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About the integration of classic qualitative research, online research and social media

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From the QUAL 360 Merlien conference in Berlin in March 2010.
About the integration of classic qualitative research, qualitative online research and social media.
They all depend on each other.

Published in: Marketing, Business, Technology
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About the integration of classic qualitative research, online research and social media

  1. 1. Integrating Web 2.0 into traditional qualitative research Views and experiences of a ,traditional‘ qualitative reearcher 1
  2. 2. People live online 2
  3. 3. Web 2.0 changes the role of traditional qualitative research • Markets change. Marketing changes. Communication changes and emerges. • Changing role of the consumer requires changing approaches and thinking. • New areas of research • New possibilities to improve traditional methodologies 3
  4. 4. Traditional qualitative research needs Web 2.0 ‣ Because people live differently and more online ‣ Because the fragmentation of the consumer requires new thinking ‣ Because online and Web 2.0 approaches enrich traditional qualitative research and enable to gain deeper insights 4
  5. 5. Two worlds Wild life Criticism Creativity Polemics No limits Powerful Unstructured Community oriented Structured Methodology Target group oriented 5
  6. 6. In Social Media/Web 2.0 people ... Have something to say and want to be heard Publish, are active and collaborate Tell you what they like and what not Provide help and guidance Want to be understood and taken seriously ➡ They want you to LISTEN 6
  7. 7. You need to understand these ... Social Media 7
  8. 8. You can't control Social Media... But you can listen and participate in order to understand. In real time. It‘s about building and maintaining relationships ‣ Understand the customer. ‣ Tap into their conversations, attitudes and thinking. 8
  9. 9. Traditional qualitative research is powerful • Builds a personal and direct relationship (F2F) • Knowing who you have in front of you Visual Verbal Non-verbal Group dynamics 9
  10. 10. There is a human being behind every online personality • Different behaviour and response between personal vs. online environment • Who exactly am I talking (listening) to? 10
  11. 11. Web 2.0 research needs traditional qualitative research • Virtual online/Web 2.0 research needs a ,real‘ counterpart • • Traditional qualitative research is able to capture and integrate all aspects of human senses in a more complete and holistic way • Seeing - Hearing - Feeling Direct F2F communication leads to deeper and more valuable insight • Analysis of verbal and non-verbal reactions and response in the course of the conversation 11
  12. 12. Gaining Insights Listening Understanding 12
  13. 13. Integration Qualitative research will/must merge Offline and online Traditional qualitative research as platform 1. Traditional ,classic‘ methodologies 2. Websearch (Netnography, Webnography)Monitoring Social Media 3. Online research tools 13
  14. 14. Can we do this online? ➡ Traditional qualitative research remains core ➡ Traditional qualitative research methodologies are not always transferable 1:1 to online ➡ But online research methodologies broaden the horizon and allow additional insights and understanding 14
  15. 15. Tools enrich and ,complete‘ traditional qualitative research • Traditional methodologies work online, but ... • Some traditional techniques and methodologies even work better online Journals & diaries Focus blogs Online focus groups Online communities Social Media monitoring Online collages Mobile Research New devices (e.g. iPad) Projective techniques 15
  16. 16. Social Media Monitoring 16
  17. 17. Focus Blogs • As a stand alone tool or in combination with traditional methodologies (e.g. as an add-on to groups/IDI‘s) • • • Enhances (and prolongues) traditional research methods • • • Respondents decides which aspects are more relevant For preparation and/or re-work of groups (IDI‘s etc.) Transfers research into the real life context of the respondent Controlled anonymity (recruitment) Client can attend 17
  18. 18. • • • • • Introduction to project Preparation task Questionnaire Stimulus material Content generated by the respondent Focus group IDI etc. Traditional Qual 18 • • • • • Product trial On-going discussion Questionnaire Stimulus material Additional content generated by the respondent
  19. 19. Projective techniques • Word associations • Image selections • Story telling • Mapping • Sentence completions 19
  20. 20. Online Collages • • Often used in groups and workshops Online possibilities are even bigger • • • • • Using photos from the web Including personal photos Sorting and matching Commenting Save, print and/or share 20
  21. 21. Mobile Research • Highly relevant • Allows to capture response in real time and at any place • Spontaneous and immediate 21
  22. 22. The future is qualitative 22

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