Sue Bell and Suzanne Burdon - Festival of Nnew MR - 2014

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Sue Bell and Suzanne Burdon from Susan Bell Research in Australia presented on their findings from comparing respondents' experiences in online versus face-to-face qualitative research groups. They interviewed participants who had taken part in both an online bulletin board and face-to-face focus groups. Contrary to common assumptions, respondents reported that the online environment allowed for stronger engagement and a more creative exchange of ideas. It also enabled participants to express their "real selves" without fear of judgment from others in the group. The presentation challenged several myths about online versus face-to-face qualitative research.

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The
Fes'val
of
2014

Everything
we
know
about
face
to
face
groups
we
learned

from
online
qual
2014
Pla9num
Sponsor

Sue
Bell
&
Suzanne
Burdon

Susan
Bell
Research

Australia

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Everything
we
know
about
face
to
face
groups

we
learned
from
online
qual.

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Maybe not
everything!!
Well
….

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

A
few
months
ago
….

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

We
had
talked
to
14
people

who
had
par9cipated
in
a

3
day
online
Bulle9n
Board
Group
(BBG)

and
at
least
two
face
to
face
focus
groups

Some
weeks
later
…

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

??

Face
to
face
to
online?

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

But
online
to
face
to
face?

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Community
interac9on

Can’t
hide
the
‘real
me’

Stronger
engagement
=
beRer
crea9vity

Things
we
worried
about
losing
online

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Can
give
the

issues
more

considera'on

Feel
more
in

control

I
can
be
myself

Less
in'midated
by

other
par'cipants

My
opinion
counts

I
don’t
fear

interjec'ons

I
express
myself

beTer,
never

tongue
'ed

vs
F2F,
they

found
that

online…

But…what
they
told
us
was
preRy
explosive!

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Discourse

analysis

Sociology

Psychology

Challenging
some
myths

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Creates
community

and
beneﬁts
from

interac9on

These
are
individuals

–
no
real
interac9on

I am only there one or two hours.
I am not there to make friends. I
don't really care.
I am someone who thinks about
being judged in social situations.
I tend to be more reserved. I
wonder...did I say too much. I
question myself.
I felt more confident online .
I enjoyed seeing other peoples
perspectives, different opinions,
where they're coming from.

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Myth
2

Gets
to
the
real
me

I
can
hide
the
real
me

Online you don't have to walk out
with the people afterwards, or
meet them in the shops. You're
never likely to see them again.
You can be yourself. More of the
real you.
You are likely to be more critical
online because you don't have to
see people's reactions and know
by their body language that they
are pissed off.

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Myth
3

Engagement
will
lead
to

debate
and
crea9vity

Online I can do more research
You can think about what you want
to say and process it. So you can
go off and have a shower and
think what you want to say then
write it.
In a face to face group you are
put on the spot and you are
influenced by the people around
you. If someone goes off at a
tangent you might forget about
what you wanted to say.
Lack
of
engagement

online
s9ﬂes
crea9vity

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

The
things
we
worried
about

were
not
lost:

The
‘real
me’

Crea9vity

We
have
concluded….

Our
core
skills
as
F2F

moderators
can
only
be

improved
by
beRer

understanding
the

respondent
experience

online.

Community
interac9on

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014
THANK
YOU

2014
Pla9num
Sponsor

Suzanne Burdon and Sue Bell
Susan Bell Research
Australia

The
Sponsors
for
this
Event

If
you
are
interested
in
sponsoring
a
future
NewMR
event

Email
Michele.Poynter@TheFuturePlace.com

2014
Pla9num
Sponsor

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

Q
&
A

2014
Pla9num
Sponsor

Ray
Poynter

The
Future
Place

Sue
Bell

Susan
Bell
Research

Suzanne
Burdon

Susan
Bell
Research

Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
Festival of NewMR, December 2014

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Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

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For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction. No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.

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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

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Sue Bell and Suzanne Burdon - Festival of Nnew MR - 2014

1. The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to: Our Pla'num Sponsor for 2014 Silver Sponsors Session Sponsors Media Partner Fes'val Supporters •  Schlesinger Associates •  GMI •  krea The Fes'val of 2014

2. Everything we know about face to face groups we learned from online qual 2014 Pla9num Sponsor Sue Bell & Suzanne Burdon Susan Bell Research Australia Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014

3. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Everything we know about face to face groups we learned from online qual.

4. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Maybe not everything!! Well ….

5. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 A few months ago ….

6. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 We had talked to 14 people who had par9cipated in a 3 day online Bulle9n Board Group (BBG) and at least two face to face focus groups Some weeks later …

7. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 ?? Face to face to online?

8. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 But online to face to face?

9. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Community interac9on Can’t hide the ‘real me’ Stronger engagement = beRer crea9vity Things we worried about losing online

10. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Can give the issues more considera'on Feel more in control I can be myself Less in'midated by other par'cipants My opinion counts I don’t fear interjec'ons I express myself beTer, never tongue 'ed vs F2F, they found that online… But…what they told us was preRy explosive!

11. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Discourse analysis Sociology Psychology Challenging some myths

12. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Creates community and beneﬁts from interac9on These are individuals – no real interac9on I am only there one or two hours. I am not there to make friends. I don't really care. I am someone who thinks about being judged in social situations. I tend to be more reserved. I wonder...did I say too much. I question myself. I felt more confident online . I enjoyed seeing other peoples perspectives, different opinions, where they're coming from.

13. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Myth 2 Gets to the real me I can hide the real me Online you don't have to walk out with the people afterwards, or meet them in the shops. You're never likely to see them again. You can be yourself. More of the real you. You are likely to be more critical online because you don't have to see people's reactions and know by their body language that they are pissed off.

14. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 Myth 3 Engagement will lead to debate and crea9vity Online I can do more research You can think about what you want to say and process it. So you can go off and have a shower and think what you want to say then write it. In a face to face group you are put on the spot and you are influenced by the people around you. If someone goes off at a tangent you might forget about what you wanted to say. Lack of engagement online s9ﬂes crea9vity

15. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014

16. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 The things we worried about were not lost: The ‘real me’ Crea9vity We have concluded…. Our core skills as F2F moderators can only be improved by beRer understanding the respondent experience online. Community interac9on

17. Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014 THANK YOU 2014 Pla9num Sponsor Suzanne Burdon and Sue Bell Susan Bell Research Australia

18. The Sponsors for this Event If you are interested in sponsoring a future NewMR event Email Michele.Poynter@TheFuturePlace.com 2014 Pla9num Sponsor Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014

19. Q & A 2014 Pla9num Sponsor Ray Poynter The Future Place Sue Bell Susan Bell Research Suzanne Burdon Susan Bell Research Sue Bell and Suzanne Burdon, Susan Bell Research, Australia Festival of NewMR, December 2014

20. THANK YOU Follow our Blog hRp://www.sbresearch.com.au/bell-‐bird-‐newsleRer/bb-‐blog Subscribe to Bell-‐Bird hRp://www.sbresearch.com.au/bell-‐bird-‐newsleRer Like us on Facebook hRps://www.facebook.com/SusanBellResearch Check out our Website hRp://www.sbresearch.com.au/

21. The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to: Our Pla'num Sponsor for 2014 Silver Sponsors Session Sponsors Media Partner Fes'val Supporters •  Schlesinger Associates •  GMI •  krea The Fes'val of 2014

Sue Bell and Suzanne Burdon - Festival of Nnew MR - 2014

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