SlideShare ist ein Scribd-Unternehmen logo
1 von 24
Downloaden Sie, um offline zu lesen
Overcoming Question & Answers
Online qualitative research more than just a new medium




 SOCRATIZE!                           Nicole Reinhold
 Research – Facilitation - Training   Research & Innovation Consultant
About me
Online qualitative research

                           Social Media Research
                                                      Netnography
      Online Immersive Research
                                                            MORCS
         Blogging              Online Communities
                                                                Online Surveys
     Online Focus Groups

    BuZZ Metrics
                 . . . is full of buzz . .
                        Research Web 2.0       Online Diaries
                                                       Video streaming
                    Mobile Research
   Online Co-Creation
                        Bulletin Boards            Chat- Interviews



   There is not one definition, one method, or one tool
   Terminology of research methods & social media merge
Re-visiting researchers mission
Understanding people’s lives and provide insight



                         Context


         Behavior                        Emotions


                      People’s
                        Life
How can we understand people’s lives?



By immersing ourselves in the context
of our participants



Active | Asking | Stimulating
Passive | Listening | Observing
So why online?
3 good reasons to go online

                                    Online
                                    Panels
                            Reach




                 Automate

      Online                                  WEB 2.0!
      Analytics                 Collaborate
      Online Surveys
It’s more than online it’s social media
CONNECTION       ENGAGEMENT        MULTI MEDIA       IMMEDIACY


 BROADBAND        WEB 2.0           DIGITAL MEDIA    MOBILE
 INTERNET         SOFTWARE




  Tools which allow people to collaborate and express themselves
  In their language and aesthetics
  In their own time and space
  As it suits their lifestyle
Qualities of social media collaboration

over time
without geographical boundaries
one to one OR many to many
simultaneously on several topics
as peers – free to collaborate
in multiple formats: photos, videos, text, links
virtual but not without context
when you want with what you want
Pitfalls of social media collaboration

lot of ‘noise’
collaboration without clear focus
lack of responsibility
miss the original aim
What is the potential for researchers?



                              To doing
       • Asking
         questions       • Assigning
                           tasks and
                           activities
          From talking
Towards a activity based research approach
From



Active |   Asking                   |Stimulating


Passive |   Listening | Observing


To

Active | Asking | Stimulating
Passive | Listening | Observing
So why is asking questions a problem?



     “What people say, what
   people do, and what they say
   they do are entirely different
     things” Margaret Mead
What is a research activity?

Q&A         Can you tell me about all the devices that you use to watch,
            create, and share digital content?


RESEARCH   Please take a picture of your ‘digital family’ – meaning all the
ACTIVITY   devices you use to watch, create, and modify digital content
Activities to understand peoples lives


                  • Journal/Diary
     Behavioral   • Moments
                  • Day in the Life


                  • Photo tour
     Contextual   • Video ‘this is how I do . . . ‘
                  • Photo reporter


                  • Role Play
      Emotions    • Storytelling
                  • Photo collage
6 different arche-types of activities
 Welcome
             getting familiar | Icebreaker activities


  Behavior   reporting ‘reoccurring’ behavior | Diaries
   / Diary



             understanding context | ‘Reporter’ activities
Contextual



             diving into emotions and values | Creative activities
Projection



             enable discussion | Group discussion
Discussion




Evaluation   reflecting back | Evaluation
Creating customized research designs
Grid of research activities:
- length of the study can vary from 3 days to 3 month
- with daily, bi-weekly or weekly contacts with participants




Welcome         Behavior    Behavior     Behavior     Behavior     Behavior     Evaluation




 Contextual   Contextual   Projection   Projection   Discussion   Discussion   Projection




Creating the right mix and sequence of activities
Key success factors


• Conduct a customize research design
• Moderate the study ongoing
• Have clear research aim behind each
  research activity
• Use multimedia where appropriate
Exploring the Digital Domain                                 N=50
                                                                              Activity
Esomar paper 2007                                                             days: 5
                                                                    Summary

  Sample                                                   Coverage:     Fieldwork
  Immersive online research study over 1 week with         2 countries     7 days
  “Lead Users” in the US and India to understand their
  digital Lifestyle

