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