QRWEBA2011 Conference Proceedings

1st ASIA-PACIFIC CONFERENCE ON

QUALITATIVE RESEARCH IN WEB 2.0

22 & 23 February 2011

University of Macau

Macau SAR, China

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Qualitative Research in Web 2.0 Asia-Pacific

Welcome from Merlien Institute

We would like to welcome you to today’s event. This international conference is

designed to bring together academics and industry practitioners to discuss and

brainstorm the latest online methodologies for qualitative research.

Your Merlien contact persons at this conference

Conference Director: Jasper Lim

Operations Coordinator: Liliana Jasinska

Logistics Assistant: Abbol, Ningyi Li

Below you will find a few administrative details for your information. Should you

have any queries or problems during the conference, please speak with the contact

persons.

PRESENTATIONS

The presentation slides and papers of this workshop can be viewed or downloaded for

a limited period of time from slideshare: http://www.slideshare.net/event/qrweba2011

BADGES

Badges have been provided to help you identify fellow participants and the speakers.

Easy identification also helps the conference staff when delivering messages. Please

return your badge to the registration desk at the end of the conference.

QUESTIONS

If you have any questions during the conference, please raise your hand and wait for

the speaker to address you. It would be helpful if you could announce yourself by

name and organisation before asking your question.

EVALUATION FORM

Towards the end of the conference, you will be provided with an Evaluation Form.

We would be grateful if you would take time to complete the form and return it to the

registration desk before you leave the conference.

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TUESDAY, 22 FEBRUARY 2011

QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC

Interactive workshop: 14:00 Designing and executing successful qualitative research online: a crash course in 120 minutes

Conducted by: Jeff Walkowski - President - QualCore.com (US)

Jeff Walkowski is an authority in online qualitative research with more than 15 years experience in this field. He has conducted over 300+ online qualitative research studies and has co-written and published several articles and books on this subject.

16:00 Networking Coffee Break

16:30 A smart opportunity or not? Using smartphones in online research communities

• Discussing the use of smartphones in the context of an online research community

• Evaluating similarities and differences in user feedback between responses given via computers versus smartphones

• Evaluating how the different types of notification also impacts user response

Dianne Gardiner - Managing Director Latitude Insights (Australia)

17:15 Closing remarks of day 1 from chair 17:30 - 18.30 Networking Reception

Keynote Presentation: 09:15 The rise of online qualitative: reflections on the evolving qualitative research marketplace

• Understanding how the different online methods and their enhancements have evolved and how they may be most effectively positioned to users

• Identify “where the action is” in the online arena

• Appreciate the fact that our industry is evolving and anticipate what role we want to play in that evolution

Jeff Walkowski - President - Qualcore.com (US)

10:00 Developing innovative qualitative research techniques for effective digital marketing strategy

• Optimising digital media through innovative qualitative research

• Using qualitative research in all key stages of the web redevelopment and redesign process to provide actionable recommendations, feeding directly into the digital marketing strategy

• Presenting research outcomes in a highly visual and dynamic way using screenshots, diagrams and interactive prototypes

Stanislav Bondjakov & Preslav Bondjakov Directors - ConsumerVisions (Australia)

10:45 Networking Coffee Break

11:15 There’s an app for that! A review of smartphone apps for marketing research

• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits

• Discussing the linkages between mobile insights and actionable and meaningful business propositions

• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchers

Mark Michelson - Principal - Threads Consumer Anthropology & Co-Founder, Mystery Shopping Provider's Association (US)

12:00 Conducting mobile qualitative research successfully using 'dumb phones' in developing markets

• Conducting mobile qualitative research in both urban and rural settings using non smartphones

• Enabling participants to use their non-smart phones to blog text, upload photos and videos in real time

• Examining the implications for qualitative research, especially in hard to reach rural areas

• Sharing key learnings and implications for mobile qualitative research projects in developing markets

Navin Williams - Founder & Chief Executive Officer MobileMeasure (China) James Fergusson - Global Director for Rapid Growth & Emerging Markets - TNS Global (Singapore)

