avoiding drowning in overload of information from online qualitative - lb qualitative research
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Qualitative 360 Europe 2014
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Avoiding drowning in overload of information from online qualitative Group discussion – Qual 360
Laure BOISIER CEO Lb Qualitative Research
Definition of Drowning
So? What is : Avoiding drowning ?
Let's start here ! First time to share!
First associations to AVOIDING DROWNING?
Avoiding drowning ?
• Do not panic, keep confident • Keep your chin up
• Look around and learn about your environment
• Organise your resources, get to know your limits • Float on your back - Move slowly - Use the flow
• Ask for help
So when it comes to
overload of information
from Online Qualitative ?
What does it mean
HOW CONFIDENT CAN YOU BE ?
You've done analysis with loads of contents before ?
You are a Qual expert ?
You've got resources (3T): time, team, treasure ?
You've got clear objectives ?
You've been attending this group discussion ?
You've been moderating the project ?
You've been negotiating an adequate schedule ?
You've done it before !
YES YOU DID !
10 groups of 2 hours in the same country 4 groups of 2 hours x 4 countries
18 in depth of 2 hours
SAME FEELING OF OVERLOAD MORE OR LESS
You might be a new Bee in Qual ?
IF NOT …
24 pre-tasks journals of 8 pages
Ask for HELP, SUBCONTRACT, GET TRAINED
HOPE YOU DID !
SAME FEELING OF PRE-ANALYSIS DONE DURING FIELDWORK
DO IT AFTERWARD WHATEVER IT TAKES even thought it will never be the same
IF NOT …
You've been moderating !
We all know that analysis without moderating is a difficult task It is very easy with online to avoid moderating DON'T
(And try to get a budget for that)
YOU ARE ! DAMN !
SAME CAPACITY FOR HANDLING ANY KIND OF ANALYSIS
You need friends quallies to cheer you up IF NOT …
You have methods and experiences There is no reason why you shouldn't be able to handle such an analysis
You are a Qual expert !
(And maybe some CHOCOLATES, or a big bowl of CHAMALLOWS)
TIME, TEAMS OR TREASURE
LIKE AN OFFLINE PROJECT YOU SHOULD GET HELP TO SOOTH THE PROCESS
Don't take the project IF NOT …
You must get resources to sooth the process – for a little extra cost you can sleep. Like a note taker help a lot with offline you have ways.
You are risking a BURN OUT Don't push too much your limits
You've got resources !
IT REQUIRES TIME INDEED
You have a dense and difficult analysis to do, try to deconstruct in clients mind the idea that it is going to be fast and easy
YOU SHOULD GIVE YOU SOME TIME TO DO THIS ANALYSIS
You WILL panic IF NOT …
Or you need a huge team to build the analysis for you Or PLENTY of free time
You've been negotiating an adequate schedule !
HOPE YOU HAVE !
You have define clear objectives with your clients about the analysis and recommendations you have to deliver You don't need to Focus on EVERYTHING
SAME PROCESS: FOCUS ON YOUR CLIENT QUESTION
You should call back your client
IF NOT …
To define precise objectives – we all know that
You've got clear objectives !
You are attending this session
YES YOU ARE!
BUT MAYBE YOU ARE SLEEPING, BECAUSE OF YESTERDAY NIGHT FEVER ?
YOU HAVE ONLY YES THAN KEEP CONFIDENT
You've done it before !
You are a Qual expert ! You've got resources ! You've got clear objectives !
You've been negotiating an adequate schedule !
You've been attending this group discussion !
You've been moderating !
Yet ... Who ? For what How fast ? (let's find out later)
IF YOU'VE GOT AT LEAST 2 NO Don't be afraid to ask for HELP !
Overload of information ?
Let's find out what is an overload of information when it comes to online Qual
Defining an Overload of information
Time to share!
