Los mejores Blogs de Investigación Cualitativa de Mercados

Hace poco estaba revisando desde dónde venían los visitantes a nuestro blog colectivo y me sorprendí cuando encontré que "una bloguera" de Asia llamada "KUMEUGIRL" nos había situado entre los mejores blogs de Investigación Cualitativa de Mercados. Aquí lo que escribió:

"So while i track in Netvibes a lot of design practitioners and design researchers, i realised i had not seen that many qualitative researchers blogging. There are a lot of overlapping industries (ad planners, innovation consultancies) who do have a presence. So i thought i would make a list - and a key criteria was where would i send young qual researchers? I was looking for a range of blogs - different countries and different perspectives - but all still blogging now, blogging regularly, and all would recognise themselves as a qualitative practitioner.

Here’s my starting list of 9:

Click here for Zebrabites from Australia

Click here for Conversations with Dina from India (excellent for ethnography, web 2.0)

Click here for Design Research, role of qualitative in technology from Toronto

Click here for the FreshNetworks blog - leading from the web 2.0 in UK

Click here for China Youth Watch for exciting material on youth in China

Click here for Insights Qualitativos

Click here for Cheskin’s blog out of the US

Click here for Plugged IN - a blog also out of the US, esp good on communities

Click here for The Human Element from the UK
Who would you add to the list…

Le escribí para agradecerle la mención y dejé mi dirección de LinkedIn para futuros contactos, prometiéndole además que incluiría su blog entre nuestro listado de blogs recomendados.

Al día siguiente recibí una solicitud para incorporarme a la red de contactos en LinkedIn de una persona desconocida. Cuando noté que se trataba de la Directora Regional de Estudios Cualitativos de TNS (para Africa, Asia y Latinoamérica) le dí aceptar y agradecí el contacto. Exploré su perfil e hice click en el hipervícunlo a su blog. Se trataba de la autora del blog que nos colocaba entre los mejores blogs de investigación cualitativa de mercados. Creo que no hace falta decir que me llené de orgullo al darme cuenta que además eramos el único blog Latinoamericano en el listado.

¿Por qué les cuento esto? Simplemente da gusto compartir que no sólo estamos llegando a más de 100 países y hemos recibido más de 13.000 visitas en menos de un año, pero sobre todo por que creo que lo que hacemos es valioso para la comunidad de investigadores cuali-etno global.

Y esto nos plantea un nuevo desafío. Seguir mejorando... seguir agregando información relevante y actualizada a IQ 2.0 y quizás lo más importante, lograr que cada vez sea mayor la proporción de contenidos exclusivos generados por los miembros de nuestra comunidad... que IQ 2.0 sea un logro sostenido del cual nos sintamos orgullosos cada vez más bloggers latinoamericanos.

Así que ahora el preámbulo está hecho... Quiero invitar a nuevos bloggers a IQ 2.0

¿Quién se anima?

10 trends for qualitative research in 2009

ReBlogged from: http://kumeugirl.com/

1. Remarkable growth

2. Expanding application arenas

3. Faster, faster, faster.

4. Changing analysis formats.

5. Increasing format variety.

6. Increasing role of technology.

7. Pressure for new techniques.

8. Improved viewing facilities and recruiting practices.

9. Changing client management.

10. Smarter and more articulate consumers.

These were written by Patricia Sabena 1999 in an article for Quirks entitled 10 trends in qualitative research.

So what isn’t changing – certainly we always report the need to go faster (and I remember when qualitative researchers wrote long reports in word). How we analyse material continues to change along with the presentation formats (powerpoint, video, flash). And we continue to talk about the ever-demanding consumer (who once again is a prosumer, savvy and sophisticated).

Continue reading here...

Netnography: Wikipedia Definition

The term netnography has gained currency within the field of consumer research to refer to ethnographic research conducted on the Internet. It is a qualitative, interpretive research methodology that adapts the traditional, in-person ethnographic research techniques of anthropology to the study of the online cultures and communities formed through computer-mediated communications (“CMC”).