  Research composition
  Diary: on user generated content
  Context: share tools and services
  Projections: share / create your own UGC
  Group-discussion: security and ownership of content

  Advantages:
  •Research was conducted in the context of the
   research topic
  •Cost reduction of 50% compared to traditional
   methods
  • Extreme reduction of time in the field – coverage of
   2 regions in 2 weeks
Long Term Product / Services Test
Beyond the first impression

                                             Research composition
                                             Diary: usage weekly
                                             Context: You and sport
                                             Projections: -
                                             Group-discussion: sport in the
                                             family context




Advantages:                                                 Activity
• The product / service test goes beyond
                                               N=30         days: 15
  the first impression.                               Summary
• Improvements of product / service and      Coverage: 1    Fieldwork
  communication can be done and                 city         3 month
  directly tested in a co-creation manner.
Romania Anamnesis: 2 Phase Research
New product launch

                                                                           Activity
                                                            N=20          days: 5+1
                                                                    Summary

                                                           Coverage: 1    Fieldwork
                                                            countries     7 days + 1


                                                         Research composition
                                                         Diary: Moments of
                                                         consumption
                                                         Context:Kitchen & eating
                                                         Group-discussion: Product
                                                         Definition




 Advantages:
 • Rich authentic contextual data from 20 household
 • Over 80 consumption moments that help to create insights for a communication
   strategy
Romania Anamnesis: 2 Phase Research
Combining Face to Face with online immersion



                                                            Findings:
                                                            • No technical issues
                                                            • Participants where
                                                              extremely open to share
                                                              even very private
                                                              moments of their life
                                                            • Eger to talk to other
                                                              participants
                                                            • Attention: checking on
                                                              participants knowledge
                                                              can be tricky – Google is
                                                              just a click away!


 ResearchActivities:
 Similar Product: Group products that you have at home in categories and take a photo
 Shopping Tour: Go in your supermarket and look for where you would place the new
 product?
 Group-discussion: Help us to explain the product to others
What will be next?


              • Analytical tools for visuals & video
  Analysis    • Qual. and quant. split will vanish


    New       • New forms of contact - tablets
 discourse    • New culture of dialog



              • Data of actual behavior will be
  Behavior      come easier to collect
Why SOCRATIZE?

  Why SOCRATIZE?
  . . . to go beyond the obvious,
       to find out more about the fundamental
       issues of a topic by probing and
       revisiting your 'knowledge’ . . . .
       (inspired by Socrates)



  Thank You!
  nicole@socratize.com

Weitere ähnliche Inhalte

Andere mochten auch

Leveraging Twitter to Reach Moms Considering a Return to School
Leveraging Twitter to Reach Moms Considering a Return to School Leveraging Twitter to Reach Moms Considering a Return to School
Leveraging Twitter to Reach Moms Considering a Return to School Career Co
 
It's Not Who They Are, It's What They Do
It's Not Who They Are, It's What They DoIt's Not Who They Are, It's What They Do
It's Not Who They Are, It's What They DoCreative Roof Software
 
ERP Consultant Waleed Helal
ERP Consultant Waleed HelalERP Consultant Waleed Helal
ERP Consultant Waleed Helalwmk4267956
 
Redesigning your company from the inside out
Redesigning your company from the inside outRedesigning your company from the inside out
Redesigning your company from the inside outinnogy Innovation GmbH
 
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment ManagersUK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managersguest93167ee
 
Mastering Your Enrollment Management Funnel
Mastering Your Enrollment Management FunnelMastering Your Enrollment Management Funnel
Mastering Your Enrollment Management FunnelCareer Co
 
Erp Consultant Waleed Helal
Erp Consultant Waleed HelalErp Consultant Waleed Helal
Erp Consultant Waleed Helalwmk4267956
 
ERP Consultant Waleed Helal
ERP Consultant Waleed HelalERP Consultant Waleed Helal
ERP Consultant Waleed Helalwmk4267956
 
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment ManagersUK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managersguest93167ee
 

Andere mochten auch (16)

Leveraging Twitter to Reach Moms Considering a Return to School
Leveraging Twitter to Reach Moms Considering a Return to School Leveraging Twitter to Reach Moms Considering a Return to School
Leveraging Twitter to Reach Moms Considering a Return to School
 
