Stand-up Summer Creative Assignment Lucas Walkowski Productions Marketing.
The Rise of Online Qualitative_keynote_Jeff Walkowski
-
Upload
merlien-institute -
Category
Education
-
view
548 -
download
0
description
Transcript of The Rise of Online Qualitative_keynote_Jeff Walkowski
![Page 1: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/1.jpg)
The Rise of Online Qualitative:Reflections on the Evolving Qualitative Research Industry
Merlien InstituteQualitative Research in Web 2.0
Macau – 22 February 2011
Jeff [email protected]
![Page 2: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/2.jpg)
Our Path
• Developments Within QRCA• Developments Outside of QRCA• Taking a Look Back• Implications
![Page 3: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/3.jpg)
Our Path
• Developments Within QRCA• Developments Outside of QRCA• Taking a Look Back• Implications
![Page 4: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/4.jpg)
Within QRCA, online qualitative seems to be approaching mainstream ...
![Page 5: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/5.jpg)
More Members Engage inOnline Qualitative Research
Source: QRCA Membership Survey 1999, 2004, 2008
1999(%)
2004(%)
2008(%)
Conduct Focus Groups Online 3 12 17
Conduct Online Bulletin Boards n/a 22 26
More Online Focus Groups Y2Y n/a n/a 59
More Online Bulletin Boards Y2Y n/a n/a 54
![Page 6: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/6.jpg)
Many Articles in QRCA VIEWS
Two dozen articles about online qualitative in nearly nine years of quarterly publication.
![Page 7: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/7.jpg)
More Conference Presentations
Year# Online Sessions Sample Session Titles
2009 7 • Create Powerful Questions & Activities for Online Qualitative Research• Idea Swap for Advanced Users of Online Qualitative Research
2008 7 • Getting the Most Out of Online Projects: Top Tips for Online Moderators• Joining the Mainstream: Best Practices for Online Qualitative Research
1999 1 • TRENDS: Online Focus Groups
1998 1 • Online Focus Groups
Topics presented at QRCA conferences have matured.
![Page 8: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/8.jpg)
The perception of threat has largely dissipated.
![Page 9: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/9.jpg)
But QRCA members aren’t alone in their acceptance/adoption of online qualitative ...
![Page 10: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/10.jpg)
Our Path
• Developments Within QRCA• Developments Outside of QRCA• Taking a Look Back• Implications
![Page 11: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/11.jpg)
Online Qual a Focus at Conferences
• Merlien Institute: Winter 2011 (Macau)• Inspiration in Action 2010 (Prague)• Merlien Institute: Spring 2010 (Berlin)• Spring 2009 Symposium on Excellence (Chicago)
![Page 12: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/12.jpg)
North America: “Cradle” of Platforms
![Page 13: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/13.jpg)
New! European Platforms
![Page 14: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/14.jpg)
Vendors Add Language “Skins”
Courtesy 20/20 (QualBoard)
Courtesy Itracks
![Page 15: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/15.jpg)
Closures Among Physical Facilities
![Page 16: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/16.jpg)
More Online Panel Companies
![Page 17: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/17.jpg)
Not only that, but other factors make it easy for online qualitative to flourish ...
![Page 18: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/18.jpg)
Internet Access Keeps Growing
WorldRegion
Penetration (% Population)
Growth2000-2010
North America 77% 146%
Oceania/Australia 61% 179%
Europe 58% 352%
Latin America/Caribbean 35% 1033%
Middle East 30% 1825%
Asia 22% 622%
Africa 11% 2357%
Source: www.InternetWorldStats.com. As of 30 June 2010.
![Page 19: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/19.jpg)
Broadband Access Increases
G7 CountryBroadband Penetration
2001-Q4
Broadband Penetration
2010-Q2Germany 3 31
France 2 31
UK 1 31
Canada 10 30
US 6 27
Japan 4 26
Italy 1 21
Source: www.OECD.org
![Page 20: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/20.jpg)
Training Programs Are Available
• Platform providers offer webinars• Training for experienced traditional moderators– www.OnlineModerator.com
![Page 21: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/21.jpg)
Our Path
• Developments Within QRCA• Developments Outside of QRCA• Taking a Look Back• Implications
![Page 22: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/22.jpg)
In the beginning, chats were “born” ...
![Page 23: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/23.jpg)
Start With The Basics
• Fixed time and date for all to meet• Lasts about 90 minutes• Led by a moderator• 6-7 respondents• Incentives
![Page 24: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/24.jpg)
Over Time, Add Enhancements
• Waiting rooms• Observation rooms• Uploadable guides• Moderator-controlled stimuli • Whiteboards• Independent polling• Mark-up tools• Virtual sorting tools• Online collages
![Page 25: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/25.jpg)
Eventually Webcams
Courtesy Channel M2
![Page 26: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/26.jpg)
Chat Technology Has Advanced
![Page 27: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/27.jpg)
Then message boards were “born” ...
![Page 28: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/28.jpg)
Almost an Afterthought
• ListServs existed, but clumsy• Why not extended chats?• In time, boards recognized as a
new method with key benefits:– More depth – Better access to busy people
![Page 29: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/29.jpg)
Enhancements to Boards, Too• Upload photos, video, documents• Gather independent responses• Flag posts, insert notes to help analysis• Integrate quant tools• Split into sub-groups
![Page 30: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/30.jpg)
Summary of the Evolution
1995 2000 2005 2010
AOL Chats
First MR Chat Rooms Webcams
ListServs First MR Boards
Video Boards
More Multi-Media
Mobile
SYNCHRONOUS
ASYNCHRONOUS
![Page 31: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/31.jpg)
Past Present Future
Real-Time Chats
Bulletin Boards
Usage
0
+
Bulletin Boards Dominate Today
![Page 32: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/32.jpg)
Today, it’s not simply “online focus groups”
![Page 33: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/33.jpg)
A “Bouquet” of Online Qual Tools
• Text-based methods– Chats– Message boards
• Tailored for IDIs• Tailored for interactive discussion• Integrated with smart phones
– Online survey “intercepts”• Webcam-based methods– Chats– Message boards
![Page 34: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/34.jpg)
Many Platforms to Choose From
![Page 35: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/35.jpg)
But it’s not over! The evolution continues ...
![Page 36: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/36.jpg)
Hot Issues Related to Online Qual
• Communities/MROCs• Qual-Quant Hybrid Solutions• So much data!
![Page 37: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/37.jpg)
Our Path
• Developments Within QRCA• Developments Outside of QRCA• Taking a Look Back• Implications
![Page 38: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/38.jpg)
Implications for Researchers
• Online qual is NOT going away• To be a true consultant, need to be aware
of all options to properly advise clients• Online moderating could be a career path• As profession continues to mature,
specialization is not inappropriate
![Page 39: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/39.jpg)
Emerging Opportunities
Text-Based Multi-Media
SocialNetworks
Blogs
Mobile
MROCs
![Page 40: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/40.jpg)
Implications for Research Buyers
• Online qual is NOT going away• Traditional qual is NOT going
away, either• No need to travel allows
budgets to be stretched• There is an online option in
most projects• Triangulate with online
![Page 41: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/41.jpg)
The Rise of Online Qualitative:Reflections on the Evolving Qualitative Research Industry
Thank You!
![Page 42: The Rise of Online Qualitative_keynote_Jeff Walkowski](https://reader036.fdocuments.us/reader036/viewer/2022070302/548b0976b47959c0138b46cc/html5/thumbnails/42.jpg)
Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0 22 & 23 Feb 2011, Macau SAR
For more informationPlease visit: http://www.merlien.org