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social media research: understanding the WHY!
digital non-conference!september 23, 2010!
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in a nutshell!• method playtime!• what social media does for
qualitative!• what qualitative does for social
media research!• case studies!• tips!• questions & builds!
#"3!
divide into teams of 4.!
One person is interviewer, one person is respondent. Other two are observers. Interviewer, seek to understand how the respondent folds his or her clothes. Observers, capture anything you learned that answers the objective.!
Activity A!
method playtime!
objective: !understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.!
#"4!
divide into teams of 4.!
One person is respondent. Other three are observers. Respondent, demonstrate folding the t-shirt. Observers, capture anything you learned that answers the objective.!
Activity B!
method playtime!
objective: !understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.!
#"5!
divide into teams of 4.!
Activity C!
method playtime!
objective: !understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.!
User-generated content across the web is your research source. Scour YouTube, Twitter, Blogs or wherever else you think you can learn the story of folding clothes. Capture anything you learned that answers the objective.!
#"6!
emotion analysis.!
what does this actually do for us?!
#"7! going deeper (social media WHY)!
• Two camps: those who find it relaxing and those who hate it!!• Folding laundry is toward the top of the list of dreaded chores!• Contributors to hating folding clothes:!
• Causes back pain!• Heat of laundry room and clothes makes it uncomfortable!• Others in family disagree over how they should be folded!• Time consuming!
• Where clothes are folded:!• On top of dryer!• Kitchen table!• Living room floor!
• Solutions:!• Drink while folding!• Pile up over the week, then fold all in one night!• Wonderfold or Dr. Fold folding board!• Enjoy the way the laundry smells!
“The only reason I hate doing laundry is
because I hate folding clothes.”!
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what does social media do for qualitative research?!
• Bigger window into the whole person!
• Contextual in-road to get the right research the
first time!
• Non-disruptive, in-
expensive and already
there!
- !
#"9!
it’s about the person and their story.!
Ethnography!
Focus Groups!Online Bulletin
Boards!
Shop-Alongs!
#"10!
it’s about the person and their story.!
Ethnography!
Focus Groups!Online Bulletin
Boards!
Shop-Alongs!
Microblogs!
Life in Pictures! Blog Media!
Frequent Spots!
#"11!
It's the contextual in-road to get the right research the first time.!
Recruit the right people through verifying hypotheses about the target and using the most consumer-friendly language in the screener.!
Learn about Target Consumer.!
Get a quick read on how your objectives fall for consumers: are they relevant? is something else more important to consumers?!
Narrow to the questions that you couldn’t answer online and dig deep – utilizing respondent incentive and recruiting costs to their fullest.!
Focus !Qual Guide.!
Optimize Objectives.!
what does social media research do for qualitative?!
#"12!
No recruiting, no incentives, no travel, no OOO time!=!Very low investment for high return!!
inexpensive!
Disrupting the fish pond can change behavior.!
non-disruptive!
Very short wait time; data is already out there, just waiting to be harvested and analyzed.!
already there!
what does social media research do for qualitative?!
!"
what does a qualitative perspective do for social media research?!
• The WHY behind larger scale behavioral data!
• Gives more than sentiment and explains sentiment!
• Structure for threading seemingly disparate comments into themes!
• Drive to search deeper to understand the whole person!
• “English Major’s Take”!
- !
#" sources of WHY data!• RECALL "
What they say they do, and why they think they did it"Focus Group Respondent: "When I'm at home, I try to fold the t-shirts as quickly as possible out of the dryer so they don't get wrinkles.""
• OBSERVATION "What you can see them do, and why they might have done it"In-Home Laundry Observation: She leaves the t-shirts in the dryer for hours before folding, so they wrinkle anyway."
• REAL-TIME DOCUMENTATION"What they document doing as they are doing it, with real-time feedback on why"
Tweet: "I'm so sick of folding clothes every other day, I'm keeping them until the end of the week to do them all at once."!
#"15!
applications:!Ideation "Leveraging not only what consumers are asking for but also why they are asking for it!
• Analogous categories!
• Different uses for the current product!
• Suggestions offered by consumers and painpoints!
Benefits "Brand positioning in the benefit area that the brand has a right to win it! How are consumers talking about the benefits of one brand and it’s competitors and why?!
Product Lifecycle "From ideation through product launch and refresh, watch consumer comments on why they do or don’t like the product and listen for suggested changes!
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tips!
Look Beyond Sentiment. "Social Media Research can do a lot more than just indicate overall sentiment; it can directly feed research objectives with focus, directional learning, and verbatims.!
Dig Into Context."While individual verbatims can be powerful, following links to read them in their full context will shed light on motivation and decision-process. Follow links, read threads, and let your target tell you what matters to her. You will find new topics, passion areas and nomenclature for brand new searches that will reveal even deeper information.!
Learn and Leverage Their Language "Saturating your qualitative probing and discussions with real consumer language will help focus on the conversations on topics that really matter to your target.!
!"
renee!
@Reneemmurphy! questions "& builds!
justin!
@JustinAtSeek !
