1. how social media
have changed
qualitative research
Francesco DʼOrazio, Social Media Lab, IULM
April 2009, Milan

2. first, understand
what users want
from the web

3. not
a
window
on
somebody
elseʼs
world

4. but the web as a
construction
projection
mirror

5. social media sites contain
rich fields of insights,
always up to date

6. a community
for every niche
6

7. social data
identity - who are you
contacts - who you know
activities - what you do
7

8. what sims I visit
what I buy and share where I am
who I message who I meet
what I tell them who I talk to
8

9. what I buy
what sites I visit
what I read and share where I am
who I email who I meet
what I tell them who I call

10. not the end of the world,
but a new definition of
privacy

11. how do all these data
affect research?
11

12. for the first time we can do
qualitative research
on a mass scale!
impressive...

13. new model research
adding anthropological perspective to the numbers
adding pop culture and consumerism
understanding of sociology for localization
rich understanding of human interaction
and influence dynamics
quot;Old Man Nielsen Versus New Market Researchquot;
Panel at SXSW 2009
13

14. how did we
get there?

15. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 15

16. why bother: research objectives
sentiment
consumer immersion
online reputation management
testing and feedback
validation
insights
idea generation
new product development
16

17. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17

18. netnography: origins
“the field behind the screen:
using netnography for
marketing research in online
communities” in Journal of
Marketing Research, 39, 61-72
Kozinets, R. V. (2002)

19. netnography: what is it
studies people behaviors, opinion, motives and concerns in
online communities
methods which capture their social meanings and ordinary
activities
involves the researcher participating directly in the setting,
observing and interviewing.
19

20. netnography: sub fields
observational netnography
when the researcher learns about the community by
studying the members of the community.
participatory netnography
when the researcher becomes a part of the community
and learns by doing.
Met the father of Netnography
20
http://innov8or.blogspot.com/2007/06/met-father-of-netnography.html

21. netnography: data collected
+ artifacts
researcherʼs field notes
text, such as downloaded files of newsgroup postings,
transcripts of virtual worlds or chat sessions,
videos, pictures, music,
e-mail exchanges...
21

22. netnography: data analysis
content analysis
discourse analysis
semantic analysis
semiotics
social network analysis
22

23. netnography: benefits
a window into naturally occurring behaviors
far less obtrusive, conducted using observations of
consumers in a context that is not fabricated by the
marketing researcher
more timely than focus groups and personal interviews
Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”
Journal of Marketing Research, 39 (February), 61-72.
23

24. netnography issues: trust

25. 25

26. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17
18
26

27. research communities
A community of people online brought together
to help an organisation gain insights into its
product, market, customer and brand.
Can combine quantitative and qualitative research
by affording both an understanding of what
people think and an explanation of why they feel
that way.

28. research communities: benefits
the interaction with other users re-introduces the social context often missing
from other research approaches, and allow the use of all ethnographic
methodologies .
the participative context and personal and long term commitment are ideal for
brands to gather ideas for innovation and co-creation: participants are there,
engaged and available to answer questions and test hypotheses
research can keep pace with internal development processes, providing a
consumer feedback loop to check new ideas and support product
development from inception to launch.
customer, employee and supplier engagement with the business/brand is
increased. this helps to innovate, stay ahead of the competition and drive
consumer advocacy and positive word-of-mouth
A new era for qualitative market research?
http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/

29. 29

30. video
insight journey threads
blogs
Poll
comments
focus group
How is the
?
recession aecting
your spending
habits?
mining
algorithm
INSIGHT
insights
dashboard visualization/reporting

31. 31

32. What are they talking

33. 33

34. social media monitoring
turning quantity
into quality

36. 36

37. 37

38. 38

39. towards
a more
actively
involved
user

43. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17
18
43

44. 44

45. 45

47. many-to-one
bottom-up
still vertical

48. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17
18
48

49. o-creation
social insights
peer-to-peer research
new product development
49

50. the co-creation process

51. ideas selection

52. many-to-many-to-one
top-down bottom-up
vertical horizontal

53. case study: sesso in rete
obiettivi
analizzare le rappresentazioni sociali del sesso e del corpo in rete
metodologia
osservazione partecipante nelle chat e nei forum
interviste in profondità on line a chatter e partecipanti a forum
focus group on-line con frequentatori di chat e forum
focus group off line

54. mappa del corpo nei forum

55. mappa del corpo in chat

56. thanks!
francesco.dorazio@gmail.com
www.makersofuniverses.com
@abc3d