12:45 Lunch Break

08:15 Registration & Welcome coffee 09:00 Opening words by Merlien Institute Timothy A. Simpson - Associate Dean, Faculty of Social Sciences and Humanities - University of Macau (China)

Chair: Wu Mei, Associate Professor, Faculty of Social Sciences & Humanities - University of Macau (China)

Co-organised by:

Supported by:

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WEDNESDAY, 23 FEBRUARY 2011

QUALITATIVE RESEARCH IN WEB 2.0 ASIA-PACIFIC

Brainstorming workshop: 14:00 Understanding the factors that motivate people to engage in online communities In this brainstorming workshop, delegates will be divided into teams to discuss their thoughts on the underlying factors that motivate people from different geographical regions to engage in online communities. At the end of the workshop, team leaders will present their results to the audience. Facilitated by: Mark Michelson - Principal - Threads Consumer Anthropology (US) 15:30 Networking Coffee Break 16:00 Academic transcription: considerations and recommendations on outsourcing to internet-based transcription services

• Collating the requirements for the selection of an internet-based transcription service.

• Discussing the key considerations for outsourcing transcriptions to internet-based academic transcription services.

• Examining the impact of internet-based transcription services on qualitative research

Garry Tan - Lecturer & Doctoral Candidate University of Western Australia (Singapore)

16:45 Closing remarks of day 2 from chair

09:15 Insight generation through DigiViduals: using search robots for mass ethnography

• DigiViduals: a cutting-edge qualitative technique for gathering latest consumer trends, demographics and new ideas for product development

• Discussing the challenges of implementing online qualitative research in Asia: dealing with censorships and characters

• Example of a success story: the case of Kraft Foods in Asia

Han Zantingh - Managing Director Brainjuicer China Jason Chin - Marketing Director Kraft Malaysia

10:00 Exploring socialising the social way: an Australian case study of online research communities

• Discussing the use of online research community for understanding cultural assumptions:

• Evaluating the different types of activities and approaches: what are the pros and cons of different methods?

• Implementing multiple communities for one study: what are the key learnings and results?

Dianne Gardiner - Managing Director Latitude Insights (Australia) 10:45 Networking Coffee Break

11:15 The effectiveness of tactical co-creation community method: The case of MROCs in Japan

• Exploring the effectiveness of tactical co-creation community research method (TCC) among the Japanese consumers

• Comparing the performance between TCC and focus groups by conducting the pilot community on generating new product ideas of snack for children

• Examining participants’ evaluation of TCC Shigeru Kishikawa - Chief Executive Officer MROC Japan 12:00 Reviewing qualitative research trends in Web 2.0 learning: what are the challenges and opportunities?

• Summarising trends in research methodology in Web 2.0 research contexts with a focus on Computer Support for Collaborative Learning (CSCL)

• Discussing different ways that qualitative and qualitative analyses can be combined

• Discussing challenges and issues to be addressed in carrying out qualitative analyses in Web 2.0 research contexts.

Heisawn Jeong - Associate Professor Hallym University (South Korea)

12:45 Lunch Break

08:30 Welcome coffee 09:00 Opening words by Merlien Institute Chair: Mark Michelson - Principal - Threads Consumer Anthropology (US)

Supported by:

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Tuesday 22 February - 09:00

From our chairperson Opening remarks and speaker introductions

Wu Mei

Association Professor, Coordinator of English Communication

University of Macau, Macau SAR, China

About Wu Mei… Prof Wu Mei is Associate Professor at the department of communication, the Faculty of Social Sciences and Humanities, the University of Macau, China. She specializes in media technology and communication studies. She has conducted a series of research on the Internet and telephony/mobile telephony in China. Her publications appear in major journals and by well-known publishers both in English and Chinese. She is currently a member of the Executive Board of the China New Media Communication Association (CNMCA). Her latest book (2010) explores Internet viral marketing in China.

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Jeff Walkowski

President Qualcore.com, U.S.

