This document discusses online qualitative research methods and the potential of using social media platforms and online activities. It argues that online research allows researchers to immerse themselves in the context of participants' lives through a variety of active and passive approaches, including asking questions, assigning tasks, listening, and observing. A combination of different activity types over an extended period of time can provide rich contextual data and behavioral insights in a cost-effective manner. The document provides examples of customized online research designs using diaries, photos, videos, and discussions to understand topics like digital lifestyles, product usage, and new product launches.

1. Overcoming Question & Answers
Online qualitative research more than just a new medium
SOCRATIZE! Nicole Reinhold
Research – Facilitation - Training Research & Innovation Consultant

2. About me

3. Online qualitative research
Social Media Research
Netnography
Online Immersive Research
MORCS
Blogging Online Communities
Online Surveys
Online Focus Groups
BuZZ Metrics
. . . is full of buzz . .
Research Web 2.0 Online Diaries
Video streaming
Mobile Research
Online Co-Creation
Bulletin Boards Chat- Interviews
There is not one definition, one method, or one tool
Terminology of research methods & social media merge

4. Re-visiting researchers mission
Understanding people’s lives and provide insight
Context
Behavior Emotions
People’s
Life

5. How can we understand people’s lives?
By immersing ourselves in the context
of our participants
Active | Asking | Stimulating
Passive | Listening | Observing

6. So why online?

7. 3 good reasons to go online
Online
Panels
Reach
Automate
Online WEB 2.0!
Analytics Collaborate
Online Surveys

8. It’s more than online it’s social media
CONNECTION ENGAGEMENT MULTI MEDIA IMMEDIACY
BROADBAND WEB 2.0 DIGITAL MEDIA MOBILE
INTERNET SOFTWARE
Tools which allow people to collaborate and express themselves
In their language and aesthetics
In their own time and space
As it suits their lifestyle

9. Qualities of social media collaboration
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

10. Pitfalls of social media collaboration
lot of ‘noise’
collaboration without clear focus
lack of responsibility
miss the original aim

11. What is the potential for researchers?
To doing
• Asking
questions • Assigning
tasks and
activities
From talking

12. Towards a activity based research approach
From
Active | Asking |Stimulating
Passive | Listening | Observing
To
Active | Asking | Stimulating
Passive | Listening | Observing

13. So why is asking questions a problem?
“What people say, what
people do, and what they say
they do are entirely different
things” Margaret Mead

14. What is a research activity?
Q&A Can you tell me about all the devices that you use to watch,
create, and share digital content?
RESEARCH Please take a picture of your ‘digital family’ – meaning all the
ACTIVITY devices you use to watch, create, and modify digital content

15. Activities to understand peoples lives
• Journal/Diary
Behavioral • Moments
• Day in the Life
• Photo tour
Contextual • Video ‘this is how I do . . . ‘
• Photo reporter
• Role Play
Emotions • Storytelling
• Photo collage

16. 6 different arche-types of activities
Welcome
getting familiar | Icebreaker activities
Behavior reporting ‘reoccurring’ behavior | Diaries
/ Diary
understanding context | ‘Reporter’ activities
Contextual
diving into emotions and values | Creative activities
Projection
enable discussion | Group discussion
Discussion
Evaluation reflecting back | Evaluation

17. Creating customized research designs
Grid of research activities:
- length of the study can vary from 3 days to 3 month
- with daily, bi-weekly or weekly contacts with participants
Welcome Behavior Behavior Behavior Behavior Behavior Evaluation
Contextual Contextual Projection Projection Discussion Discussion Projection
Creating the right mix and sequence of activities

18. Key success factors
• Conduct a customize research design
• Moderate the study ongoing
• Have clear research aim behind each
research activity
• Use multimedia where appropriate

19. Exploring the Digital Domain N=50
Activity
Esomar paper 2007 days: 5
Summary
Sample Coverage: Fieldwork
Immersive online research study over 1 week with 2 countries 7 days
“Lead Users” in the US and India to understand their
digital Lifestyle
Research composition
Diary: on user generated content
Context: share tools and services
Projections: share / create your own UGC
Group-discussion: security and ownership of content
Advantages:
•Research was conducted in the context of the
research topic
•Cost reduction of 50% compared to traditional
methods
• Extreme reduction of time in the field – coverage of
2 regions in 2 weeks

20. Long Term Product / Services Test
Beyond the first impression
Research composition
Diary: usage weekly
Context: You and sport
Projections: -
Group-discussion: sport in the
family context
Advantages: Activity
• The product / service test goes beyond
N=30 days: 15
the first impression. Summary
• Improvements of product / service and Coverage: 1 Fieldwork
communication can be done and city 3 month
directly tested in a co-creation manner.

21. Romania Anamnesis: 2 Phase Research
New product launch
Activity
N=20 days: 5+1
Summary
Coverage: 1 Fieldwork
countries 7 days + 1
Research composition
Diary: Moments of
consumption
Context:Kitchen & eating
Group-discussion: Product
Definition
Advantages:
• Rich authentic contextual data from 20 household
• Over 80 consumption moments that help to create insights for a communication
strategy

22. Romania Anamnesis: 2 Phase Research
Combining Face to Face with online immersion
Findings:
• No technical issues
• Participants where
extremely open to share
even very private
moments of their life
• Eger to talk to other
participants
• Attention: checking on
participants knowledge
can be tricky – Google is
just a click away!
ResearchActivities:
Similar Product: Group products that you have at home in categories and take a photo
Shopping Tour: Go in your supermarket and look for where you would place the new
product?
Group-discussion: Help us to explain the product to others

23. What will be next?
• Analytical tools for visuals & video
Analysis • Qual. and quant. split will vanish
New • New forms of contact - tablets
discourse • New culture of dialog
• Data of actual behavior will be
Behavior come easier to collect

24. Why SOCRATIZE?
Why SOCRATIZE?
. . . to go beyond the obvious,
to find out more about the fundamental
issues of a topic by probing and
revisiting your 'knowledge’ . . . .
(inspired by Socrates)
Thank You!
nicole@socratize.com