Exploring socialising in a social way - case study of online research communities
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The document summarizes an online qualitative research study conducted over 3 months exploring socializing habits among different demographic groups. Over 100 members participated in two online communities - one for those aged 18-35 and another for those over 30. Through discussion topics, self-disclosure, and anonymity, the study gained insights into attitudes towards alcohol, social norms, and rituals across occasions. It also touched on generational differences and lessons for moderating concurrent online communities.
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Exploring socialising in a social way - case study of online research communities
- 1. Exploring socialising in a social way A case study of online research communities Dianne Gardiner Managing Director, Latitude Insights (AU) Qualitative Research in Web 2.0 Asia Pacific February 2011
- 2. Why online qualitative approach was used… Breadth and Depth Anonymity … greater truth Longitudinal Iterative approach An intrinsic part of Australian culture
- 3. Why online qualitative approach was used… Breadth and Depth Longitudinal Iterative approach Anonymity
- 4. Welcome to ‘The Lounge’
- 5. 100+ members 18-35 year old Mostly single / couples Pre-kids Mix of students and workers Light - heavy drinkers Marcail
- 6. 100+ members Over 30 years old Many were parents Light - heavy drinkers Susan
- 8. Sharing Demonstrating Nurturing authenticity Self-disclosure Non-judgmental Building trust
- 9. Susan’s (Moderator) Blog Oh, what a night! Thank you all soooo much for crossing your fingers and toes, it worked! The weather was fantastic and the party went off without a hitch. I had the right amount of drinks, thanks to all your great advice! The picture above is of my twin sister and me at the party. As promised here are a few of the party snaps.
- 10. Conducted over 3 months November – January
- 12. Unintentionally over-doing it Drunken behaviour of others Consequences of excess Food and alcohol Alcohol and underage children Food’s role in socialising ‘Shout the nation’ campaign Parent’s drinking behaviour Drinking alone Abstaining challenge Friends associated with relaxation Christmas and New Year’s Strategies to reduce stress Drinking rituals Pacing yourself over Christmas Socializing rituals Meaning of ‘moderation’ Your first time Choosing to go without Change with age Drinking with family vs. friends It’s going to be BIG The language of drinking Melb Cup celebrations Friends associated with a ‘big night’ Friends that influence you A typical week night? Preparation rituals Your social events Tips for recovery
- 14. Getting personal
- 17. Mix it up with stimulus
- 19. Language
- 20. Someone who has drunk too much
- 21. Heavy Drinker Non-drinker
- 22. Heavy Drinker
- 23. Non-Drinker
- 24. The The Pervasiveness Tolerance for of Alcohol Drunkenness
- 25. Alcohol is…an expected part of some occasions Buck’s/ Hen’s Night Adult’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleagues Day at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Day at the beach
- 26. But it is…an accepted part of almost any occasion Buck’s/ Hen’s Night Adult’s birthday party Child’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleagues Day at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Church / religious group Day at the beach Study group
- 27. Getting drunk is… accepted on many occasions Buck’s/ Hen’s Night Adult’s birthday party Child’s birthday party Child’s christening New’s Year’s Eve Baby Shower Local sporting club event/ celebration Wedding Family picnic Girl’s / boy’s night out Sporting event Dinner with friends Dinner with family After work gathering with colleagues Day at the cricket Funeral Work function Music festival Work Christmas Party Party at your house Work lunch BBQ Party at someone’s house Church / religious group Day at the beach Study group
- 28. Some lessons worth sharing Difference between Younger and Older Community ‘break’ Sensitive issues
- 29. Each community is unique, and needs to Tips for be treated as such running Need to be flexible (client included) concurrent Discussion / conversation guide needs to evolve over time for each community communities Moderator's need to work together and independently
- 30. Thank you for listening Dianne Gardiner, Managing Director, Latitude Insights email dianne@latitudeinsights.com.au phone + 61 417 323 765 twitter @DiGardiner web www.latitudeinsights.com.au blog www.parellelinsights.com
- 31. Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 22 & 23 Feb 2011, Macau SAR For more information Please visit: http://www.merlien.org