Pastizales
PastizalesPastizales
Pastizales
 
It's Not Who They Are, It's What They Do
It's Not Who They Are, It's What They DoIt's Not Who They Are, It's What They Do
It's Not Who They Are, It's What They Do
 
S A V E T I G E R
S A V E  T I G E RS A V E  T I G E R
S A V E T I G E R
 
Androscoggin County Regional Image
Androscoggin County Regional ImageAndroscoggin County Regional Image
Androscoggin County Regional Image
 
ERP Consultant Waleed Helal
ERP Consultant Waleed HelalERP Consultant Waleed Helal
ERP Consultant Waleed Helal
 
Lucky life
Lucky lifeLucky life
Lucky life
 
Redesigning your company from the inside out
Redesigning your company from the inside outRedesigning your company from the inside out
Redesigning your company from the inside out
 
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment ManagersUK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
 
Mastering Your Enrollment Management Funnel
Mastering Your Enrollment Management FunnelMastering Your Enrollment Management Funnel
Mastering Your Enrollment Management Funnel
 
Erp Consultant Waleed Helal
Erp Consultant Waleed HelalErp Consultant Waleed Helal
Erp Consultant Waleed Helal
 
Understanding IDX
Understanding IDXUnderstanding IDX
Understanding IDX
 
ERP Consultant Waleed Helal
ERP Consultant Waleed HelalERP Consultant Waleed Helal
ERP Consultant Waleed Helal
 
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment ManagersUK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
UK OUG - Oracle Fusion Middleware in Irish Life Invesment Managers
 
Save Tiger
Save TigerSave Tiger
Save Tiger
 
Save Tiger
Save TigerSave Tiger
Save Tiger
 

Ähnlich wie Local ESOMAR event: Romania May 2012

Composing the perfect research symphony – What are the key elements to conduc...
Composing the perfect research symphony – What are the key elements to conduc...Composing the perfect research symphony – What are the key elements to conduc...
Composing the perfect research symphony – What are the key elements to conduc...innogy Innovation GmbH
 
eResearch activities brochure
eResearch activities brochureeResearch activities brochure
eResearch activities brochureeResearchCorp
 
Synovate NL 2008 On Line Qualitative Bulletin Boards
Synovate NL 2008 On Line Qualitative Bulletin BoardsSynovate NL 2008 On Line Qualitative Bulletin Boards
Synovate NL 2008 On Line Qualitative Bulletin BoardsSynovate Nederland
 
Netnography webinar
Netnography webinarNetnography webinar
Netnography webinarsuresh sood
 
Networked NGO - Day 1
Networked NGO - Day 1Networked NGO - Day 1
Networked NGO - Day 1Beth Kanter
 
Packard Foundation OE Peer Learning Group
Packard Foundation OE Peer Learning GroupPackard Foundation OE Peer Learning Group
Packard Foundation OE Peer Learning GroupBeth Kanter
 
Communications strategy and social media for reseachers
Communications strategy and social media for reseachersCommunications strategy and social media for reseachers
Communications strategy and social media for reseachersJames Georgalakis
 
Session1 methods research_question
Session1 methods research_questionSession1 methods research_question
Session1 methods research_questionmilolostinspace
 
Curriculum Innovation for DE meeting
Curriculum Innovation for DE meetingCurriculum Innovation for DE meeting
Curriculum Innovation for DE meetingLisa Harris
 
弹幕视频网站用户使用研究
弹幕视频网站用户使用研究弹幕视频网站用户使用研究
弹幕视频网站用户使用研究chencheng0614
 
Advanced Methods for User Evaluation in Enterprise AR
Advanced Methods for User Evaluation in Enterprise ARAdvanced Methods for User Evaluation in Enterprise AR
Advanced Methods for User Evaluation in Enterprise ARMark Billinghurst
 
Effective Digital Diary Studies / UXPA Webinar May 2016
Effective Digital Diary Studies / UXPA Webinar May 2016Effective Digital Diary Studies / UXPA Webinar May 2016
Effective Digital Diary Studies / UXPA Webinar May 2016Sara Cambridge
 
