche-types of activities Welcome getting familiar | Icebreaker activities Behavior reporting ‘reoccurring’ behavior | Diaries / Diary understanding context | ‘Reporter’ activitiesContextual diving into emotions and values | Creative activitiesProjection enable discussion | Group discussionDiscussionEvaluation reflecting back | Evaluation
  17. 17. Creating customized research designsGrid of research activities:- length of the study can vary from 3 days to 3 month- with daily, bi-weekly or weekly contacts with participantsWelcome Behavior Behavior Behavior Behavior Behavior Evaluation Contextual Contextual Projection Projection Discussion Discussion ProjectionCreating the right mix and sequence of activities
  18. 18. Key success factors• Conduct a customize research design• Moderate the study ongoing• Have clear research aim behind each research activity• Use multimedia where appropriate
  19. 19. Exploring the Digital Domain N=50 ActivityEsomar paper 2007 days: 5 Summary Sample Coverage: Fieldwork Immersive online research study over 1 week with 2 countries 7 days “Lead Users” in the US and India to understand their digital Lifestyle Research composition 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 •Cost reduction of 50% compared to traditional methods • Extreme reduction of time in the field – coverage of 2 regions in 2 weeks
  20. 20. Long Term Product / Services TestBeyond the first impression Research composition Diary: usage weekly Context: You and sport Projections: - Group-discussion: sport in the family contextAdvantages: Activity• The product / service test goes beyond N=30 days: 15 the first impression. Summary• Improvements of product / service and Coverage: 1 Fieldwork communication can be done and city 3 month directly tested in a co-creation manner.
  21. 21. Romania Anamnesis: 2 Phase ResearchNew product launch Activity N=20 days: 5+1 Summary Coverage: 1 Fieldwork countries 7 days + 1 Research composition Diary: Moments of consumption Context:Kitchen & eating Group-discussion: Product Definition Advantages: • Rich authentic contextual data from 20 household • Over 80 consumption moments that help to create insights for a communication strategy
  22. 22. Romania Anamnesis: 2 Phase ResearchCombining Face to Face with online immersion Findings: • No technical issues • Participants where extremely open to share even very private moments of their life • Eger to talk to other participants • Attention: checking on participants knowledge can be tricky – Google is just a click away! ResearchActivities: Similar Product: Group products that you have at home in categories and take a photo Shopping Tour: Go in your supermarket and look for where you would place the new product? Group-discussion: Help us to explain the product to others
  23. 23. What will be next? • Analytical tools for visuals & video Analysis • Qual. and quant. split will vanish New • New forms of contact - tablets discourse • New culture of dialog • Data of actual behavior will be Behavior come easier to collect
  24. 24. 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!