Qualitative Research in Second Life

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Qualitative Research in Second Life Ph.D
Seminar, Roskilde University, Sep 28 2009

Dr. Thomas Kohler
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• Research context
• Research methods
• Lessons learned

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Research context
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(No Transcript)
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Open Innovation

Virtual Worlds

Avatar-Based Innovation
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Experimenting Companies
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The challenge
lt Participation
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WHAT CREATES A COMPELLING CO-CREATION
EXPERIENCE WITHIN VIRTUAL WORLDS
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ELLING ATION IENCE
COMP CO-CRE EXPER
Virtual Worlds
Open Innovation
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Research methods
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Research Design
context
Virtual focus groups Compelling virtual world
place
users
process
Expert interviews Compelling co-creation process
Participant interviews and observation
Compelling co-creation in virtual worlds
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Research Design
context
Virtual focus groups Compelling virtual world
place
users
process
Expert interviews Compelling co-creation process
Participant interviews and observation
Compelling co-creation in virtual worlds
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Focus groups

• Recruitment and virtual facilities
• Discussion guide development and design
• Moderating
• Analysis and reporting

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In-depth interviews
Topic The future motorbiking experience Sustainable living in 2020 Ideas for a more sustainable world
Company involvement
Avatars joining project 166 167 266
Time spent on average 76 minutes 80 minutes 85 minutes
Research participants 5 Interviews 9 Interviews 20 Interviews,114 Questionnaires
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(No Transcript)
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Participant interviews

• Participant observation and heat map
• Interview questions
• Conducting the interviews

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Lessons learned
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Elaborate on media strenghts
Create immersive environments Build in
playfulness Focus on social nature
PA Consulting Banking Demo SL 34, 166, 24
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Elaborate on media strenghts
Create immersive environments Build in
playfulness Focus on social nature
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Elaborate on media strenghts
Create immersive environments Build in
playfulness Focus on social nature
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Discussionthomas.kohler_at_uibk.ac.atSL
Rein Spire
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Additional information
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Focus group guideline
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Interview guideline
Grand tour question Would you begin by telling me what the first things are that come to your mind after you participated in the Ideation Quest?
Probes If you wanted to bring your friends to participate in the Ideation Quest, what would you tell them to get them interested? Assume this place could talk, what would it say about itself?
Elements Could you describe your most outstanding experience during the process?
Motivations and expectations What do you think could be reasons for your friends to join the Ideation Quest? If people hear about the Ideation Quest, what do you think they are expecting from it? Is there anything that we should have talked about but didnt?
Problems and improvements What where the most serious problems that you faced along the process? Lets talk about what can be done to improve this project. If you were in charge, what kind of changes would you make?
Ending What do you think in general about using virtual worlds for an interactive innovation process in general? Is there anything that we should have talked about but didnt?
Wrap up - Summary and acknowledgement Wrap up - Summary and acknowledgement
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Project details
KTM Ideation Quest Philips Ideation Quest Green Ideation Quest
Company involvement KTM Motorcycle AG Philips Design None
Time frame June 2008 June 2008 February 09
Avatars joining project 166 167 266
Time spent on average 76 minutes 80 minutes 85 minutes
Research conducted Qualitative interviews, Participant monitoring Qualitative interviews, Participant monitoring Qualitative interviews, Participant monitoring, Quantitative survey
Research participants 5 Interviews 9 Interviews 20 Interviews,114 Questionnaires
Brainstorming discussions 15 29 29
Ideas submitted 16 30 45