Trends in-connecting-research-sgd-2013
Trends in-connecting-research-sgd-2013Trends in-connecting-research-sgd-2013
Trends in-connecting-research-sgd-2013Sanjeev Deshmukh
 
Citizen science at informal science education institutions workshop slides
Citizen science at informal science education institutions   workshop slidesCitizen science at informal science education institutions   workshop slides
Citizen science at informal science education institutions workshop slidesCitizenScience.org
 
Crowdsourcing for HCI Research with Amazon Mechanical Turk
Crowdsourcing for HCI Research with Amazon Mechanical TurkCrowdsourcing for HCI Research with Amazon Mechanical Turk
Crowdsourcing for HCI Research with Amazon Mechanical TurkEd Chi
 

Ähnlich wie Local ESOMAR event: Romania May 2012 (20)

Composing the perfect research symphony – What are the key elements to conduc...
Composing the perfect research symphony – What are the key elements to conduc...Composing the perfect research symphony – What are the key elements to conduc...
Composing the perfect research symphony – What are the key elements to conduc...
 
eResearch activities brochure
eResearch activities brochureeResearch activities brochure
eResearch activities brochure
 
Synovate NL 2008 On Line Qualitative Bulletin Boards
Synovate NL 2008 On Line Qualitative Bulletin BoardsSynovate NL 2008 On Line Qualitative Bulletin Boards
Synovate NL 2008 On Line Qualitative Bulletin Boards
 
Choosing the Right UX Method
Choosing the Right UX MethodChoosing the Right UX Method
Choosing the Right UX Method
 
Making energy efficiency research relevant
Making energy efficiency research relevant Making energy efficiency research relevant
Making energy efficiency research relevant
 
Netnography webinar
Netnography webinarNetnography webinar
Netnography webinar
 
Networked NGO - Day 1
Networked NGO - Day 1Networked NGO - Day 1
Networked NGO - Day 1
 
Packard Foundation OE Peer Learning Group
Packard Foundation OE Peer Learning GroupPackard Foundation OE Peer Learning Group
Packard Foundation OE Peer Learning Group
 
Communications strategy and social media for reseachers
Communications strategy and social media for reseachersCommunications strategy and social media for reseachers
Communications strategy and social media for reseachers
 
Session1 methods research_question
Session1 methods research_questionSession1 methods research_question
Session1 methods research_question
 
Curriculum Innovation for DE meeting
Curriculum Innovation for DE meetingCurriculum Innovation for DE meeting
Curriculum Innovation for DE meeting
 
User Research
User ResearchUser Research
User Research
 
Danmaku Study
Danmaku StudyDanmaku Study
Danmaku Study
 
弹幕视频网站用户使用研究
弹幕视频网站用户使用研究弹幕视频网站用户使用研究
弹幕视频网站用户使用研究
 
Advanced Methods for User Evaluation in Enterprise AR
Advanced Methods for User Evaluation in Enterprise ARAdvanced Methods for User Evaluation in Enterprise AR
Advanced Methods for User Evaluation in Enterprise AR
 
Effective Digital Diary Studies / UXPA Webinar May 2016
Effective Digital Diary Studies / UXPA Webinar May 2016Effective Digital Diary Studies / UXPA Webinar May 2016
Effective Digital Diary Studies / UXPA Webinar May 2016
 
Trends in-connecting-research-sgd-2013
Trends in-connecting-research-sgd-2013Trends in-connecting-research-sgd-2013
Trends in-connecting-research-sgd-2013
 
Citizen science at informal science education institutions workshop slides
Citizen science at informal science education institutions   workshop slidesCitizen science at informal science education institutions   workshop slides
Citizen science at informal science education institutions workshop slides
 
Research for Impact: Communications approach
Research for Impact: Communications approachResearch for Impact: Communications approach
Research for Impact: Communications approach
 
Crowdsourcing for HCI Research with Amazon Mechanical Turk
Crowdsourcing for HCI Research with Amazon Mechanical TurkCrowdsourcing for HCI Research with Amazon Mechanical Turk
Crowdsourcing for HCI Research with Amazon Mechanical Turk
 

