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!

nicole@socratize.com

Why SOCRATIZE?