Download - Victoria gamble main stage - 2011
Main Stage, November 3, 2011
Taking Qualitative Online: What I wished I’d known before I started Victoria Gamble - WorkINProgress
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Taking Qualitative Online: What I wished I’d known before I started
Victoria Gamble WorkINProgress || Qualitative Research
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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Why did I create this presentation?
Online qualita+ve research is s+ll an emerging technique There are many ways of approaching it, but no ‘right’ way There is s+ll a lot of confusion about what it is, when to use it and if it is any good at all!
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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Complementary sides of the story
Online qualita+ve research’s strength is in its asynchronous nature Allows for more considered and reflec+ve responses Gives less confident par+cipants a chance to voice their views Increases comfort with disagreeing Provides a level of anonymity, gives freedom to express different views
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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Different people have different approaches, this is what has worked for me…
What it looks like… An online discussion forum – las+ng between 3 and 10 days
… could be longer… depending on the objec+ves • Par+cipants given a specific number of tasks to complete in one day
• These could be a combina+on of task types -‐ forums, photo uploads, polls etc
• A combina+on of closed / private ac+vi+es and open / public ac+vi+es – to get a balanced picture of the issues
• An itera+ve discussion plan. Start out with a plan but change it based on responses throughout the project
• Ac+ve modera+on. Acknowledge contribu+ons (par+cularly on first days) and be responsive to queries.
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Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
My 7 big tips
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Things I wish I’d known before I’d started
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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Use first day as a ‘sign up day’
Irons out technical kinks
Makes sure you have par+cipants before cri+cal tasks
Start out slow
#1
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
You need nerves of steel
Hope for the best
Plan for the worst!
Don’t Panic
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#2
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Don’t use ‘the lingo’
Consumer friendly language
Be clear, friendly and cha[y in tone
Remember who you are talking to O
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#3
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
How long would the task take a ‘real’ person to do
Respect par+cipants +me
Tasks that take too long will lead to a[ri+on
Be honest and realistic in your expectations O
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#4
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Tone needs to be cha[y but clear
Each task / ac+vity should be asking about one thing
But you might need to ask for that one thing in mul+ple ways
Get your tone right O
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#5
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
How will you deal with people who only complete half the task?
How can you mo+vate people to complete the board when their week gets busy?
How will you pay your par+cipants?
Structure your incentives O
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Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Is your topic sufficiently engaging to mo+vate people to par+cipate? How savvy is your target demographic? What implica+ons does that have for your tasks? The best online par+cipants are not necessarily who you would think!
Consider your target and your topic O
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#7
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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3 Myths to challenge
Online Qual is cheaper than Face-‐To-‐Face Qualita+ve approaches Bigger is Be[er Only suited for par+cular demographics – youth, tech savvy etc
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
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Why I love it…
For topics that require considera+on or
reflec+on
Complements offline approaches
Cost effec+ve for wide geographic reach
Increased par+cipant engagement
Rich and detailed outputs
Itera+ve and adaptable
Client engagement
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Thank you
Victoria Gamble WorkINProgress || Qualitative Research
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Q & A
Victoria Gamble WorkINProgress
Greg Coops Asian Strategies
Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)
Victoria Gamble
Read Victoria’s blog @ http://wipqrtalks.com.au/ Follow Victoria’s tweets at @ http://twitter.com/gamblegamble Connect with Victoria on LinkedIn @ http://au.linkedin.com/in/gamblegamble Check out WIPQR @ http://wipqr.com.au/