qualitative options with online communities
TRANSCRIPT
Qualitative Optionswith Online Communities
Ray Poynter Dan Fleetwood
President, QuestionPro Communities Founder, The Future Place and NewMR
Agenda
❏ Leveraging Communities
❏ Synchronous Vs Asynchronous
❏ Beyond Discussions
❏ The Future
❏ Q & A
Leveraging Communities
❏ Mostly on-going rather than ad hoc – but many advantages apply to both
❏ Ready, profiled, and waiting
❏ Clarifying and expanding on earlier feedback
❏ Multiple channels – mobile, online, video, messaging etc
❏ Opportunity to ‘train’ participants, eg emojis, post-it notes, word games etc
Triggers for Qual with a Community
❏ As a ‘normal’ qualitative project – eg explore purchase pathways
❏ As a targeted activity – eg find satisfied customers with low spend levels, find out why
❏ As a responsive project – eg re-contact people who preferred Option A & explore
❏ Member generated projects
Synchronous Vs Asynchronous
Synchronous Asynchronous
Focus groupsDepth Interviews
Diaries
Online/video focus groupsOnline/video/telephone depth Interviews
Bulletin board groupsOnline discussionsOnline diariesBlogs/VlogsSmartphone ethnographyMessaging groupsSocial tasks – e.g. pinboards
Beyond Discussions
❏ Smartphone Ethnography
❏ Engagement and closing the feedback loop
❏ More than just respondents
❏ Collaborative qual
❏ Crowdsourcing the analysis
Smartphone Ethnography
❏ Define what you mean:diaries, collections of images, videos of activities, focus on self or
others, or true auto-ethnography or collaborative ethnography
❏ Make the tasks clear, engaging, and not too onerous (considernumber of days, tasks per day, and task complexity)
❏ Think about how you are going to process the information, eg limit video length, number of photos, complexity of passive data
Engagement and closing the feedback loop
❏ Qual can be boring, and it can be engaging – think about the design, think about issues like gamification
❏ Ask your community to suggest topics they would like to discuss
❏ Always give a chance for community members to give you a summary of what they have shared
❏ Feedback comments, photos, videos etc to the community
More than just a respondent
❏ MR is moving on from the word respondent, to participant – but in many cases we can go much further
❏ Create judging panels, reviewers, new product trialists – people whose views will be valued by your colleagues
❏ Give participants a chance to become skilled in your research approaches – so they can add more value – from emojis to VR to video
❏ Give them a chance to set the agenda, to suggest projects & methods
Collaborative qual
❏ Ask members to suggest topics and methods
❏ Smartphone ethnography is one type of collaborative qual
❏ Extend the smartphone approach to use members for trendspotting, cool hunting, reporting, sleuthing
❏ Ask members to solve problems and come up with suggestions without adopting a specific method
Crowdsourcing the analysis
❏ Ask members to interpret their own contributions – from emojis to additional comments and journaling
❏ Ask members to add comments and interpretations to other member’s comments – especially in online discussion, blogs, vlogs etc
❏ Ask members to code and analyse qualitative material (not just text, think signs, images, video)❏ Consider training some members in analytic techniques
Qual does Not need to be Online Qual
Not just focus groups, activities, factory visits, ‘meet the team’ etc
Store phone numbers & preferences (eg time of day & topics)
Think phone, eg WhatsApp, Line, WeChat, SnapChat even SMS
The Future?
❏ Automation and AI – e.g. chatbots
❏ Automation and AI – e.g. text & video analytics
❏ More passive, biometric and neuro
❏ VR and AR
❏ More DIY
Automation and AI – e.g. chatbots
❏ Larger communities – chatbot community managers
❏ Larger projects – instead of 1 discussionwith 50 people, 100 discussionseach with 50 people
❏ More systematic and consistent probing
❏ More multilingual and multicultural projects viable
Automation & AI – eg text & video analytics
❏ More text, encourage open-ended responses – reduce closed responses
❏ More images and videos, longer videos
❏ Processing voice, promoting use of voice in online qual
❏ More analysis choices – eg grounded theory and content analysis and semiotics and discourse analysis and …
More passive, biometric and neuro
❏ More event-triggered qual
❏ Facial coding & voice analysis
❏ Linking analysis to biometrics, location, activity
❏ More ethical issues about consent
VR and AR
❏ The price of virtual reality is falling, opening up new opportunities, especially for qual and communities
❏ Numbers of participants smaller
❏ The same equipment and training can be used multiple times
❏ Viable virtual worlds, holodecks, second life scenarios
❏ Augmented reality is seen by many as potentially bigger than VR
More DIY Qual
❏ Automation lowering the barriers to creating qual
❏ More tools available for qual
❏ AI chatbots to conduct qual
❏ AI to help analyse qual
Big Picture
❏ Rapid qual is one of the key benefits of online communitiesSo, make sure colleagues are aware of it
❏ The range of qual options is growing
❏ Online, offline, phone
❏ Synchronous vs Asynchronous
❏ Text and/or beyond text
❏ Use qual to enhance members’ engagement with the community
Thank You
Ray Poynter
QuestionPro Communities - Innovation
❏ Ideation Engine
❏ Idea Board Module
❏ Social Listening
❏ Twitter Integration
❏ New Redesigned Community App
❏ Fully Integrated with Communities
Idea Board
❏ Members can post ideas
❏ Other members can vote and comment on these ideas
❏ Popular ideas bubble up to the top of the list
❏ Ideas can be shared on social media - Twitter and Facebook
❏ Idea status can be updated by the Community Manager
Idea Board
Social Listening
❏ Integrate your company’s Twitter account with your QP Community. ❏ Allow members or non-members to tweet at your company using a
predefined hashtag.❏ The idea will automatically get added to the community. ❏ All members will be able to vote on and give feedback about the
idea.
View on Twitter
View on Idea Board
View in Portal
New Community App - Key Features
❏ User News/Activity Feed
❏ Distribute Messages Dynamically
❏ Points & Leaderboard
❏ Levels/Gamification
❏ Refer-a-Friend/Share app
❏ Quick Polling Feature
New Community App
Screenshots:
❏ User Feed
❏ Leaderboard
❏ Discussion
Q and A
Ray PoynterNewMR
Dan FleetwoodQuestionPro
