A Journey into Online Qualitative Research - Abbott Research

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1-3 April 2014, Toronto, Canada

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A Journey into Online Qualitative Research - Abbott Research

  1. 1. APRIL 1-3, 2014 TORONTO
  2. 2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  3. 3. A Journey into Online Qualitative Research By Susan Abbott Abbott Research + Consulting Qualitative 360 – Toronto – 2014 © 2014 Abbott Research + Consulting | www.abbottresearch.com 1
  4. 4. A brief history 1985 – 2,000 computers connected to the internet. © 2014 Abbott Research + Consulting | www.abbottresearch.com 2 Gordon Gekko in Wall Street 2014 100 devices connect to the internet every second.
  5. 5. © 2014 Abbott Research + Consulting | www.abbottresearch.com 3 Marian Salzman
  6. 6. The landscape today © 2014 Abbott Research + Consulting | www.abbottresearch.com 4 Video self- ethnography Webcam interview Mobile snippets Blog diary Bulletin board SMS ImmersiveCommunity MROC MROC Instant message Group chat
  7. 7. Is online about the device? … about a type of interaction? … about the experience you want the participant to have? © 2014 Abbott Research + Consulting | www.abbottresearch.com 5 The question now:
  8. 8. The landscape today © 2014 Abbott Research + Consulting | www.abbottresearch.com 6 Real Time (aka synchronous) Extended (aka asynchronous) Time
  9. 9. © 2014 Abbott Research + Consulting | www.abbottresearch.com 7 Time Type of Interaction Real Time Extended One on One Interview Group Discussion
  10. 10. © 2014 Abbott Research + Consulting | www.abbottresearch.com 8 Time Type of Data Collected Real Time Extended Individual Interview Group Discussion Individual Interview Group Discussion Video Diary, journal, blog Photos, images, markups Text discussion, documents Audio
  11. 11. © 2014 Abbott Research + Consulting | www.abbottresearch.com 9 Platforms pull it all together Real Time Extended • Online focus group • Web enabled meeting – people are talking • Community platform • Mobile platform But – you can access all the others with mobile devices!
  12. 12. • Participants are in their world, not ours • Do anywhere in the world Location • Control of group influence • True anonymity possible • Participant comfort Control • Tremendous depth • Everyone can talk at once • Instant data Depth • Real world assignments • In the moment Creative designs • No travel • Cheaper than traditional ethnography Cost • Extended projects get you immersed in customer’s world Duration 10 Advantages of online © 2014 Abbott Research + Consulting | www.abbottresearch.com
  13. 13. 11 Pitalls of online © 2014 Abbott Research + Consulting | www.abbottresearch.com Clients can feel unengaged with extended projects. They lack the immediacy of real-time online or real- time in-person Quantity of data can be daunting – easy to overdo it No way to prevent screen-scraping by a clever participant. Participant privacy trickier with mobile (e.g. geolocation) Make it fun for participants Use ESOMAR guidelines on mobile Develop plan to engage internal team
  14. 14. 12 2010: Flipcams and online forum © 2014 Abbott Research + Consulting | www.abbottresearch.com Participant sent me the out-takes where his cat jumped into the picture People took videos in their cars, in their homes, at the bank machine, walking down the street.
  15. 15. © 2014 Abbott Research + Consulting | 13 A dog gets bathed: lots of equipment, a 1 to 2 hour routine We use the bathtub, waterpik shower wand for rinsing the shampoo and a big cup for pouring the rinse water that has a drop of Avon's Skin So Soft added to it. I also keep a large towel, her comb and brush, scissors and some paper towel close by. I'll use the comb to clean the residue from her tears and take the paper towel to wipe the comb clean. Next step, blow dry and brush/comb her on my lap. If she needs a trim this is when we do it. I don't trim her nails myself. I tried it but I didn't like or feel comfortable doing it. Truth be told it also looked like a hack job. I use a washing glove (this is a people product) and puppy shampoo (cuz it's the mildest). She gets 2-3 shampoos and then a rinse. After her shampoo I'll rub her teeth with a finger tooth brush. After that I'll close the shower curtain and tell her to “shake shake shake”. Well do that about 5 or 6 times, open the curtains and squeeze any extra water from her paws. Then I grab the big towel and swaddle her. Depending in the length of her hair, It takes about 1 hr to 2 hrs from start to finish. I give her the most lovings and hugs after her bath. She's do clean an soft and cuddly • Bathtub • Waterpik shower wand • Large cup • Large towel • Comb and brush • Paper towel • Washing glove • Puppy shampoo • Moisturizer • Finger toothbrush • Trimming tools • Shower curtain • Blow dryer She'll go to her groomers 3 to 4 times a year. PetSmart if nails need trimmed. She'll be brushed 1 - 3 times a week (hair and teeth) One participant took pictures of giving her dog a bath, describing the entire process, all the products used. One activity from a two week project.
  16. 16. 14 Immersed in their world © 2014 Abbott Research + Consulting | www.abbottresearch.com “Be gentle” Looking back at Mom Jumping up and down, reaching for dog Squealing and gurgling One minute video of dog and baby playing
  17. 17. The Internet affords a stronger sense of anonymity among study participants and typical response biases such as social desirability and other “faking strategies” are virtually eliminated online. Qualitative data collected online tend to be “brutally honest” in nature as respondents feel wrapped in a cocoon of privacy and facelessness and have no apprehension about telling a moderator anything.” Paul Rubenstein, PhD 15 Is it just as good? Or is it better? © 2014 Abbott Research + Consulting | www.abbottresearch.com
  18. 18. 16 Also great for: concept testing © 2014 Abbott Research + Consulting | www.abbottresearch.com • Markup tools • Individual response, then group discussion • B2B can take their time on complex stimuli
  19. 19. Imagery ↑ Hybrid studies ↑ Extended small communities New recruiting approaches e.g. Discuss.io More ideation + co- creation Crowdsourcing finds its place We stop talking about mobile Clients embrace online © 2014 Abbott Research + Consulting | www.abbottresearch.com 17 What does the future hold? My wish
  20. 20. Thank you! Questions? © 2014 Abbott Research + Consulting | www.abbottresearch.com 18 We work with clients in a wide variety of B2B and service industries to bring customer insight into their innovation challenges. Methodologies include: customer insight research, customer journey analysis, co-creation workshops, innovation workshops, facilitation, trend studies, knowledge harvesting, service design, and implementation blueprints. For more information on our services, or just to talk, please contact susan@abbottresearch.com 1-416-481-7409
  21. 21. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  22. 22. APRIL 1-3, 2014 TORONTO

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