more guide information and downloads at webjam/tour_of_the_online_universe
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The Users Guide to the Universe of Online Qualitative Research Partners in Development John Griffiths and Joanna Chrzanowska. 1. More Guide information and downloads at www.webjam.com/tour_of_the_online_universe Copies of charts Published papers, codes Details of platforms /suppliers - PowerPoint PPT PresentationTRANSCRIPT
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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.
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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