QRWEBA2011 Conference Proceedings

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Qualitative Research in Web 2.0 Asia-Pacific, 22-23 Feb 2011, Macau SAR, China

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QRWEBA2011 Conference Proceedings

  1. 1. 1st ASIA-PACIFIC CONFERENCE ONQUALITATIVE RESEARCH IN WEB 2.0 22 & 23 February 2011 University of Macau Macau SAR, China
  2. 2. Qualitative Research in Web 2.0 Asia-PacificWelcome from Merlien InstituteWe would like to welcome you to today’s event. This international conference isdesigned to bring together academics and industry practitioners to discuss andbrainstorm the latest online methodologies for qualitative research.Your Merlien contact persons at this conferenceConference Director: Jasper LimOperations Coordinator: Liliana JasinskaLogistics Assistant: Abbol, Ningyi LiBelow you will find a few administrative details for your information. Should youhave any queries or problems during the conference, please speak with the contactpersons.PRESENTATIONSThe presentation slides and papers of this workshop can be viewed or downloaded fora limited period of time from slideshare: http://www.slideshare.net/event/qrweba2011BADGESBadges have been provided to help you identify fellow participants and the speakers.Easy identification also helps the conference staff when delivering messages. Pleasereturn your badge to the registration desk at the end of the conference.QUESTIONSIf you have any questions during the conference, please raise your hand and wait forthe speaker to address you. It would be helpful if you could announce yourself byname and organisation before asking your question.EVALUATION FORMTowards the end of the conference, you will be provided with an Evaluation Form.We would be grateful if you would take time to complete the form and return it to theregistration desk before you leave the conference. 2
  3. 3. QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC TUESDAY, 22 FEBRUARY 201108:15 Registration & Welcome coffee09:00 Opening words by Merlien Institute Interactive workshop:Timothy A. Simpson - Associate Dean, Faculty of Social 14:00 Designing and executing successfulSciences and Humanities - University of Macau (China) qualitative research online: a crash course in 120 minutesChair: Wu Mei, Associate Professor, Faculty of SocialSciences & Humanities - University of Macau (China) Conducted by: Jeff Walkowski - President - QualCore.com (US)Keynote Presentation:09:15 The rise of online qualitative: reflections on Jeff Walkowski is an authority in onlinethe evolving qualitative research marketplace qualitative research with more than 15• Understanding how the different online methods and years experience in this field. He has their enhancements have evolved and how they may conducted over 300+ online qualitative be most effectively positioned to users research studies and has co-written• Identify “where the action is” in the online arena and published several articles and• Appreciate the fact that our industry is evolving and books on this subject. anticipate what role we want to play in that evolution 16:00 Networking Coffee BreakJeff Walkowski - President - Qualcore.com (US) 16:30 A smart opportunity or not? Using10:00 Developing innovative qualitative research smartphones in online research communitiestechniques for effective digital marketing strategy • Discussing the use of smartphones in the context of an• Optimising digital media through innovative qualitative online research community research • Evaluating similarities and differences in user feedback• Using qualitative research in all key stages of the web between responses given via computers versus redevelopment and redesign process to provide smartphones actionable recommendations, feeding directly into the • Evaluating how the different types of notification also digital marketing strategy impacts user response• Presenting research outcomes in a highly visual and Dianne Gardiner - Managing Director dynamic way using screenshots, diagrams and Latitude Insights (Australia) interactive prototypesStanislav Bondjakov & Preslav Bondjakov 17:15 Closing remarks of day 1 from chairDirectors - ConsumerVisions (Australia) 17:30 - 18.30 Networking Reception10:45 Networking Coffee Break11:15 There’s an app for that! A review ofsmartphone apps for marketing research• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits• Discussing the linkages between mobile insights and Co-organised by: actionable and meaningful business propositions• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchersMark Michelson - Principal - Threads ConsumerAnthropology & Co-Founder, Mystery ShoppingProviders Association (US)12:00 Conducting mobile qualitative researchsuccessfully using dumb phones in developingmarkets• Conducting mobile qualitative research in both urban and rural settings using non smartphones• Enabling participants to use their non-smart phones to Supported by: blog text, upload photos and videos in real time• Examining the implications for qualitative research, especially in hard to reach rural areas• Sharing key learnings and implications for mobile qualitative research projects in developing marketsNavin Williams - Founder & Chief Executive OfficerMobileMeasure (China)James Fergusson - Global Director for Rapid Growth &Emerging Markets - TNS Global (Singapore)12:45 Lunch Break 3
