Qualitative Research in Second Life Ph.D Seminar, Roskilde University, Sep 28 2009

1

Qualitative Research in Second LifePh.D Seminar, Roskilde University, Sep 28 2009

Dr. Thomas Kohler

Research context

Research methods

Lessons learned

1

3

2

Research context1

Armed with new connective tools, consumers want to

interact and co-create value... Prahalad and Ramaswamy, 2003

„“

Virtual Worlds

Open Innovation

Avatar-Based Innovation

=

+

Experimenting Companies

Need identification and idea generation

Concept and design Test and launch

The challenge

< Participation

WHAT CREATES A

COMPELLING

CO-CREATION

EXPERIENCE WITHIN VIRTUAL WORLDS

?

COMP

CO-CRE

EXPER

ELLING

ATION

IENCE

Virtual Worlds

Open Innovation

Research methods2

Research Design

context

process users

Expert interviewsCompelling co-creation process

Participant interviews and observation Compelling co-creation in virtual worlds

Virtual focus groupsCompelling virtual world place

Research Design

context

process users

Expert interviewsCompelling co-creation process

Participant interviews and observation Compelling co-creation in virtual worlds

Virtual focus groupsCompelling virtual world place

Focus groupsRecruitment and virtual facilities

Discussion guide development and design

Moderating

Analysis and reporting

Topic The future motorbiking experience

Sustainable living in 2020

Ideas for a more sustainable world

Company involvement

Avatars joining project

166 167 266

Time spent on average

76 minutes 80 minutes 85 minutes

Research participants

5 Interviews 9 Interviews 20 Interviews,114 Questionnaires

In-depth interviews

Participant interviews

Participant observation and heat map

Interview questions

Conducting the interviews

Lessons learned3

Elaborate on media strenghts

PA Consulting Banking Demo; SL: 34, 166, 24

Create immersive environments

Build in playfulness

Focus on social nature

Elaborate on media strenghts

Create immersive environments

Build in playfulness

Focus on social nature

Elaborate on media strenghts

Create immersive environments

Build in playfulness

Focus on social nature

Discussion

thomas.kohler@uibk.ac.at

SL: Rein Spire

Additional information4

Focus group guideline

Interview guideline

Grand tour question

Would you begin by telling me what the first things are that come to your mind after you participated in the Ideation Quest?

ProbesIf you wanted to bring your friends to participate in the Ideation Quest, what would you tell them to get them interested?Assume this place could talk, what would it say about itself?

ElementsCould you describe your most outstanding experience during the process?

Motivations and expectations

What do you think could be reasons for your friends to join the Ideation Quest?If people hear about the Ideation Quest, what do you think they are expecting from it? Is there anything that we should have talked about but didn’t?

Problems and improvements

What where the most serious problems that you faced along the process? Let’s talk about what can be done to improve this project. If you were in charge, what kind of changes would you make?

EndingWhat do you think in general about using virtual worlds for an interactive innovation process in general? Is there anything that we should have talked about but didn’t?

Wrap up - Summary and acknowledgement

Project detailsKTM Ideation Quest

Philips Ideation Quest

Green Ideation Quest

Company involvement

KTM Motorcycle AG Philips Design None

Time frame June 2008 June 2008 February 09

Avatars joining project

166 167 266

Time spent on average

76 minutes 80 minutes 85 minutes

Research conducted

Qualitative interviews,Participant monitoring

Qualitative interviews,Participant monitoring

Qualitative interviews,Participant monitoring,Quantitative survey

Research participants

5 Interviews 9 Interviews 20 Interviews,114 Questionnaires

Brainstorming discussions

15 29 29

Ideas submitted 16 30 45