This document provides an agenda for the 1st Asia-Pacific Conference on Qualitative Research in Web 2.0, taking place on February 22-23, 2011 in Macau, China. The conference will bring together academics and practitioners to discuss online methodologies for qualitative research. Presentations will cover topics like designing successful online qualitative research, using smartphones for research, and understanding online communities. Participants will also engage in interactive workshops and brainstorming sessions.

1. 1st ASIA-PACIFIC CONFERENCE ON
QUALITATIVE RESEARCH IN WEB 2.0
22 & 23 February 2011
University of Macau
Macau SAR, China

2. Qualitative Research in Web 2.0 Asia-Pacific
Welcome from Merlien Institute
We would like to welcome you to today’s event. This international conference is
designed to bring together academics and industry practitioners to discuss and
brainstorm the latest online methodologies for qualitative research.
Your Merlien contact persons at this conference
Conference Director: Jasper Lim
Operations Coordinator: Liliana Jasinska
Logistics Assistant: Abbol, Ningyi Li
Below you will find a few administrative details for your information. Should you
have any queries or problems during the conference, please speak with the contact
persons.
PRESENTATIONS
The presentation slides and papers of this workshop can be viewed or downloaded for
a limited period of time from slideshare: http://www.slideshare.net/event/qrweba2011
BADGES
Badges have been provided to help you identify fellow participants and the speakers.
Easy identification also helps the conference staff when delivering messages. Please
return your badge to the registration desk at the end of the conference.
QUESTIONS
If you have any questions during the conference, please raise your hand and wait for
the speaker to address you. It would be helpful if you could announce yourself by
name and organisation before asking your question.
EVALUATION FORM
Towards the end of the conference, you will be provided with an Evaluation Form.
We would be grateful if you would take time to complete the form and return it to the
registration desk before you leave the conference.
2

3. QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC
TUESDAY, 22 FEBRUARY 2011
08:15 Registration & Welcome coffee
09:00 Opening words by Merlien Institute Interactive workshop:
Timothy A. Simpson - Associate Dean, Faculty of Social 14:00 Designing and executing successful
Sciences and Humanities - University of Macau (China) qualitative research online: a crash course in 120
minutes
Chair: Wu Mei, Associate Professor, Faculty of Social
Sciences & Humanities - University of Macau (China) Conducted by:
Jeff Walkowski - President - QualCore.com (US)
Keynote Presentation:
09:15 The rise of online qualitative: reflections on Jeff Walkowski is an authority in online
the evolving qualitative research marketplace qualitative research with more than 15
• Understanding how the different online methods and years experience in this field. He has
their enhancements have evolved and how they may conducted over 300+ online qualitative
be most effectively positioned to users research studies and has co-written
• Identify “where the action is” in the online arena and published several articles and
• Appreciate the fact that our industry is evolving and books on this subject.
anticipate what role we want to play in that evolution
16:00 Networking Coffee Break
Jeff Walkowski - President - Qualcore.com (US)
16:30 A smart opportunity or not? Using
10:00 Developing innovative qualitative research
smartphones in online research communities
techniques for effective digital marketing strategy
• Discussing the use of smartphones in the context of an
• Optimising digital media through innovative qualitative
online research community
research
• Evaluating similarities and differences in user feedback
• Using qualitative research in all key stages of the web
between responses given via computers versus
redevelopment and redesign process to provide
smartphones
actionable recommendations, feeding directly into the
• Evaluating how the different types of notification also
digital marketing strategy
impacts user response
• Presenting research outcomes in a highly visual and
Dianne Gardiner - Managing Director
dynamic way using screenshots, diagrams and
Latitude Insights (Australia)
interactive prototypes
Stanislav Bondjakov & Preslav Bondjakov 17:15 Closing remarks of day 1 from chair
Directors - ConsumerVisions (Australia)
17:30 - 18.30 Networking Reception
10:45 Networking Coffee Break
11:15 There’s an app for that! A review of
smartphone apps for marketing research
• Reviewing which apps are best for what purposes:
what are the pros and cons, and costs and benefits
• Discussing the linkages between mobile insights and Co-organised by:
actionable and meaningful business propositions
• Outlining a comprehensive taxonomy of the latest
smartphone apps and their uses for marketing
researchers
Mark Michelson - Principal - Threads Consumer
Anthropology & Co-Founder, Mystery Shopping
Provider's Association (US)
12:00 Conducting mobile qualitative research
successfully using 'dumb phones' in developing
markets
• Conducting mobile qualitative research in both urban
and rural settings using non smartphones
• Enabling participants to use their non-smart phones to Supported by:
blog text, upload photos and videos in real time
• Examining the implications for qualitative research,
especially in hard to reach rural areas
• Sharing key learnings and implications for mobile
qualitative research projects in developing markets
Navin Williams - Founder & Chief Executive Officer
MobileMeasure (China)
James Fergusson - Global Director for Rapid Growth &
Emerging Markets - TNS Global (Singapore)
12:45 Lunch Break 3

4. QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC
WEDNESDAY, 23 FEBRUARY 2011
08:30 Welcome coffee
09:00 Opening words by Merlien Institute
Chair: Mark Michelson - Principal - Threads Consumer Brainstorming workshop:
Anthropology (US) 14:00 Understanding the factors that motivate
people to engage in online communities
09:15 Insight generation through DigiViduals:
using search robots for mass ethnography In this brainstorming workshop, delegates will be divided
• DigiViduals: a cutting-edge qualitative technique for into teams to discuss their thoughts on the underlying
gathering latest consumer trends, demographics and factors that motivate people from different geographical
new ideas for product development regions to engage in online communities. At the end of
• Discussing the challenges of implementing online the workshop, team leaders will present their results to
qualitative research in Asia: dealing with censorships the audience.
and characters
• Example of a success story: the case of Kraft Foods in Facilitated by:
Asia Mark Michelson - Principal - Threads Consumer
Han Zantingh - Managing Director Anthropology (US)
Brainjuicer China
Jason Chin - Marketing Director 15:30 Networking Coffee Break
Kraft Malaysia
16:00 Academic transcription: considerations and
10:00 Exploring socialising the social way: an recommendations on outsourcing to internet-based
Australian case study of online research transcription services
communities • Collating the requirements for the selection of an
• Discussing the use of online research community for internet-based transcription service.
understanding cultural assumptions: • Discussing the key considerations for outsourcing
• Evaluating the different types of activities and transcriptions to internet-based academic transcription
approaches: what are the pros and cons of different services.
methods? • Examining the impact of internet-based transcription
• Implementing multiple communities for one study: services on qualitative research
what are the key learnings and results? Garry Tan - Lecturer & Doctoral Candidate
Dianne Gardiner - Managing Director University of Western Australia (Singapore)
Latitude Insights (Australia)
16:45 Closing remarks of day 2 from chair
10:45 Networking Coffee Break
11:15 The effectiveness of tactical co-creation
community method: The case of MROCs in Japan
• Exploring the effectiveness of tactical co-creation
community research method (TCC) among the Supported by:
Japanese consumers
• Comparing the performance between TCC and focus
groups by conducting the pilot community on
generating new product ideas of snack for children
• Examining participants’ evaluation of TCC
Shigeru Kishikawa - Chief Executive Officer
MROC Japan
12:00 Reviewing qualitative research trends in
Web 2.0 learning: what are the challenges and
opportunities?
• Summarising trends in research methodology in Web
2.0 research contexts with a focus on Computer
Support for Collaborative Learning (CSCL)
• Discussing different ways that qualitative and
qualitative analyses can be combined
• Discussing challenges and issues to be addressed in
carrying out qualitative analyses in Web 2.0 research
contexts.
Heisawn Jeong - Associate Professor
Hallym University (South Korea)
12:45 Lunch Break
4

5. Tuesday 22 February - 09:00
From our chairperson
Opening remarks and speaker introductions
Wu Mei
Association Professor, Coordinator of English
Communication
University of Macau, Macau SAR, China
About Wu Mei…
Prof Wu Mei is Associate Professor at the department of communication, the
Faculty of Social Sciences and Humanities, the University of Macau, China.
She specializes in media technology and communication studies. She has
conducted a series of research on the Internet and telephony/mobile
telephony in China. Her publications appear in major journals and by well-
known publishers both in English and Chinese. She is currently a member of
the Executive Board of the China New Media Communication Association
(CNMCA). Her latest book (2010) explores Internet viral marketing in China.
5

