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From the QUAL 360 Merlien conference in Berlin in March 2010. About the integration of classic qualitative research, qualitative online research and social media. They all depend on each other.
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Integrating Web 2.0 into traditional
qualitative research
1
Views and experiences of a ,traditional‘ qualitative reearcher
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People live online
Web 2.0 changes the role of traditional qualitative research• Markets change. Marketing changes.
Communication changes and emerges.
• Changing role of the consumer requires changing approaches and thinking.
• New areas of research
• New possibilities to improve traditional methodologies
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‣ Because people live differently and more online
‣ Because the fragmentation of the consumer requires new thinking
‣ Because online and Web 2.0 approaches enrich traditional qualitative research and enable to gain deeper insights
Traditional qualitative research needs Web 2.0
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Two worldsWild life
Unstructured
Criticism
Polemics
Creativity
Community oriented
PowerfulNo limits
Structured
Methodology
Target group oriented
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In Social Media/Web 2.0 people ...
Have something to say and want to be heard
Publish, are active and collaborate
Tell you what they like and what not
Provide help and guidance
Want to be understood and taken seriously
➡ They want you to LISTEN6
You need to understand these ...
SocialMedia
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But you can listen and participate in order to understand. In real time.
You can't control Social Media...
It‘s about building and maintaining relationships
‣ Understand the customer. ‣ Tap into their conversations, attitudes and
thinking.8
• Builds a personal and direct relationship (F2F)
• Knowing who you have in front of you
Visual
Verbal
Non-verbal
Group dynamics
Traditional qualitative research is powerful
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There is a human being behind every online personality
• Different behaviour and response between personal vs. online environment
• Who exactly am I talking (listening) to?
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Web 2.0 research needs traditional qualitative research• Virtual online/Web 2.0 research needs a ,real‘
counterpart
• Traditional qualitative research is able to capture and integrate all aspects of human senses in a more complete and holistic way
• Seeing - Hearing - Feeling
• Direct F2F communication leads to deeper and more valuable insight
• Analysis of verbal and non-verbal reactions and response in the course of the conversation
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Gaining Insights
Listening
Understanding
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1. Traditional ,classic‘ methodologies
2. Websearch (Netnography, Webnography)Monitoring Social Media
3. Online research tools
Integration
Qualitative research will/must merge Offline and online
Traditional qualitative research as platform
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➡ Traditional qualitative research remains core
➡ Traditional qualitative research methodologies are not always transferable 1:1 to online
➡ But online research methodologies broaden the horizon and allow additional insights and understanding
Can we do this online?
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Tools enrich and ,complete‘ traditional qualitative research
Online focus groups Online communities
Focus blogsJournals & diaries
Online collages
Mobile Research
New devices (e.g. iPad)Social Media monitoring
• Traditional methodologies work online, but ...
• Some traditional techniques and methodologies even work better online
Projective techniques15
Social Media Monitoring
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• As a stand alone tool or in combination with traditional methodologies (e.g. as an add-on to groups/IDI‘s)
• Enhances (and prolongues) traditional research methods
• For preparation and/or re-work of groups (IDI‘s etc.)
• Transfers research into the real life context of the respondent
• Respondents decides which aspects are more relevant
• Controlled anonymity (recruitment)
• Client can attend
Focus Blogs
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• Introduction to project• Preparation task• Questionnaire• Stimulus material• Content generated by
the respondent
• Product trial• On-going discussion• Questionnaire• Stimulus material• Additional content
generated by the respondent
Focus groupIDIetc.
Traditional Qual
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Projective techniques
• Word associations
• Image selections
• Story telling
• Mapping
• Sentence completions
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• Often used in groups and workshops
• Online possibilities are even bigger
• Using photos from the web
• Including personal photos
• Sorting and matching
• Commenting
• Save, print and/or share
Online Collages
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Mobile Research
• Highly relevant
• Allows to capture response in real time and at any place
• Spontaneous and immediate
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The future is qualitative
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