At least four aspects of online, computer-mediated, or virtual, interaction and community formation are distinct from their in-person, real life (“RL”), or face-to-face (“F2F”) counterparts. First is the textual, nonphysical, and social-cue-impoverished context of the online environment. Second is an unprecedented new level of access to the heretofore unobservable behaviors of particular interacting peoples. Third, while traditional interactions are ephemeral as they occur, online social interactions are often automatically saved and archived, creating permanent records. Finally, the social nature of the new medium is unclear as to whether it is a private or public space, or some unique hybrid. Ethnography adapts common participant-observation ethnographic procedures—such as making cultural entrée, gathering and analyzing data, ensuring trustworthy interpretation, conducting member checks, and conducting ethical research—to these computer-mediated contingencies (see Kozinets 2002 for a detailed development of the process; see also Kozinets 2006).

Source: http://en.wikipedia.org/wiki/Virtual_ethnography

A WEB 2.0 Masterpiece by Michael Wesch - The Machine is Us/ing Us

A WEB 2.0 Masterpiece by Michael Wesch

First Released on January 31st 2007
"Web 2.0" in just under 5 minutes. I was inspired to make this video while writing a paper about web 2.0. Struggling to find a way to put it into words, I decided to make this video to show it rather than tell it. For more information on my goals and ideas behind this video, check out my interview with John Battelle.

The following poetic transcription was provided by Tanya Witherspoon, Wichita State University

Text is linear
Text is unlinear
Text is said to be unlinear
Text is often said to be unlinear
Text is unlinear when written on paper
Digital text is different.
Digital text is more flexible.
Digital text is moveable.
Digital text is above all…hyper.
Digital hypertext is above all…
hypertext is above all…
hypertext can link
hypertext can link
here
here
or here…
virtually anywhere
anywhere virtually
anywhere virtual
The WayBack Machine
http://yahoo.com
Take Me Back
Oct 17, 1996
Yahoo
View Source
Most early websites were written in HTML
HTML
HTML was designed to define the structure of a web document.
p is a structural element referring to “paragraph”
LI
LI is also a structural element referring to “List Item”
As HTML expanded, more elements were added.
Including stylistic elements like B for bold and I for italics
Suck elements defined how content would be formatted.
In other words, form and content became inseparable in HTML
Digital Text can do better.
Form and content can be separated.
http://www.cnn.com
RSS XML
View Source
XML was designed to do just that.
http://www.cnn.com/?eref=rss_topstories
same with
CNN.com
and
and virtually all other elements in this document.
They describe the content, not the form.
So the data can be exported,
free of formatting constraints.
Latest News
Anthro Blogs (124)
Savage Minds
8apps: Social Networking for Productive People
WORLD CHANGING ANOTHER WORLD IS HERE
Antrho Journals (124)
University of California Press
Journals Digital Publishing
Current Anthropology
AESonline.org
Google
With form separated from content, users did not need to know complicated code to upload content to the web,
I’m Feeling Lucky
Create Blog
Name Your Blog
Beyond Etext
http://beyondetext.blogspot.com
Choose a template
Your blog has been created!
Monday, January 29, 2007
Hello World!
POSTED BY PROFESSOR WESCH AT 8:14 PM 0 COMMENTS
There’s a blog born every half second
and it’s not just text…Search
YouTube
Broadcast Yourself
This is a video response to The Beauty of Being Human
flickr
Ahoy mwesch!
Upload Photos
Anthropology club
Created by you.
KSU Anthropology club
Club Photos
Google
XML facilitates automated data exchange
two sites can “mash” data together
flickr maps
I’m Feeling Lucky
Limelight
Fluffy and white
Brushy Creek
Tokyo Delve’s Sushi B..
Who will organize all of this data?
TAG
del.icio.us
digital ethnography hypermedia anthropology
save
Who will organize all of this data?
We will.
You will.
Google
XML + U & Me create a database-backed web
a database-backed web is different
the web is different
the web
we are the web
I’m Feeling Lucky
WIRED
We Are the Web
by Kevin Kelly
“When we post and then tag pictures
teaching the Machine to give names,
we are teaching the Machine.
Each time we forge a link,
we teach it an idea.
Think of the 100 billion times per day humans click on a Web page
teaching the Machine”
the Machine
Diigo
Highlight
Highlight and Sticky note
Mwesch’s private note
the machine is us
Digital text is no longer just linking information…
Hypertext is no longer just linking information…
The Web is no longer just linking information…
The Web is linking people…
Web 2.0 is linking people…
…people sharing, tracing, and collaborating…
Wikipedia
Web 2.0
edit this page
We’ll need to rethink a few things…
We’ll need to rethink copyright
We’ll need to rethink authorship
We’ll need to rethink identity
We’ll need to rethink ethics
We’ll need to rethink aesthetics
We’ll need to rethink rhetorics
We’ll need to rethink governance
We’ll need to rethink privacy
We’ll need to rethink commerce
We’ll need to rethink love
We’ll need to rethink family
We’ll need to rethink ourselves.

