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how social media
      have changed
qualitative research
      Francesco DʼOrazio, Social Media Lab, IULM
                                 April 2009, Milan
first, understand
what users want
  from the web
not
     a
 window
    on
somebody
  elseʼs
  world
but the web as a




                       construction

          projection

 mirror
social media sites contain
  rich fields of insights,
     always up to date
a community
for every niche




                  6
social data

 identity - who are you


 contacts - who you know



 activities - what you do



                            7
what sims I visit


what I buy and share                       where I am




    who I message                            who I meet




            what I tell them           who I talk to

                                                          8
what I buy
           what sites I visit




what I read and share                 where I am



    who I email                          who I meet




            what I tell them      who I call
not the end of the world,
 but a new definition of
         privacy
how do all these data
  affect research?


                        11
for the first time we can do
     qualitative research
       on a mass scale!




  impressive...
new model research

 adding anthropological perspective to the numbers


 adding pop culture and consumerism


 understanding of sociology for localization


rich understanding of human interaction
and influence dynamics
                                  quot;Old Man Nielsen Versus New Market Researchquot;
                                                            Panel at SXSW 2009
                                                                                 13
how did we
get there?
active involvement of the user




                                                                             co-creation



                                                             crowdsourcing




                                                 research
                                               communities



                                 netnography
                                                                                 2006
                                                                  2002
                                  1996           1999                                      15
why bother: research objectives

 sentiment
 consumer immersion
 online reputation management
 testing and feedback
 validation
 insights
 idea generation
 new product development

                                  16
active involvement of the user




                                                                             co-creation



                                                             crowdsourcing




                                                 research
                                               communities



                                 netnography
                                                                                 2006
                                                                  2002
                                  1996           1999                                      17
netnography: origins



                  “the field behind the screen:
                  using netnography for
                  marketing research in online
                  communities” in Journal of
                  Marketing Research, 39, 61-72
                  Kozinets, R. V. (2002)
netnography: what is it

 studies people behaviors, opinion, motives and concerns in
 online communities


 methods which capture their social meanings and ordinary
 activities


 involves the researcher participating directly in the setting,
 observing and interviewing.



                                                                  19
netnography: sub fields


 observational netnography
 when the researcher learns about the community by
 studying the members of the community.

 participatory netnography
 when the researcher becomes a part of the community
 and learns by doing.



                                                                           Met the father of Netnography
                                                                                                           20
                                    http://innov8or.blogspot.com/2007/06/met-father-of-netnography.html
netnography: data collected



                                 +          artifacts
   researcherʼs field notes



   text, such as downloaded files of newsgroup postings,
         transcripts of virtual worlds or chat sessions,
                    videos, pictures, music,
                      e-mail exchanges...



                                                           21
netnography: data analysis

 content analysis

 discourse analysis

 semantic analysis

 semiotics

 social network analysis

                             22
netnography: benefits

 a window into naturally occurring behaviors


 far less obtrusive, conducted using observations of
 consumers in a context that is not fabricated by the
 marketing researcher


 more timely than focus groups and personal interviews

                 Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”
                                                                                         Journal of Marketing Research, 39 (February), 61-72.


                                                                                                                                                23
netnography issues: trust
25
active involvement of the user




                                                                             co-creation



                                                             crowdsourcing




                                                 research
                                               communities



                                 netnography
                                                                                 2006
                                                                  2002
                                  1996           1999                                      17
                                                                                           18
                                                                                           26
research communities

  A community of people online brought together
  to help an organisation gain insights into its
  product, market, customer and brand.

  Can combine quantitative and qualitative research
  by affording both an understanding of what
  people think and an explanation of why they feel
  that way.
research communities: benefits
 the interaction with other users re-introduces the social context often missing
    from other research approaches, and allow the use of all ethnographic
    methodologies .


 the participative context and personal and long term commitment are ideal for
    brands to gather ideas for innovation and co-creation: participants are there,
    engaged and available to answer questions and test hypotheses


 research can keep pace with internal development processes, providing a
   consumer feedback loop to check new ideas and support product
   development from inception to launch.


 customer, employee and supplier engagement with the business/brand is
   increased. this helps to innovate, stay ahead of the competition and drive
   consumer advocacy and positive word-of-mouth

                                                                                  A new era for qualitative market research?
                                               http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/
29
video
insight journey                                               threads
                                     blogs


                Poll
                                     comments
                                                     focus group



                   How is the




 ?
               recession aecting
                 your spending
                     habits?
                                                               mining
                                                              algorithm



     INSIGHT
                        insights
                       dashboard         visualization/reporting
31
What are they talking
33
social media monitoring



       turning quantity
         into quality
Introduction to social media for qualitative research
36
37
38
towards
 a more
 actively
involved
  user
Introduction to social media for qualitative research
Introduction to social media for qualitative research
Introduction to social media for qualitative research
active involvement of the user




