3. Overcoming the challenges
of communicating online
without non-verbal cues
1
Ilka Kuhagen, IKM
Munich, Germany
Merlien
Berlin 16/17 April 2003
#qual360

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Communication
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60% Body language
+smells,
+taste,
+....
90% >Non Verbal

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Non Verbal Communication
 Facial Expressions
 Eye
 Gestures
 Movements
 Distance
 Reaction: Blushing, Sweating
 Voice: level, volume, tonality
 Pauses
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Traditional Qualitative: Focus Groups
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Non-Traditional Qualitative: Online
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Online Quali is called „text only“ but....
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Fonts: size+type
CAPITAL letters
Bold/Italic/Underlined
Highlights
Colors for Fonts
Emoticons 
!!! ??? … *bb*
Avatars
Profiles
New Language
Photos
Videos
Webcam
Internet

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Emoticons
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
:-D
:-0
:-/
:-#
xD
;-)
(*_*)
(U_U)
(^_^)

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Sound and Action Words
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 *argh* *ugh*
 *hihihi*
 *grin*
 *rofl*
 *!* *!!* *!!!*
 *hmmmm*
 *...*

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Avatars
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 Choice of Avatar
 tells about the respondent!
o Animals
o Flowers
o Comics
 helps moderator identify respondents
 Photos used as avatar
 Gives the real image
 But data protection issues…

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Digital Media
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Many ways to include pictures:
 Respondents upload
photos/videos
 Search the Internet for
appropriate photos (google
images) or videos (youtube)
 Mail photos and moderator
uploads
 Webcam (real time or
recorded)
 Voice Recording (mp3-
uploads)
 …

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Probing – Building Rapport

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User Profile

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Picture Sort
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Card Sort
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Fingerpointing
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Fingerpointing and more…
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Show me faces
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Storytelling: Blogging
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Add Visuals, Videos, Websites …

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Add Webcams
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Webcam Group
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Online Qualitative Research
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IKM – International Qualitative Marketing Research
Munich, Germany
Mobile: +49(0)170-8688240
skype: ilkakuhagen
Twitter: ilkakuhagen
@ ilka.kuhagen@ikmarketing.de
www.ikmarketing.de Now a proud member of www.thinkglobalqualitative.com