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Online Conversations:
       Sense or Nonsense?
What do we need to know to get it right?
       Qualitative Consumer Research & Insights 2011
                     6-8 April 2011, Malta
Workshop Objectives
A conversation to establish ‘best practice’ guidelines on
the following areas:

• When and how to communicate with customers in social
  media communities
• How to capture valid insights from online conversations
• Where to draw the line in using the personal information
  that customers are revealing online

And to do this we will leverage the conversations
currently happening on line
Workshop Structure
14.00 – 14.10    Introduction to workshop and discussion topics


14.10– 14.15     You will be randomly assigned into 6 groups of approx equal size
                 Each group will be given a topic to discuss and a guideline associated
                 with that topic to develop

14.15 – 14.45    Use the stimulus material to discuss with your group the topic you
                 have been assigned. This could take the form of a debate with half the
                 group identifying positive points about the topic – the other half
                 negative points or just of people putting forward different points of
                 view

14.45– 15.00     Summarise your feedback on flip charts, identifying the best practice
                 guideline associated with the topic

15.00 – 15.30    Feedback in main group, summarising findings and next steps
Discussion Topic: Anything posted on social media is fair game for research purposes




Best Practice Issue: Unrestricted access vs. restricted access to consumer generated content
Twitter users represent a relatively
           skewed sample of the population

             Thursday, May 13, 2010 by Joanne Simonis, Cvent




         Discussion Topic: You can’t get a representative sample on social media




Best Practice Issue: Developing ‘new ‘vs. adapting ‘traditional’ sampling criteria/methods
Tom Cohen




         Discussion Topic: Some subjects shouldn’t be researched on Social Media




Best Practice Issue: When Social Media research or traditional research is more ‘appropriate’
Helium, Terrance Aym




   DiscussionTopic: Research bots will replace interviewers & analysts in the next 25 years




Best Practice Issue: When and where to use ‘automated’ vs. ‘manual ‘data collection & analysis
What’s the right way to behave when listening in on
              online conversations? Jeffrey Henning proposes
             consumer-driven rules for social media monitoring




Discussion Topic: Listening is becoming more important than asking questions




  Best Practice Issue: When to just ‘listen’ vs. ‘steering the conversation’
Discussion Topic : Social Media research is a major departure from Traditional
              research and will involve learning a new skill set




Best Practice Issue: Development and use of new skills vs. applying existing skills
Feedback
• Prepare your feedback on flipcharts in a form suitable to
  present to the rest of the group
• Nominate who will deliver the feedback
• Feedback should show:
   1. The key points arising from the discussion
   2. The implications for Best Practice Guideliines
• Feedback should be no more than 2 mins long
• Flip charts will be collected at the end of the session so
  that the content can be published after the conference
SUMMING UP
Best Practice Issue            Key Points   Implications
Unrestricted access vs. restricted
access to consumer generated
content

Developing ‘new’ vs. adapting
‘traditional ‘sampling
criteria/methods


When social media research or
traditional research is more
‘appropriate’

When and where to use
‘automated’ vs. ‘manual ‘data
collection & analysis


When to just ‘listen’ vs. ‘steering
the conversation’



Developing and using new skills
vs. applying existing skills
Is it about balance?



Social Media Research                          Traditional Market Research
Summing up


• We believe that development of Best Practice in online
  conversations will continue to evolve - though
  transparent conversations amongst a wide spectrum of
  practitioners and clients

• Next Steps
   – We publish the outputs from the workshop
   – Look forward to the ongoing conversation
Contact

• Website:   www.liveinsights.com
• Twitter:   @liveinsights
• E mail:    di@liveinsights.com
             rachel@liveinsights.com
Presented at the International conference on
Qualitative Consumer Research & Insights
          7 & 8 April 2011, Malta




          For more information
   Please visit: http://www.merlien.org

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Online conversations: sense or nonsense? By Di Tunney & Rachel Francis

  • 1. Online Conversations: Sense or Nonsense? What do we need to know to get it right? Qualitative Consumer Research & Insights 2011 6-8 April 2011, Malta
  • 2. Workshop Objectives A conversation to establish ‘best practice’ guidelines on the following areas: • When and how to communicate with customers in social media communities • How to capture valid insights from online conversations • Where to draw the line in using the personal information that customers are revealing online And to do this we will leverage the conversations currently happening on line
  • 3. Workshop Structure 14.00 – 14.10 Introduction to workshop and discussion topics 14.10– 14.15 You will be randomly assigned into 6 groups of approx equal size Each group will be given a topic to discuss and a guideline associated with that topic to develop 14.15 – 14.45 Use the stimulus material to discuss with your group the topic you have been assigned. This could take the form of a debate with half the group identifying positive points about the topic – the other half negative points or just of people putting forward different points of view 14.45– 15.00 Summarise your feedback on flip charts, identifying the best practice guideline associated with the topic 15.00 – 15.30 Feedback in main group, summarising findings and next steps
  • 4. Discussion Topic: Anything posted on social media is fair game for research purposes Best Practice Issue: Unrestricted access vs. restricted access to consumer generated content
  • 5. Twitter users represent a relatively skewed sample of the population Thursday, May 13, 2010 by Joanne Simonis, Cvent Discussion Topic: You can’t get a representative sample on social media Best Practice Issue: Developing ‘new ‘vs. adapting ‘traditional’ sampling criteria/methods
  • 6. Tom Cohen Discussion Topic: Some subjects shouldn’t be researched on Social Media Best Practice Issue: When Social Media research or traditional research is more ‘appropriate’
  • 7. Helium, Terrance Aym DiscussionTopic: Research bots will replace interviewers & analysts in the next 25 years Best Practice Issue: When and where to use ‘automated’ vs. ‘manual ‘data collection & analysis
  • 8. What’s the right way to behave when listening in on online conversations? Jeffrey Henning proposes consumer-driven rules for social media monitoring Discussion Topic: Listening is becoming more important than asking questions Best Practice Issue: When to just ‘listen’ vs. ‘steering the conversation’
  • 9. Discussion Topic : Social Media research is a major departure from Traditional research and will involve learning a new skill set Best Practice Issue: Development and use of new skills vs. applying existing skills
  • 10. Feedback • Prepare your feedback on flipcharts in a form suitable to present to the rest of the group • Nominate who will deliver the feedback • Feedback should show: 1. The key points arising from the discussion 2. The implications for Best Practice Guideliines • Feedback should be no more than 2 mins long • Flip charts will be collected at the end of the session so that the content can be published after the conference
  • 12. Best Practice Issue Key Points Implications Unrestricted access vs. restricted access to consumer generated content Developing ‘new’ vs. adapting ‘traditional ‘sampling criteria/methods When social media research or traditional research is more ‘appropriate’ When and where to use ‘automated’ vs. ‘manual ‘data collection & analysis When to just ‘listen’ vs. ‘steering the conversation’ Developing and using new skills vs. applying existing skills
  • 13. Is it about balance? Social Media Research Traditional Market Research
  • 14. Summing up • We believe that development of Best Practice in online conversations will continue to evolve - though transparent conversations amongst a wide spectrum of practitioners and clients • Next Steps – We publish the outputs from the workshop – Look forward to the ongoing conversation
  • 15. Contact • Website: www.liveinsights.com • Twitter: @liveinsights • E mail: di@liveinsights.com rachel@liveinsights.com
  • 16. Presented at the International conference on Qualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: http://www.merlien.org