victoria gamble main stage - 2011

Main Stage, November 3, 2011

Taking Qualitative Online: What I wished I’d known before I started Victoria Gamble - WorkINProgress

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Victoria Gamble, WorkINProgress Qualitative Research, Australia Festival of NewMR 2011 - Session 1 Schedule: 00:00am-02:00am (GMT)

Taking Qualitative Online: What I wished I’d known before I started

Victoria Gamble WorkINProgress || Qualitative Research


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Why did I create this presentation?

Online qualita+ve research is s+ll an emerging technique There are many ways of approaching it, but no ‘right’ way There is s+ll a lot of confusion about what it is, when to use it and if it is any good at all!


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Complementary sides of the story

Online qualita+ve research’s strength is in its asynchronous nature Allows for more considered and reflec+ve responses Gives less confident par+cipants a chance to voice their views Increases comfort with disagreeing Provides a level of anonymity, gives freedom to express different views


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Different people have different approaches, this is what has worked for me…

What it looks like… An online discussion forum – las+ng between 3 and 10 days

… could be longer… depending on the objec+ves •  Par+cipants given a specific number of tasks to complete in one day

•  These could be a combina+on of task types -‐ forums, photo uploads, polls etc

•  A combina+on of closed / private ac+vi+es and open / public ac+vi+es – to get a balanced picture of the issues

•  An itera+ve discussion plan. Start out with a plan but change it based on responses throughout the project

•  Ac+ve modera+on. Acknowledge contribu+ons (par+cularly on first days) and be responsive to queries.

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My 7 big tips

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Things I wish I’d known before I’d started


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Use first day as a ‘sign up day’

Irons out technical kinks

Makes sure you have par+cipants before cri+cal tasks

Start out slow

#1


You need nerves of steel

Hope for the best

Plan for the worst!

Don’t Panic

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#2


Don’t use ‘the lingo’

Consumer friendly language

Be clear, friendly and cha[y in tone

Remember who you are talking to O

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How long would the task take a ‘real’ person to do

Respect par+cipants +me

Tasks that take too long will lead to a[ri+on

Be honest and realistic in your expectations O

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Tone needs to be cha[y but clear

Each task / ac+vity should be asking about one thing

But you might need to ask for that one thing in mul+ple ways

Get your tone right O

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How will you deal with people who only complete half the task?

How can you mo+vate people to complete the board when their week gets busy?

How will you pay your par+cipants?

Structure your incentives O

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Is your topic sufficiently engaging to mo+vate people to par+cipate? How savvy is your target demographic? What implica+ons does that have for your tasks? The best online par+cipants are not necessarily who you would think!

Consider your target and your topic O

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3 Myths to challenge

Online Qual is cheaper than Face-‐To-‐Face Qualita+ve approaches Bigger is Be[er Only suited for par+cular demographics – youth, tech savvy etc


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Why I love it…

For topics that require considera+on or

reflec+on

Complements offline approaches

Cost effec+ve for wide geographic reach

Increased par+cipant engagement

Rich and detailed outputs

Itera+ve and adaptable

Client engagement


Thank you

Victoria Gamble WorkINProgress || Qualitative Research


Q & A

Victoria Gamble WorkINProgress

Greg Coops Asian Strategies


Victoria Gamble

Read Victoria’s blog @ http://wipqrtalks.com.au/ Follow Victoria’s tweets at @ http://twitter.com/gamblegamble Connect with Victoria on LinkedIn @ http://au.linkedin.com/in/gamblegamble Check out WIPQR @ http://wipqr.com.au/

Main Stage, November 3, 2011

Taking Qualitative Online: What I wished I’d known before I started Victoria Gamble - WorkINProgress

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

victoria gamble main stage - 2011

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