  4. 4. QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC WEDNESDAY, 23 FEBRUARY 201108:30 Welcome coffee09:00 Opening words by Merlien InstituteChair: Mark Michelson - Principal - Threads Consumer Brainstorming workshop:Anthropology (US) 14:00 Understanding the factors that motivate people to engage in online communities09:15 Insight generation through DigiViduals:using search robots for mass ethnography In this brainstorming workshop, delegates will be divided• DigiViduals: a cutting-edge qualitative technique for into teams to discuss their thoughts on the underlying gathering latest consumer trends, demographics and factors that motivate people from different geographical new ideas for product development regions to engage in online communities. At the end of• Discussing the challenges of implementing online the workshop, team leaders will present their results to qualitative research in Asia: dealing with censorships the audience. and characters• Example of a success story: the case of Kraft Foods in Facilitated by: Asia Mark Michelson - Principal - Threads ConsumerHan Zantingh - Managing Director Anthropology (US)Brainjuicer ChinaJason Chin - Marketing Director 15:30 Networking Coffee BreakKraft Malaysia 16:00 Academic transcription: considerations and10:00 Exploring socialising the social way: an recommendations on outsourcing to internet-basedAustralian case study of online research transcription servicescommunities • Collating the requirements for the selection of an• Discussing the use of online research community for internet-based transcription service. understanding cultural assumptions: • Discussing the key considerations for outsourcing• Evaluating the different types of activities and transcriptions to internet-based academic transcription approaches: what are the pros and cons of different services. methods? • Examining the impact of internet-based transcription• Implementing multiple communities for one study: services on qualitative research what are the key learnings and results? Garry Tan - Lecturer & Doctoral CandidateDianne Gardiner - Managing Director University of Western Australia (Singapore)Latitude Insights (Australia) 16:45 Closing remarks of day 2 from chair10:45 Networking Coffee Break11:15 The effectiveness of tactical co-creationcommunity method: The case of MROCs in Japan• Exploring the effectiveness of tactical co-creation community research method (TCC) among the Supported by: Japanese consumers• Comparing the performance between TCC and focus groups by conducting the pilot community on generating new product ideas of snack for children• Examining participants’ evaluation of TCCShigeru Kishikawa - Chief Executive OfficerMROC Japan12:00 Reviewing qualitative research trends inWeb 2.0 learning: what are the challenges andopportunities?• Summarising trends in research methodology in Web 2.0 research contexts with a focus on Computer Support for Collaborative Learning (CSCL)• Discussing different ways that qualitative and qualitative analyses can be combined• Discussing challenges and issues to be addressed in carrying out qualitative analyses in Web 2.0 research contexts.Heisawn Jeong - Associate ProfessorHallym University (South Korea)12:45 Lunch Break 4
  5. 5. Tuesday 22 February - 09:00From our chairpersonOpening remarks and speaker introductionsWu MeiAssociation Professor, Coordinator of EnglishCommunicationUniversity of Macau, Macau SAR, ChinaAbout Wu Mei…Prof Wu Mei is Associate Professor at the department of communication, theFaculty of Social Sciences and Humanities, the University of Macau, China.She specializes in media technology and communication studies. She hasconducted a series of research on the Internet and telephony/mobiletelephony in China. Her publications appear in major journals and by well-known publishers both in English and Chinese. She is currently a member ofthe Executive Board of the China New Media Communication Association(CNMCA). Her latest book (2010) explores Internet viral marketing in China. 5
  6. 6. Tuesday 22 February - 09:15Jeff WalkowskiPresidentQualcore.com, U.S.Keynote: The rise of online qualitative: reflections on the evolvingqualitative research marketplace• Understanding how the different online methods and their enhancements have evolved and how they may be most effectively positioned to users• Identify “where the action is” in the online arena• Appreciate the fact that our industry is evolving and anticipate what role we want to play in that evolutionPresentation abstract:Online qualitative methods are not new. In the mid-1990s we started withAOL chat rooms. We moved to chat rooms specifically designed for qualitativeresearch, and then message boards were added in the late 90s. In the lastdecade, online tools have expanded beyond text-based methods to includewebcams and enabling respondents to upload photos