1. The document discusses qualitative research methods for conducting online ethnographic research using a hybrid approach that combines both online and offline methods.
2. It proposes a framework for online research that leverages tools like online questionnaires, focus groups, and observation of online profiles and communities to gain multiple perspectives.
3. The conclusions reflect on how digital tools and social media have enabled new forms of engaged and multimedia qualitative research that can recruit diverse participant groups and discover insights over time through online interactions.
Going online: activity based research Merlin Conference 2010 Final
1. Qualitative Research in Web 2.0 Merlin Conference by Point-Blank International Berlin, 25 th March 2010 A framework for online ethnographic inspired research Nicole Reinhold, Christoph Welten, Paul Galow Beyond classical market research methods
2. Who are we? Why are we doing research online? How are we doing it? Conclusions AGENDA
4. Switching between different domains Talking to teenagers about the latest MMORPG (Massively Multiplayer Online Role-Playing Game) Talking to cardiologists about the latest developments in stent-implantation An average PBI week could look like this
5. POINT-BLANK INTERNATIONAL Which methods do we sell? The researcher brain. We do not have supermegamethodzā¢. We believe in customized hy brid research designs.
6. Key challenges for todayās commercial qualitative research HUMAN-CENTRIC From a company-centric view to an understanding of the human perspective AUTHENTICITY Alleviating issue of āartificial research settingā MULTIPLE PERSPECTIVES Beyond just talking to your obvious target FRESH APPROACH Counteract āwear-offā effect on client, researcher and participant side A complex world demands a hybrid methodology
10. Create a framework for a hybrid research design Automate and Reach Learn from the latest Collaboration Co-creation ONLINE METHOD MIX
11. From asking questions to research activities Q&A Can you tell me about all the devices that you use to watch, create and share digital content? RESEARCH ACTIVITY Please take a picture of your ādigital familyā ā meaning all the devices you use to watch, create and modify digital content
14. POINT-BLANK INTERNATIONAL Research activity with multimedia elements AUTHENTIC ļ¾ GIVING THE RIGHT INSTRUCTIONS Provide your feedback in a video you record after seeing the ad OR Put your webcam on and then watch the movie ā something pops up in your mind? Just speak it out loud.
15. POINT-BLANK INTERNATIONAL Capture behavior quantitatively with re-occurring activities AUTHENTIC ļ¾ AUTHENTICITY Capture experiences where they occur. Record quantitative behavior, not attitudes or perceptions.
17. POINT-BLANK INTERNATIONAL Empower participants: let them determine the next topic FRESH APPROACH ļ¾ What would you like to know from the other participants about the topic XYZ? It sound so simple but actually this is a huge motivator in online research studies. Why? Most likely because this best reflects the online communication culture!
21. Think beyond classical methods to discover the full potential DONāT COPY AND PASTE YOUR FACILITY SETUPS INTO AN ONLINE ENVIRONMENT. ENGAGE ONLINE OVER TIME. DONāT USE MEDIA FOR THE SAKE OF IT. EMBRACE COMPLEXITY.
So who are we Point-Blank is an independent full service research agency founded 2002 in the spirit of building up a modern cutting edge hub or think tank for international minded qualitaitive thinkers and researchers So today we operating with 10 multilingual research directors In the fields of consumer and medical research
In practical life this can mean that Nic and me might spend mon-weds talking to cardiologists \ And afterwards hang out with teens observing their online ego-shooter sessions with their peers This means we need to switch between different cultures every day / life never gets boring and we are able mix and match and talk today about what we consider the best of both worlds
Online research exerpertise Seen all the development Zou always have supporters and enemies ..
Various online research methods and tools Over the last decade different research tools and methods have emerged for doing online research. There is no single method or approach for doing online research, but what is important is the understanding and the appropriate application of fundamental principle.
Online research exerpertise Seen all the development Zou always have supporters and enemies ..
Research tool requirements Reach out to a diverse ā large number of participants Enable easy data procession Engage ā outspoken ā participants and opinion leaders (if needed) Engage people over time in order to let them reflect Allow people to contribute in multiple formats ā not just verbally but also visually through images, videos, blogs etc. Enable interactive communication and collaboration between participants, stakeholders and researchers Enable a hybrid method mix Trends from the consumer domain Screaming ads to social media campaigns From lab creation to Co-creation with consumers Focus on real product experience and context (ethonography) From Research reports to insight creation From opinion tracking to behaviour tracking
Nurses and patients are talking independently form each other ā they will get confronted with the results of the other group and discuss this further
Nurses and patients are talking independently form each other ā they will get confronted with the results of the other group and discuss this further
Online research exerpertise Seen all the development Zou always have supporters and enemies ..
People who canāt live normal lives love to live online lifes. Busi pro vs Patient mit Zeit
Sure Not everybody is online but recruitment is cost and time intensive so it is interesting to engage with participants that because of location or work life situation (family life) Note Each group has to be engaged (communication & incentivation) differently! However same online tool set / platform can be used
Rules Donāt copy and paste your facility setups into an online environment. Be open Profit from participants that are normally not participating reachable in facility market research Profit from place and location independency Profit from a research setting that allows individual as well as collective (group) setting in one study Engage online over time. Let your participants reflect over time Adjust your research design and stimulus material over the study time Donāt use media for the sake of it Profit from multimedia content where it really add value Always have a clear intention with regards to desired outcome Try to overcome the temptation and ask yourself whether something new accounts for added value or if there might be another more usefool tool for this specific situation It is more important to decide what not to do! Embrace complexity Let go control, be open, accept ambiguities and inconsistencies Rich media usage can answer certain questions and lead to a better understanding of your participants But donāt be afraid of further questions it might evoke. Ambiguity and inconsistencies are part of many postmodern subcultures of consumption