6. Tuesday 22 February - 09:15
Jeff Walkowski
President
Qualcore.com, U.S.
Keynote: The rise of online qualitative: reflections on the evolving
qualitative research marketplace
• Understanding how the different online methods and their enhancements
have evolved and how they may be most effectively positioned to users
• Identify “where the action is” in the online arena
• Appreciate the fact that our industry is evolving and anticipate what role
we want to play in that evolution
Presentation abstract:
Online qualitative methods are not new. In the mid-1990s we started with
AOL chat rooms. We moved to chat rooms specifically designed for qualitative
research, and then message boards were added in the late 90s. In the last
decade, online tools have expanded beyond text-based methods to include
webcams and enabling respondents to upload photos and videos. Today,
there is increasing interest in capturing input from respondents while they are
on-the-go, utilizing their mobile devices. The explosion of social media
provides even more opportunities. The number of online options seems to be
increasing exponentially. How does one make sense of it all? When do we
recommend one option versus another? What does the proliferation of all
these options tell us about what is going on in our industry?
Specific topics to be covered include:
• Evidence that online methods are approaching “mainstream” status
• Historical overview of developments in online qualitative capabilities since it
was “born” in the mid-1990s
• Emerging opportunities for online qualitative research: blogs, social
networks, mobile devices
• Is technology driving innovation, or are buyers/QRCs pulling suppliers to
develop technology to resolve unmet needs?
• Challenges to qualitative researchers in this newer (and constantly-
changing) environment.
About Jeff…
Jeff Walkowski is an authority in online qualitative research with more than 15
years experience in this field. He has conducted over 300+ online qualitative
research studies and has co-written and published several articles and books
on this subject. Jeff co-chaired the Online Qualitative Research Task Force
for the Qualitative Research Consultants Association (QRCA), co-edited
Qualitative Research Online (2004), and co-developed a distance learning
course to help traditional moderators adapt their skills to the online
environment.
6

7. Tuesday 22 February - 10:00
Stanislav Bondjakov
Director
ConsumerVisions, Australia
Preslav Bondjakov
Director
ConsumerVisions, Australia
Developing innovative qualitative research techniques for effective
digital marketing strategy
• Optimising digital media through innovative qualitative research
• Using qualitative research in all key stages of the web redevelopment and
redesign process to provide actionable recommendations, feeding directly
into the digital marketing strategy
• Presenting research outcomes in a highly visual and dynamic way using
screenshots, diagrams and interactive prototypes
Presentation abstract:
Optimisation of digital media is becoming a key priority for organisations
which are serious about maximising their business outcomes. Digital media’s
success largely depends on the quality of the user experience and
engagement with websites or applications. Innovative qualitative research can
be used to provide clear directions for optimising digital media through
powerful insights from users. All key stages of the web redevelopment and
redesign process can benefit from this research – from digital strategy to
interface design to usability testing. Qualitative data is collected through
interactive observational face-to-face workshops or in-depth interviews,
including individual task completion, and group discussions. The sessions are
facilitated by a specialist researcher, who uses a mixture of non-directive and
directive techniques to elicit information. To provide a holistic evaluation,
business context and key priorities, the research includes internal stakeholder
interviews and is supplemented by website expert reviews and market
assessment. In the reporting process, key business requirements and
objectives are considered to ensure that only relevant and actionable
recommendations are made. Outcomes from this research directly feed into
the web development and redesign process, placing the user at the very
centre of decision-making.
About Stanislav & Preslav…
Stanislav and Preslav are the directors and co-founders of ConsumerVisions,
an innovative digital market research company based in Melbourne, Australia.
As twins, they share professional and life interests and are passionate about
digital research. Both have previously held senior positions at some of the
world's largest and most respected research companies, such as Ipsos,
Information Tools and Beaton Consulting. At Ipsos Australia, Stanislav led the
Technology Research Division in Australia. Stanislav and Preslav hold post-
graduate degrees in applied market research, marketing and consumer
psychology.
7