by Michael WeschAssistant Professor of Cultural AnthropologyKansas State University
Digital ethnography@ Kansas State University
music by DEUS “There’s Nothing impossible”

Click to connect: netnography and tribal advertising

Journal of Advertising Research, September, 2006 by Kozinets, Robert V.

Copywriters ground advertising insight in their understanding of the consumer. In contemporary consumer culture, much meaningful consumption takes places in a communal, collective, and tribal environment. Advertisers and copywriters in particular would benefit from a culturally-grounded understanding of the language, meanings, rituals, and practices of the consumer tribes with which advertising seeks to communicate.

This article suggests that the rigorous application of netnography--the online practice of anthropology--could be helpful to advertisers and copywriters as they seek ...

Read the rest of this article with a Free Trial at HighBeam Research.

Forum Qualitative Sozialforschung / Forum: Qualitative Social Research

FQS is a very interesting open-access journal for (mainly academic) social qualitative researchers. Most articles are written or translated into Spanish, German and English.

This is a sample of the material you can find at FQS:

*The Exchange Between Academic and Applied Social Research: The Current State of Qualitative Market, Media and Opinion Research - Andreas M. Marlovits, Thomas Kühn, Katja Mruck
* Qualitative Analysis of Films: Cultural Processes in the Mirror of Film - Gloria Dahl
*Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches - Nikhilesh Dholakia, Dong Zhang
*Theoretical Foundations of Contemporary Qualitative Market Research—An Overview and an Integrative Perspective - Dirk Frank, Peter Riedl
*The Unexplored Potential of Qualitative Market Research - Thomas Kühn

------------------------------------------------------

FQS is a peer-reviewed multilingual online journal for qualitative research, established in 1999. FQS Issues are published tri-annually. Additionally, selected single contributions and contributions belonging to the rubrics FQS Reviews, FQS Debates, FQS Conferences and FQS Interviews are published immediately after they go through the peer review process.

FQS is an open-access journal, so all articles are available for free. Please register if you are interested to receive information about new publications as soon as they are posted online.

CROSSUMER: Claves para entender al nuevo consumidor

Se dice que en el transcurso del último lustro, el marketing ha evolucionado más que en los cincuenta años previos. Pero, ¿qué ha hecho durante este tiempo el consumidor? Con más acceso a la información gracias a la tecnología y mucho más sofisticados y escurridizos, parece que, como afirmaba un anuncio televisivo, en el mercado actual, los consumidores sí que hacen lo que les da la gana.

En este divertido y revelador libro, trufado de ejemplos y casos insólitos españoles, encontrará a este complejo consumidor de nueva generación, el Crossumer, y conocerá las herramientas prácticas para integrarlo en los procesos de innovación de las organizaciones.

Siguiendo este link: http://www.crossumer.com/?page_id=122 podrás acceder gratuitamente a varios capítulos del libro.

Víctor Gil (sociólogo) y Felipe Romero (psicólogo) llevan colaborando desde el año 2000 en proyectos de investigación orientados a profundizar en el conocimiento del comportamiento del consumidor. Están especializados en tendencias de consumo, marketing, comunicación y nuevas tecnologías. En los últimos años han centrado sus esfuerzos en tratar de profundizar en el conocimiento del impacto del uso de las nuevas tecnologías de la información y la comunicación en la forma en la que los consumidores se relacionan con las marcas. Sus estudios recientes sobre el consumo de contenidos audiovisuales (Televidente 2.0), la telefonía móvil, los videojuegos, el brand entertaiment, el uso de buscadores, los “social media” o la relación de los españoles con los mundos virtuales les han convertido en referentes para el pronóstico de tendencias tanto en el ámbito de la empresa como de los medios de comunicación. En 2006 comenzaron a articular dentro de un marco teórico global –que han bautizado como ‘crossumer’- muchos de los cambios en el comportamiento del consumidor que venían observando de forma fragmentada a través de los más de 300 estudios que han dirigido.

