Exploring socialising

in a social way

A case study of online research

communities

Dianne GardinerManaging Director, Latitude Insights (AU)

Qualitative Research in Web 2.0 Asia Pacific

February 2011

Why online qualitative

approach was used…

Breadth and Depth

Anonymity … greater truth

Longitudinal

Iterative approach

An intrinsic part of Australian culture

Why online qualitative

approach was used…

Breadth and Depth

Longitudinal

Iterative approach

Anonymity

Welcome to ‘The Lounge’

100+ members

18-35 year old

Mostly single / couples

Pre-kids

Mix of students and workers

Light - heavy drinkers

Marcail

100+ members

Over 30 years old

Many were parents

Light - heavy drinkers

Susan

The Nuts

and Bolts

Building trust

Demonstrating

authenticity

Self-disclosure

Nurturing

Sharing

Non-judgmental

Thank you all soooo much for crossing your fingers

and toes, it worked! The weather was fantastic and

the party went off without a hitch. I had the right

amount of drinks, thanks to all your great advice!

The picture above is of my twin sister and me at the

party. As promised here are a few of the party

snaps.

Oh, what a night!

Susan’s (Moderator) Blog

Conducted over 3 months

November – January

Stimulating conversations

Your social events

A typical week night?

Melb Cup celebrations

It’s going to be BIG

Change with age

Meaning of ‘moderation’

Tips for recovery

Preparation rituals

Friends that influence you

Friends associated with a ‘big night’

Pacing yourself over Christmas

Strategies to reduce stress

‘Shout the nation’ campaign

The language of drinking

Choosing to go without

Your first time

Drinking with family vs. friends

Parent’s drinking behaviour

Drinking rituals

Drinking alone

Friends associated with relaxation

Food’s role in socialising

Food and alcohol

Socializing rituals

Alcohol and underage children

Drunken behaviour of othersConsequences of excess

Unintentionally over-doing it

Christmas and New Year’s

Abstaining challenge

The role of

Anonymity

Getting personal

Detail… detail… detail

Mix it up with stimulus

Deprivation challenge

Language

Someone who has drunk too much

Heavy Drinker Non-drinker

Heavy Drinker

Non-Drinker

The

Pervasiveness

of Alcohol

The

Tolerance for

Drunkenness

Wedding

Buck’s/ Hen’s Night

Work Christmas Party

New’s Year’s Eve

Adult’s birthday party

Party at someone’s houseBBQ

Party at your house

Girl’s / boy’s night outSporting event

Music festival

Day at the beach

After work gathering with colleagues Dinner with family

Family picnic

Work function

Work lunch

Child’s christening

Funeral

Baby Shower Local sporting club event/ celebration

Day at the cricket

Dinner with friends

Alcohol is…an expected part of some occasions

Sporting event

Work Christmas Party

Music festival

Day at the beach

Family picnic

Child’s christening

Funeral

Baby Shower Local sporting club event/ celebration

Day at the cricket Dinner with family

Dinner with friends

But it is…an accepted part of almost any occasion

Wedding

Buck’s/ Hen’s Night

New’s Year’s Eve

Adult’s birthday party

Party at someone’s house

After work gathering with colleagues

Work function

Work lunch

BBQ

Child’s birthday party

Study group

Church / religious group

Party at your house

Girl’s / boy’s night out

Wedding

Sporting event

Buck’s/ Hen’s Night

Work Christmas Party

New’s Year’s Eve

Adult’s birthday party

Party at someone’s house

Music festival

Day at the beach

After work gathering with colleagues

Family picnic

Work function

Work lunch

Child’s christening

BBQ

Child’s birthday party

Funeral

Baby Shower

Study group

Church / religious group

Local sporting club event/ celebration

Party at your house

Girl’s / boy’s night out

Day at the cricket Dinner with family

Dinner with friends

Getting drunk is… accepted on many occasions

Some lessons worth sharing

Difference between Younger and Older

Community ‘break’

Sensitive issues

Tips for

running

concurrent

communities

Each community is unique, and needs to

be treated as such

Need to be flexible (client included)

Discussion / conversation guide needs to

evolve over time for each community

Moderator's need to work together and independently

Thank you for listening

Dianne Gardiner, Managing Director, Latitude Insights

email dianne@latitudeinsights.com.auphone + 61 417 323 765

twitter @DiGardinerweb www.latitudeinsights.com.au

blog www.parellelinsights.com

Presented at the Asia-Pacific conference on

Qualitative Research in Web 2.0

22 & 23 Feb 2011, Macau SAR

For more information

Please visit: http://www.merlien.org