8. Tuesday 22 February - 11:15
Mark Michelson
Principal
Threads Consumer Anthropology, U.S.
Co-Founder, Mystery Shopping Provider’s Association
There’s an app for that! A review of smartphone apps for marketing
research
• Reviewing which apps are best for what purposes: what are the pros and
cons, and costs and benefits
• Discussing the linkages between mobile insights and actionable and
meaningful business propositions
• Outlining a comprehensive taxonomy of the latest smartphone apps and
their uses for marketing researchers
Presentation abstract:
There are literally thousands of new smart phone apps that aid in marketing
research - but which ones are best for specific kinds of research? Join Mark
Michelson in an in-depth review of the latest smart phone apps and near field
mobile technologies. Mark will provide a comprehensive taxonomy of which
smartphone apps are best for online surveys, ethnographic journaling, online
qualitative research, mystery shopping and crowd-sourcing.
About Mark…
In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service
custom marketing research firm based in Atlanta, Georgia. Mark has
extensive experience conducting qualitative research around the world
designing customer experiences, products and communications for some of
the worlds’ most respected brands including Coca-Cola, Walmart Stores,
Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st
President of the Mystery Shopping Providers Association (MSPA) and serves
on the Global Board. He is also a former member of the board of QRCA and
is an active speaker at universities, trade shows and conferences across the
world.
8

9. Tuesday 22 February - 12:00
Navin Williams
Founder & CEO
MobileMeasure, China
James Fergusson
Global Director for Rapid Growth &
Emerging Markets
TNS Global, Singapore
Conducting mobile qualitative research successfully using 'dumb
phones' in developing markets
• Conducting mobile qualitative research in both urban and rural settings
using non smartphones
• Enabling participants to use their non-smart phones to blog text, upload
photos and videos in real time
• Examining the implications for qualitative research, especially in hard to
reach rural areas
• Sharing key learnings and implications for mobile qualitative research
projects in developing markets
Presentation abstract:
In China, MobileMeasure partnered TNS Global to run mobile qualitative
projects in both urban and rural settings using non-smart phones. The TPV
(Text Photo Video) platform allowed users to use their non-smart phones to
blog text, upload photos and videos in real time, capturing in the moment
behaviour instantly. The moderators monitoring the live feeds could comment,
illicit responses to individual respondents, or groups of them via a web
interface. All were done remotely and in real time, freeing the moderator from
being physically present.
This gives qualitative research the much needed scale which online gives us
without the mobility of Mobile. Globally portable; this has huge implications for
qualitative research especially in hard to reach rural & emerging markets. The
presentation will focus on the delivery of the solution in China, shared
learning’s and implications for expansions into developing markets.
About Navin & James…
Navin Williams is the founder and principal at MOBILEMEASURE. Navin has
extensive experience in MR, Technology, Media & Telecom sectors. Navin
has worked for some of the world’s MR leaders across the disciplines of
Media, Consumer (IMRB, RI & Nielsen) & Retail (Nielsen) spanning four
countries in two continents. James Fergusson sits on TNS’ APMEA Board
and is responsible for ensuring TNS provides a high level of research
solutions to clients investing in the world’s rapid growth markets. He leads a
team of Emerging Markets Insight Directors representing the BRIC markets
along with South East Asia, Sub Saharan Africa & Latin America – delivering
rapid growth & Emerging Markets thought leadership to TNS’ clients globally.
9

10. Tuesday 22 February - 14:00
Jeff Walkowski
President
Qualcore.com, U.S.
Interactive workshop: Designing and executing successful qualitative
research online: a crash course in 120 minutes
• Understanding when to recommend online over offline
• Appreciating the need for modifying discussion guides for the online
environment
• Exploring some of the best practices to keep in mind when moderating
online qualitative sessions
Workshop abstract:
This session will be a fast-paced review of the basics of online qualitative
research projects. Topics will be covered in sequential order from project
definition through analysis and reporting. Thus, topics will include the
following:
• How to decide whether online is appropriate
• Evaluating which online modality would be best (text-based versus multi-
media, chat versus message board)
• Determining how many to include in each group
• Exploring recruitment options
• Adapting screener criteria for the online environment
• Estimating incentives (if they are to be offered)
• Developing the moderator’s guide
• Best practices for moderating online sessions
• Tips for keeping clients/observers involved
• How online qualitative data analysis is similar/different from offline
qualitative data analysis
About Jeff…
Jeff Walkowski is an authority in online qualitative research with more than 15
years experience in this field. He has conducted over 300+ online qualitative
research studies and has co-written and published several articles and books
on this subject. Jeff co-chaired the Online Qualitative Research Task Force
for the Qualitative Research Consultants Association (QRCA), co-edited
Qualitative Research Online (2004), and co-developed a distance learning
course to help traditional moderators adapt their skills to the online
environment.
10