Mehr von innogy Innovation GmbH

Object marketing-digital-twin-v14-teaser
Object marketing-digital-twin-v14-teaserObject marketing-digital-twin-v14-teaser
Object marketing-digital-twin-v14-teaserinnogy Innovation GmbH
 
Revolutionizing Digital Marketing: Object marketing
Revolutionizing Digital Marketing: Object marketingRevolutionizing Digital Marketing: Object marketing
Revolutionizing Digital Marketing: Object marketinginnogy Innovation GmbH
 
Opportunity Space at the innogy innovation hub
Opportunity Space at the innogy innovation hub           Opportunity Space at the innogy innovation hub
Opportunity Space at the innogy innovation hub innogy Innovation GmbH
 
Activty based research design for User Experience
Activty based research design for User ExperienceActivty based research design for User Experience
Activty based research design for User Experienceinnogy Innovation GmbH
 
Health Care & Consumer Health Point-Blank-International-Credentials
Health Care & Consumer Health Point-Blank-International-CredentialsHealth Care & Consumer Health Point-Blank-International-Credentials
Health Care & Consumer Health Point-Blank-International-Credentialsinnogy Innovation GmbH
 
Going online: activity based research Merlin Conference 2010 Final
Going online: activity based research Merlin Conference 2010 FinalGoing online: activity based research Merlin Conference 2010 Final
Going online: activity based research Merlin Conference 2010 Finalinnogy Innovation GmbH
 

Mehr von innogy Innovation GmbH (7)

Object marketing-digital-twin-v14-teaser
Object marketing-digital-twin-v14-teaserObject marketing-digital-twin-v14-teaser
Object marketing-digital-twin-v14-teaser
 
Revolutionizing Digital Marketing: Object marketing
Revolutionizing Digital Marketing: Object marketingRevolutionizing Digital Marketing: Object marketing
Revolutionizing Digital Marketing: Object marketing
 
Opportunity Space at the innogy innovation hub
Opportunity Space at the innogy innovation hub           Opportunity Space at the innogy innovation hub
Opportunity Space at the innogy innovation hub
 
Socialresearch usermedia UXCNG
Socialresearch usermedia UXCNGSocialresearch usermedia UXCNG
Socialresearch usermedia UXCNG
 
Activty based research design for User Experience
Activty based research design for User ExperienceActivty based research design for User Experience
Activty based research design for User Experience
 
Health Care & Consumer Health Point-Blank-International-Credentials
Health Care & Consumer Health Point-Blank-International-CredentialsHealth Care & Consumer Health Point-Blank-International-Credentials
Health Care & Consumer Health Point-Blank-International-Credentials
 
Going online: activity based research Merlin Conference 2010 Final
Going online: activity based research Merlin Conference 2010 FinalGoing online: activity based research Merlin Conference 2010 Final
Going online: activity based research Merlin Conference 2010 Final
 

