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

1. Qualitative Research in Second Life Ph.D Seminar, Roskilde University, Sep 28 2009 Dr. Thomas Kohler 1

2. Research context Research methods Lessons learned 1 2 3

3. Research context 1

4. “ „ Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003

5. Open Innovation + Virtual Worlds = Avatar-Based Innovation

6. Experimenting Companies Need identification and idea generation Test and launch Concept and design

7. The challenge < Participation

8. WHAT CREATES ACOMPELLINGCO-CREATIONEXPERIENCE WITHIN VIRTUAL WORLDS ?

9. ELLING ATION IENCE COMP CO-CRE EXPER Virtual Worlds Open Innovation

10. Research methods 2

11. 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

12. Research Design context Virtual focus groups Compelling virtual world place users process Expert interviews Compellingco-creationprocess Participant interviews and observation Compelling co-creation in virtual worlds

13. Focus groups Recruitment and virtual facilities Discussion guide development and design Moderating Analysis and reporting

14. In-depthinterviews

16. Participant interviews Participant observation and heat map Interview questions Conducting the interviews

17. Lessons learned 3

18. Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature PA Consulting Banking Demo; SL: 34, 166, 24

19. Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature

20. Elaborate on media strenghts Create immersiveenvironments Build in playfulness Focus on socialnature

21. Discussionthomas.kohler@uibk.ac.atSL: Rein Spire

22. Additional information 4

23. Focus group guideline

24. Interview guideline

25. Project details