Research with Web 2.0

Ray PoynterThe Future Place / Virtual Surveys

Top Twelve UK Sites

Alexa.com1 Google UK2 Facebook3 Yahoo!4 Windows Live5 YouTube6 Google7 eBay UK8 BBC Newsline9 MySpace10 Bebo11 Wikipedia12 Microsoft (MSN)

Hitwise.com.au1 google.co.uk2 mail.live.com3 ebay.co.uk4 facebook.com5 uk.msn.com6 google.com7 bebo.com8 youtube.com9 news.bbc.co.uk10 myspace.com11 bbc.co.uk12 microsoft.com

March 10, 2008

http://www.housingmaps.com/

How many people work at Wikipedia?

What is Wikipedia?

User generated content

Crowdsourced

Co-creation

Prosumers

Social Networks

Brands and FaceBook

Social Ads

• Target by:– age, sex, location, keywords, education level,

workplaces, political views, and relationship status• Data sharing!

Researching With FaceBook

Ethnography(or is that cyber stalking)

It’s a cobKerry Spencer Smith (Vancouver, BC) wrote at 7:34am yesterday

All this time I thought I was alone in the use of the word COB, having left leicester ,10 years ago, I have got used to the different terms for the COB, but to now find this group, it has got to be the best group on here , so many members, wow!!!!

BRING BACK THE COB!!!!

Ryan Thorndyke (no network) wrote at 1:14pm yesterday

Having grown up in Mansfield, the cob is heritage. I now live in Manchester where is is called either a barm or muffin depending on where you are from.... come on please, its a cob, always been a cob and always will be a cob

LONG LIVE THE COB!!!!

Creating Discussions

FaceBook Polls• Very primitive at present– But they may/will get better

• Can be targeted by region or age or sex• Example from 22nd January 2007– “How many alcoholic drinks did you have this

weekend?”– Cost US$ 52– Sample 200• 100 Manchester• 100 London

How many alcoholic drinks did you have this weekend?

Initial Sample London Manchester

Female 49 50

Male 50 50

13-17 16 14

18-24 60 59

25-34 15 23

35-44 9 4

Total 100 100

How many alcoholic drinks did you have this weekend?

Facebook is a fad

Social networks are a trend

Engage.comFriendsterHi5HyvesImeemLinkedInMySpaceNingOracleOrkutPlaxoSalesforce.comSix ApartTianjiViadeoXING

Direction of Travel

Applications that share data

Open Social

Data Portability & InteroperabilityMicro-targeting

The Doom of Research 1.0

Command and Control• We chose the subjects• We chose the respondents• We chose the questions• We chose the answers• We kept the process and results secret• We treated the respondents as Lab Rats• Results– Lower response rates, alienation, professional

respondents, research panels

Competitors

Listen to the Buzz

Research 1.0Blogs

Post Survey Forums

Brand Forums

User configured

surveys

Co-CreationDialogue

Video enabled

Research 2.0

Texting to Blogs

Video Uploads

Picture Uploads

Respondent as Journalist

Case Study – Shopper ResearchBlog enabled research

Personal Shopping Diaries

Exploratory Forum

Discuss the issues

Research Forum = Dirigible

OrdinaryForum

ResearchForum

Week 1

SMS to Blog

Week 2

Forum Discussion

Case Study - Sweaty Moments Occasions women experience sweat

How they feel about sweat

How they tackle sweat

Gaps in the market

Text sent ‘in the moment’ posted onto blogging site for respondent to refer back to

Respondent then able to fill in more detail via blog

The Forum

Moderator’s question

Respondents able to see and comment on each others posts

Case Study – Gaming Website• Qualitative feedback needed quickly• 3 day online forum• 78 participants recruited - 61 contributed– Day 1: background info

– attitudes/ behaviours – Day 2: introduced to website

- initial reactions gathered– Day 3: further feedback

- comparisons with other sites - reactions to marcomms

Encouraging participation

Polls work well

Importance of feedback

Client’s Agenda

Participants’ Agenda

Non Neutral

if the Green Party does anything right from now on (anything! at all!), I'll loudly

take credit for it.

this has been a unique experience in canvassing

views to shape the future. I would welcome feedback on

how these views will be taken forward

Themes

Discussions & Forums

Mobile phone & video

Prosumers

Social Networks

Status UpdateRay is finished

Thank you

Questions?