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how social media have changed
qualitative researchFrancesco DʼOrazio, Social Media Lab, IULM
April 2009, Milan
first, understand what users want
from the web
not a
window on
somebody elseʼs world
but the web as a
mirror
projection
construction
social media sites contain rich fields of insights,
always up to date
6
a community for every niche
7
social data
identity - who are you
contacts - who you know
activities - what you do
8
where I amwhat I buy and share
who I talk to
who I meet
what sims I visit
what I tell them
who I message
where I amwhat I read and share
who I call
who I meet
what sites I visit
what I tell them
who I email
what I buy
not the end of the world, but a new definition of
privacy
11
how do all these data affect research?
for the first time we can do qualitative research on a mass scale!
impressive...
13
adding pop culture and consumerism
understanding of sociology for localization
rich understanding of human interaction and influence dynamics
adding anthropological perspective to the numbers
new model research
"Old Man Nielsen Versus New Market Research"
Panel at SXSW 2009
how did we get there?
15
netnography
1996
research communities
1999
crowdsourcing
2002
co-creation
2006
activ
e in
volv
emen
t of t
he u
ser
16
sentiment
why bother: research objectives
consumer immersion
online reputation management
testing and feedback
validation
insights
idea generation
new product development
1717
netnography
1996
research communities
1999
crowdsourcing
2002
co-creation
2006
activ
e in
volv
emen
t of t
he u
ser
netnography: origins
“the field behind the screen: using netnography for marketing research in online communities” in Journal of Marketing Research, 39, 61-72Kozinets, R. V. (2002)
netnography: what is it
19
involves the researcher participating directly in the setting, observing and interviewing.
studies people behaviors, opinion, motives and concerns in online communities
methods which capture their social meanings and ordinary activities
20
observational netnography when the researcher learns about the community by
studying the members of the community.
participatory netnography when the researcher becomes a part of the community
and learns by doing.
netnography: sub fields
Met the father of Netnographyhttp://innov8or.blogspot.com/2007/06/met-father-of-netnography.html
text, such as downloaded files of newsgroup postings, transcripts of virtual worlds or chat sessions,
videos, pictures, music, e-mail exchanges...
21
researcherʼs field notes artifacts+
netnography: data collected
22
netnography: data analysis
content analysis
discourse analysis
semantic analysis
semiotics
social network analysis
a window into naturally occurring behaviors
23
far less obtrusive, conducted using observations of consumers in a context that is not fabricated by the marketing researcher
more timely than focus groups and personal interviews
netnography: benefits
Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”Journal of Marketing Research, 39 (February), 61-72.
netnography issues: trust
25
261817
netnography
1996
research communities
1999
crowdsourcing
2002
co-creation
2006
activ
e in
volv
emen
t of t
he u
ser
A community of people online brought together to help an organisation gain insights into its product, market, customer and brand.
Can combine quantitative and qualitative research by affording both an understanding of what people think and an explanation of why they feel that way.
research communities
the interaction with other users re-introduces the social context often missing from other research approaches, and allow the use of all ethnographic methodologies .
the participative context and personal and long term commitment are ideal for brands to gather ideas for innovation and co-creation: participants are there, engaged and available to answer questions and test hypotheses
research can keep pace with internal development processes, providing a consumer feedback loop to check new ideas and support product development from inception to launch.
customer, employee and supplier engagement with the business/brand is increased. this helps to innovate, stay ahead of the competition and drive consumer advocacy and positive word-of-mouth
research communities: benefits
A new era for qualitative market research?http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/
29
insight journeyPoll
blogs
comments focus group
mining algorithm
visualization/reportinginsights
dashboard
INSIGHT
video threads
How is the recession affecting
your spending habits??
31
What are they talking
33
social media monitoring
turning quantity into quality
36
37
38
towardsa more actively involved
user
431817
netnography
1996
research communities
1999
crowdsourcing
2002
co-creation
2006
activ
e in
volv
emen
t of t
he u
ser
44
45
many-to-one
bottom-up
still vertical
481817
netnography
1996
research communities
1999
crowdsourcing
2002
co-creation
2006
activ
e in
volv
emen
t of t
he u
ser
49
social insights
new product development
co-creation
peer-to-peer research
the
co-c
reat
ion
proc
ess
idea
s se
lect
ion
many-to-many-to-one
top-down & bottom-up
vertical & horizontal
metodologia osservazione partecipante nelle chat e nei forum
interviste in profondità on line a chatter e partecipanti a forum
focus group on-line con frequentatori di chat e forum
focus group off line
case study: sesso in rete
obiettivi analizzare le rappresentazioni sociali del sesso e del corpo in rete
mappa del corpo nei forum
mappa del corpo in chat
thanks!
francesco.dorazio@gmail.comwww.makersofuniverses.com
@abc3d
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