11. Tuesday 22 February - 16:30
Dianne Gardiner
Managing Director
Latitude Insights, Australia
A smart opportunity or not? Using smartphones in online research
communities
• Discussing the use of smartphones in the context of an online research
community
• Evaluating similarities and differences in user feedback between
responses given via computers versus smartphones
• Evaluating how the different types of notification also impacts user
response
Presentation abstract:
Latitude Insights conducted an online research community amongst iPhone
users to understand consumer behaviour in response to mobile technology.
While the insights were predominantly generated from online conversations,
the mere presence of over 100 smartphones users provided the opportunity to
also explore how smart phones could be used to engage participants.
Renieke Reitsma from Forrester recently wrote “Market researchers need to
think out of the box and come up with innovative ways to conduct research
through mobile phones”. The driving need to this call for action is engaging
people (not respondents) in information exchange when and where it matters
to them. By respecting their needs, we manage to stay more relevant as an
industry, as well as getting closer to them in day to day life. Our study gives
some insight into how best to use the mobile opportunity.
During our project, community members had the choice of participating in the
discussions via computer or using their smartphones. Our presentation will
compare the similarities and differences in the use of computers and mobile
phones in soliciting user feedback in terms of timing, number and detail of
response. We also evaluate the impact on user responses using different
types of notifications.
About Dianne…
With over 15 years of experience as a supplier of market research, Dianne
formed Latitude Insights in late 2007. Prior to this, she worked with Blue
Moon Research, Open Mind, Omnicom Research, and Frank Small and
Associates, With extensive experience in both qualitative and quantitative
research, Dianne’s passion for research is in understanding why. Dianne has
an in-depth knowledge of the FMCG, retail, banking and finance industries,
together with substantial experience in social marketing. Today Dianne
spends much of her time engaging in true two-way dialogue within Latitude’s
online research communities. She has previously presented at conferences in
Australia, New Zealand and Singapore.
11

12. Wednesday 23 February - 09:00
From our chairperson
Opening remarks and speaker introductions
Mark Michelson
Principal
Threads Consumer Anthropology, U.S.
Co-Founder, Mystery Shopping Provider’s Association
About Mark…
In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service
custom marketing research firm based in Atlanta, Georgia. Mark has
extensive experience conducting qualitative research around the world
designing customer experiences, products and communications for some of
the worlds’ most respected brands including Coca-Cola, Walmart Stores,
Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st
President of the Mystery Shopping Providers Association (MSPA) and serves
on the Global Board. He is also a former member of the board of QRCA and
is an active speaker at universities, trade shows and conferences across the
world.
12

13. Wednesday 23 February - 09:15
Han Zantingh
Managing Director
BrainJuicer China
Insight generation through DigiViduals: using search robots for mass
ethnography
• DigiViduals: a cutting-edge qualitative technique for gathering latest
consumer trends, demographics and new ideas for product development
• Discussing the challenges of implementing online qualitative research in
Asia: dealing with censorships and characters
• Examples of a success story: the case of a Kraft Foods in Asia
Presentation abstract:
Millions of people freely publish evidence of their thoughts, feelings, and
behaviours online across social media. In essence, thousands of qualitative
studies, often with real insights being shed, are occurring between online-
users constantly. But currently there are no tools that are capable of listening
to these conversations for purposes other than brand-tracking or reputation-
monitoring. Yet this continually expanding mass of online content presents a
real and exciting challenge for marketers and researchers: How can we
observe and translate this into a meaningful narrative that provides new
insights into our segments and brands?
To solve this problem, BrainJuicer® have developed DigiViduals™, online
research bots programmed to have a particular personality reflecting a brand
category, persona, or trend. The DigiVidual™ trawls social media sites,
reposting relevant pictures, videos, shopping items and music specific to the
predetermined target demographic on a blog. BrainJuicer’s researchers then
organise and interpret these information artefacts into themes, forming a deep
and inspiring illustration of the target. A multimedia representation of a
segment provides an inspiring springboard for ideation and insight
development for research practitioners, creating a more human way to
communicate the essence of particular segments.
About Han…
With almost 20 years of marketing, brand strategy and marketing services
experience, Han has been involved in many aspects of bringing brands to
market and making (and keeping!) them successful. Han cut his teeth in
marketing in the FMCG sector in the Netherlands, at Kimberly Clark and
United Biscuits, and then added international and strategic experience to that
by joining New Solutions, a strategic marketing consultancy in London. He
then became involved in international brand development with a focus on Asia
in joining Pernod Ricard, first in Global marketing for Chivas Regal, and later
as head of marketing for Whiskies for Pernod Ricard China.
13

