1. The document discusses qualitative research methods for conducting online ethnographic research using a hybrid approach that combines both online and offline methods. 2. It proposes a framework for online research that leverages tools like online questionnaires, focus groups, and observation of online profiles and communities to gain multiple perspectives. 3. The conclusions reflect on how digital tools and social media have enabled new forms of engaged and multimedia qualitative research that can recruit diverse participant groups and discover insights over time through online interactions.

1. Qualitative Research in Web 2.0 Merlin Conference by Point-Blank International Berlin, 25 th March 2010 A framework for online ethnographic inspired research Nicole Reinhold, Christoph Welten, Paul Galow Beyond classical market research methods

2. Who are we? Why are we doing research online? How are we doing it? Conclusions AGENDA

3. Let‘s take a quick look at Berlin Berlin

4. Switching between different domains Talking to teenagers about the latest MMORPG (Massively Multiplayer Online Role-Playing Game) Talking to cardiologists about the latest developments in stent-implantation An average PBI week could look like this

5. POINT-BLANK INTERNATIONAL Which methods do we sell? The researcher brain. We do not have supermegamethodz™. We believe in customized hy brid research designs.

6. Key challenges for today’s commercial qualitative research HUMAN-CENTRIC From a company-centric view to an understanding of the human perspective AUTHENTICITY Alleviating issue of ‘artificial research setting‘ MULTIPLE PERSPECTIVES Beyond just talking to your obvious target FRESH APPROACH Counteract ‘wear-off’ effect on client, researcher and participant side A complex world demands a hybrid methodology

7. Why are we doing research online?

8. 3 good reasons for doing research online Research Push Online Questionnaire Online focus group (chats) Online Bulletin boards Research Pull Blogging observation Online profile screening Online communities Folksonomy Methodological Innovation Technological Evolution Source: Reinhold, N. et al (2007): The virtual Home visits Philips Design Automate and Reach Learn from the latest Virtual encounters over time Create online Communities Virtual Ethnography Interactive information exchange Collaboration Co-creation Web 2.0

9. How are we doing it?

10. Create a framework for a hybrid research design Automate and Reach Learn from the latest Collaboration Co-creation ONLINE METHOD MIX

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

12. POINT-BLANK INTERNATIONAL The researcher brain. A tool. What do we need for this to work?

13. POINT-BLANK INTERNATIONAL Moderated online study HUMAN-CENTRIC 

14. POINT-BLANK INTERNATIONAL Research activity with multimedia elements AUTHENTIC  GIVING THE RIGHT INSTRUCTIONS Provide your feedback in a video you record after seeing the ad OR Put your webcam on and then watch the movie – something pops up in your mind? Just speak it out loud.

15. POINT-BLANK INTERNATIONAL Capture behavior quantitatively with re-occurring activities AUTHENTIC  AUTHENTICITY Capture experiences where they occur. Record quantitative behavior, not attitudes or perceptions.

16. POINT-BLANK INTERNATIONAL Learn from multiple perspectives MULTIPLE PERSPECTIVES 

17. POINT-BLANK INTERNATIONAL Empower participants: let them determine the next topic FRESH APPROACH  What would you like to know from the other participants about the topic XYZ? It sound so simple but actually this is a huge motivator in online research studies. Why? Most likely because this best reflects the online communication culture!

18. Conclusions

19. Reflect on the enablers of this type of research DIGITAL MEDIA WEB 2.0 SOFTWARE BROADBAND INTERNET + + ENGAGEMENT MULTIMEDIA CONNECTION As it suits their lifestyle Tools which allow users to communicate and express themselves In their language and aesthetics In their own time and space

20. Reflect on new opportunities for partcipant recruitment RESEARCH AGENCIES RECRUITMENT INTERNET & ORGANIZATIONS CHARACTERISTICS LEAD USERS, EXPERTS PEOPLE, PATIENTS, CONSUMERS Consumers Patients „ Informal caretakers“ Professionals Nurses/Physicians Lead Users „Experts in usage“ Professionals „Experts“ Patients with web access People that are taking care of a family member or friends Experts in their professional role People that actively search and reach out for companions Professionals that are experts in their field of treatment Opinion leaders within a profession Enlarge your sample Discover new participant groups

21. Think beyond classical methods to discover the full potential DON‘T COPY AND PASTE YOUR FACILITY SETUPS INTO AN ONLINE ENVIRONMENT. ENGAGE ONLINE OVER TIME. DON‘T USE MEDIA FOR THE SAKE OF IT. EMBRACE COMPLEXITY.

22. Comments? Questions? Research Activities? POINT-BLANK INTERNATIONAL