More Guide information and downloads at webjam/tour_of_the_online_universe

1. The Users Guide to the Universe of Online Qualitative ResearchPartners in DevelopmentJohn Griffiths and Joanna Chrzanowska 1

2. More Guide information and downloads at www.webjam.com/tour_of_the_online_universe Copies of charts Published papers, codes Details of platforms /suppliers Forum for questions and discussion

3. Guide schedule 09.15 Pre-task, Listening 11.00 Coffee 11.15 Netnography, Bulletin Boards 12.50 Lunch 13.45 Online focus Groups, stand alone tools MROCs, practicalities 15.35 Tea 15.45 Co-creation and Crowdsourcing, Standards & Guidelines, Multi-method 16.25 On versus offline debate 17.oo Close

4. On or Offline Debate As we go, write down good reasons that come to mind for A: Using an online methodology B: Using an offline (In Person) method We will use these at the end in a debate to see which approach wins! One reason per post it

5. Users Guide Part 1 Orientation, Listening & Social Media

6. Listening Social Media Netnography Ethnography lite BBFG Replicating offline tasks OFG Co-creation etc

7. TIME Immediate, now Longitudinal Relationship AGENDA/ Spontaneity Importance to participant / spontaneously expressed Importance to client / guided expression MONEY Free, cheap Investment Dispersed Hard to contact Unknown Contactable Known Tracked SAMPLE Dimensions in space time

8. Meet your fellow Universal Travellers

9. The Tour Pre-task 5 minutes to share what you learnt from the pre-task, in small groups 5 minutes to share with the whole group

10. Advantages of Online • Faster/more immediate access • No travel, ‘greener’ • V flexible in numbers and timescales • Can build longer relationships (asynchronous) • Respondents in own environment • Clients can easily view • Online disinhibition effect and opportunities to blog/upload photos etc lead to candour • Easy to use mixed methods

11. Current Drawbacks • Not necessarily cheaper – still need to recruit, incentivise etc • Online recruitment issues • Some methods generate large amounts of data to analyse • Technology /connectivity issues • Chat/typing is main form of communication • Internet is a distracting medium • Need to engage respondents • Code issues – what is public and what is private?

12. ‘Listening’ – what is it? “The study of naturally occurring conversations, behaviours, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand” (ARF definition of Listening) In practice – monitoring social media

13. Use tools for web scraping, mining, alerting Dashboards, Sentiment analysis, Monitoring ‘psycholinguistic lexical semantics’ Tools for trending, tracking (ongoing) How do you do it?

14. Monitor a brand’s reputation & competitor activity Customer complaints, questions and suggestions Support online communities Damage prevention/ control To better promote your products Track campaign impact & resonance Why do it ? Find out what’s going on before you start a piece of work. Keep in touch with what’s being said about the brands you work with

15. Professional solutions Paid for social media monitoring tools integrate a large number of measures, social media, web analytics etc, De-duplicate, analyse, dashboard of sentiment, audience reach etc. Alterian SM2 Brandwatch Biz360 Nielsen BuzzMetrics Radian6 Scoutlabs Sysomos Netbase  .  See White paper from FreshMinds research comparing professional tools on the webjam

16. Here’s an example.. Video demo

17. Listening tools drawbacks • Not universal – each tool has a bias • Literal – dependent on key words • Different impressions of the volume of conversations • Results depend on search string used • Retweeting, spam, adverts = clutter • Locations of conversations are servers not countries • Automated sentiment analysis inaccurate or irrelevant if comments neutral • Hard to pick up sarcasm, tone of voice • Duplicated data or slow to pick up new data

18. Free - see our list! Various types of search engines Some are specific e.g. blogs, Twitter, others broad Vary - need to experiment Will bring up duplicates and old conversations Some subjects not discussed much online Listening tools anyone can use

19. Opportunities: 1 Use free tools for searching and Brains for analysis Use data visualisation tools for presenting http://www.webdesignerdepot.com/2009/06/50-great-examples-of-data-visualization/

20. Opportunities: 2 Sample the culture inc marketers, retailers Hear hot consumer issues In the consumers own words Ask better questions in your formal research Organise ‘listening lunches’ for the brand team Monitor brand reputation Manage potential disasters ‘Guerrilla’ customer service It turns out the future of branding doesn’t belong to the loudest voice but to the most perceptive ear. James P Othmer.

21. Don’t forget Interpretation Rosie Campbell Seminar for Revelation Global on Language in analysis https://revelationglobal.ilinc.com/cgi-bin/ilinc/lms/recording_launch.pl?pvr_id=409301&session_id=smphhxw Communities of Interpretation – John Griffiths, part of Cloud of Knowing project given at Innovation Fest Brainjuicer/Ogilvy Digital Labs/ Revelations Global webinar Powerpoint in http://www.webjam.com/cloud_of_knowing/scriptorium Webinar: https://revelationglobal.ilinc.com/perl/ilinc/lms/register.pl?activity_id=zkrpstw&user_id= And our webjam…..

22. Listening Exercise • Google, Bing, Yahoo cf Google Alert • Amazon – sales info, customer reviews, what else bought • Ebay – new and second hand • Wikipedia – what does it say and who said it? • Flickr photos or YouTube videos – official/unofficial • Facebook – official and fan pages • Twitter – what are they saying? • Blogpulse – blog analysis tool • Delicious/Stumble Upon/Digg – tagging (& potential user analysis) • Squidoo – who is behind it

23. Flip

24. The Galaxy of Social Media

25. Brands on Social Media • 20% Internet users follow brands in social media • To get updates • Share ideas, provide feedback • Save money (discount codes) • Entertainment • To display loyalty • 8% have complained about brands (inc on other forums) http://www.freshnetworks.com/blog/

26. Running groups on Facebook • Closed or open – members and/or content • Simple functionality – The wall – can add posts, multimedia, links and comments • Live chat function • Benefit is accessibility and the numbers involved. • FB being accessed on mobiles more and more • Consider using as an adjunct to other methods

27. Running research on Twitter • Biggest of the microblogs • Totally open environment • Use hashtags to set up twitterstreams • Interview in full public glare • Instant – able to include links and pics • Data accessible to everyone

28. Social Media starting to integrate with research… • Toluna FB panel – forward surveys to friends and family • Habbo offers samples & runs youth study • Peanut Labs sources samples via apps and games, offers virtual currency rewards Facebook App Vitaminwater

29. Coffee break Picture Credit; Freakingnews.com: women in space