Are traditional ways of doing research still valuable in the age of social media?
Master Class: Are traditional ways of doing research still valuable in the age of social media?
... Frank Ovaitt, president and CEO, Institute for Public Relations and Of Counsel at Makovsky + Company: For several years, I was the professional coach for PRSSA Bateman Competition teams at the University of Florida. One year, the team came up with perhaps the best low-tech research strategy I've ever seen.
The campaign topic that year was "increasing seat-belt usage by 'tweens'" — essentially the middle-school crowd. The team needed planning data on middle-schoolers' seat-belt usage in their own community and a way to measure the results of their campaign. They debated and rejected many options. For example, a formal survey — online or otherwise — would require layers of approval from school administration. And how reliable would self-reported answers be?
Finally, the team hit upon the ultimate low-end research concept, which involved standing in the place where cars arrive at the school and observing actual behavior. The team knew some kids might unbuckle their seat belts as the car traveled the last few feet, so the researchers decided they would do the count half a block away from the drop-off point. This still required the principal's approval, but that was obtained in a matter of minutes.
Good researchers debate tools. Great researchers debate questions.
What's that golden research question that can drive your program planning as well as your results measurement? Only when you know the question should you decide on the research tool.
Social media research techniques are perfect for some questions, as long as you recognize their limitations. But focus groups and surveys - also with limitations - should not disappear from your repertoire. Be sure to stay abreast of new research tools, but always focus your thoughts on asking the right questions. ...
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