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Qualitative Research in Second Life Ph.D Seminar, Roskilde University, Sep 28 2009. Dr. Thomas Kohler. 1. Research context Research methods Lessons learned. 1. 2. 3. Research context. 1. “. „. Armed with new connective tools, consumers want to interact and co-create value... - PowerPoint PPT Presentation
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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
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