and videos. Today,there is increasing interest in capturing input from respondents while they areon-the-go, utilizing their mobile devices. The explosion of social mediaprovides even more opportunities. The number of online options seems to beincreasing exponentially. How does one make sense of it all? When do werecommend one option versus another? What does the proliferation of allthese options tell us about what is going on in our industry?Specific topics to be covered include:• Evidence that online methods are approaching “mainstream” status• Historical overview of developments in online qualitative capabilities since it was “born” in the mid-1990s• Emerging opportunities for online qualitative research: blogs, social networks, mobile devices• Is technology driving innovation, or are buyers/QRCs pulling suppliers to develop technology to resolve unmet needs?• Challenges to qualitative researchers in this newer (and constantly- changing) environment.About Jeff…Jeff Walkowski is an authority in online qualitative research with more than 15years experience in this field. He has conducted over 300+ online qualitativeresearch studies and has co-written and published several articles and bookson this subject. Jeff co-chaired the Online Qualitative Research Task Forcefor the Qualitative Research Consultants Association (QRCA), co-editedQualitative Research Online (2004), and co-developed a distance learningcourse to help traditional moderators adapt their skills to the onlineenvironment. 6
  7. 7. Tuesday 22 February - 10:00Stanislav BondjakovDirectorConsumerVisions, AustraliaPreslav BondjakovDirectorConsumerVisions, AustraliaDeveloping innovative qualitative research techniques for effectivedigital marketing strategy• Optimising digital media through innovative qualitative research• Using qualitative research in all key stages of the web redevelopment and redesign process to provide actionable recommendations, feeding directly into the digital marketing strategy• Presenting research outcomes in a highly visual and dynamic way using screenshots, diagrams and interactive prototypesPresentation abstract:Optimisation of digital media is becoming a key priority for organisationswhich are serious about maximising their business outcomes. Digital media’ssuccess largely depends on the quality of the user experience andengagement with websites or applications. Innovative qualitative research canbe used to provide clear directions for optimising digital media throughpowerful insights from users. All key stages of the web redevelopment andredesign process can benefit from this research – from digital strategy tointerface design to usability testing. Qualitative data is collected throughinteractive observational face-to-face workshops or in-depth interviews,including individual task completion, and group discussions. The sessions arefacilitated by a specialist researcher, who uses a mixture of non-directive anddirective techniques to elicit information. To provide a holistic evaluation,business context and key priorities, the research includes internal stakeholderinterviews and is supplemented by website expert reviews and marketassessment. In the reporting process, key business requirements andobjectives are considered to ensure that only relevant and actionablerecommendations are made. Outcomes from this research directly feed intothe web development and redesign process, placing the user at the verycentre of decision-making.About Stanislav & Preslav…Stanislav and Preslav are the directors and co-founders of ConsumerVisions,an innovative digital market research company based in Melbourne, Australia.As twins, they share professional and life interests and are passionate aboutdigital research. Both have previously held senior positions at some of theworlds largest and most respected research companies, such as Ipsos,Information Tools and Beaton Consulting. At Ipsos Australia, Stanislav led theTechnology Research Division in Australia. Stanislav and Preslav hold post-graduate degrees in applied market research, marketing and consumerpsychology. 7
  8. 8. Tuesday 22 February - 11:15Mark MichelsonPrincipalThreads Consumer Anthropology, U.S.Co-Founder, Mystery Shopping Provider’s AssociationThere’s an app for that! A review of smartphone apps for marketingresearch• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits• Discussing the linkages between mobile insights and actionable and meaningful business propositions• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchersPresentation abstract:There are literally thousands of new smart phone apps that aid in marketingresearch - but which ones are best for specific kinds of research? Join MarkMichelson in an in-depth review of the latest smart phone apps and near fieldmobile technologies. Mark will provide a comprehensive taxonomy of whichsmartphone apps are best for online surveys, ethnographic journaling, onlinequalitative research, mystery shopping and crowd-sourcing.About Mark…In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-servicecustom marketing research firm based in Atlanta, Georgia. Mark hasextensive experience conducting qualitative research around the worlddesigning customer experiences, products and communications for some ofthe worlds’ most respected brands including Coca-Cola, Walmart Stores,Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1stPresident of the Mystery Shopping Providers Association (MSPA) and serveson the Global Board. He is also a former member of the board of QRCA andis an active speaker at universities, trade shows and conferences across theworld. 8
