Exploring socialising
in a social way
A case study of online research
communities
Dianne GardinerManaging Director, Latitude Insights (AU)
Qualitative Research in Web 2.0 Asia Pacific
February 2011
Why online qualitative
approach was used…
Breadth and Depth
Anonymity … greater truth
Longitudinal
Iterative approach
An intrinsic part of Australian culture
Why online qualitative
approach was used…
Breadth and Depth
Longitudinal
Iterative approach
Anonymity
Welcome to ‘The Lounge’
100+ members
18-35 year old
Mostly single / couples
Pre-kids
Mix of students and workers
Light - heavy drinkers
Marcail
100+ members
Over 30 years old
Many were parents
Light - heavy drinkers
Susan
The Nuts
and Bolts
Building trust
Demonstrating
authenticity
Self-disclosure
Nurturing
Sharing
Non-judgmental
Thank you all soooo much for crossing your fingers
and toes, it worked! The weather was fantastic and
the party went off without a hitch. I had the right
amount of drinks, thanks to all your great advice!
The picture above is of my twin sister and me at the
party. As promised here are a few of the party
snaps.
Oh, what a night!
Susan’s (Moderator) Blog
Conducted over 3 months
November – January
Stimulating conversations
Your social events
A typical week night?
Melb Cup celebrations
It’s going to be BIG
Change with age
Meaning of ‘moderation’
Tips for recovery
Preparation rituals
Friends that influence you
Friends associated with a ‘big night’
Pacing yourself over Christmas
Strategies to reduce stress
‘Shout the nation’ campaign
The language of drinking
Choosing to go without
Your first time
Drinking with family vs. friends
Parent’s drinking behaviour
Drinking rituals
Drinking alone
Friends associated with relaxation
Food’s role in socialising
Food and alcohol
Socializing rituals
Alcohol and underage children
Drunken behaviour of othersConsequences of excess
Unintentionally over-doing it
Christmas and New Year’s
Abstaining challenge
The role of
Anonymity
Getting personal
Detail… detail… detail
Mix it up with stimulus
Deprivation challenge
Language
Someone who has drunk too much
Heavy Drinker Non-drinker
Heavy Drinker
Non-Drinker
The
Pervasiveness
of Alcohol
The
Tolerance for
Drunkenness
Wedding
Buck’s/ Hen’s Night
Work Christmas Party
New’s Year’s Eve
Adult’s birthday party
Party at someone’s houseBBQ
Party at your house
Girl’s / boy’s night outSporting event
Music festival
Day at the beach
After work gathering with colleagues Dinner with family
Family picnic
Work function
Work lunch
Child’s christening
Funeral
Baby Shower Local sporting club event/ celebration
Day at the cricket
Dinner with friends
Alcohol is…an expected part of some occasions
Sporting event
Work Christmas Party
Music festival
Day at the beach
Family picnic
Child’s christening
Funeral
Baby Shower Local sporting club event/ celebration
Day at the cricket Dinner with family
Dinner with friends
But it is…an accepted part of almost any occasion
Wedding
Buck’s/ Hen’s Night
New’s Year’s Eve
Adult’s birthday party
Party at someone’s house
After work gathering with colleagues
Work function
Work lunch
BBQ
Child’s birthday party
Study group
Church / religious group
Party at your house
Girl’s / boy’s night out
Wedding
Sporting event
Buck’s/ Hen’s Night
Work Christmas Party
New’s Year’s Eve
Adult’s birthday party
Party at someone’s house
Music festival
Day at the beach
After work gathering with colleagues
Family picnic
Work function
Work lunch
Child’s christening
BBQ
Child’s birthday party
Funeral
Baby Shower
Study group
Church / religious group
Local sporting club event/ celebration
Party at your house
Girl’s / boy’s night out
Day at the cricket Dinner with family
Dinner with friends
Getting drunk is… accepted on many occasions
Some lessons worth sharing
Difference between Younger and Older
Community ‘break’
Sensitive issues
Tips for
running
concurrent
communities
Each community is unique, and needs to
be treated as such
Need to be flexible (client included)
Discussion / conversation guide needs to
evolve over time for each community
Moderator's need to work together and independently
Thank you for listening
Dianne Gardiner, Managing Director, Latitude Insights
email [email protected] + 61 417 323 765
twitter @DiGardinerweb www.latitudeinsights.com.au
blog www.parellelinsights.com
Presented at the Asia-Pacific conference on
Qualitative Research in Web 2.0
22 & 23 Feb 2011, Macau SAR
For more information
Please visit: http://www.merlien.org
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