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1 The Essential Guided Tour to the Universe of Online Qualitative Research
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The Essential Guided Tour to the Universe of
Online Qualitative Research
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Listening Social Media
Ethnography lite
BBFG
OFG
Co-creation etc
Replicating offline tasks
E- ethnography
Multi- method Research
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Designing Interplanetary Craft
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Multi-method research
Knowledge, rationalisations, thinking patterns,
Habits, perceptions, associations, intuitive knowledge
Emotions, conscious and out of awareness
Social group behaviour, conformity, influence, values
Cultural ‘rules’, myths and codes, accepted practices
If you only do one type of research you will only explore one facet. Narrow views of the world are often misleading.
Encourages thinking outside the box of any one theory
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Main categories of methodsFace to face interviews
Variations on groups and depths Pre and post tasking
Personal connection & flexibility
Observation Direct, participant/researcher/
Client, filming
‘Truth serum’ – people not aware of own behaviour
Online Listening, Netnography, OFGs, BBFGs MROCs Co-creation/Crowdsourcing
Beyond limits of space and time, ‘being there’, qualntitative
Consultation Workshops, panels, citizens juries, consumer consultants, forums etc
Social benefits for decision making
Technology Eyetracking, biometrics, neural imaging
Outside conscious control
Cultural analysis Semiotics, discourse analysis etc Outside personal awareness
Case studies Longitudinal Continuity
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On AND off-line
Offline and online deserve to be considered as complementary methodological approaches Different contextExaggerate distance between confessional style self reporting and observation.Most research is artificial – increasingly online behaviour isn’t – its naturalisticNot much research is real time – the mobile phone is a game changerCalibration between on and offline needed for quantitative surveys
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Choosing
Immediate, now
Longitudinal
Relationship
TIME
Free, cheap InvestmentMONEY
Dispersed
Hard to contact
Unknown
Contactable
Known
TrackedSAMPLE
Importance to participant / spontaneously expressed
Importance to client / guided expression
AGENDA/ Spontaneity
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Fusion solutions
Listening to identify issues
BBFG, small or large community – continual evolution
OFGs to explore
F2F deeper
Mobile in the
moment Mark up
votecreate
Listening to follow reaction
vlogs
E-ethnography to find opinion leaders
Don’t forget quant data
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Informed Eclecticism
• Use a range of methods on any project to
get multiple perspectives.
• ‘Triangulation’ increases validity
• You get more than the sum of the parts
Buzz, trending
Behaviour, tell and show you
Attitudes and emotions
Creative development
Social & cultural factors
Popularity and predictions
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Triangulation
Points in space relative to one another
How different methods corroborate one
another AND elaborate, challenge,
generate new hypotheses
Different types of data
More dynamic and insightful
Increases validity
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Final Exercise
Discuss how you would apply it to a brief
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Drinks at the End of the Universe!