  9. 9. Tuesday 22 February - 12:00Navin WilliamsFounder & CEOMobileMeasure, ChinaJames FergussonGlobal Director for Rapid Growth &Emerging MarketsTNS Global, SingaporeConducting mobile qualitative research successfully using dumbphones in developing markets• Conducting mobile qualitative research in both urban and rural settings using non smartphones• Enabling participants to use their non-smart phones to blog text, upload photos and videos in real time• Examining the implications for qualitative research, especially in hard to reach rural areas• Sharing key learnings and implications for mobile qualitative research projects in developing marketsPresentation abstract:In China, MobileMeasure partnered TNS Global to run mobile qualitativeprojects in both urban and rural settings using non-smart phones. The TPV(Text Photo Video) platform allowed users to use their non-smart phones toblog text, upload photos and videos in real time, capturing in the momentbehaviour instantly. The moderators monitoring the live feeds could comment,illicit responses to individual respondents, or groups of them via a webinterface. All were done remotely and in real time, freeing the moderator frombeing physically present.This gives qualitative research the much needed scale which online gives uswithout the mobility of Mobile. Globally portable; this has huge implications forqualitative research especially in hard to reach rural & emerging markets. Thepresentation will focus on the delivery of the solution in China, sharedlearning’s and implications for expansions into developing markets.About Navin & James…Navin Williams is the founder and principal at MOBILEMEASURE. Navin hasextensive experience in MR, Technology, Media & Telecom sectors. Navinhas worked for some of the world’s MR leaders across the disciplines ofMedia, Consumer (IMRB, RI & Nielsen) & Retail (Nielsen) spanning fourcountries in two continents. James Fergusson sits on TNS’ APMEA Boardand is responsible for ensuring TNS provides a high level of researchsolutions to clients investing in the world’s rapid growth markets. He leads ateam of Emerging Markets Insight Directors representing the BRIC marketsalong with South East Asia, Sub Saharan Africa & Latin America – deliveringrapid growth & Emerging Markets thought leadership to TNS’ clients globally. 9
  10. 10. Tuesday 22 February - 14:00Jeff WalkowskiPresidentQualcore.com, U.S.Interactive workshop: Designing and executing successful qualitativeresearch online: a crash course in 120 minutes• Understanding when to recommend online over offline• Appreciating the need for modifying discussion guides for the online environment• Exploring some of the best practices to keep in mind when moderating online qualitative sessionsWorkshop abstract:This session will be a fast-paced review of the basics of online qualitativeresearch projects. Topics will be covered in sequential order from projectdefinition through analysis and reporting. Thus, topics will include thefollowing:• How to decide whether online is appropriate• Evaluating which online modality would be best (text-based versus multi- media, chat versus message board)• Determining how many to include in each group• Exploring recruitment options• Adapting screener criteria for the online environment• Estimating incentives (if they are to be offered)• Developing the moderator’s guide• Best practices for moderating online sessions• Tips for keeping clients/observers involved• How online qualitative data analysis is similar/different from offline qualitative data analysisAbout Jeff…Jeff Walkowski is an authority in online qualitative research with more than 15years experience in this field. He has conducted over 300+ online qualitativeresearch studies and has co-written and published several articles and bookson this subject. Jeff co-chaired the Online Qualitative Research Task Forcefor the Qualitative Research Consultants Association (QRCA), co-editedQualitative Research Online (2004), and co-developed a distance learningcourse to help traditional moderators adapt their skills to the onlineenvironment. 10