Víctor Gil y Felipe Romero conjugan su pasión por la investigación operativa con el desarrollo de nuevos enfoques y herramientas para integrar al consumidor al ‘crossumer’ en los programas de innovación de las organizaciones, a través del cool hunting y el crowdsourcing. En la actualidad son Socios Directores de The Cocktail Analysis.

An anthropological introduction to YouTube

An anthropological introduction to YouTube is a lecture presented by Michael Wesch on the nature of web 2.0 and the beginnings of the YouTube phenomenon and how it has affected social interaction.

Dubbed "the explainer" by Wired magazine, Michael Wesch is a cultural anthropologist exploring the impact of new media on society and culture. After two years studying the impact of writing on a remote indigenous culture in the rain forest of Papua New Guinea, he has turned his attention to the effects of social media and digital technology on global society. His videos on technology, education, and information have been viewed by millions, translated in over ten languages, and are frequently featured at international film festivals and major academic conferences worldwide. Wesch has won several major awards for his work, including a Wired Magazine Rave Award and the John Culkin Award for Outstanding Praxis in Media Ecology. He has also won several teaching awards, including the 2008 CASE/Carnegie U.S. Professor of the Year for Doctoral and Research Universities.

How American Families Eat - Videoethnography

This video, a shorter and revised version of a larger, proprietary video for Wendy's, was presented with Wendy's gracious consent at the 2007 International Conference on Qualitative Methods in the Study of Consumption at the University of Paris (Sorbonne), a project of Professor Dominique Desjeux. The videography and editing are by our colleague Bruno Moynié of Monde Moderne.

This is an excerpt from a project PacEth has done for the quick serve restaurant franchise Wendy's International.

Netnography: Rob Kozinets interview

Robert V. Kozinets is Associate Professor of Marketing at York University's Schulich School of Business in Toronto, Canada. In the past, he was faculty at Northwestern University's Kellogg School of Management and the University of Wisconsin-Madison's School of Business. An anthropologist by training, he also has extensive consulting experience. His interests include online community, consumer tribes, activism and social movements, technology, entertainment, branding, and retail.A pioneer of the methods of netnography and consumer videography, his articles have been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Contemporary Ethnography and the Journal of Retailing. He has conducted participant-observational research and written ethnographies of Trekkers, Burners, coffee connoisseurs, modern primitives, Star Woids, X-Philes, greens, gamers, activists, technophiles, videophiles, technopagans, netnographers, and bloggers. That research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing.

Diez Razones para crear una comunidad virtual en 2009

Fuente: NetQuest

Vovici, una de las empresas globales especializadas en comunidades online y software de encuestas, publica esta semana las 10 razones por las que las empresas deberían empezar a pensar en construir una comunidad online este año que viene.

Aquí se enumeran los títulos de cada una de las 10 razones:

1) Ya sabes que el 2009 no será como el 2008.
2) Ofrece a los consumidores un lugar donde puedan hablar sobre tu empresa.
3) Incrementa la fidelización con una comunidad.
4) Presenta tu empresa a potenciales clientes.
5) Genera miles de ideas.
6) Ayuda a tu equipo a interiorizar y distribuir feedback.
7) Proporciona una fuente rica en insights cualitativos.
8 ) Proporcionan feedback cuantitativo completo.
9) Comprime el ciclo tradicional de feedback.
10) Las ventajas competitivas sostenibles provienen de los cambios que haces.


Para leer el artículo completo visita el blog de NetQuest.

Using Twitter as Your Focus Group?

Recently we ran a series of banner campaigns supporting new products being launched by one of our CPG clients. While the client was launching multiple products, not all of them were being promoted through advertising.

Shortly after launch of the campaign for our client, we began monitoring Twitter for buzz on the products and online campaign. Almost immediately, the tweets started raving about one of the new products that we didn't promote.

Armed with this information, we met with the client and got the green light to run advertising for this new product. The Twitter research worked: The campaign for the new product generated a click-through rate 55% higher than the rest of the campaign. The number of people actually tweeting about the new product was small -- maybe a few hundred. But the number of additional people who followed the new banners was an order of magnitude more.

You can read the full article and comment it @ http://adage.com/digitalnext/article?article_id=133509 - Posted by Lee Mikles on 12.29.08