Keynote: The rise of online qualitative: reflections on the evolving qualitative research marketplace

• Understanding how the different online methods and their enhancements have evolved and how they may be most effectively positioned to users

• Identify “where the action is” in the online arena

• Appreciate the fact that our industry is evolving and anticipate what role we want to play in that evolution

Presentation abstract: Online qualitative methods are not new. In the mid-1990s we started with AOL chat rooms. We moved to chat rooms specifically designed for qualitative research, and then message boards were added in the late 90s. In the last decade, online tools have expanded beyond text-based methods to include webcams and enabling respondents to upload photos and videos. Today, there is increasing interest in capturing input from respondents while they are on-the-go, utilizing their mobile devices. The explosion of social media provides even more opportunities. The number of online options seems to be increasing exponentially. How does one make sense of it all? When do we recommend one option versus another? What does the proliferation of all these options tell us about what is going on in our industry?

Specific topics to be covered include:

• Evidence that online methods are approaching “mainstream” status

• Historical overview of developments in online qualitative capabilities since it was “born” in the mid-1990s

• Emerging opportunities for online qualitative research: blogs, social networks, mobile devices

• Is technology driving innovation, or are buyers/QRCs pulling suppliers to develop technology to resolve unmet needs?

• Challenges to qualitative researchers in this newer (and constantly-changing) environment.

About Jeff… Jeff Walkowski is an authority in online qualitative research with more than 15 years experience in this field. He has conducted over 300+ online qualitative research studies and has co-written and published several articles and books on this subject. Jeff co-chaired the Online Qualitative Research Task Force for the Qualitative Research Consultants Association (QRCA), co-edited Qualitative Research Online (2004), and co-developed a distance learning course to help traditional moderators adapt their skills to the online environment.

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Stanislav Bondjakov Director ConsumerVisions, Australia

Preslav Bondjakov Director ConsumerVisions, Australia

Developing innovative qualitative research techniques for effective digital marketing strategy

• Optimising digital media through innovative qualitative research

• Using qualitative research in all key stages of the web redevelopment and redesign process to provide actionable recommendations, feeding directly into the digital marketing strategy

• Presenting research outcomes in a highly visual and dynamic way using screenshots, diagrams and interactive prototypes

Presentation abstract: Optimisation of digital media is becoming a key priority for organisations which are serious about maximising their business outcomes. Digital media’s success largely depends on the quality of the user experience and engagement with websites or applications. Innovative qualitative research can be used to provide clear directions for optimising digital media through powerful insights from users. All key stages of the web redevelopment and redesign process can benefit from this research – from digital strategy to interface design to usability testing. Qualitative data is collected through interactive observational face-to-face workshops or in-depth interviews, including individual task completion, and group discussions. The sessions are facilitated by a specialist researcher, who uses a mixture of non-directive and directive techniques to elicit information. To provide a holistic evaluation, business context and key priorities, the research includes internal stakeholder interviews and is supplemented by website expert reviews and market assessment. In the reporting process, key business requirements and objectives are considered to ensure that only relevant and actionable recommendations are made. Outcomes from this research directly feed into the web development and redesign process, placing the user at the very centre of decision-making. About Stanislav & Preslav… Stanislav and Preslav are the directors and co-founders of ConsumerVisions, an innovative digital market research company based in Melbourne, Australia. As twins, they share professional and life interests and are passionate about digital research. Both have previously held senior positions at some of the world's largest and most respected research companies, such as Ipsos, Information Tools and Beaton Consulting. At Ipsos Australia, Stanislav led the Technology Research Division in Australia. Stanislav and Preslav hold post-graduate degrees in applied market research, marketing and consumer psychology.

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Mark Michelson

Principal Threads Consumer Anthropology, U.S.

