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The Users Guide to the Universe of Online Qualitative Research

Partners in DevelopmentJohn Griffiths and Joanna Chrzanowska

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More Guide information

and downloads at www.webjam.com/tour_of_the_online_universe

Copies of charts

Published papers, codes

Details of platforms /suppliers

Forum for questions and discussion

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Guide schedule09.15 Pre-task, Listening

11.00 Coffee

11.15 Netnography, Bulletin Boards12.50 Lunch

13.45 Online focus Groups, stand alone tools MROCs, practicalities

15.35 Tea

15.45 Co-creation and Crowdsourcing, Standards & Guidelines, Multi-

method

16.25 On versus offline debate17.oo Close

On or Offline Debate

As we go, write down good reasons that come to mind for

A: Using an online methodology

B: Using an offline (In Person) method

We will use these at the end in a debate to see which approach wins!

One reason per post it

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Users Guide Part 1 Orientation, Listening & Social Media

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Listening Social Media

Ethnography lite

BBFG

OFG

Co-creation etc

Replicating offline tasks

Netnography

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Dimensions in space time

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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Meet your fellow Universal Travellers

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The Tour Pre-task

5 minutes to share what you learnt from the pre-task, in small groups

5 minutes to share with the whole group

Advantages of Online

• Faster/more immediate access• No travel, ‘greener’• V flexible in numbers and timescales• Can build longer relationships (asynchronous)• Respondents in own environment• Clients can easily view• Online disinhibition effect and opportunities to

blog/upload photos etc lead to candour• Easy to use mixed methods

Current Drawbacks

• Not necessarily cheaper – still need to recruit, incentivise etc

• Online recruitment issues• Some methods generate large amounts of data to

analyse• Technology /connectivity issues• Chat/typing is main form of communication• Internet is a distracting medium• Need to engage respondents• Code issues – what is public and what is private?

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“The study of naturally occurring conversations, behaviours, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand”

(ARF definition of Listening)

In practice – monitoring social media

‘Listening’ – what is it?

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How do you do it?

Use tools for web scraping, mining, alerting

Tools for trending, tracking (ongoing)

Dashboards,Sentiment analysis,

Monitoring‘psycholinguistic lexical semantics’

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Why do it ?• Monitor a brand’s reputation & competitor

activity

• Customer complaints, questions and suggestions

• Support online communities

• Damage prevention/ control

• To better promote your products

• Track campaign impact & resonance

Find out what’s going on before you start a piece of work.

Keep in touch with what’s being said about the brands you work with

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Professional solutions

Paid for social media

monitoring tools

integrate a large number of

measures, social media,

web analytics etc,

De-duplicate, analyse,

dashboard of sentiment,

audience reach etc.

 . 

Alterian SM2Brandwatch

Biz360Nielsen

BuzzMetricsRadian6

ScoutlabsSysomosNetbase

See White paper from FreshMinds research comparing professional tools on the webjam

Here’s an example..

Video demo

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Listening tools drawbacks

• Not universal – each tool has a bias

• Literal – dependent on key words

• Different impressions of the volume of conversations

• Results depend on search string used

• Retweeting, spam, adverts = clutter

• Locations of conversations are servers not countries

• Automated sentiment analysis inaccurate or irrelevant if comments neutral

• Hard to pick up sarcasm, tone of voice

• Duplicated data or slow to pick up new data

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Listening tools anyone can use

Free - see our list!

Various types of search engines

Some are specific e.g. blogs,

Twitter, others broad

Vary - need to experiment

Will bring up duplicates and old

conversations

Some subjects not discussed

much online

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Opportunities: 1

Use free tools for searching and

Brains for analysis

Use data visualisation tools for presenting

http://www.webdesignerdepot.com/2009/06/50-great-examples-of-data-visualization/

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Opportunities: 2

It turns out the future of branding doesn’t belong to the loudest voice but to the most

perceptive ear.

James P Othmer.

Sample the culture inc marketers, retailers

Hear hot consumer issues

In the consumers own words

Ask better questions in your formal research

Organise ‘listening lunches’ for the brand

team

Monitor brand reputation

Manage potential disasters

‘Guerrilla’ customer service

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Don’t forget Interpretation Rosie Campbell Seminar for Revelation Global on Language in

analysishttps://revelationglobal.ilinc.com/cgi-bin/ilinc/lms/recording_launch.pl?

pvr_id=409301&session_id=smphhxw

Communities of Interpretation – John Griffiths, part of Cloud of Knowing project

given at Innovation Fest Brainjuicer/Ogilvy Digital Labs/ Revelations Global webinar

Powerpoint in http://www.webjam.com/cloud_of_knowing/scriptoriumWebinar: https://revelationglobal.ilinc.com/perl/ilinc/lms/register.pl?

activity_id=zkrpstw&user_id=

And our webjam…..

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Listening Exercise

• Google, Bing, Yahoo cf Google Alert • Amazon – sales info, customer reviews, what else

bought• Ebay – new and second hand• Wikipedia – what does it say and who said it?• Flickr photos or YouTube videos – official/unofficial• Facebook – official and fan pages• Twitter – what are they saying?• Blogpulse – blog analysis tool• Delicious/Stumble Upon/Digg – tagging (& potential user

analysis)• Squidoo – who is behind it

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Flip

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The Galaxy of Social Media

Brands on Social Media• 20% Internet users follow brands in social media

– To get updates– Share ideas, provide feedback– Save money (discount codes)– Entertainment– To display loyalty

• 8% have complained about brands (inc on other forums)

http://www.freshnetworks.com/blog/

Running groups on Facebook

• Closed or open – members and/or content

• Simple functionality – The wall – can add posts, multimedia, links and comments

• Live chat function• Benefit is accessibility and the

numbers involved. • FB being accessed on mobiles

more and more• Consider using as an adjunct to

other methods

Running research on Twitter

• Biggest of the microblogs• Totally open environment• Use hashtags to set up

twitterstreams• Interview in full public glare• Instant – able to include links and

pics• Data accessible to everyone

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Social Media starting to integrate with research…

• Toluna FB panel – forward surveys to friends and family

• Habbo offers samples & runs youth study

• Peanut Labs sources samples via apps and games, offers virtual currency rewards

Facebook App Vitaminwater

29Picture Credit; Freakingnews.com: women in space

Coffee break