Local ESOMAR event: Romania May 2012

  • 1. Overcoming Question & Answers Online qualitative research more than just a new medium SOCRATIZE! Nicole Reinhold Research – Facilitation - Training Research & Innovation Consultant
  • 3. Online qualitative research Social Media Research Netnography Online Immersive Research MORCS Blogging Online Communities Online Surveys Online Focus Groups BuZZ Metrics . . . is full of buzz . . Research Web 2.0 Online Diaries Video streaming Mobile Research Online Co-Creation Bulletin Boards Chat- Interviews There is not one definition, one method, or one tool Terminology of research methods & social media merge
  • 4. Re-visiting researchers mission Understanding people’s lives and provide insight Context Behavior Emotions People’s Life
  • 5. How can we understand people’s lives? By immersing ourselves in the context of our participants Active | Asking | Stimulating Passive | Listening | Observing
  • 7. 3 good reasons to go online Online Panels Reach Automate Online WEB 2.0! Analytics Collaborate Online Surveys
  • 8. It’s more than online it’s social media CONNECTION ENGAGEMENT MULTI MEDIA IMMEDIACY BROADBAND WEB 2.0 DIGITAL MEDIA MOBILE INTERNET SOFTWARE Tools which allow people to collaborate and express themselves In their language and aesthetics In their own time and space As it suits their lifestyle
  • 9. Qualities of social media collaboration over time without geographical boundaries one to one OR many to many simultaneously on several topics as peers – free to collaborate in multiple formats: photos, videos, text, links virtual but not without context when you want with what you want
  • 10. Pitfalls of social media collaboration lot of ‘noise’ collaboration without clear focus lack of responsibility miss the original aim
  • 11. What is the potential for researchers? To doing • Asking questions • Assigning tasks and activities From talking
  • 12. Towards a activity based research approach From Active | Asking |Stimulating Passive | Listening | Observing To Active | Asking | Stimulating Passive | Listening | Observing
  • 13. So why is asking questions a problem? “What people say, what people do, and what they say they do are entirely different things” Margaret Mead
  • 14. What is a research activity? Q&A Can you tell me about all the devices that you use to watch, create, and share digital content? RESEARCH Please take a picture of your ‘digital family’ – meaning all the ACTIVITY devices you use to watch, create, and modify digital content
  • 15. Activities to understand peoples lives • Journal/Diary Behavioral • Moments • Day in the Life • Photo tour Contextual • Video ‘this is how I do . . . ‘ • Photo reporter • Role Play Emotions • Storytelling • Photo collage
  • 16. 6 different arche-types of activities Welcome getting familiar | Icebreaker activities Behavior reporting ‘reoccurring’ behavior | Diaries / Diary understanding context | ‘Reporter’ activities Contextual diving into emotions and values | Creative activities Projection enable discussion | Group discussion Discussion Evaluation reflecting back | Evaluation
  • 17. Creating customized research designs Grid of research activities: - length of the study can vary from 3 days to 3 month - with daily, bi-weekly or weekly contacts with participants Welcome Behavior Behavior Behavior Behavior Behavior Evaluation Contextual Contextual Projection Projection Discussion Discussion Projection Creating the right mix and sequence of activities
  • 18. Key success factors • Conduct a customize research design • Moderate the study ongoing • Have clear research aim behind each research activity • Use multimedia where appropriate
  • 19. Exploring the Digital Domain N=50 Activity Esomar paper 2007 days: 5 Summary Sample Coverage: Fieldwork Immersive online research study over 1 week with 2 countries 7 days “Lead Users” in the US and India to understand their digital Lifestyle Research composition Diary: on user generated content Context: share tools and services Projections: share / create your own UGC Group-discussion: security and ownership of content Advantages: •Research was conducted in the context of the research topic •Cost reduction of 50% compared to traditional methods • Extreme reduction of time in the field – coverage of 2 regions in 2 weeks
  • 20. Long Term Product / Services Test Beyond the first impression Research composition Diary: usage weekly Context: You and sport Projections: - Group-discussion: sport in the family context Advantages: Activity • The product / service test goes beyond N=30 days: 15 the first impression. Summary • Improvements of product / service and Coverage: 1 Fieldwork communication can be done and city 3 month directly tested in a co-creation manner.
  • 21. Romania Anamnesis: 2 Phase Research New product launch Activity N=20 days: 5+1 Summary Coverage: 1 Fieldwork countries 7 days + 1 Research composition Diary: Moments of consumption Context:Kitchen & eating Group-discussion: Product Definition Advantages: • Rich authentic contextual data from 20 household • Over 80 consumption moments that help to create insights for a communication strategy
  • 22. Romania Anamnesis: 2 Phase Research Combining Face to Face with online immersion Findings: • No technical issues • Participants where extremely open to share even very private moments of their life • Eger to talk to other participants • Attention: checking on participants knowledge can be tricky – Google is just a click away! ResearchActivities: Similar Product: Group products that you have at home in categories and take a photo Shopping Tour: Go in your supermarket and look for where you would place the new product? Group-discussion: Help us to explain the product to others
  • 23. What will be next? • Analytical tools for visuals & video Analysis • Qual. and quant. split will vanish New • New forms of contact - tablets discourse • New culture of dialog • Data of actual behavior will be Behavior come easier to collect
  • 24. Why SOCRATIZE? Why SOCRATIZE? . . . to go beyond the obvious, to find out more about the fundamental issues of a topic by probing and revisiting your 'knowledge’ . . . . (inspired by Socrates) Thank You! nicole@socratize.com