how social media have changed

qualitative researchFrancesco DʼOrazio, Social Media Lab, IULM

April 2009, Milan

first, understand what users want

from the web

not a

window on

somebody elseʼs world

but the web as a

mirror

projection

construction

social media sites contain rich fields of insights,

always up to date

6

a community for every niche

7

social data

identity - who are you

contacts - who you know

activities - what you do

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where I amwhat I buy and share

who I talk to

who I meet

what sims I visit

what I tell them

who I message

where I amwhat I read and share

who I call

who I meet

what sites I visit

what I tell them

who I email

what I buy

not the end of the world, but a new definition of

privacy

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how do all these data affect research?

for the first time we can do qualitative research on a mass scale!

impressive...

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adding pop culture and consumerism

understanding of sociology for localization

rich understanding of human interaction and influence dynamics

adding anthropological perspective to the numbers

new model research

"Old Man Nielsen Versus New Market Research"

Panel at SXSW 2009

how did we get there?

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netnography

1996

research communities

1999

crowdsourcing

2002

co-creation

2006

activ

e in

volv

emen

t of t

he u

ser

16

sentiment

why bother: research objectives

consumer immersion

online reputation management

testing and feedback

validation

insights

idea generation

new product development

1717

netnography

1996

research communities

1999

crowdsourcing

2002

co-creation

2006

activ

e in

volv

emen

t of t

he u

ser

netnography: origins

“the field behind the screen: using netnography for marketing research in online communities” in Journal of Marketing Research, 39, 61-72Kozinets, R. V. (2002)

netnography: what is it

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involves the researcher participating directly in the setting, observing and interviewing.

studies people behaviors, opinion, motives and concerns in online communities

methods which capture their social meanings and ordinary activities

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observational netnography when the researcher learns about the community by

studying the members of the community.

participatory netnography when the researcher becomes a part of the community

and learns by doing.

netnography: sub fields

Met the father of Netnographyhttp://innov8or.blogspot.com/2007/06/met-father-of-netnography.html

text, such as downloaded files of newsgroup postings, transcripts of virtual worlds or chat sessions,

videos, pictures, music, e-mail exchanges...

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researcherʼs field notes artifacts+

netnography: data collected

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netnography: data analysis

content analysis

discourse analysis

semantic analysis

semiotics

social network analysis

a window into naturally occurring behaviors

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far less obtrusive, conducted using observations of consumers in a context that is not fabricated by the marketing researcher

more timely than focus groups and personal interviews

netnography: benefits

Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”Journal of Marketing Research, 39 (February), 61-72.

netnography issues: trust

25

261817

netnography

1996

research communities

1999

crowdsourcing

2002

co-creation

2006

activ

e in

volv

emen

t of t

he u

ser

A community of people online brought together to help an organisation gain insights into its product, market, customer and brand.

Can combine quantitative and qualitative research by affording both an understanding of what people think and an explanation of why they feel that way.

research communities

the interaction with other users re-introduces the social context often missing from other research approaches, and allow the use of all ethnographic methodologies .

the participative context and personal and long term commitment are ideal for brands to gather ideas for innovation and co-creation: participants are there, engaged and available to answer questions and test hypotheses

research can keep pace with internal development processes, providing a consumer feedback loop to check new ideas and support product development from inception to launch.

customer, employee and supplier engagement with the business/brand is increased. this helps to innovate, stay ahead of the competition and drive consumer advocacy and positive word-of-mouth

research communities: benefits

A new era for qualitative market research?http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/

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insight journeyPoll

blogs

comments focus group

mining algorithm

visualization/reportinginsights

dashboard

INSIGHT

video threads

How is the recession affecting

your spending habits??

31

What are they talking

33

social media monitoring

turning quantity into quality

36

37

38

towardsa more actively involved

user

431817

netnography

1996

research communities

1999

crowdsourcing

2002

co-creation

2006

activ

e in

volv

emen

t of t

he u

ser

44

45

many-to-one

bottom-up

still vertical

481817

netnography

1996

research communities

1999

crowdsourcing

2002

co-creation

2006

activ

e in

volv

emen

t of t

he u

ser

49

social insights

new product development

co-creation

peer-to-peer research

the

co-c

reat

ion

proc

ess

idea

s se

lect

ion

many-to-many-to-one

top-down & bottom-up

vertical & horizontal

metodologia osservazione partecipante nelle chat e nei forum

interviste in profondità on line a chatter e partecipanti a forum

focus group on-line con frequentatori di chat e forum

focus group off line

case study: sesso in rete

obiettivi analizzare le rappresentazioni sociali del sesso e del corpo in rete

mappa del corpo nei forum

mappa del corpo in chat

thanks!

francesco.dorazio@gmail.comwww.makersofuniverses.com

@abc3d