The key elements to conducting quality online qualitative research include creating a hybrid research design with different activity types, facilitating participant motivation and discussion over multiple time points, and employing various media formats. An effective moderation strategy is also important. Quality is achieved by composing a schedule of diverse activities that explore behaviors, contexts, projections, and discussions both individually and in groups. This allows insights to emerge over time through participant self-reflection and interaction.

1. Composing the perfect research symphony – What are the key elements to conduct premium online qualitative research? SOCRATIZE!Research – Facilitation - TrainingNicole Reinhold Research & Innovation Consultant

2. About me13 years of multinational Corporations“What people say, what people do, and what they say they do are entirely different things” Margaret Mead

3. TopicsThinking about quality when doing online research‘Composing’ online researchCase studiesSummary

4. Does online qualitative research work?WHAT works well?WHY does it work?HOW can I increase quality?

5. Our difficulty there is no clear definition . . . .Social Media ResearchNetnographyOnline Immersive ResearchMORCSBloggingOnline CommunitiesOnline SurveysOnline Focus Groups. . . there are even more . . BuZZ MetricsOnline DiariesResearch Web 2.0Video streamingVirtual Home visitsOnline Co-CreationChat- InterviewsBulletin BoardsThere is not one definition, one method, or one toolTerminology of research methods & social media merge

6. Quotes on Quality Asking researchers: How do you determine quality of online qualitative studies? ESOMAR | LINKEDIN GROUP | CLIENTS | AGENCIES| EUROPE | ASIA | US | COLLEAGUEShttp://www.linkedin.com/groupItem?view=&gid=1813513&type=member&item=26205373&qid=81db048d-2381-4a2d-b9f7-99cb61d281ab. . . . It has to do a lot with the recruitment and with the project management . . . . .. . . . We achieved 100% participating rate . . . .. . . . Oh that always depends with what you want to archive . . . .. . . . Happy client no bad surprises . . . .. . . . The respondent said that this was fun and interesting . . . .. . . . It was amazing they even created a song for the project and posted it . . . .. . . . People really became a community, they wanted to meet each other . . . .BUT ISN’T THIS IMPORTANT TO ALL RESEARCH PROJECTS?The must be qualities around the medium, the technology used and the way of communicating online . . . BasicsClientMotivation

7. Online communication ispopular because . . . over time without geographical boundaries one to one OR many to many simultaneously on several topics as peers – free to collaborate in multiple formats: photos, videos, text, links virtual but not without context when you want with what you want Enable

8. Online communication not popular because . . . lot of ‘noise’communication without clear focuslack of responsibilitymiscommunicationlack of depth of communicationAvoid

9. How to create quality research . . . . . Get creative and create: hybrid research design - activity based research

10. embracing the online medium

11. facilitate / moderate your research . . . . It's a bit like composing picturesIt’s a creative task . . . . . . but there are some principle that can be appliedSimple Landscape Following Basic Composition Rules by Nugroho

12. Research ActivitiesQ&ACan you tell me about all the devices that you use to watch, create, and share digital content?RESEARCH ACTIVITYPlease take a picture of your ‘digital family’ – meaning all the devices you use to watch, create, and modify digital content

13. Options when creating research activitiesPrivate | GroupReoccurring | One timeText | Multimedia (Stimulus / Response)Structured | UnstructuredDocumentative | Projective

14. 6 different arche-types of activitiesWelcomegetting familiar | Icebreaker activitiesreporting ‘reoccurring’ behavior | Diariesunderstanding context | ‘Reporter’ activitiesdiving into emotions and values | Creative activitiesenable discussion | Group discussionreflecting back | EvaluationBehavior / DiaryContextualProjectionDiscussionEvaluation

15. Composing research: schedule Grid of research activities: - length of the study can vary from 3 days to 3 month - with daily, bi-weekly or weekly contacts with participantsBehaviorBehaviorBehaviorBehaviorBehaviorEvaluationWelcomeDiscussionProjectionProjectionProjectionContextualContextualDiscussionCreating the right mix and sequence of activities

16. Composing research: individual versus group- start and end are mainly private- make sure you clearly communicate which activities are private and which not - explain why and how you would like them to discuss or comment on each other Private /Comment othersPrivate /GroupPrivate /GroupPrivatePrivatePrivatePrivateBehaviorBehaviorBehaviorBehaviorBehaviorDiscussionEvaluationDiscussionWelcomeProjectionProjectionProjectionContextualContextual

17. Composing research: media usePhoto / VideoExercise Photo / VideoExercise Photo TourWebsite,Links input Photo / Video as stimulus Website,Links input Profile pictureMultimedia over time BehaviorBehaviorBehaviorBehaviorBehaviorEvaluationWelcomeDiscussionDiscussionProjectionProjectionProjectionContextualContextual - make sure you are only using multimedia when it is really appropriate - think about how much time it takes participant to create it and - how you will analyze it

18. The golden rule when moderating Overcoming Q&A modus – by facilitating communication!Communication online has it’s own dynamic different from face to face!Keep in mind:Different countries and cultures require a different style of moderation!

19. Every moderator has his / her own style of moderation

20. The way you moderate should differ from activity to activity

21. Define a ‘moderation strategy’ thought-out the project:

22. It is extremely important to have a strategy especially when you do international projects with many local moderators.Moderating different activities typesWelcomefirst touch, establish ‘personal rapport’ensure a honest and correct self-reportingdiscover controversy between text and visuals / videos understanding underlying motivations and driverssummarizing and ‘connecting’ opinions rounding up the studyBehavior / DiaryContextualProjectionDiscussionEvaluation

23. Exploring the Digital DomainEsomar paper 2007 SampleImmersive online research study over 1 week with “Lead Users” in the US and India to understand their digital LifestyleResearch compositionDiary: on user generated contentContext: share tools and servicesProjections: share / create your own UGCGroup-discussion: security and ownership of contentAdvantages: Research was conducted in the context of the research topic

24. Cost reduction of 50% compared to traditional methods