Co-Founder, Mystery Shopping Provider’s Association

There’s an app for that! A review of smartphone apps for marketing research

• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits

• Discussing the linkages between mobile insights and actionable and meaningful business propositions

• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchers

Presentation abstract: There are literally thousands of new smart phone apps that aid in marketing research - but which ones are best for specific kinds of research? Join Mark Michelson in an in-depth review of the latest smart phone apps and near field mobile technologies. Mark will provide a comprehensive taxonomy of which smartphone apps are best for online surveys, ethnographic journaling, online qualitative research, mystery shopping and crowd-sourcing. About Mark… In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service custom marketing research firm based in Atlanta, Georgia. Mark has extensive experience conducting qualitative research around the world designing customer experiences, products and communications for some of the worlds’ most respected brands including Coca-Cola, Walmart Stores, Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st President of the Mystery Shopping Providers Association (MSPA) and serves on the Global Board. He is also a former member of the board of QRCA and is an active speaker at universities, trade shows and conferences across the world.

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Navin Williams Founder & CEO MobileMeasure, China

James Fergusson Global Director for Rapid Growth & Emerging Markets TNS Global, Singapore

Conducting mobile qualitative research successfully using 'dumb phones' in developing markets

• Conducting mobile qualitative research in both urban and rural settings using non smartphones

• Enabling participants to use their non-smart phones to blog text, upload photos and videos in real time

• Examining the implications for qualitative research, especially in hard to reach rural areas

• Sharing key learnings and implications for mobile qualitative research projects in developing markets

Presentation abstract: In China, MobileMeasure partnered TNS Global to run mobile qualitative projects in both urban and rural settings using non-smart phones. The TPV (Text Photo Video) platform allowed users to use their non-smart phones to blog text, upload photos and videos in real time, capturing in the moment behaviour instantly. The moderators monitoring the live feeds could comment, illicit responses to individual respondents, or groups of them via a web interface. All were done remotely and in real time, freeing the moderator from being physically present.

This gives qualitative research the much needed scale which online gives us without the mobility of Mobile. Globally portable; this has huge implications for qualitative research especially in hard to reach rural & emerging markets. The presentation will focus on the delivery of the solution in China, shared learning’s and implications for expansions into developing markets. About Navin & James… Navin Williams is the founder and principal at MOBILEMEASURE. Navin has extensive experience in MR, Technology, Media & Telecom sectors. Navin has worked for some of the world’s MR leaders across the disciplines of Media, Consumer (IMRB, RI & Nielsen) & Retail (Nielsen) spanning four countries in two continents. James Fergusson sits on TNS’ APMEA Board and is responsible for ensuring TNS provides a high level of research solutions to clients investing in the world’s rapid growth markets. He leads a team of Emerging Markets Insight Directors representing the BRIC markets along with South East Asia, Sub Saharan Africa & Latin America – delivering rapid growth & Emerging Markets thought leadership to TNS’ clients globally.

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Jeff Walkowski

President Qualcore.com, U.S.

Interactive workshop: Designing and executing successful qualitative research online: a crash course in 120 minutes

• Understanding when to recommend online over offline

• Appreciating the need for modifying discussion guides for the online environment

• Exploring some of the best practices to keep in mind when moderating online qualitative sessions

Workshop abstract: This session will be a fast-paced review of the basics of online qualitative research projects. Topics will be covered in sequential order from project definition through analysis and reporting. Thus, topics will include the following:

• How to decide whether online is appropriate

• Evaluating which online modality would be best (text-based versus multi-media, chat versus message board)

• Determining how many to include in each group

• Exploring recruitment options

• Adapting screener criteria for the online environment

• Estimating incentives (if they are to be offered)

• Developing the moderator’s guide

• Best practices for moderating online sessions

• Tips for keeping clients/observers involved

• How online qualitative data analysis is similar/different from offline qualitative data analysis

About Jeff… Jeff Walkowski is an authority in online qualitative research with more than 15 years experience in this field. He has conducted over 300+ online qualitative research studies and has co-written and published several articles and books on this subject. Jeff co-chaired the Online Qualitative Research Task Force for the Qualitative Research Consultants Association (QRCA), co-edited Qualitative Research Online (2004), and co-developed a distance learning course to help traditional moderators adapt their skills to the online environment.

