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Qualitative Research in Second Life Ph.D Seminar, Roskilde University, Sep 28 2009. Dr. Thomas Kohler. 1. Research context Research methods Lessons learned. 1. 2. 3. Research context. 1. “. „. Armed with new connective tools, consumers want to interact and co-create value...
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Qualitative Research in Second Life Ph.D Seminar, Roskilde University, Sep 28 2009 Dr. Thomas Kohler 1
Research context Research methods Lessons learned 1 2 3
“ „ Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003
Open Innovation + Virtual Worlds = Avatar-Based Innovation
Experimenting Companies Need identification and idea generation Test and launch Concept and design
The challenge < Participation
WHAT CREATES ACOMPELLINGCO-CREATIONEXPERIENCE WITHIN VIRTUAL WORLDS ?
ELLING ATION IENCE COMP CO-CRE EXPER Virtual Worlds Open Innovation
Research Design context Virtual focus groups Compelling virtual world place users process Expert interviews Compelling co-creation process Participant interviews and observation Compelling co-creation in virtual worlds
Research Design context Virtual focus groups Compelling virtual world place users process Expert interviews Compellingco-creationprocess Participant interviews and observation Compelling co-creation in virtual worlds
Focus groups Recruitment and virtual facilities Discussion guide development and design Moderating Analysis and reporting
Participant interviews Participant observation and heat map Interview questions Conducting the interviews
Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature PA Consulting Banking Demo; SL: 34, 166, 24
Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature
Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature