1. The importance of qualitative research: knowing what&why Michael Holmes

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3. Web analytics & consumer surveyswon’t drive reinvention 3 (quant vision)

4. Getting past assumptionsrequires non-assumptive research 4 (vision qual quant)

5. methodological oppositions Quantitative Qualitative Affordable Expensive Numeric Linguistic Ontological Phenomenological Objective Subjective Predictive Descriptive General Special Law of large numbers Law of the example Revealing simplicity Revealing complexity Confirmation Discovery A priori Emergent 5

6. 6 Do you think “Millennials don’t care about online privacy”? www.researchcmd.com/?p=1545

7. logics of explanation X Y Z variance things: entities & attributes process stories: events & sequences 1 -> 2 -> 3 ... 7 c a d network flows: nodes & links b e

8. variance logic Automatic Classification of Web Queries Jansen, et al. (2008) note: 75% accuracy rate 8

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10. process logic 10

11. Google SearchStories 11

12. network logic 12

13. From demographic and psychographic to sociogramic 13

14. Your logic binds & blinds you whatever your method 14

15. qualitative methods traditional alternative brain scanning eye tracking e-diaries experience sampling auto-ethnography consumer photo essays consumer video essays UGC data mining discourse analysis environmental traces ideation groups ethnomethodology observation 1st person diaries, journals, think-aloud protocols, etc. 2nd person ethnography, naturalistic field studies, etc. interviews depth interviews focus groups 15

16. evaluating qualitative research coherence internal validity -> credibility consensus reliability -> dependability objectivity -> confirmability instrumental utility external validity -> transferability 16

17. some non-assumptive ideas about search types 17

18. a common a priori classification Informational search: document target Navigational search: location target Transactional search: task target 18 But we always search “Because of…” or “In order to…”

19. vanity search 19

20. Google him/her/me/them 20

21. distracted search from redwing… …to redwing Photo © 2004 Bill Thomas Woodworking 21

22. novice vs. expert search 22

23. some user-centric search types Forgotten Failed Oops…NSFW Teleport/wormhole Conversation competitive confirmation Searching while… etc. 23

24. Thank you send questions, comments, criticism & defibrillation expense requests to: Michael Holmes mholmes@bsu.edu 24