conducting global online qualitative research - best practices, innovations and trends
DESCRIPTION
Online qualitative research by definition is digital, allowing researchers to access respondents around the world in a way that was not previously possible. This presentation used experience and results from a 10-country project conducted for Kimberly Clark Professional to highlight what we, as suppliers and clients, learned about conducting multi-country online qualitative studies, and what innovations are occurring in the practice of online qualitative research today. Find out more at www.skimgroup.com/esomar-digital-dimensions-2014.TRANSCRIPT
Global Online Qual
Best Practices & Innovations
@SKIMgroup
Janet Ziffer
Kimberly Clark Professional
Mike Mabey
SKIM
One country, or many. One
language or many
Virtual backroom engages local stakeholders
Faster time to Insight
Deeper levels of information
Participate from anywhere
Track emotions, experiences
Why Online
Qual?
Who?
Goal?
Method?
Details?
Global leader providing health
and wellness solutions in the
office setting
Understand employees’
behaviours and needs in
the workplace
Why online boards?
10 countries, 2 weeks
live, 120 respondents
Case Study: Help KCC identify white space
Who?
Goal?
Method?
Details?
Best Practices
3
2
1 Respondents
Effective Projects
Stakeholders
Engaged Respondents
Great
information
1. Great
kickoffs
4. Interactive
exercises
2. Uploading
photos,
video
3. Incentives
and contests
MaxDiff as a conversation tool
Ranking and rating
Item
2
ADD NEW ITEM
+ Item
5
Item
6
Item
7
Item
8
Item
4
Item
3
Item
1
Lowest
Quality
Highest
Quality
2 1 3
Sorting
ADD NEW ITEM
+
+ ADD NEW BUCKET
Approachable Exclusive Performance
Shopping
Engaged Stakeholders
Buy-in &
Success
Great kickoff Communicate!!
Regular
debriefs
Virtual
backroom
Great kickoff
Regular debriefs
Virtual backroom
1 2 3
Stakeholder Engagement
Effective Online Qual
Powerful
Insights
Effective Online Qual
Time zones can be your friend, or not
Focus on the customer’s voice
Engage!
Single country and multi-country
studies are different in kind, not just
size!
Time zones can be your friend, or not
Focus on the customer’s voice
Effective Online Qual
Don’t drown in data
Don’t let your client drown either
Start with a draft Insights Report
Use respondent visuals
How KCC used the results
Linkages across
different business
units
So much information!
Doing more with less
Ideating, white space
Unexpected, unrelated insights
Respondent engagement is
critical
A great kickoff creates buy-in
and enthusiasm
Proactively manage the information
flow
Focus on the customer voice for insights
Encourage stakeholders to
monitor the boards
Communicate
Summary Getting the most out of online qual
8 Trends
5 by 5 reality Immediacy – fast turn qual
Hybrid research Video storytelling
8 Trends
“In the moment” experiences
Speed to insight Untethering Rational AND Emotional