Inspired by 2.0 application Fleck, Ruigrok decided to do a pilot with tagging. When the company conducts tagging research, panellists receive an invitation to make leave digital notes. These notes can have a positive or negative emotion. The idea is simple, participants can tag for example websites by placing colored tags and comment on it. This can be done alone or in a group process, moderated by a researcher.
Using heatmaps ('tagclouds') the tool will show what elements of tested concepts trigger the most attention.
A first pilot showed that the data was comparable with their more traditional quantative and qualitative methods. The new research tool showed that this method could get open response, quick feedback, easy to analyze, visual attractive and fun for the participants. But above all, it seems to be an interesting new tool that is fun to do: an experience itself.