the largest database of human experiences, ever

CHINA… too big for qualitative

research?

A BIG PLACE

a few focus groupsISN’T

ENOUGH

GENERALISATIONS

because it leads to

ANDSTEREOTYPES

EXISTINGKNOWLED

GE

EAST

THE

WESTVS

experiment

HOW DigiViduals™ WORKALGORITHM PROGRAMMED WITH KEYWORDS1. 2.COMBINATIONS OF

KEYWORDS SEARCHED

FORIN SOCIAL MEDIA

EXTENDED SEARCH USING ORIGINAL KEYWORDS AND ASSOCIATED

PHRASES

3.4.SOCIAL MEDIA CONTENT

POSTED ON BLOG

5. ANALYSIS

ACROSS BAOQIUG

BEIJING

CHANGSHA

GUANGZHOU

HARBIN

KUNMING

SHANGHAI

SHIJIAZHUANG

WULUMUQI

CHINA

KNOW

getting to

you

EAST

WEST

VS

RESULTthe

CONTROLcentralized

impact on analysis?

CULTURE

understanding

SO WHAT?

ACHIEVEMENTS… did we do what we set out

to do?