no whitewash' - experiences of running international qualitative forums - buzzback

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Prepared for: Qualitative 360 Europe

Presented by: Becky Cormack and Nina Bethmann

About BuzzBack

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Since 2000, BuzzBack has pioneered online research techniques that provide richer understanding, depth and emotional insights

We help today’s leading and emerging brands successfully connect to consumers and optimise concepts and new product ideas in more than 40 markets around the world

•  In our session today, we want to address the really practical day to day issues that we all experience to some extent by running online qualitative research studies

•  We want to encourage you to share your experiences – the good and the bad – and come together to discuss ways to overcome any issues and make our online qualitative studies even better

No ‘Whitewash‘ – what does that mean?

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What we will do in the next 90 minutes

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Sharing our experiences with a few common issues 10 mins

Working session in groups to share each others‘ experience with one of the issues 20 mins

Groups present their summary of challenges and solutions 5 mins

Convincing clients and stopping mission creep

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Objectives are not clear

Additional objectives

Additional stimulus

Client involvement

in forum monitoring

How can we best work together to achieve the best result?

How to coordinate different time zones?

How to ensure locally relevant

cultural sensitivity and globally aligned

moderating techniques?

The international dimension

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How to ensure consistency of

translation across multiple languages?

Making use of its full potential

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•  How can we take advantage of the asynchronous nature?

•  What else can we integrate other than videos and photos?

Moderation and participation issues

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How to ensure recruited respondents actually participate?

How do we get them to complete all tasks?

How can we get the participants to interact with each other more?

Is the moderator interacting with individuals more than the group?

How to deal with distractions and interruption?

Group dynamics

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•  Are respondents being held back by the fact that they don‘t see each other face to face? Wary or avoiding confrontation? How can we manage this?

•  How to deal with the fact that we get few spontaneous reactions, as respondents have more time to think about their views?

Learning from the social graph

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Can we, and do we, use additional respondent information that is available online, e.g. from Facebook, Twitter etc.?

What can we learn from how people use the social networking platforms?

Are we using the full potential of people being on those social networks?

Multiplier effects

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Your turn!

Spend the next 20 minutes discussing your experiences and solutions for the theme you

have been given in your group

Nominate a member of the group who will present a summary back to the delegates

(approximately 5 minutes)

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Prepared for: Qualitative 360 Europe

Presented by: Becky Cormack and Nina Bethmann