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Tuesday 22 February - 16:30 Dianne Gardiner

Managing Director

Latitude Insights, Australia A smart opportunity or not? Using smartphones in online research communities

• Discussing the use of smartphones in the context of an online research community

• Evaluating similarities and differences in user feedback between responses given via computers versus smartphones

• Evaluating how the different types of notification also impacts user response

Presentation abstract: Latitude Insights conducted an online research community amongst iPhone users to understand consumer behaviour in response to mobile technology. While the insights were predominantly generated from online conversations, the mere presence of over 100 smartphones users provided the opportunity to also explore how smart phones could be used to engage participants.

Renieke Reitsma from Forrester recently wrote “Market researchers need to think out of the box and come up with innovative ways to conduct research through mobile phones”. The driving need to this call for action is engaging people (not respondents) in information exchange when and where it matters to them. By respecting their needs, we manage to stay more relevant as an industry, as well as getting closer to them in day to day life. Our study gives some insight into how best to use the mobile opportunity.

During our project, community members had the choice of participating in the discussions via computer or using their smartphones. Our presentation will compare the similarities and differences in the use of computers and mobile phones in soliciting user feedback in terms of timing, number and detail of response. We also evaluate the impact on user responses using different types of notifications. About Dianne… With over 15 years of experience as a supplier of market research, Dianne formed Latitude Insights in late 2007. Prior to this, she worked with Blue Moon Research, Open Mind, Omnicom Research, and Frank Small and Associates, With extensive experience in both qualitative and quantitative research, Dianne’s passion for research is in understanding why. Dianne has an in-depth knowledge of the FMCG, retail, banking and finance industries, together with substantial experience in social marketing. Today Dianne spends much of her time engaging in true two-way dialogue within Latitude’s online research communities. She has previously presented at conferences in Australia, New Zealand and Singapore.

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Wednesday 23 February - 09:00

From our chairperson Opening remarks and speaker introductions Mark Michelson



About Mark… In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service custom marketing research firm based in Atlanta, Georgia. Mark has extensive experience conducting qualitative research around the world designing customer experiences, products and communications for some of the worlds’ most respected brands including Coca-Cola, Walmart Stores, Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st President of the Mystery Shopping Providers Association (MSPA) and serves on the Global Board. He is also a former member of the board of QRCA and is an active speaker at universities, trade shows and conferences across the world.

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Han Zantingh

Managing Director BrainJuicer China

Insight generation through DigiViduals: using search robots for mass ethnography

• DigiViduals: a cutting-edge qualitative technique for gathering latest consumer trends, demographics and new ideas for product development

• Discussing the challenges of implementing online qualitative research in Asia: dealing with censorships and characters

• Examples of a success story: the case of a Kraft Foods in Asia

Presentation abstract: Millions of people freely publish evidence of their thoughts, feelings, and behaviours online across social media. In essence, thousands of qualitative studies, often with real insights being shed, are occurring between online-users constantly. But currently there are no tools that are capable of listening to these conversations for purposes other than brand-tracking or reputation-monitoring. Yet this continually expanding mass of online content presents a real and exciting challenge for marketers and researchers: How can we observe and translate this into a meaningful narrative that provides new insights into our segments and brands? To solve this problem, BrainJuicer® have developed DigiViduals™, online research bots programmed to have a particular personality reflecting a brand category, persona, or trend. The DigiVidual™ trawls social media sites, reposting relevant pictures, videos, shopping items and music specific to the predetermined target demographic on a blog. BrainJuicer’s researchers then organise and interpret these information artefacts into themes, forming a deep and inspiring illustration of the target. A multimedia representation of a segment provides an inspiring springboard for ideation and insight development for research practitioners, creating a more human way to communicate the essence of particular segments. About Han… With almost 20 years of marketing, brand strategy and marketing services experience, Han has been involved in many aspects of bringing brands to market and making (and keeping!) them successful. Han cut his teeth in marketing in the FMCG sector in the Netherlands, at Kimberly Clark and United Biscuits, and then added international and strategic experience to that by joining New Solutions, a strategic marketing consultancy in London. He then became involved in international brand development with a focus on Asia in joining Pernod Ricard, first in Global marketing for Chivas Regal, and later as head of marketing for Whiskies for Pernod Ricard China.

