about the integration of classic qualitative research, online research and social media

Integrating Web 2.0 into traditional

qualitative research

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Views and experiences of a ,traditional‘ qualitative reearcher

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People live online

Web 2.0 changes the role of traditional qualitative research• Markets change. Marketing changes.

Communication changes and emerges.

• Changing role of the consumer requires changing approaches and thinking.

• New areas of research

• New possibilities to improve traditional methodologies

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‣ Because people live differently and more online

‣ Because the fragmentation of the consumer requires new thinking

‣ Because online and Web 2.0 approaches enrich traditional qualitative research and enable to gain deeper insights

Traditional qualitative research needs Web 2.0

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Two worldsWild life

Unstructured

Criticism

Polemics

Creativity

Community oriented

PowerfulNo limits

Structured

Methodology

Target group oriented

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In Social Media/Web 2.0 people ...

Have something to say and want to be heard

Publish, are active and collaborate

Tell you what they like and what not

Provide help and guidance

Want to be understood and taken seriously

➡ They want you to LISTEN6

You need to understand these ...

SocialMedia

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But you can listen and participate in order to understand. In real time.

You can't control Social Media...

It‘s about building and maintaining relationships

‣ Understand the customer. ‣ Tap into their conversations, attitudes and

thinking.8

• Builds a personal and direct relationship (F2F)

• Knowing who you have in front of you

Visual

Verbal

Non-verbal

Group dynamics

Traditional qualitative research is powerful

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There is a human being behind every online personality

• Different behaviour and response between personal vs. online environment

• Who exactly am I talking (listening) to?

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Web 2.0 research needs traditional qualitative research• Virtual online/Web 2.0 research needs a ,real‘

counterpart

• Traditional qualitative research is able to capture and integrate all aspects of human senses in a more complete and holistic way

• Seeing - Hearing - Feeling

• Direct F2F communication leads to deeper and more valuable insight

• Analysis of verbal and non-verbal reactions and response in the course of the conversation

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Gaining Insights

Listening

Understanding

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1. Traditional ,classic‘ methodologies

2. Websearch (Netnography, Webnography)Monitoring Social Media

3. Online research tools

Integration

Qualitative research will/must merge Offline and online

Traditional qualitative research as platform

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➡ Traditional qualitative research remains core

➡ Traditional qualitative research methodologies are not always transferable 1:1 to online

➡ But online research methodologies broaden the horizon and allow additional insights and understanding

Can we do this online?

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Tools enrich and ,complete‘ traditional qualitative research

Online focus groups Online communities

Focus blogsJournals & diaries

Online collages

Mobile Research

New devices (e.g. iPad)Social Media monitoring

• Traditional methodologies work online, but ...

• Some traditional techniques and methodologies even work better online

Projective techniques15

Social Media Monitoring

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• As a stand alone tool or in combination with traditional methodologies (e.g. as an add-on to groups/IDI‘s)

• Enhances (and prolongues) traditional research methods

• For preparation and/or re-work of groups (IDI‘s etc.)

• Transfers research into the real life context of the respondent

• Respondents decides which aspects are more relevant

• Controlled anonymity (recruitment)

• Client can attend

Focus Blogs

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• Introduction to project• Preparation task• Questionnaire• Stimulus material• Content generated by

the respondent

• Product trial• On-going discussion• Questionnaire• Stimulus material• Additional content

generated by the respondent

Focus groupIDIetc.

Traditional Qual

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Projective techniques

• Word associations

• Image selections

• Story telling

• Mapping

• Sentence completions

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• Often used in groups and workshops

• Online possibilities are even bigger

• Using photos from the web

• Including personal photos

• Sorting and matching

• Commenting

• Save, print and/or share

Online Collages

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Mobile Research

• Highly relevant

• Allows to capture response in real time and at any place

• Spontaneous and immediate

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The future is qualitative

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