the new normal: harnessing qualitative insights via communities by stephen thompson of ramius -...
DESCRIPTION
This session aims to discuss how technology helps qualitative research adapt to a new reality in which participants are increasingly online, engaged and socially-connected. It will talk about: what is influencing this new reality and using research as an opportunity to engage the growing expectations of participants and why they are important what to look for in online qualitative research technology future technology trends that can support “engaged research”TRANSCRIPT
Insightfully Engaged
®
The New NormalHarnessing Qualitative Insights via Communities
Stephen Thompson, IIeX Philadelphia, June 2013
Insightfully Engaged
®
People, Design and Technology
Looking ahead
What’s makes a great community?
The Basics
Insightfully Engaged
®
They are
• Going to generate a lot of
data
• Managed like a community
• Often asynchronous
• Ideal for uncovering deeper
insights
They are not
• Launchpad for surveys
• A cheap alternative or add-
on
• Always long-term duration
• Scary and complicated
Basics
Insightfully Engaged
®
What makes for a great Insight Community?
People
Technology
Design
Insightfully Engaged
®
People
time constrained
social
hard to recruit more demanding
information overload
engaged
Insightfully Engaged
®
make it personal
clarity of instruction
engage, lots feedback results
pace yourself
mixed devices
Design
Insightfully Engaged
®
research-ready
social and engaging
mobile flexible
intuitive
insightful
Technology
Insightfully Engaged
®
Social and Engaging
Insightfully Engaged
®
Research-ready
Insightfully Engaged
®
Intuitive
Insightfully Engaged
®
moderator vs. manager
participants as researchers
more frequent, less formal
mixed media
iterative
community-led
the future
multi-device
games and stories
community-creation
marketing
aligned to interests
smart recruiting
consumer vs. probrand vs. agency
games and stories
Looking Ahead
Insightfully Engaged
®
Stephen Thompson, Ramius Corporation
613-369-5233 | [email protected]
© Ramius Corporation, June 2013