Presente y Futuro de los Estudios Cualitativos Online

Una de las áreas en la que ha habido un desarrollado más fértil para la investigación a través de Internet es la cualitativa.

Tanto los tradicionales grupos focales y entrevistas en profundidad como las comunidades de insight, innovación y co-creación, se han visto enriquecidas por la posibilidad de interacción remota y la inclusión de avanzadas aplicaciones multimedia.

¿Cuál es el presente y futuro de la investigación cualitativa online?

En la siguiente presentación hacemos un recorrido por sus principales desarrollos. Quedas cordialmente invitad@ a conversar sobre su contenido, dejar consultas, distribuirla a través de tus redes sociales, compartirla en tu blog o bajarla a tu ordenador.

Presente y futuro de la investigación cualitativa online

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Nace la idea de realizar un BarCamp sobre Investigación de Mercado Online

Con el nombre de Wikonsumer Camp se lanzó hoy a la web social la convocatoria para realizar el 1er. BarCamp sobre investigación de mercados online. 

De acuerdo a lo publicado en la página de Facebook del Wikonsumer Camp y en su  blog "la mayor parte de los espacios para hacer networking, aprender de las experiencias de otros investigadores, conocer casos de éxito (y raramente de “fracaso”), conocer nuevas herramientas y metodologías son liderados por empresas u organizaciones formalmente establecidas y tienen fines claramente comerciales. Esto no tiene nada de malo, sin embargo en la era de la “web social” es posible que seamos los “individuos-en-red” quienes tomemos la iniciativa y nos organicemos para co-crear a nuestra medida eventos ‘gratuitos’, abiertos, participativos y de amplio alcance."

Durante las primeras 4 horas más de 20 personas han expresado su interés en participar (datos de Facebook) y decenas se han convertido en seguidores de la iniciativa vía Twitter (@wikonsumer). 

Cuándo, dónde, cómo y quiénes serán los organizadores de la 1era. versión aún está por verse. Desde este blog estaremos atentos a lo que vaya sucediendo, apoyaremos y difundiremos las novedades del 1er. Wikonsumer Camp. 

"Wikonsumer Camp busca facilitar el encuentro de profesionales de la investigación a través de Internet y promover el intercambio de ideas, experiencias e información sobre proyectos enfocados en el consumidor 2.0 en un formato de BarCamp."

The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers

The Handbook of Online and Social Media Research:
Tools and Techniques for Market Researchers

The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers

Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research.

“This handbook fills a significant learning gap for the market research profession and Ray Poynter has once again proven that he is a guiding light. The practical and pragmatic advice contained within these pages will be relevant to new students of research, young researchers and experienced researchers that want to understand the basics of online and social media research. Ray’s views on ‘how to be better with people’ and ‘how to maximise response rates’ are vital clues that are likely to shape the future of market and social research.”

Peter Harris, National President, Australian Market and Social Research Society (AMSRS).

“It’s hard to imagine anyone better suited to covering the rapidly changing world of online research than Ray Poynter. In this book he shows us why. Whether you are new to online or a veteran interested in broadening your understanding of the full range of techniques—quant and qual—this book is for you.”

Reg Baker, President and Chief Operating Officer, Market Strategies International

“Finally, a comprehensive handbook for practitioners, clients, suppliers and students that includes best practices, clear explanations, advice and cautionary warnings. This should be the research benchmark for online research for some time. Poynter proves he is the online market research guru.”

Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association

“Ray Poynter’s comprehensive, authoritative, easy to read, and knowledgeable handbook has come to our rescue ... it is a must read for anyone who needs to engage with customers or stakeholders in a creative, immediate and flexible way that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff now. I can guarantee that anyone who buys the book will find it a compelling read: they will be constantly turning to the next page in order to find yet another nugget of insight from Ray’s tour de force.”

Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School

Consumers are people too

by Peter Harrison, Innovation Manager, BrainJuicer® Labs

“Empathy, which literally translates as in feeling, is the capability to share another being’s emotions and feelings” (Wikipedia). 

Creativity means balancing direction and freedom to achieve relevance and originality. To be creative we need to be in touch with our rational brain and our emotive mind. Traditional research, in particular quantitative, is very effective at providing sustenance for the rational mind enabling us to identify people and judge good ideas versus bad ones. However over reliance on the quantitative seldom provides a springboard for creativity and prevents research from telling human narratives. Rather than enabling you to feel what a person is like, it attempts to describe them by assigning labels. Researchers need to rebalance the emphasis to include a more intuitive understanding of the people under study.

We call this an ‘empathetic understanding’ and it is something many of the top actors use, although they would call it ‘getting into character’ or method acting. Consider Hollywood great Jack Nicholson who improvised one of the most famous lines in film history when he thrust his head through a door and shouted “Here’s Johnny!” in The Shining. This moment was entirely unscripted but both the quote and the image of his deranged face have become iconic symbols ever since. This is a perfect illustration of how an empathetic understanding can inspire extreme levels of creativity.

There is a lot we can learn from the acting profession about how actors get into character and channel this understanding into their creativity. When designing a new marketing initiative or writing a new insight, wouldn’t it be great if we were able to tap into what it means to be a particular person to inspire more exciting and relevant ideas?

For many quantitative researchers, graphs are a virtual second language that they rely on to communicate their findings. This has its place but can limit researchers and the actionability of findings as they are straitjacketed into communicating a factual message rather than delivering an empathetic understanding. To access a deeper, more human understanding of people we should help clients to get into character through pictures, videos and audio clips all of which provide a more emotive and less ‘rational’ portrayal of our target audience. The same applies to qualitative reports that are often decks full of bullet points.