  11. 11. Tuesday 22 February - 16:30Dianne GardinerManaging DirectorLatitude Insights, AustraliaA smart opportunity or not? Using smartphones in online researchcommunities• Discussing the use of smartphones in the context of an online research community• Evaluating similarities and differences in user feedback between responses given via computers versus smartphones• Evaluating how the different types of notification also impacts user responsePresentation abstract:Latitude Insights conducted an online research community amongst iPhoneusers to understand consumer behaviour in response to mobile technology.While the insights were predominantly generated from online conversations,the mere presence of over 100 smartphones users provided the opportunity toalso explore how smart phones could be used to engage participants.Renieke Reitsma from Forrester recently wrote “Market researchers need tothink out of the box and come up with innovative ways to conduct researchthrough mobile phones”. The driving need to this call for action is engagingpeople (not respondents) in information exchange when and where it mattersto them. By respecting their needs, we manage to stay more relevant as anindustry, as well as getting closer to them in day to day life. Our study givessome insight into how best to use the mobile opportunity.During our project, community members had the choice of participating in thediscussions via computer or using their smartphones. Our presentation willcompare the similarities and differences in the use of computers and mobilephones in soliciting user feedback in terms of timing, number and detail ofresponse. We also evaluate the impact on user responses using differenttypes of notifications.About Dianne…With over 15 years of experience as a supplier of market research, Dianneformed Latitude Insights in late 2007. Prior to this, she worked with BlueMoon Research, Open Mind, Omnicom Research, and Frank Small andAssociates, With extensive experience in both qualitative and quantitativeresearch, Dianne’s passion for research is in understanding why. Dianne hasan in-depth knowledge of the FMCG, retail, banking and finance industries,together with substantial experience in social marketing. Today Diannespends much of her time engaging in true two-way dialogue within Latitude’sonline research communities. She has previously presented at conferences inAustralia, New Zealand and Singapore. 11
  12. 12. Wednesday 23 February - 09:00From our chairpersonOpening remarks and speaker introductionsMark MichelsonPrincipalThreads Consumer Anthropology, U.S.Co-Founder, Mystery Shopping Provider’s AssociationAbout Mark…In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-servicecustom marketing research firm based in Atlanta, Georgia. Mark hasextensive experience conducting qualitative research around the worlddesigning customer experiences, products and communications for some ofthe worlds’ most respected brands including Coca-Cola, Walmart Stores,Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1stPresident of the Mystery Shopping Providers Association (MSPA) and serveson the Global Board. He is also a former member of the board of QRCA andis an active speaker at universities, trade shows and conferences across theworld. 12
  13. 13. Wednesday 23 February - 09:15Han ZantinghManaging DirectorBrainJuicer ChinaInsight generation through DigiViduals: using search robots for massethnography• DigiViduals: a cutting-edge qualitative technique for gathering latest consumer trends, demographics and new ideas for product development• Discussing the challenges of implementing online qualitative research in Asia: dealing with censorships and characters• Examples of a success story: the case of a Kraft Foods in AsiaPresentation abstract:Millions of people freely publish evidence of their thoughts, feelings, andbehaviours online across social media. In essence, thousands of qualitativestudies, often with real insights being shed, are occurring between online-users constantly. But currently there are no tools that are capable of listeningto these conversations for purposes other than brand-tracking or reputation-monitoring. Yet this continually expanding mass of online content presents areal and exciting challenge for marketers and researchers: How can weobserve and translate this into a meaningful narrative that provides newinsights into our segments and brands?To solve this problem, BrainJuicer® have developed DigiViduals™, onlineresearch bots programmed to have a particular personality reflecting a brandcategory, persona, or trend. The DigiVidual™ trawls social media sites,reposting relevant pictures, videos, shopping items and music specific to thepredetermined target demographic on a blog. BrainJuicer’s researchers thenorganise and interpret these information artefacts into themes, forming a deepand inspiring illustration of the target. A multimedia representation of asegment provides an inspiring springboard for ideation and insightdevelopment for research practitioners, creating a more human way tocommunicate the essence of particular segments.About Han…With almost 20 years of marketing, brand strategy and marketing servicesexperience, Han has been involved in many aspects of bringing brands tomarket and making (and keeping!) them successful. Han cut his teeth inmarketing in the FMCG sector in the Netherlands, at Kimberly Clark andUnited Biscuits, and then added international and strategic experience to thatby joining New Solutions, a strategic marketing consultancy in London. Hethen became involved in international brand development with a focus on Asiain joining Pernod Ricard, first in Global marketing for Chivas Regal, and lateras head of marketing for Whiskies for Pernod Ricard China. 13
