SOCRATIZE!Research – Facilitation - Training
Nicole Reinhold Research & Innovation Consultant
Overcoming Question & Answers Online qualitative research more than just a new medium
About me
Online Diaries
Online Communities
Netnography
Online Co-Creation
Online SurveysOnline Focus Groups
Video streaming
Social Media Research
MORCSBlogging
Bulletin Boards
. . . is full of buzz . . BuZZ Metrics
Mobile Research
There is not one definition, one method, or one toolTerminology of research methods & social media merge
Chat- Interviews
Online qualitative research
Online Immersive Research
Research Web 2.0
Re-visiting researchers mission
People’s Life
Behavior
Context
Emotions
Understanding people’s lives and provide insight
By immersing ourselves in the context of our participants
Active | Asking | Stimulating
Passive | Listening | Observing
How can we understand people’s lives?
So why online?
Collaborate
Automate
Reach
WEB 2.0!Online AnalyticsOnline Surveys
Online Panels
3 good reasons to go online
It’s more than online it’s social media
MOBILEDIGITAL MEDIAWEB 2.0 SOFTWARE
BROADBAND INTERNET
IMMEDIACYENGAGEMENT MULTI MEDIACONNECTION
As it suits their lifestyle
Tools which allow people to collaborate and express themselves
In their language and aesthetics
In their own time and space
Qualities of social media collaboration
over time
without geographical boundaries
one to one OR many to many
simultaneously on several topics
as peers – free to collaborate
in multiple formats: photos, videos, text, links
virtual but not without contextwhen you want with what you want
Pitfalls of social media collaboration
lot of ‘noise’
collaboration without clear focus
lack of responsibility
miss the original aim
• Asking questions
From talking
• Assigning tasks and activities
To doing
What is the potential for researchers?
Active | Asking |Stimulating
Passive | Listening | Observing
Active | Asking | Stimulating
Passive | Listening | Observing
From
To
Towards a activity based research approach
So why is asking questions a problem?
“What people say, what people do, and what they say they do are entirely different
things” Margaret Mead
What is a research activity?
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 ‘digital family’ – meaning all the devices you use to watch, create, and modify digital content
• Journal/Diary
• Moments
• Day in the LifeBehavioral
• Photo tour
• Video ‘this is how I do . . . ‘
• Photo reporterContextual
• Role Play
• Storytelling
• Photo collageEmotions
Activities to understand peoples lives
6 different arche-types of activities
getting familiar | Icebreaker activities
reporting ‘reoccurring’ behavior | Diaries
understanding context | ‘Reporter’ activities
diving into emotions and values | Creative activities
enable discussion | Group discussion
reflecting back | Evaluation
Behavior / Diary
Projection
Discussion
Contextual
Welcome
Evaluation
Creating customized research designs
Creating the right mix and sequence of activities
Behavior Behavior BehaviorBehavior Behavior
ProjectionProjection Discussion Discussion ProjectionContextualContextual
Welcome Evaluation
Grid of research activities: - length of the study can vary from 3 days to 3 month- with daily, bi-weekly or weekly contacts with participants
Key success factors
• Conduct a customize research design• Moderate the study ongoing• Have clear research aim behind each
research activity• Use multimedia where appropriate
Exploring the Digital DomainEsomar paper 2007
SampleImmersive online research study over 1 week with “Lead Users” in the US and India to understand their digital Lifestyle
Research compositionDiary: on user generated contentContext: share tools and servicesProjections: share / create your own UGCGroup-discussion: security and ownership of content
N=50Activitydays: 5
Coverage: 2 countries
Fieldwork7 days
Summary
Advantages: •Research was conducted in the context of the
research topic•Cost reduction of 50% compared to traditional
methods• Extreme reduction of time in the field – coverage of
2 regions in 2 weeks
Long Term Product / Services Test Beyond the first impression
Advantages:• The product / service test goes beyond
the first impression.• Improvements of product / service and
communication can be done and directly tested in a co-creation manner.
N=30 Activitydays: 15
Coverage: 1 city
Fieldwork3 month
Summary
Research compositionDiary: usage weeklyContext: You and sportProjections: -Group-discussion: sport in the family context
Romania Anamnesis: 2 Phase ResearchNew product launch
Advantages:• Rich authentic contextual data from 20 household • Over 80 consumption moments that help to create insights for a communication
strategy
N=20 Activitydays: 5+1
Coverage: 1 countries
Fieldwork7 days + 1
Summary
Research compositionDiary: Moments of consumptionContext:Kitchen & eatingGroup-discussion: Product Definition
Romania Anamnesis: 2 Phase ResearchCombining Face to Face with online immersion
ResearchActivities:Similar Product: Group products that you have at home in categories and take a photoShopping Tour: Go in your supermarket and look for where you would place the new product?Group-discussion: Help us to explain the product to others
Findings:• No technical issues• Participants where
extremely open to share even very private moments of their life
• Eger to talk to other participants
• Attention: checking on participants knowledge can be tricky – Google is just a click away!
What will be next?
• Analytical tools for visuals & video
• Qual. and quant. split will vanishAnalysis
• New forms of contact - tablets
• New culture of dialog
New discourse
• Data of actual behavior will be come easier to collect Behavior
Why SOCRATIZE?. . . to go beyond the obvious,
to find out more about the fundamental issues of a topic by probing and revisiting your 'knowledge’ . . . . (inspired by Socrates)
Thank You!
Why SOCRATIZE?
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