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Wednesday 23 February - 10:00 Dianne Gardiner

Managing Director

Latitude Insights, Australia Exploring socialising the social way: an Australian case study of online research communities

• Discussing the use of online research community for understanding cultural assumptions:

• Evaluating the different types of activities and approaches: what are the pros and cons of different methods?

• Implementing multiple communities for one study: what are the key learnings and results?

Presentation abstract: Latitude Insights conducted a study via two online research communities to explore socialising behaviours. The core objective was to qualitatively explore Australian’s socialising behaviours and uncover the cultural assumptions that reinforce them. This case study will illustrate how the use of online qualitative research elicited greater context, discussion and a level of honesty on what was a sensitive topic area. We will discuss the evolutionary approach required for the study, and how this differed between the communities. We will also illustrate the importance of using different questioning approaches, building moderation rapport and a level of trust within the community. About Dianne… With over 15 years of experience as a supplier of market research, Dianne formed Latitude Insights in late 2007. Prior to this, she worked with Blue Moon Research, Open Mind, Omnicom Research, and Frank Small and Associates, With extensive experience in both qualitative and quantitative research, Dianne’s passion for research is in understanding why. Dianne has an in-depth knowledge of the FMCG, retail, banking and finance industries, together with substantial experience in social marketing. Today Dianne spends much of her time engaging in true two-way dialogue within Latitude’s online research communities. She has previously presented at conferences in Australia, New Zealand and Singapore.

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Shigeru Kishikawa

Chief Executive Officer

MROC Japan Inc, Japan

The effectiveness of tactical co-creation community method: The case of MROCs in Japan

• Exploring the effectiveness of tactical co-creation community research method (TCC) among the Japanese consumers

• Comparing the performance between TCC and focus groups by conducting the pilot community on generating new product ideas of snack for children

• Examining participants’ evaluation of TCC

Presentation abstract: We try to show the effectiveness of Tactical Co-creation Community research method (TCC) in the Japanese MR market in creating insights by examining the case study of kid’s snack. There are no long-term online research communities except communities for marketing and promotion so far in Japan. Some agency failed to maintain the communities. In general, Japanese consumers tend not to claim their attitude and opinions to products and brands publicly. Is that why community research failed?

We developed TCC, Tactical Co-creation Community research method. By conducting the pilot community on snack for children, we try to explore the effectiveness of TCC method among Japanese consumers. TCC is a short –term community by specifying both objectives and the length of community, number/qualification of participants. Participants are divided into three groups: Innovators, Influencers and Followers to facilitate idea generation and evaluation. TCC promotes interactions among participants to strengthen engagement. To that end, we compared the performance between TCC and focus groups, and run the survey on satisfaction of project among participants. We found that TCC showed significantly better performance in creating insights, i.e., new product ideas than focus groups. Moreover, participants were satisfied with TCC, and would participate it again. In short, TCC could be the good introduction to build the long-term MROCs for the Japanese clients. About Shiggy… Shigeru Kishikawa is CEO of MROC Japan Inc. which is the first agency specializing in MROCs business in Japan. He is a 24-year veteran of the research industry and has worked in both client and agency side. Shiggy was previously Associate Director at Synovate Japan. He was responsible for the all Practices/Solutions locally. He was also Account Director for Coca Cola, Unilever, BAT etc. at Synovate. Prior to that, Shiggy headed up the Research Department at both Hill’s Colgate Japan and Philip Morris Japan. He started his career as marketing researcher at Japan Market Research Bureau, currently Japan Kantar Research.

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Heisawn Jeong

Associate Professor Hallym University, South Korea

Reviewing qualitative research trends in Web 2.0 learning: what are the challenges and opportunities?

• Summarising trends in research methodology in Web 2.0 research contexts with a focus on Computer Support for Collaborative Learning (CSCL)

• Discussing different ways that qualitative and qualitative analyses can be combined

• Discussing challenges and issues to be addressed in carrying out qualitative analyses in Web 2.0 research contexts.

