A Visual Re-Play Methodology for Group Discussion Analysis
This paper discusses the theory and proposed application of an innovative research methodology for visual elicitation. The methodology introduces a new way to observe and investigate the interaction patterns during collocated or distributed small-group discussions. The software-supported group debate can be recorded and re-played – with the help of, ideally software-embedded, screen recording functionality – to visually reconstruct how the conversation has unfolded. The discussion patterns are captured by tracing the creation, movement and modification of textual elements on the software-preloaded visual template(s). Instead of tracking mouse or eye-gaze movements, we are tracing discussion trail movements – contributions during group discussion, their timing and trajectory, their grouping into categories, etc. Instead of relying on secondary observational data, e.g., gesturing, we analyze what actually happens during the group discussion based on observation of concrete human contributions. In this paper we provide a coding scheme and a step-by-step application guide for the suggested methodology, apart from outlining its unique characteristics. Following this, we describe an example study in which the re-play methodology was first employed in experience sharing sessions with ninety active managers. Reporting on this study allows a range of potential benefits of applying the methodology in scholarly and management inquiry to be highlighted.
contribution to scientific community
Academy of Management
75th Academy of Management Annual Meeting (AOM) 2015 "Opening Governance"
Vancouver, British Columbia, Canada