Kandidaatin tutkielma Lauri Pitkänen

Turun yliopiston kauppakorkeakoulu 1.12.2011

CROWDSOURCING VIDEOGRAPHIC DATA COLLECTION IN CONSUMER BEHAVIOR

RESEARCH

Videography

“How videography is executed?”

Crowdsourcing

“How crowdsourcing is organized?”

Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”

Videography

“Consists of audiovisual methods that are used for ethnographic purposes in the study of consumer, culture and markets. The method employs video not only to register evidence from ethnographic fieldsites, but also to analyze and present findings.”

Methods – Representations – Quality Criteria – Producing Data with mobile phones

Methods

•  Individual or group interviews •  Naturalistic observation •  Autovideography •  Collaborative •  Retrospective •  Impressionistic

Representations

Documentary Visual ethnography

Reality versus theory Argumentation: Meanings, explanations & interpretation

Tight bounds between vision, observation & truth

Relationship to words Audio dominates picture Occurs often with written text

Role of filmmaker Many roles: Expository, observational, interactive & reflexive

Reflexive mode

Role of viewer Depends on role of filmmaker

Reflexive mode

Quality criteria

•  The topical criterion •  The theoretical criterion •  The theatrical criterion •  The technical criterion

Producing Data with Mobile Phones

•  High tech cameras makes videography possible

•  People are holding mobilephones with great cameras with them all the time

•  Using mobile phones to take notes reduce barries in observation

•  Participants seemed to start taking pictures and filming videoclips by themselves

Videography

“How videography is executed?”

Crowdsourcing

“How crowdsourcing is organized?”

Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”

Crowdsourcing

•  Outsourcing jobs done by employees to an undefined generally a big group of people in the form of an open call

•  Crowd + Outsourcing •  Primary categorias: – Collective intelligence – Crowd creation – Crowd voting – Crowdfunding

The wisdom of crowds •  Collective judgment is almost always better than

the smartest inviduals •  Different problems – Cognition problems – Coordination problems – Cooperation

•  Requirements for the Crowds –  Private information –  Individual opinions – Decentralization – Aggreagation

DART model of co-creation

•  Co-creation with company and consumer •  Acronym – Dialogue – Access – Risk assessment – Transparency

Videography

“How videography is executed?”

Crowdsourcing

“How crowdsourcing is organized?”

Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”

Match between crowdsourcing and ethnographic research

•  Consumers can create data for ethnographic research, but depends on guidance

•  Requirements of the ethnographic research are similar to crowdsourcing – Collective intelligence to analyses – Crowd creation and voting to data collection

•  It has been accidently used in data collection already, but analyses requires certain forms and definitions

Crowdsourcing data collection with mobile phones

•  Crowdsoursing has been already taken from webplatforms to mobile in photo bank business successfully

•  Important to think about incentives •  Are people filming themselves or somebody

else – Participacipant or non-participant

Videography as form of data collection

•  Consumers are used to film videoclips and take photos in freetime

•  Video is most information rich form of data •  Autovideography and collaborative

videography are most suitable for participant observation

•  Autovideography require less communication and fits better for crowd creation

Features of research tasks

•  Problems with dialogue and the concept of Wisdom of the crowds – AR, access and risk assessment – RT, risk assessment and transparency – AT, access and transparency

Creating representations from crowdsourced data

•  Documentaries require external material so visual ethnography is more suitable

•  While editing researcher makes decision what to include and what not to – Also topical, theoretical, theatrical and technical

criteria

Videography “How videography is executed?” Methods Representations Quality criteria Producing data with mobile phones

Crowdsourcing “How crowdsourcing is organized?” Crowdsourcing Wisdom of the crowds DART-model

Crowdsourcing videographic data collection: “How videographic data collection could be crowdsourced?”

Fits crowd creation and data collection, but not to the analyses phase Participant form research Video > Photos, autovideography and collaborative videography as forms DART-model vrs Wisdom of the crowds as a base for creating tasks Visual ethnography fits better than documentary