  14. 14. Wednesday 23 February - 10:00Dianne GardinerManaging DirectorLatitude Insights, AustraliaExploring socialising the social way: an Australian case study of onlineresearch communities• Discussing the use of online research community for understanding cultural assumptions:• Evaluating the different types of activities and approaches: what are the pros and cons of different methods?• Implementing multiple communities for one study: what are the key learnings and results?Presentation abstract:Latitude Insights conducted a study via two online research communities toexplore socialising behaviours. The core objective was to qualitatively exploreAustralian’s socialising behaviours and uncover the cultural assumptions thatreinforce them.This case study will illustrate how the use of online qualitative researchelicited greater context, discussion and a level of honesty on what was asensitive topic area.We will discuss the evolutionary approach required for the study, and how thisdiffered between the communities.We will also illustrate the importance of using different questioningapproaches, building moderation rapport and a level of trust within thecommunity.About Dianne…With over 15 years of experience as a supplier of market research, Dianneformed Latitude Insights in late 2007. Prior to this, she worked with BlueMoon Research, Open Mind, Omnicom Research, and Frank Small andAssociates, With extensive experience in both qualitative and quantitativeresearch, Dianne’s passion for research is in understanding why. Dianne hasan in-depth knowledge of the FMCG, retail, banking and finance industries,together with substantial experience in social marketing. Today Diannespends much of her time engaging in true two-way dialogue within Latitude’sonline research communities. She has previously presented at conferences inAustralia, New Zealand and Singapore. 14
  15. 15. Wednesday 23 February - 11:15Shigeru KishikawaChief Executive OfficerMROC Japan Inc, JapanThe effectiveness of tactical co-creation community method: The caseof MROCs in Japan• Exploring the effectiveness of tactical co-creation community research method (TCC) among the Japanese consumers• Comparing the performance between TCC and focus groups by conducting the pilot community on generating new product ideas of snack for children• Examining participants’ evaluation of TCCPresentation abstract:We try to show the effectiveness of Tactical Co-creation Community researchmethod (TCC) in the Japanese MR market in creating insights by examiningthe case study of kid’s snack. There are no long-term online researchcommunities except communities for marketing and promotion so far inJapan. Some agency failed to maintain the communities. In general,Japanese consumers tend not to claim their attitude and opinions to productsand brands publicly. Is that why community research failed?We developed TCC, Tactical Co-creation Community research method. Byconducting the pilot community on snack for children, we try to explore theeffectiveness of TCC method among Japanese consumers. TCC is a short –term community by specifying both objectives and the length of community,number/qualification of participants. Participants are divided into three groups:Innovators, Influencers and Followers to facilitate idea generation andevaluation. TCC promotes interactions among participants to strengthenengagement. To that end, we compared the performance between TCC andfocus groups, and run the survey on satisfaction of project amongparticipants. We found that TCC showed significantly better performance increating insights, i.e., new product ideas than focus groups. Moreover,participants were satisfied with TCC, and would participate it again. In short,TCC could be the good introduction to build the long-term MROCs for theJapanese clients.About Shiggy…Shigeru Kishikawa is CEO of MROC Japan Inc. which is the first agencyspecializing in MROCs business in Japan. He is a 24-year veteran of theresearch industry and has worked in both client and agency side. Shiggy waspreviously Associate Director at Synovate Japan. He was responsible for theall Practices/Solutions locally. He was also Account Director for Coca Cola,Unilever, BAT etc. at Synovate. Prior to that, Shiggy headed up the ResearchDepartment at both Hill’s Colgate Japan and Philip Morris Japan. He startedhis career as marketing researcher at Japan Market Research Bureau,currently Japan Kantar Research. 15