Presentation abstract: Mixed method approaches are increasingly becoming more popular. Combining methodologies from different research traditions has been useful for revealing ambiguities and contradictions, which in turn have led to new conceptual developments. However, it can also risk epistemological confusions and methodological misalignment. We need to understand the nature of these trends and also explore ways to combine them more effectively. In this presentation, I will attempt to summarize in trends in research methodology in web 2.0 research contexts with a focus on Computer Support for Collaborative Learning (CSCL). Second, I will attempt to provide different strategies in which qualitative analyses are integrated with quantitative analyses. Lastly, the presentation will discuss challenges and issues to be addressed in carrying our qualitative research in web 2.0 environments. While research ventures into newer contexts and environment such as CSCL and web 2.0, we do not have a clear sense for the kinds of research methodologies used in this new field. It is hoped that this presentation help researchers to understand how qualitative analyses in connection with quantitative analyses can be effectively used to understand human behavior in web 2.0 environments. About Heisawn… Heisawn Jeong is an Associate Professor of Psychology at Hallym University in South Korea. Her expertise is in collaborative learning, tutoring, inquiry learning, cognitive aging, and technology-mediated learning. She is deeply interested in the process of collaborative knowledge construction and group cognition, especially the kinds mediated by technology tools such as discussion board, representational tools, and wiki. She is also interested in analysis methods and is examining research methodologies of an interdisciplinary research field called CSCL in her current research.

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Mark Michelson



Brainstorming workshop: Understanding the factors that motivate people to engage in online communities In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into teams) will have the opportunity to discuss with their peers on their thoughts on the underlying factors that motivate people from different geographical regions to engage in online communities. At the end of the workshop, team leaders will present their results to the audience. Each group may be asked to tackle one or more of the questions below:

• What are the factors that motivate people (e.g. old, young people) in your region to join online communities?

• What interesting applications can you develop based on the characteristics of the people in your region?

• What are the possible applications you can develop to extract research information from online communities?

About Mark… In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service custom marketing research firm based in Atlanta, Georgia. Mark has extensive experience conducting qualitative research around the world designing customer experiences, products and communications for some of the worlds’ most respected brands including Coca-Cola, Walmart Stores, Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st President of the Mystery Shopping Providers Association (MSPA) and serves on the Global Board. He is also a former member of the board of QRCA and is an active speaker at universities, trade shows and conferences across the world.

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Garry Tan

Lecturer & Doctoral Candidate University of Western Australia, Singapore

Academic transcription: considerations and recommendations on outsourcing to internet-based transcription services

• Collating the requirements for the selection of an internet-based transcription service.

• Discussing the key considerations for outsourcing transcriptions to internet-based academic transcription services.

• Examining the impact of internet-based transcription services on qualitative research

Presentation abstract: The focus of this paper is on the considerations in selecting internet-based academic transcription services. Globalisation, the “levelling effect” of technology and the rapid adoption of the internet accelerated the trend towards the out-sourcing of academic transcription services, especially to countries that provide quality transcription services at a competitive price. A brief review of literature on this topic highlighted the call for more research on transcription and its impact on qualitative research. In July 2010, the researcher conducted an internet search for academic transcription services as part of the pre-fieldwork phase of the doctoral programme. Four groups of transcription services were identified; they are local freelancers, local companies, global companies and internet-based companies. Justifications are presented for the use of internet-based academic transcription services, and contrasted with the manual coding process by the researcher. Similarly, a listing of the recommendations for better digital recording and considerations for using academic transcription services was consolidated from this survey. It is anticipated that new researchers, especially doctoral students planning on adopting the qualitative paradigm as part of their research would benefit from the findings of this article. About Garry… Garry has a diploma in architectural technology from Singapore Polytechnic, a bachelor degree in technology (industrial design) from Monash University, a master degree (with distinction) in leadership and education from the University of Western Australia. He is currently pursing a doctor degree in education with the same university. Garry has eighteen years of design experience in tackling military, industrial, commercial and consumer electronic product design. He has conducted research in design education and led future-based design projects. As an educator, Garry is with Nanyang Polytechnic since 1999. He had championed its studio-based approach and the programme’s integration with industry practices.

