Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.
Qualitative research goes online – a journey into qualitative online research
Susan Abbott, President, Abbott Research
- in 1985, 2000 computers connected to the internet, 100 devices connect to the internet every second today
- in 1993, Marian Salzman built the first private online focus group
- Landscape today – video self-ethnography, mobile snippets, blog diaries and so much more
- it’s not about the device, maybe it’s about a type of interaction, it’s about the experience
- Divide the entire landscape into real time and extended – forget synchronous and a synchronous
- There are one-on-one interviews and group discussions
- There is video, audio, images, text, diary data
- A platform pulls all of these things together
- Online focus group is text chat, what Marian invented. People who like it love it. Moderator can use voice or video but participants only type.
- Web enabled meeting – people talk, hangout, skype, could be one-on-one or a group. Can even chat at the same time
- Community platform – the whole shebang
- Crowdsourcing is the worst – you can’t see what’s going on under the covers, what are people actually doing? are there any qualified moderators involved?
- When did we decide that a focus group room is a natural location? their home is natural, a coffee shop is natural.
- Advantages – location is anywhere, true anonymity, tremendous depth, creative designs, lower cost, longer durations or shorter durations, real world situations,
- Disadvantages – quantity of data can be daunting (can we just ask one more question), clients can feel unengaged and lack the immediacy on real-time , no way to prevent people from taking pictures of concepts
- Use ESOMAR guidelines on mobile, develop plans to engage internal teams. We don’t get into the suburbs as much as we ought to with offline research.
- Recent research has generated as much volume as a book – 45 000 words from one study, far more that what you often see for a focus group
- in 2010 – emailed flipcams to people and they sent pictures from home – eg woman used ATM because she had 2 kids and a dog in her car. important insight that they need drive through banking
- Some people will provide multiple pictures and product descriptions of a single task – imagine all the product development you can pull from that. You can not get pictures of dogs bathing and babies playing with pets in a focus group
- Online data can sometimes be brutally honest, some faking strategies are eliminated online
- the markup tools are amazing, some give you heat maps, B2B can take a lot of time on complicated stimulus
- Future? Pinterest with imagery, but sometimes a google search is not YOUR idea, it’s google’s idea
- You CAN do a community of 15 people, it doesn’t have to be 150
- We can do MORE with online ideation
- Stop talking about mobile, it’s all mobile or it WILL all be mobile
- Peanut Labs Ask-Me-Anything with special guest Tom Ewing
- Peanut Labs Ask-Me-Anything with special guest Kristin Luck
- What is Vue magazine?
- Innovation for insights into the Millennial Moms’ Online Shopping by Annie Iverson and John Williamson #Qual360
- Designing with packaging usability in mind by Claudia Del Lucchese #Qual360
- Increasing employee equity through qualitative research by Endee Tate #Qual360 #MRX
- Behavioural Economics Can Finally Explain Human Behaviour
- What is a convenience sample?