  16. 16. Wednesday 23 February - 12:00Heisawn JeongAssociate ProfessorHallym University, South KoreaReviewing qualitative research trends in Web 2.0 learning: what are thechallenges and opportunities?• Summarising trends in research methodology in Web 2.0 research contexts with a focus on Computer Support for Collaborative Learning (CSCL)• Discussing different ways that qualitative and qualitative analyses can be combined• Discussing challenges and issues to be addressed in carrying out qualitative analyses in Web 2.0 research contexts.Presentation abstract:Mixed method approaches are increasingly becoming more popular.Combining methodologies from different research traditions has been usefulfor revealing ambiguities and contradictions, which in turn have led to newconceptual developments. However, it can also risk epistemologicalconfusions and methodological misalignment. We need to understand thenature of these trends and also explore ways to combine them moreeffectively. In this presentation, I will attempt to summarize in trends inresearch methodology in web 2.0 research contexts with a focus on ComputerSupport for Collaborative Learning (CSCL). Second, I will attempt to providedifferent strategies in which qualitative analyses are integrated withquantitative analyses. Lastly, the presentation will discuss challenges andissues to be addressed in carrying our qualitative research in web 2.0environments. While research ventures into newer contexts and environmentsuch as CSCL and web 2.0, we do not have a clear sense for the kinds ofresearch methodologies used in this new field. It is hoped that thispresentation help researchers to understand how qualitative analyses inconnection with quantitative analyses can be effectively used to understandhuman behavior in web 2.0 environments.About Heisawn…Heisawn Jeong is an Associate Professor of Psychology at Hallym Universityin South Korea. Her expertise is in collaborative learning, tutoring, inquirylearning, cognitive aging, and technology-mediated learning. She is deeplyinterested in the process of collaborative knowledge construction and groupcognition, especially the kinds mediated by technology tools such asdiscussion board, representational tools, and wiki. She is also interested inanalysis methods and is examining research methodologies of aninterdisciplinary research field called CSCL in her current research. 16
  17. 17. Wednesday 23 February - 14:00Mark MichelsonPrincipalThreads Consumer Anthropology, U.S.Co-Founder, Mystery Shopping Provider’s AssociationBrainstorming workshop: Understanding the factors that motivatepeople to engage in online communitiesIn this interactive ‘hands-on’ brainstorming workshop, delegates (divided intoteams) will have the opportunity to discuss with their peers on their thoughtson the underlying factors that motivate people from different geographicalregions to engage in online communities. At the end of the workshop, teamleaders will present their results to the audience.Each group may be asked to tackle one or more of the questions below:• What are the factors that motivate people (e.g. old, young people) in your region to join online communities?• What interesting applications can you develop based on the characteristics of the people in your region?• What are the possible applications you can develop to extract research information from online communities?About Mark…In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-servicecustom marketing research firm based in Atlanta, Georgia. Mark hasextensive experience conducting qualitative research around the worlddesigning customer experiences, products and communications for some ofthe worlds’ most respected brands including Coca-Cola, Walmart Stores,Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1stPresident of the Mystery Shopping Providers Association (MSPA) and serveson the Global Board. He is also a former member of the board of QRCA andis an active speaker at universities, trade shows and conferences across theworld. 17
  18. 18. Wednesday 23 February - 16:00Garry TanLecturer & Doctoral CandidateUniversity of Western Australia, SingaporeAcademic transcription: considerations and recommendations onoutsourcing to internet-based transcription services• Collating the requirements for the selection of an internet-based transcription service.• Discussing the key considerations for outsourcing transcriptions to internet-based academic transcription services.• Examining the impact of internet-based transcription services on qualitative researchPresentation abstract:The focus of this paper is on the considerations in selecting internet-basedacademic transcription services. Globalisation, the “levelling effect” oftechnology and the rapid adoption of the internet accelerated the trendtowards the out-sourcing of academic transcription services, especially tocountries that provide quality transcription services at a competitive price.A brief review of literature on this topic highlighted the call for more researchon transcription and its impact on qualitative research. In July 2010, theresearcher conducted an internet search for academic transcription servicesas part of the pre-fieldwork phase of the doctoral programme. Four groups oftranscription services were identified; they are local freelancers, localcompanies, global companies and internet-based companies. Justificationsare presented for the use of internet-based academic transcription services,and contrasted with the manual coding process by the researcher. Similarly,a listing of the recommendations for better digital recording andconsiderations for using academic transcription services was consolidatedfrom this survey. It is anticipated that new researchers, especially doctoralstudents planning on adopting the qualitative paradigm as part of theirresearch would benefit from the findings of this article.About Garry…Garry has a diploma in architectural technology from Singapore Polytechnic, abachelor degree in technology (industrial design) from Monash University, amaster degree (with distinction) in leadership and education from theUniversity of Western Australia. He is currently pursing a doctor degree ineducation with the same university. Garry has eighteen years of designexperience in tackling military, industrial, commercial and consumer electronicproduct design. He has conducted research in design education and ledfuture-based design projects. As an educator, Garry is with NanyangPolytechnic since 1999. He had championed its studio-based approach andthe programme’s integration with industry practices. 18
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  20. 20. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYAbbol Ningyi Li PhD Student, Faculty of University of Macau Macau Social Sciences and HumanitiesAngus Cheong Assistant Professor University of Macau MacauAthena Seng Head of Research Unit ERS e-Research Lab MacauDoan Dong Hai Bang Senior Brand Manager FrieslandCampina VietnamCeleste Mantilla Research Director PSRC PhilippinesDavid Chu R&D Leader ERS e-Research Lab MacauDavy Chen Director MROC Japan JapanDianne Gardiner Managing Director Latitude Insights AustraliaEmil Avenido Research Director PSRC PhilippinesGarry Tan Senior Lecturer Nanyang Polytechnic SingaporeGerald Rubale Research Officer Parliament of the Republic Uganda of UgandaHan Zantingh Managing Director BrainJuicer China ChinaHaruo Yamasaki Director Cross Marketing JapanHeisawn Jeong Associate Professor Hallym University South KoreaHiroki Fukahori Associate Professor Tokyo Medical and Dental Japan UniversityJames Fergusson Global Director for TNS Global Singapore Rapid Growth & Emerging MarketsJason Chin Country Marketing Kraft Foods Malaysia DirectorJeff Walkowski President QualCore.com USJoseph Kakeeto Research Officer Parliament of the Republic Uganda of UgandaKara Chan Professor & Head, Hong Kong Baptist Hong Kong Communication Studies University 20
  21. 21. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYLei Wang Analyst Cross Marketing JapanLivia Gervasoni Managing Director KOI Market Research ItalyMark Michelson Principal Threads Consumer U.S. AnthropologyMinh Huen Ho Manager, Client Service The Nielsen Company Vietnam QualitativeNavin Williams Founder & CEO MobileMeasure ChinaNicole Lee Ping Chen PhD Candidate University of Malaya MalaysiaPreslav Bondjakov Director Consumer Visions AustraliaRyota Sano Director Talkeye Inc JapanSherry Chang Leader, Web Mining ERS e-Research Lab MacauShigeru Kishikawa Chief Executive Officer MROC Japan Inc JapanStanislav Bondjakov Research Director Consumer Visions AustraliaTimothy A. Simpson Associate Professor & University of Macau Macau Associate Dean, Faculty of Social Sciences and HumanitiesTom Skilbeck Director Cimigo VietnamTony Fetherston Team Leader, Academic Edith Cowan University Australia DevelopmentWu Mei Associate Professor, University of Macau Macau Faculty of Social Sciences and HumanitiesYoshiyuki Nanke Manager Cross Marketing JapanYuen-Wah Li Services Improvement MTR Hong Kong ManagerVivienne Leung Lecturer, Hong Kong Baptist Hong Kong Communication Studies University Department 21
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  23. 23. Upcoming Events Qualitative Consumer Research & Insights Developing actionable business propositions from cutting-edge qualitative research 6-8 April 2011, Malta http://www.merlien.org/upcoming-events/qcri2011.html Qualitative Research for Policy Making 2011: 2nd Annual Discussing key issues concerning the use of QDA software for accelerating research analysis 26-27 May 2011, Belfast, U.K. http://www.merlien.org/upcoming-events/qrpm2011.html Market Research in the Mobile World 2011 The future of Market Research is here! Are you ready for the challenge? 19-20 July 2011, Atlanta, U.S.A. http://www.merlien.org/upcoming-events/mobileresearch.htmlMerlien Institute is an independent organisation dedicated to providingtimely and critical information to the qualitative research community. Ourmission is to provide researchers and practitioners a unique platform tobrainstorm new ideas and learn best practices in a highly interactiveconference environment. Merlien Institute, with its 4 staff and 26 AdvisoryBoard Members now host more than 10 annual meetings in Europe, NorthAmerica and Asia. Our events have consistently resulted in newcollaborations and projects among delegates. 23
  24. 24. Co-organised by: Gold Sponsor: Bronze Sponsor: Exhibitor: © 2011 by Merlien Institute All rights reserved. Printed in SingaporeNo part of this publication may be reproduced, transmitted, transcribed,stored in a retrieval system, or translated into any language, in any form or by any means without written authorisation from Merlien Institute. 24

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