14. Wednesday 23 February - 10:00
Dianne Gardiner
Managing Director
Latitude Insights, Australia
Exploring socialising the social way: an Australian case study of online
research communities
• Discussing the use of online research community for understanding
cultural assumptions:
• Evaluating the different types of activities and approaches: what are the
pros and cons of different methods?
• Implementing multiple communities for one study: what are the key
learnings and results?
Presentation abstract:
Latitude Insights conducted a study via two online research communities to
explore socialising behaviours. The core objective was to qualitatively explore
Australian’s socialising behaviours and uncover the cultural assumptions that
reinforce them.
This case study will illustrate how the use of online qualitative research
elicited greater context, discussion and a level of honesty on what was a
sensitive topic area.
We will discuss the evolutionary approach required for the study, and how this
differed between the communities.
We will also illustrate the importance of using different questioning
approaches, building moderation rapport and a level of trust within the
community.
About Dianne…
With over 15 years of experience as a supplier of market research, Dianne
formed Latitude Insights in late 2007. Prior to this, she worked with Blue
Moon Research, Open Mind, Omnicom Research, and Frank Small and
Associates, With extensive experience in both qualitative and quantitative
research, Dianne’s passion for research is in understanding why. Dianne has
an in-depth knowledge of the FMCG, retail, banking and finance industries,
together with substantial experience in social marketing. Today Dianne
spends much of her time engaging in true two-way dialogue within Latitude’s
online research communities. She has previously presented at conferences in
Australia, New Zealand and Singapore.
14

15. Wednesday 23 February - 11:15
Shigeru Kishikawa
Chief Executive Officer
MROC Japan Inc, Japan
The effectiveness of tactical co-creation community method: The case
of MROCs in Japan
• Exploring the effectiveness of tactical co-creation community research
method (TCC) among the Japanese consumers
• Comparing the performance between TCC and focus groups by
conducting the pilot community on generating new product ideas of snack
for children
• Examining participants’ evaluation of TCC
Presentation abstract:
We try to show the effectiveness of Tactical Co-creation Community research
method (TCC) in the Japanese MR market in creating insights by examining
the case study of kid’s snack. There are no long-term online research
communities except communities for marketing and promotion so far in
Japan. Some agency failed to maintain the communities. In general,
Japanese consumers tend not to claim their attitude and opinions to products
and brands publicly. Is that why community research failed?
We developed TCC, Tactical Co-creation Community research method. By
conducting the pilot community on snack for children, we try to explore the
effectiveness of TCC method among Japanese consumers. TCC is a short –
term community by specifying both objectives and the length of community,
number/qualification of participants. Participants are divided into three groups:
Innovators, Influencers and Followers to facilitate idea generation and
evaluation. TCC promotes interactions among participants to strengthen
engagement. To that end, we compared the performance between TCC and
focus groups, and run the survey on satisfaction of project among
participants. We found that TCC showed significantly better performance in
creating insights, i.e., new product ideas than focus groups. Moreover,
participants were satisfied with TCC, and would participate it again. In short,
TCC could be the good introduction to build the long-term MROCs for the
Japanese clients.
About Shiggy…
Shigeru Kishikawa is CEO of MROC Japan Inc. which is the first agency
specializing in MROCs business in Japan. He is a 24-year veteran of the
research industry and has worked in both client and agency side. Shiggy was
previously Associate Director at Synovate Japan. He was responsible for the
all Practices/Solutions locally. He was also Account Director for Coca Cola,
Unilever, BAT etc. at Synovate. Prior to that, Shiggy headed up the Research
Department at both Hill’s Colgate Japan and Philip Morris Japan. He started
his career as marketing researcher at Japan Market Research Bureau,
currently Japan Kantar Research.
15

