The Rise of Online Qualitative_keynote_Jeff Walkowski

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The Rise of Online Qualitative: Reflections on the Evolving Qualitative Research Industry

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The Rise of Online Qualitative_keynote_Jeff Walkowski

  1. 1. The Rise of Online Qualitative:Reflections on the Evolving Qualitative Research Industry<br />Merlien Institute<br />Qualitative Research in Web 2.0<br />Macau – 22 February 2011<br />Jeff Walkowski<br />jeff.walkowski@qualcore.com<br />
  2. 2. Our Path<br />Developments Within QRCA<br />Developments Outside of QRCA<br />Taking a Look Back<br />Implications<br />
  3. 3. Our Path<br />Developments Within QRCA<br />Developments Outside of QRCA<br />Taking a Look Back<br />Implications<br />
  4. 4. Within QRCA, online qualitative seems to be approaching mainstream ...<br />
  5. 5. More Members Engage inOnline Qualitative Research<br />Source: QRCA Membership Survey 1999, 2004, 2008<br />
  6. 6. Many Articles in QRCA VIEWS<br />Two dozen articles about online qualitative in nearly nine years of quarterly publication.<br />
  7. 7. More Conference Presentations<br />Topics presented at QRCA conferences have matured.<br />
  8. 8. The perception of threat has largely dissipated.<br />
  9. 9. But QRCA members aren’t alone in their acceptance/adoption of online qualitative ...<br />
  10. 10. Our Path<br />Developments Within QRCA<br />Developments Outside of QRCA<br />Taking a Look Back<br />Implications<br />
  11. 11. Online Qual a Focus at Conferences<br />Merlien Institute: Winter 2011 (Macau)<br />Inspiration in Action 2010 (Prague)<br />Merlien Institute: Spring 2010 (Berlin)<br />Spring 2009 Symposium on Excellence (Chicago)<br />
  12. 12. North America: “Cradle” of Platforms<br />
  13. 13. New! European Platforms<br />
  14. 14. Vendors Add Language “Skins”<br />Courtesy 20/20 (QualBoard)<br />Courtesy Itracks<br />
  15. 15. Closures Among Physical Facilities<br />
  16. 16. More Online Panel Companies<br />
  17. 17. Not only that, but other factors make it easy for online qualitative to flourish ...<br />
  18. 18. Internet Access Keeps Growing<br />Source: www.InternetWorldStats.com. As of 30 June 2010.<br />
  19. 19. Broadband Access Increases<br />Source: www.OECD.org<br />
  20. 20. Training Programs Are Available<br />Platform providers offer webinars<br />Training for experienced traditional moderators<br />www.OnlineModerator.com<br />
  21. 21. Our Path<br />Developments Within QRCA<br />Developments Outside of QRCA<br />Taking a Look Back<br />Implications<br />
  22. 22. In the beginning, chats were “born” ...<br />
  23. 23. Start With The Basics<br />Fixed time and date for all to meet<br />Lasts about 90 minutes<br />Led by a moderator<br />6-7 respondents<br />Incentives<br />
  24. 24. Over Time, Add Enhancements<br />Waiting rooms<br />Observation rooms<br />Uploadable guides<br />Moderator-controlled stimuli <br />Whiteboards<br />Independent polling<br />Mark-up tools<br />Virtual sorting tools<br />Online collages<br />
  25. 25. Eventually  Webcams<br />Courtesy Channel M2<br />
  26. 26. Chat Technology Has Advanced<br />
  27. 27. Then message boards were “born” ...<br />
  28. 28. Almost an Afterthought<br />ListServs existed, but clumsy<br />Why not extended chats?<br />In time, boards recognized as a new method with key benefits:<br />More depth <br />Better access to busy people<br />
  29. 29. Enhancements to Boards, Too<br /><ul><li>Upload photos, video, documents
  30. 30. Gather independent responses
  31. 31. Flag posts, insert notes to help analysis
  32. 32. Integrate quant tools
  33. 33. Split into sub-groups</li></li></ul><li>Summary of the Evolution<br />SYNCHRONOUS<br />More Multi-Media<br />AOL Chats<br />First MR Chat Rooms<br />Webcams<br />1995<br />2000<br />2005<br />2010<br />First MR Boards<br />Video Boards<br />ListServs<br />Mobile<br />ASYNCHRONOUS<br />
  34. 34. Bulletin Boards Dominate Today<br />+<br />Bulletin Boards<br />Usage<br />Real-Time Chats<br />0<br />Past<br />Present<br />Future<br />
  35. 35. Today, it’s not simply “online focus groups”<br />
  36. 36. A “Bouquet” of Online Qual Tools<br />Text-based methods<br />Chats<br />Message boards<br />Tailored for IDIs<br />Tailored for interactive discussion<br />Integrated with smart phones<br />Online survey “intercepts”<br />Webcam-based methods<br />Chats<br />Message boards<br />
  37. 37. Many Platforms to Choose From<br />
  38. 38. But it’s not over! The evolution continues ...<br />
  39. 39. Hot Issues Related to Online Qual<br />Communities/MROCs<br />Qual-Quant Hybrid Solutions<br />So much data!<br />
  40. 40. Our Path<br />Developments Within QRCA<br />Developments Outside of QRCA<br />Taking a Look Back<br />Implications<br />
  41. 41. Implications for Researchers<br />Online qual is NOT going away<br />To be a true consultant, need to be aware of all options to properly advise clients<br />Online moderating could be a career path<br />As profession continues to mature, specialization is not inappropriate<br />
  42. 42. Emerging Opportunities<br />Social<br />Networks<br />MROCs<br />Multi-Media<br />Text-Based<br />Blogs<br />Mobile<br />
  43. 43. Implications for Research Buyers<br />Online qual is NOT going away<br />Traditional qual is NOT going away, either<br />No need to travel allows budgets to be stretched<br />There is an online option in most projects<br />Triangulate with online<br />
  44. 44. The Rise of Online Qualitative:Reflections on the Evolving Qualitative Research Industry<br />Thank You!<br />
  45. 45. Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 <br />22 & 23 Feb 2011, Macau SAR <br />For more information<br />Please visit: http://www.merlien.org <br />

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