                                                                             co-creation



                                                             crowdsourcing




                                                 research
                                               communities



                                 netnography
                                                                                 2006
                                                                  2002
                                  1996           1999                                      17
                                                                                           18
                                                                                           43
44
45
Introduction to social media for qualitative research
many-to-one

bottom-up

still vertical
active involvement of the user




                                                                             co-creation



                                                             crowdsourcing




                                                 research
                                               communities



                                 netnography
                                                                                 2006
                                                                  2002
                                  1996           1999                                      17
                                                                                           18
                                                                                           48
o-creation


      social insights




  peer-to-peer research




 new product development




                           49
the co-creation process
ideas selection
many-to-many-to-one
top-down  bottom-up
 vertical  horizontal
case study: sesso in rete

   obiettivi
   analizzare le rappresentazioni sociali del sesso e del corpo in rete



   metodologia
   osservazione partecipante nelle chat e nei forum

   interviste in profondità on line a chatter e partecipanti a forum

   focus group on-line con frequentatori di chat e forum

   focus group off line
mappa del corpo nei forum
mappa del corpo in chat
thanks!




      francesco.dorazio@gmail.com
       www.makersofuniverses.com
                         @abc3d

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Introduction to social media for qualitative research

  • 1. how social media have changed qualitative research Francesco DʼOrazio, Social Media Lab, IULM April 2009, Milan
  • 2. first, understand what users want from the web
  • 3. not a window on somebody elseʼs world
  • 4. but the web as a construction projection mirror
  • 5. social media sites contain rich fields of insights, always up to date
  • 7. social data identity - who are you contacts - who you know activities - what you do 7
  • 8. what sims I visit what I buy and share where I am who I message who I meet what I tell them who I talk to 8
  • 9. what I buy what sites I visit what I read and share where I am who I email who I meet what I tell them who I call
  • 10. not the end of the world, but a new definition of privacy
  • 11. how do all these data affect research? 11
  • 12. for the first time we can do qualitative research on a mass scale! impressive...
  • 13. new model research adding anthropological perspective to the numbers adding pop culture and consumerism understanding of sociology for localization rich understanding of human interaction and influence dynamics quot;Old Man Nielsen Versus New Market Researchquot; Panel at SXSW 2009 13
  • 14. how did we get there?
  • 15. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 15
  • 16. why bother: research objectives sentiment consumer immersion online reputation management testing and feedback validation insights idea generation new product development 16
  • 17. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17
  • 18. netnography: origins “the field behind the screen: using netnography for marketing research in online communities” in Journal of Marketing Research, 39, 61-72 Kozinets, R. V. (2002)
  • 19. netnography: what is it studies people behaviors, opinion, motives and concerns in online communities methods which capture their social meanings and ordinary activities involves the researcher participating directly in the setting, observing and interviewing. 19
  • 20. netnography: sub fields observational netnography when the researcher learns about the community by studying the members of the community. participatory netnography when the researcher becomes a part of the community and learns by doing. Met the father of Netnography 20 http://innov8or.blogspot.com/2007/06/met-father-of-netnography.html
  • 21. netnography: data collected + artifacts researcherʼs field notes text, such as downloaded files of newsgroup postings, transcripts of virtual worlds or chat sessions, videos, pictures, music, e-mail exchanges... 21
  • 22. netnography: data analysis content analysis discourse analysis semantic analysis semiotics social network analysis 22
  • 23. netnography: benefits a window into naturally occurring behaviors far less obtrusive, conducted using observations of consumers in a context that is not fabricated by the marketing researcher more timely than focus groups and personal interviews Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39 (February), 61-72. 23
  • 25. 25
  • 26. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 26
  • 27. research communities A community of people online brought together to help an organisation gain insights into its product, market, customer and brand. Can combine quantitative and qualitative research by affording both an understanding of what people think and an explanation of why they feel that way.
  • 28. research communities: benefits the interaction with other users re-introduces the social context often missing from other research approaches, and allow the use of all ethnographic methodologies . the participative context and personal and long term commitment are ideal for brands to gather ideas for innovation and co-creation: participants are there, engaged and available to answer questions and test hypotheses research can keep pace with internal development processes, providing a consumer feedback loop to check new ideas and support product development from inception to launch. customer, employee and supplier engagement with the business/brand is increased. this helps to innovate, stay ahead of the competition and drive consumer advocacy and positive word-of-mouth A new era for qualitative market research? http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/
  • 29. 29
  • 30. video insight journey threads blogs Poll comments focus group How is the ? recession aecting your spending habits? mining algorithm INSIGHT insights dashboard visualization/reporting
  • 31. 31
  • 32. What are they talking
  • 33. 33
  • 34. social media monitoring turning quantity into quality
  • 36. 36
  • 37. 37
  • 38. 38
  • 39. towards a more actively involved user
  • 43. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 43
  • 44. 44
  • 45. 45
  • 48. active involvement of the user co-creation crowdsourcing research communities netnography 2006 2002 1996 1999 17 18 48
  • 49. o-creation social insights peer-to-peer research new product development 49
  • 53. case study: sesso in rete obiettivi analizzare le rappresentazioni sociali del sesso e del corpo in rete metodologia osservazione partecipante nelle chat e nei forum interviste in profondità on line a chatter e partecipanti a forum focus group on-line con frequentatori di chat e forum focus group off line
  • 54. mappa del corpo nei forum
  • 55. mappa del corpo in chat
  • 56. thanks! francesco.dorazio@gmail.com www.makersofuniverses.com @abc3d