Continue reading here: http://blog.marketing-soc.org.uk/2010/07/consumers-are-people-too/

+12 Recommended LinkedIn Groups for Online Quant-Qual-Ethno Market Researchers

 Next Gen Market Research (NGMR) +7200 members

The market has changed, the customers have changed, why should consumer insight be the same? Marketing Research/Consumer Insights have changed little since the mid 90’s and still offer only 1.0 Insights. This is an invitation only group for Analytics Professionals with 7+ y/exp who want more than traditional MR

Consumer Insights Interest Group +7000 members

The Consumer Insights Interest Group aims to connect professionals working with Consumer Insights. We encourage members to share experiences and best-practices with regards to understanding, uncovering, articulating and validating Consumer Insights and to learn from each other.

Market Research Global Alliance (MRGA) + 5000 members 

The Market Research Global Alliance (MRGA)is a special interest group that was started so that Market Researchers around the globe both end-users and service providers can trade ideas to help each other achieve common goals in a cooperative learning environment through online social networking.

 Online MR +1600 members 

This is a group of people working in Online Market Research industry and wants to network for exchange of ideas and opportunities. With technology driving research industry today the online research is the next big thing and we want to expand the knowledge and information among our members.

 

ESOMAR+ 1500 members

With 5,000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications as well as actively advocating self-regulation and the worldwide code of practice. 

QRCA Qualitative Research Discussion +1200 members 

This qualitative research discussion venue is sponsored by the Qualitative Research Consultants Association. It is open to anyone interested in discussing issues pertaining to qualitative market research. Members and non-members of the QRCA are welcome to join this group. This is a moderated forum; please read the participation guidelines. 

Online Qualitative Research: The Next Evolution +600 members

The marketing research landscape is evolving to include more online methodologies such as online communities, focus groups, bulletin boards, Blogs, diaries and ethnographies. With budgets tightening up and travel costs increasing, now is an ideal time to begin incorporating new techniques that offer real cost savings. In addition, advancements in online technologies like online research communities and user generated content are changing the way we collect our data. We have seen it happen with quantitative research where online survey spending has paced traditional telephone research and are now in the midst of another revolution with qualitative research being at the epicenter.

NewMR - Co-creating the future of Market Research +500 members 

This group is all about creating the future of market research. Where is Twitter going? How should researchers be using social media? What is the best way to run an online research community? What is the proper interface between research and marketing?

iQ 2.0 - Wikonsumer & Netizen Culture +300 members (Spanish + English Language)

 

iQ 2.0 es un espacio en el que investigadores "qali-ethno" online del consumidor y usuarios corporativos de consumer insights 2.0 compartimos ideas, información, dudas, preguntas, propuestas y experiencias sobre nuestro fascinante quehacer.

 NETNOGRAPHY: Wikonsumer and Netizen Culture + 300 members

Online ethnography or Virtual ethnography - also called netnography for a decade in the business, marketing and consumer research field and more recently webnography -is a new development in the field of Ethnography. Online ethnography is an online research method. It extends the traditional notions of field and ethnographic study from the observation of co-located, face-to-face interactions, to technologically mediated interactions in online networks and communities. In doing so it challenges the traditional notion of a field site as a localized space and moves it into the realm of online or computer-mediated communications and interactions. 

Investigación de Mercado Online + 150 (Sólo en español)

Investigación de Mercado Online es el primer grupo de habla hispana dedicado a empresas y profesionales del ámbito de la investigación de mercado por internet. Sus objetivos son: a) Ser el punto de encuentro de profesionales dedicados a la investigación de mercado online; b) Compartir noticias y casos de estudio de la industria para generar discusiones de calidad; c) Crear oportunidades de negocio y empleo para profesionales dedicados a la industria.

 

Online Marketing Research Communities + 150 members 

Online Communities offer an interactive channel to communicate, develop relationships with your customers and get the insight you need to make informed decisions. Online Marketing Research Communities can measure loyalty, customer satisfaction, referrals and help you increase revenues. This is a space where like minded individuals can talk about marketing and market research. In addition members can explore topics like Web2.0, the Voice of the Customer and discuss best practices in managing online communities.

 Investigación de Mercado y Opinión Online en Iberoamérica + 60 (NUEVO - Sólo en español)

La penetración de Internet es cada vez mayor en Iberia y América Latina y por tanto se potencia el uso de la investigación online en nuestra región. ¿Quiénes son los actores y cuáles sus desafíos en los escenarios presentes y futuros? En este grupo conversaremos no sólo de los beneficios, sino también de las dificultades y desafíos que supone realizar investigación online en Iberia y América Latina.

Algunas de los beneficios de la investigación online son:

• Rapidez. Ya que los resultados de la encuesta los obtenemos en tiempo real. 
• Exactitud. Se eliminan los errores de la introducción de datos. 
• Calidad y fiabilidad. Se eliminan intermediarios y como consecuencia, su sesgo. Cada encuestado responde cuando es el mejor momento para el, no para el encuestador, por lo que la calidad de las respuestas aumenta. 
• Naturaleza interactiva. Las cualidades del medio permiten incluir elementos multimedia, impensables en la investigación offline. 
• Gran alcance. Permite encuestar a otro segmento de la población, difíciles de contactar por medios tradicionales. 
• Buen seguimiento. Es posible monitorizar el desarrollo de las respuestas por el procesamiento automático de datos. 
• Bajo coste. Ya no es necesario contratar encuestadores, ni utilizar papel para obtener los datos.