A Presenta*on from the NewMR Ethnography & Market Research Event May 25, 2011 Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/ For more informaFon about NewMR events visit newmr.org The Secrets of How to Gather Ethnographic Data from Online Surveys Jon Puleston, GMI
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The secrets of conducting successful Ethnography research online
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A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
The Secrets of How to Gather Ethnographic Data from Online Surveys Jon Puleston, GMI
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 2 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Ethnographic
The secrets of how to gather
Tips and hints for gathering ethnographic style data from online surveys
data from online surveys
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 3 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Background • GMI interactive team specialise in the design &
development of interactive surveys for clients around the world
• Also conducted extensive research into how to stimulate respondents to give more effective feedback by making surveys more engaging » Conducted over 100 research experiments exploring this area » 3 papers available on this topic
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 4 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
This is a summary of our experiences of gathering ethnographic data within an online survey environment
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 5 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
In a nutshell Its bloody difficult
• Getting people to open up and talk about themselves in an online survey is not easy
• Many respondents are reticent about typing open
ended responses
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 6 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
What lessons have we learnt?
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 7 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Making it feel Important • Asking people to put some effort into a piece of research, it
helps if you can show you have put an effort into its design too
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 8 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Importance of establishing a rapport
Study Aristotle NLP A qual researcher in action: Episode 4 Season 4 Madmen
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 9 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Techniques for establish rapport
• Be candid and open as possible about your objectives for the research
• Communicate to respondents on their level
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 10 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
A good example
Get is right and can result in up to 3x the volume of feedback
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 11 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Another great example from InSites Consulting
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 12 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Warming them up
Recommended reading
Don’t jump straight in with intimate questions
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 13 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Use opening questions that are easy to answer and encourage Narcissism & candidness!
• How would your friends describe you in one sentence?
• Use 3 words to describe your dress senses
• Name some guilty pleasures » Films, TV programmes, food
• Set the tone to be fun an informal
Can gear these toward topic under consideration
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 14 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
The success of using projection techniques...
• Imagine you are being interviewed by a magazine...
Word count up from 360 to 470! Encourages more sound bite style responses
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 15 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Guarded Reticence
Opened flood gates
What you have to focus on is getting respondents over the hill
Once people have decided it is ok and fun the quality of feedback enters a different dimension – not just in volume terms but more candid, sound bity
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 16 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
The role and importance of imagery • To help stimulate the imagination and trigger the memory
Important to tailor to the target audience
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 17 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
The moment you start boring them you have lost them!
0 5
10 15 20 25 30 35 40
Q6 Q9 Q10 Q13 Q4 Q16 Q23 Q24 Q25 Q28 Q30
50% average reduction in word count for the same question asked at start v end of 15 minute study
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 18 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Showing examples of what other people have written
• Help set expectations establish benchmark on how much you expect them to write
• Guide people who are not sure what they should say
• Reassure respondents that not expecting perfect language
Can double to volume of feedback
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 19 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Employing word counters
Encourages more feedback
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 20 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Breaking up with traditional questions and using these as thought leaders...
• Which of these things have you done in the last week » Please explain more about this activity...
• Which of these words would you use to describe how you feel about this topic » How would you summarise your feelings...
• What was the best and what was the worst... » Explain why
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 21 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Employing game play techniques • 2 minute challenges • Word restriction rules
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 22 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Piloting • More than most other types of research, when you are
trying to gather ethnographic style data piloting is really valuable
• Subtle differences to wording of questions can make a big impact on word count
• Improvements gains are not marginal they can be dramatic
e.g. Moved from 100 words to over 400 words through a series of micro sample pilots
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 23 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
File uploading • Highly sensitive to approach
» 5% to 50% compliance range! • Need to teach them how • To over come barriers need to explain how pictures will be used
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 24 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
How to encourage people to upload photos...
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 25 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Remote Video interviewing
• Technology available to do this within an online survey » cannot honestly say we had much
of a response when we have experimented with using to gather Ethnographic style feedback
» Almost impossible to do with a human on the other end to guide the process
• That said, using remote video techniques with human interviewers I know to be an extremely powerful Ethnographic research technique » More candid feedback than when a
person enters a home
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 26 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
On the horizon
• Points based feedback » Incentivised by word count » Spot prizes for good responses
• Viral research approaches
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 27 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Final thought: Gathering quality ethnographic artefacts from respondents really boils down to how you ask the questions
WWW.GMI-MR.COM | ONLINE ETHNOGRAPHY | 28 Speaker Jon Puleston, GMI Interactive, UK
NewMR Ethnography, May 25, 2011
Ray Poynter The Future Place
Jon Puleston GMI Interactive
Q & A
WWW.GMI-MR.COM | USING IMAGES IN ONLINE SURVEYS | 29 Speaker Jon Puleston, GMI Interactive, UK
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
The Secrets of How to Gather Ethnographic Data from Online Surveys Jon Puleston, GMI