16. Wednesday 23 February - 12:00
Heisawn Jeong
Associate Professor
Hallym University, South Korea
Reviewing qualitative research trends in Web 2.0 learning: what are the
challenges and opportunities?
• Summarising trends in research methodology in Web 2.0 research
contexts with a focus on Computer Support for Collaborative Learning
(CSCL)
• Discussing different ways that qualitative and qualitative analyses can be
combined
• Discussing challenges and issues to be addressed in carrying out
qualitative analyses in Web 2.0 research contexts.
Presentation abstract:
Mixed method approaches are increasingly becoming more popular.
Combining methodologies from different research traditions has been useful
for revealing ambiguities and contradictions, which in turn have led to new
conceptual developments. However, it can also risk epistemological
confusions and methodological misalignment. We need to understand the
nature of these trends and also explore ways to combine them more
effectively. In this presentation, I will attempt to summarize in trends in
research methodology in web 2.0 research contexts with a focus on Computer
Support for Collaborative Learning (CSCL). Second, I will attempt to provide
different strategies in which qualitative analyses are integrated with
quantitative analyses. Lastly, the presentation will discuss challenges and
issues to be addressed in carrying our qualitative research in web 2.0
environments. While research ventures into newer contexts and environment
such as CSCL and web 2.0, we do not have a clear sense for the kinds of
research methodologies used in this new field. It is hoped that this
presentation help researchers to understand how qualitative analyses in
connection with quantitative analyses can be effectively used to understand
human behavior in web 2.0 environments.
About Heisawn…
Heisawn Jeong is an Associate Professor of Psychology at Hallym University
in South Korea. Her expertise is in collaborative learning, tutoring, inquiry
learning, cognitive aging, and technology-mediated learning. She is deeply
interested in the process of collaborative knowledge construction and group
cognition, especially the kinds mediated by technology tools such as
discussion board, representational tools, and wiki. She is also interested in
analysis methods and is examining research methodologies of an
interdisciplinary research field called CSCL in her current research.
16

17. Wednesday 23 February - 14:00
Mark Michelson
Principal
Threads Consumer Anthropology, U.S.
Co-Founder, Mystery Shopping Provider’s Association
Brainstorming workshop: Understanding the factors that motivate
people to engage in online communities
In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into
teams) will have the opportunity to discuss with their peers on their thoughts
on the underlying factors that motivate people from different geographical
regions to engage in online communities. At the end of the workshop, team
leaders will present their results to the audience.
Each group may be asked to tackle one or more of the questions below:
• What are the factors that motivate people (e.g. old, young people) in your
region to join online communities?
• What interesting applications can you develop based on the characteristics
of the people in your region?
• What are the possible applications you can develop to extract research
information from online communities?
About Mark…
In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service
custom marketing research firm based in Atlanta, Georgia. Mark has
extensive experience conducting qualitative research around the world
designing customer experiences, products and communications for some of
the worlds’ most respected brands including Coca-Cola, Walmart Stores,
Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st
President of the Mystery Shopping Providers Association (MSPA) and serves
on the Global Board. He is also a former member of the board of QRCA and
is an active speaker at universities, trade shows and conferences across the
world.
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18. Wednesday 23 February - 16:00
Garry Tan
Lecturer & Doctoral Candidate
University of Western Australia, Singapore
Academic transcription: considerations and recommendations on
outsourcing to internet-based transcription services
• Collating the requirements for the selection of an internet-based
transcription service.
• Discussing the key considerations for outsourcing transcriptions to
internet-based academic transcription services.
• Examining the impact of internet-based transcription services on
qualitative research
Presentation abstract:
The focus of this paper is on the considerations in selecting internet-based
academic transcription services. Globalisation, the “levelling effect” of
technology and the rapid adoption of the internet accelerated the trend
towards the out-sourcing of academic transcription services, especially to
countries that provide quality transcription services at a competitive price.
A brief review of literature on this topic highlighted the call for more research
on transcription and its impact on qualitative research. In July 2010, the
researcher conducted an internet search for academic transcription services
as part of the pre-fieldwork phase of the doctoral programme. Four groups of
transcription services were identified; they are local freelancers, local
companies, global companies and internet-based companies. Justifications
are presented for the use of internet-based academic transcription services,
and contrasted with the manual coding process by the researcher. Similarly,
a listing of the recommendations for better digital recording and
considerations for using academic transcription services was consolidated
from this survey. It is anticipated that new researchers, especially doctoral
students planning on adopting the qualitative paradigm as part of their
research would benefit from the findings of this article.
About Garry…
Garry has a diploma in architectural technology from Singapore Polytechnic, a
bachelor degree in technology (industrial design) from Monash University, a
master degree (with distinction) in leadership and education from the
University of Western Australia. He is currently pursing a doctor degree in
education with the same university. Garry has eighteen years of design
experience in tackling military, industrial, commercial and consumer electronic
product design. He has conducted research in design education and led
future-based design projects. As an educator, Garry is with Nanyang
Polytechnic since 1999. He had championed its studio-based approach and
the programme’s integration with industry practices.
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19. 19

20. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Abbol Ningyi Li PhD Student, Faculty of University of Macau Macau
Social Sciences and
Humanities
Angus Cheong Assistant Professor University of Macau Macau
Athena Seng Head of Research Unit ERS e-Research Lab Macau
Doan Dong Hai Bang Senior Brand Manager FrieslandCampina Vietnam
Celeste Mantilla Research Director PSRC Philippines
David Chu R&D Leader ERS e-Research Lab Macau
Davy Chen Director MROC Japan Japan
Dianne Gardiner Managing Director Latitude Insights Australia
Emil Avenido Research Director PSRC Philippines
Garry Tan Senior Lecturer Nanyang Polytechnic Singapore
Gerald Rubale Research Officer Parliament of the Republic Uganda
of Uganda
Han Zantingh Managing Director BrainJuicer China China
Haruo Yamasaki Director Cross Marketing Japan
Heisawn Jeong Associate Professor Hallym University South Korea
Hiroki Fukahori Associate Professor Tokyo Medical and Dental Japan
University
James Fergusson Global Director for TNS Global Singapore
Rapid Growth &
Emerging Markets
Jason Chin Country Marketing Kraft Foods Malaysia
Director
Jeff Walkowski President QualCore.com US
Joseph Kakeeto Research Officer Parliament of the Republic Uganda
of Uganda
Kara Chan Professor & Head, Hong Kong Baptist Hong Kong
Communication Studies University
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21. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Lei Wang Analyst Cross Marketing Japan
Livia Gervasoni Managing Director KOI Market Research Italy
Mark Michelson Principal Threads Consumer U.S.
Anthropology
Minh Huen Ho Manager, Client Service The Nielsen Company Vietnam
Qualitative
Navin Williams Founder & CEO MobileMeasure China
Nicole Lee Ping Chen PhD Candidate University of Malaya Malaysia
Preslav Bondjakov Director Consumer Visions Australia
Ryota Sano Director Talkeye Inc Japan
Sherry Chang Leader, Web Mining ERS e-Research Lab Macau
Shigeru Kishikawa Chief Executive Officer MROC Japan Inc Japan
Stanislav Bondjakov Research Director Consumer Visions Australia
Timothy A. Simpson Associate Professor & University of Macau Macau
Associate Dean, Faculty
of Social Sciences and
Humanities
Tom Skilbeck Director Cimigo Vietnam
Tony Fetherston Team Leader, Academic Edith Cowan University Australia
Development
Wu Mei Associate Professor, University of Macau Macau
Faculty of Social
Sciences and
Humanities
Yoshiyuki Nanke Manager Cross Marketing Japan
Yuen-Wah Li Services Improvement MTR Hong Kong
Manager
Vivienne Leung Lecturer, Hong Kong Baptist Hong Kong
Communication Studies University
Department
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22. 22

23. Upcoming Events
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