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Web Survey Bibliography

Title Enrichment of Qualitative Research through Online Approaches: New Insights due to Online CoCreation Processes and Initiated Communities
Year 2010
Access date 29.03.2011
Abstract

Qualitative Online Research – Online Focus Groups / Chats, Online Diaries, Forums, Blogs etc. – are not new anymore. But especially in combination with tools like SMS- and video documentation and with offline approaches, the different available online methods have the potential for truly new insights and developments.

Using the example of several market research case studies, it will be shown how combinations of the different methods online give in-depth and multimedia insights into the consumers life’s and are used to generate, discuss and evaluate new ideas, e.g. for products and communication. The elaborated combination of methods brings out the true benefits of Qualitative Online Research: A perspective guided by the consumers, a more thorough and traceable process of reflection and a multimedia-based output. Within the GIM Creative Online Lab or initiated Online Communities consumers and researchers engage in a close interaction that would not be possible offline in the same length and intensity, due to time and cost issues.

The immanent multmediality of online interaction enables the use of various kinds of stimuli and techniques and makes the output especially rich. It will be shown how this kind of iterative online research can reach from consumer insights to ideas to evaluated and fine-tuned products concepts including visual input to depict emotional worlds.

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Year of publication2010
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography - General Online Research Conference (GOR) 2010 (17)