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The Essential Guided Tour to the Universe of Online Qualitative Research

The Essential Guided Tour to the Universe of Online Qualitative Research. Listening. Social Media. E- ethnography. Ethnography lite. BBFG. Replicating offline tasks. OFG. Co-creation etc. Multi- method Research. Designing Interplanetary Craft. Multi-method research.

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The Essential Guided Tour to the Universe of Online Qualitative Research

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  1. The Essential Guided Tour to the Universe of Online Qualitative Research

  2. Listening Social Media E- ethnography Ethnography lite BBFG Replicating offline tasks OFG Co-creation etc Multi- method Research

  3. Designing Interplanetary Craft

  4. Multi-method research Encourages thinking outside the box of any one theory Knowledge, rationalisations, thinking patterns, Habits, perceptions, associations, intuitive knowledge Emotions, conscious and out of awareness Social group behaviour, conformity, influence, values Cultural ‘rules’, myths and codes, accepted practices If you only do one type of research you will only explore one facet. Narrow views of the world are often misleading.

  5. Main categories of methods

  6. On AND off-line • Offline and online deserve to be considered as complementary methodological approaches • Different context • Exaggerate distance between confessional style self reporting and observation. • Most research is artificial – increasingly online behaviour isn’t – its naturalistic • Not much research is real time – the mobile phone is a game changer • Calibration between on and offline needed for quantitative surveys

  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 Choosing

  8. Listening to identify issues create vote BBFG, small or large community – continual evolution Mark up vlogs Mobile in the moment OFGs to explore F2F deeper Listening to follow reaction E-ethnography to find opinion leaders Don’t forget quant data Fusion solutions

  9. Informed Eclecticism • Use a range of methods on any project to get multiple perspectives. • ‘Triangulation’ increases validity • You get more than the sum of the parts Attitudes and emotions Buzz, trending Creative development Social & cultural factors Popularity and predictions Behaviour, tell and show you

  10. Triangulation • Points in space relative to one another • How different methods corroborate one another AND elaborate, challenge, generate new hypotheses • Different types of data • More dynamic and insightful • Increases validity

  11. Final Exercise Discuss how you would apply it to a brief

  12. Sponsorship Stars

  13. Drinks at the End of the Universe!

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