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Qualitative Options with Online Communities

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One of the great benefits if having a community is the opportunity to run both quantitative and qualitative research. When it comes to qualitative research, there is a wide range of options, for example online discussions, smartphone ethnography, online focus groups, and depth interviews. In this webinar I will provide some tips to help you match approaches to business problems, answering questions like when should you use a group technique (e.g. Focus groups) or a solo approach (such as diaries)?

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Qualitative Options with Online Communities

  1. 1. Qualitative Options with Online Communities
  2. 2. Ray Poynter Dan Fleetwood President, QuestionPro CommunitiesFounder, The Future Place and NewMR
  3. 3. Agenda ❏ Leveraging Communities ❏ Synchronous Vs Asynchronous ❏ Beyond Discussions ❏ The Future ❏ Q & A
  4. 4. 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
  5. 5. 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
  6. 6. Synchronous Vs Asynchronous Synchronous Asynchronous Focus groups Depth Interviews Diaries Online/video focus groups Online/video/telephone depth Interviews Bulletin board groups Online discussions Online diaries Blogs/Vlogs Smartphone ethnography Messaging groups Social tasks – e.g. pinboards
  7. 7. Beyond Discussions ❏ Smartphone Ethnography ❏ Engagement and closing the feedback loop ❏ More than just respondents ❏ Collaborative qual ❏ Crowdsourcing the analysis
  8. 8. 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 (consider number 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Automation and AI – e.g. chatbots ❏ Larger communities – chatbot community managers ❏ Larger projects – instead of 1 discussion with 50 people, 100 discussions each with 50 people ❏ More systematic and consistent probing ❏ More multilingual and multicultural projects viable
  16. 16. 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 …
  17. 17. More passive, biometric and neuro ❏ More event-triggered qual ❏ Facial coding & voice analysis ❏ Linking analysis to biometrics, location, activity ❏ More ethical issues about consent
  18. 18. 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
  19. 19. 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
  20. 20. Big Picture ❏ Rapid qual is one of the key benefits of online communities So, 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
  21. 21. Thank You Ray Poynter
  22. 22. QuestionPro Communities - Innovation ❏ Ideation Engine ❏ Idea Board Module ❏ Social Listening ❏ Twitter Integration ❏ New Redesigned Community App ❏ Fully Integrated with Communities
  23. 23. 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
  24. 24. Idea Board
  25. 25. 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.
  26. 26. View on Twitter
  27. 27. View on Idea Board
  28. 28. View in Portal
  29. 29. New Community App - Key Features ❏ User News/Activity Feed ❏ Distribute Messages Dynamically ❏ Points & Leaderboard ❏ Levels/Gamification ❏ Refer-a-Friend/Share app ❏ Quick Polling Feature
  30. 30. New Community App Screenshots: ❏ User Feed ❏ Leaderboard ❏ Discussion
  31. 31. Q and A Ray Poynter NewMR Dan Fleetwood QuestionPro
  32. 32. @questionpro Dan Fleetwood Ray Poynter