The key elements to conducting quality online qualitative research include creating a hybrid research design with different activity types, facilitating participant motivation and discussion over multiple time points, and employing various media formats. An effective moderation strategy is also important. Quality is achieved by composing a schedule of diverse activities that explore behaviors, contexts, projections, and discussions both individually and in groups. This allows insights to emerge over time through participant self-reflection and interaction.

1. Composing the perfect research symphony – What are the key elements to conduct premium online qualitative research? SOCRATIZE!Research – Facilitation - Training Nicole Reinhold Research & Innovation Consultant

2. About me 13 years of multinational Corporations “What people say, what people do, and what they say they do are entirely different things” Margaret Mead

3. Topics Thinking about quality when doing online research ‘Composing’ online research Case studies Summary

4. Does online qualitative research work? WHAT works well? WHY does it work? HOW can I increase quality?

5. Our difficulty there is no clear definition . . . . Social Media Research Netnography Online Immersive Research MORCS Blogging Online Communities Online Surveys Online Focus Groups . . . there are even more . . BuZZ Metrics Online Diaries Research Web 2.0 Video streaming Virtual Home visits Online Co-Creation Chat- Interviews Bulletin Boards There is not one definition, one method, or one tool Terminology of research methods & social media merge

6. Quotes on Quality Asking researchers: How do you determine quality of online qualitative studies? ESOMAR | LINKEDIN GROUP | CLIENTS | AGENCIES| EUROPE | ASIA | US | COLLEAGUES http://www.linkedin.com/groupItem?view=&gid=1813513&type=member&item=26205373&qid=81db048d-2381-4a2d-b9f7-99cb61d281ab . . . . It has to do a lot with the recruitment and with the project management . . . . . . . . . We achieved 100% participating rate . . . . . . . . Oh that always depends with what you want to archive . . . . . . . . Happy client no bad surprises . . . . . . . . The respondent said that this was fun and interesting . . . . . . . . It was amazing they even created a song for the project and posted it . . . . . . . . People really became a community, they wanted to meet each other . . . . BUT ISN’T THIS IMPORTANT TO ALL RESEARCH PROJECTS? The must be qualities around the medium, the technology used and the way of communicating online . . . Basics Client Motivation

7. Online communication ispopular because . . . over time without geographical boundaries one to one OR many to many simultaneously on several topics as peers – free to collaborate in multiple formats: photos, videos, text, links virtual but not without context when you want with what you want Enable

8. Online communication not popular because . . . lot of ‘noise’communication without clear focus lack of responsibility miscommunication lack of depth of communication Avoid

10. embracing the online medium

12. Research Activities Q&A Can you tell me about all the devices that you use to watch, create, and share digital content? RESEARCH ACTIVITY Please take a picture of your ‘digital family’ – meaning all the devices you use to watch, create, and modify digital content

13. Options when creating research activities Private | Group Reoccurring | One time Text | Multimedia (Stimulus / Response) Structured | Unstructured Documentative | Projective

14. 6 different arche-types of activities Welcome getting familiar | Icebreaker activities reporting ‘reoccurring’ behavior | Diaries understanding context | ‘Reporter’ activities diving into emotions and values | Creative activities enable discussion | Group discussion reflecting back | Evaluation Behavior / Diary Contextual Projection Discussion Evaluation

15. Composing research: schedule Grid of research activities: - length of the study can vary from 3 days to 3 month - with daily, bi-weekly or weekly contacts with participants Behavior Behavior Behavior Behavior Behavior Evaluation Welcome Discussion Projection Projection Projection Contextual Contextual Discussion Creating the right mix and sequence of activities

16. Composing research: individual versus group - start and end are mainly private - make sure you clearly communicate which activities are private and which not - explain why and how you would like them to discuss or comment on each other Private / Comment others Private / Group Private / Group Private Private Private Private Behavior Behavior Behavior Behavior Behavior Discussion Evaluation Discussion Welcome Projection Projection Projection Contextual Contextual

17. Composing research: media use Photo / Video Exercise Photo / Video Exercise Photo Tour Website, Links input Photo / Video as stimulus Website, Links input Profile picture Multimedia over time Behavior Behavior Behavior Behavior Behavior Evaluation Welcome Discussion Discussion Projection Projection Projection Contextual Contextual - make sure you are only using multimedia when it is really appropriate - think about how much time it takes participant to create it and - how you will analyze it

19. Every moderator has his / her own style of moderation

20. The way you moderate should differ from activity to activity

21. Define a ‘moderation strategy’ thought-out the project:

24. Cost reduction of 50% compared to traditional methods

28. My reasons for doing online qualitative research: . . . . . Doing research online let participants reflected about the research topic over time. By self-observing their own behavior / environment, participating in various activities, and in discussion with other respondents they create more insights for themselves and others. These insights manifest themselves in various content formats: text, links and visuals. They create therefore a rich set of data to report, inspire and inform all stakeholders of the project . . . . . . . . . then I hope soon you say

29. Why SOCRATIZE? Why SOCRATIZE? . . . to go beyond the obvious,to find out more about the fundamental issues of a topic by probing and revisiting your 'knowledge’ . . . . (inspired by Socrates) Thank You! nicole@socratize.com