a journey into online qualitative research - abbott research

APRIL 1-3, 2014 TORONTO


Organized by Workshop Sponsors

Association & Media Partners

A Journey into Online

Qualitative Research

By Susan Abbott Abbott Research + Consulting

Qualitative 360 – Toronto – 2014

© 2014 Abbott Research + Consulting | www.abbottresearch.com 1

A brief history

1985 – 2,000 computers connected to the internet.


Gordon Gekko in Wall Street

2014

100 devices connect to the internet every second.


Marian Salzman

The landscape today


Video self-ethnography

Webcam interview

Mobile snippets

Blog diary

Bulletin board

SMS

Immersive Community MROC

MROC

Instant message

Group chat

Is online about the device?

… about a type of interaction?

… about the experience you want the participant to have?


The question now:

The landscape today


Real Time (aka synchronous)

Extended (aka asynchronous)

Time


Time

Type of Interaction

Real Time Extended

One on One Interview

Group Discussion


Time

Type of Data Collected

Real Time Extended

Individual Interview

Group Discussion

Individual Interview

Group Discussion

Video Diary, journal, blog

Photos, images, markups

Text discussion, documents

Audio


Platforms pull it all together

Real Time Extended

• Online focus group • Web enabled meeting – people are talking

• Community platform

• Mobile platform

But – you can access all the others with mobile devices!

• Participants are in their world, not ours

• Do anywhere in the world

Location

• Control of group influence

• True anonymity possible

• Participant comfort

Control

• Tremendous depth

• Everyone can talk at once

• Instant data

Depth

• Real world assignments

• In the moment

Creative designs

• No travel

• Cheaper than traditional ethnography

Cost

• Extended projects get you immersed in customer’s world

Duration

10

Advantages of online

© 2014 Abbott Research + Consulting | www.abbottresearch.com

11

Pitalls of online


Clients can feel unengaged with extended projects. They lack the immediacy of real-time online or real-time in-person

Quantity of data can be daunting –easy to overdo it

No way to prevent screen-scraping by a clever participant.

Participant privacy trickier with mobile (e.g. geolocation)

Make it fun for participants

Use ESOMAR guidelines on mobile

Develop plan to engage internal team

12

2010: Flipcams and online forum


Participant sent me the out-takes where his cat jumped into the picture People took videos in their cars, in their homes, at the bank machine, walking down the street.

© 2014 Abbott Research + Consulting

| 13

A dog gets bathed: lots of equipment,

a 1 to 2 hour routine

We use the bathtub, waterpik shower wand for rinsing the shampoo and a big cup for pouring the rinse water that has a drop of Avon's Skin So Soft added to it.

I also keep a large towel, her comb and brush, scissors and some paper towel close by. I'll use the comb to clean the residue from her tears and take the paper towel to wipe the comb clean.

Next step, blow dry and brush/comb her on my lap. If she needs a trim this is when we do it. I don't trim her nails myself. I tried it but I didn't like or feel comfortable doing it. Truth be told it also looked like a hack job.

I use a washing glove (this is a people product) and puppy shampoo (cuz it's the mildest). She gets 2-3 shampoos and then a rinse. After her shampoo I'll rub her teeth with a finger tooth brush.

After that I'll close the shower curtain and tell her to “shake shake shake”. Well do that about 5 or 6 times, open the curtains and squeeze any extra water from her paws. Then I grab the big towel and swaddle her.

Depending in the length of her hair, It takes about 1 hr to 2 hrs from start to finish. I give her the most lovings and hugs after her bath. She's do clean an soft and cuddly

• Bathtub • Waterpik shower

wand • Large cup

• Large towel • Comb and brush • Paper towel • Washing glove

• Puppy shampoo • Moisturizer • Finger toothbrush • Trimming tools

• Shower curtain • Blow dryer

She'll go to her groomers 3 to 4 times a year. PetSmart if nails need trimmed. She'll be brushed 1 - 3 times a week (hair and teeth)

One participant took pictures of giving

her dog a bath, describing the entire

process, all the products used.

One activity from a two week project.

14

Immersed in their world


“Be gentle”

Looking back at Mom

Jumping up and down, reaching for

dog

Squealing and gurgling

One minute video of dog and baby playing

The Internet affords a stronger sense of anonymity among study participants and typical response biases such as social desirability and other “faking strategies” are virtually eliminated online. Qualitative data collected online tend to be “brutally honest” in nature as respondents feel wrapped in a cocoon of privacy and facelessness and have no apprehension about telling a moderator anything.”

Paul Rubenstein, PhD

15

Is it just as good? Or is it better?


16

Also great for: concept testing


• Markup tools

• Individual response, then group discussion

• B2B can take their time on complex stimuli

Imagery ↑

Hybrid studies ↑

Extended small communities

New recruiting approaches e.g.

Discuss.io

More ideation + co-creation

Crowdsourcing finds its place

We stop talking about mobile

Clients embrace online


What does the future hold?

My wish

Thank you! Questions?


We work with clients in a wide variety of B2B and service industries to bring customer insight into their innovation challenges.

Methodologies include: customer insight research, customer journey analysis, co-creation workshops, innovation workshops, facilitation, trend studies, knowledge harvesting, service design, and implementation blueprints.

For more information on our services, or just to talk, please contact [email protected] 1-416-481-7409

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Organized by Workshop Sponsors

Association & Media Partners

a journey into online qualitative research - abbott research

Business

online qualitative research

real time

time type of data

asynchronous time

online forum

mobile devices

clever participant

immediacy of realtime