Loads of pages & files • Full of 'non
processed' written contents
• Full of dates, timings, system information you don't care about
• Full of pseudo rather than real names
Loads of images / videos with system names (not meaningful)
Non verbal expressions Colors Signs !?;§!(?
Detailed individual views and conversations all together
Noise - Pollution : too much extract info that you don't want
Pdf extracts when you expect Word, Excel
No groups segmentations
No linearity in the conversations
No possibility to get photos in the adequate format in the text
Videos or photos stuck on the platform
And it also depends on the platform !
X 4
=
Too much space, bad layout Nice to read
20130524163928capture_20130524 (1) This file name is for :
Video on Organic Products Habits Leila 30 y.o., One baby kids, House Mom
~Hugues_M.~135705~19561998-9f9 This file name is for : Photo in shop or showing vegetables display Hughes, 42 y.o., Bachelor
EMOTICONS &
ONOMATOPOEIA
STYLE IN THE TEXT
Get organised !
Before During
And After
• Precise exercices requested from consumers
• Precises steps in your BB or Blogs Communities
• Precise time that they are suppose to spend (mastering the amount of contents)
Before
Try to anticipate your segmentation for your analysis
So you can filter your contents easily afterward
Before
During
IT REALLY DEPENDS ON THE SIZE OF YOUR
COMMUNITY AND HOW DEEP YOU WANT TO PROBE Working with a large number of
participants : naturally some of them will develop their views, so you might not need to probe SO deeply
If it is a small community and you wish to
go deeper with each one of them : ok you can be interested in probing more
Always keep in mind that PROBING GENERATE MORE CONTENTS to analyse afterward – do you really need to ? Maybe the answer is already there ?
During
LISTEN (read)
Monitor it, moderate it often And all the way
VISUALISE You can use the likes / encouragements
instead of probing Use the tags to visualise things Visit the profils pages
BE WITH THEM Don't leave it alone even if you don't push to
generate contents Stay focus, don't get disconnected
MAKE SURE YOU CREATE A RESEARCH EXPERIENCE OF YOUR OWN
LINKING FEELINGS, EMOTIONS, SENSATIONS TO YOUR FIRST UNDERSTANDINGS
After
On the platform
Your extracts
You don't want to feel like this !
• Allow some time for organizing your contents TO GET TO KNOW THEM (that's the key)
• AND most of all pay attention to your extracts TO FEEL CONFORTABLE
After
GETTING ORGANISED TO GET TO KNOW THE CONTENTS
Demonstration with a game!
Print the contents if you wish
Use post its
Name and organise them
Use folders (on real desk, on laptop)
Underline
Throw away what you don't need
After
Renaming files ! So they appear as I wish on my desktop
After
After
Avoid PDF
Avoid extracts with comments at the bottom, try to get them in the flow
Avoid extracts per participant but use extracts per question / step
If you already know a platform maybe it is worth it to use it several times so you get used to it, and to the extracts
In the end – before starting your analysis – you need to feel like this !
ALL NEET & TIDY
It feels GOOD !
Now you can start analysis ! ::: And you know how :::
• First quick overall reading
• First thoughts on a paper • Make a draft scenario
• Start where ever
you wish • But start it !
• Move little by little • Going back to
the detailed contents when you need
Time to summarize
Time to share & create your own list of useful tips & tricks
My Own Tips and Tricks to swim peacefully in my contents
• Master your contents from the start • Moderate & get an experience • Watch out for your extracts ! • Use the same platform : one you already know ? • Get organised to get to know your contents • Take out all the noise on extracts, rename, classify
• AND ... Stay confident
For what Organising Classifying
Who Best option : Teams / Colleagues Freelancers
How fast ? Can be fast But plan 1 - 2 days for a community of 2 weeks - 40 people (depending on how the extract look like)
HELP !
And if you still feel you are
about to panic
Ask an Online Qual Expert
to help
• Please try to think about the extracts • Please try to make them look like our online experience !
My message to the platform providers
Qualitative 360 Europe 2014
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Supported by
Organised by