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Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY

Abbol Ningyi Li PhD Student, Faculty of Social Sciences and Humanities

University of Macau Macau

Angus Cheong Assistant Professor University of Macau Macau

Athena Seng Head of Research Unit ERS e-Research Lab Macau

Doan Dong Hai Bang Senior Brand Manager FrieslandCampina Vietnam

Celeste Mantilla Research Director PSRC Philippines

David Chu R&D Leader ERS e-Research Lab Macau

Davy Chen Director MROC Japan Japan

Dianne Gardiner Managing Director Latitude Insights Australia

Emil Avenido Research Director PSRC Philippines

Garry Tan Senior Lecturer Nanyang Polytechnic Singapore

Gerald Rubale Research Officer Parliament of the Republic of Uganda

Uganda

Han Zantingh Managing Director BrainJuicer China China

Haruo Yamasaki Director Cross Marketing Japan

Heisawn Jeong Associate Professor Hallym University South Korea

Hiroki Fukahori Associate Professor Tokyo Medical and Dental University

Japan

James Fergusson Global Director for Rapid Growth & Emerging Markets

TNS Global Singapore

Jason Chin Country Marketing Director

Kraft Foods Malaysia

Jeff Walkowski President QualCore.com US

Joseph Kakeeto Research Officer Parliament of the Republic of Uganda

Uganda

Kara Chan Professor & Head, Communication Studies

Hong Kong Baptist University

Hong Kong

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Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY

Lei Wang Analyst Cross Marketing Japan

Livia Gervasoni Managing Director KOI Market Research Italy

Mark Michelson Principal Threads Consumer Anthropology

U.S.

Minh Huen Ho Manager, Client Service Qualitative

The Nielsen Company Vietnam

Navin Williams Founder & CEO MobileMeasure China

Nicole Lee Ping Chen PhD Candidate University of Malaya Malaysia

Preslav Bondjakov Director Consumer Visions Australia

Ryota Sano Director Talkeye Inc Japan

Sherry Chang Leader, Web Mining ERS e-Research Lab Macau

Shigeru Kishikawa Chief Executive Officer MROC Japan Inc Japan

Stanislav Bondjakov Research Director Consumer Visions Australia

Timothy A. Simpson Associate Professor & Associate Dean, Faculty of Social Sciences and Humanities


Tom Skilbeck Director Cimigo Vietnam

Tony Fetherston Team Leader, Academic Development

Edith Cowan University Australia

Wu Mei Associate Professor, Faculty of Social Sciences and Humanities


Yoshiyuki Nanke Manager Cross Marketing Japan

Yuen-Wah Li Services Improvement Manager

MTR Hong Kong

Vivienne Leung Lecturer, Communication Studies Department

Hong Kong Baptist University

Hong Kong

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Qualitative Consumer Research & Insights

Developing actionable business propositions from

cutting-edge qualitative research 6-8 April 2011, Malta

http://www.merlien.org/upcoming-events/qcri2011.html

Qualitative Research for Policy Making 2011: 2nd Annual

Discussing key issues concerning the use of QDA software for accelerating research analysis

26-27 May 2011, Belfast, U.K. http://www.merlien.org/upcoming-events/qrpm2011.html

Market Research in the Mobile World 2011 The future of Market Research is here!

Are you ready for the challenge?

19-20 July 2011, Atlanta, U.S.A. http://www.merlien.org/upcoming-events/mobileresearch.html

Merlien Institute is an independent organisation dedicated to providing timely and critical information to the qualitative research community. Our

mission is to provide researchers and practitioners a unique platform to brainstorm new ideas and learn best practices in a highly interactive

conference environment. Merlien Institute, with its 4 staff and 26 Advisory Board Members now host more than 10 annual meetings in Europe, North America and Asia. Our events have consistently resulted in new

collaborations and projects among delegates.

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