Conducting Global Online Qualitative Research - Best practices, innovations and trends

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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.

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Conducting Global Online Qualitative Research - Best practices, innovations and trends

  1. 1. Global Online Qual Best Practices & Innovations @SKIMgroup Janet Ziffer Kimberly Clark Professional Mike Mabey SKIM
  2. 2. 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?
  3. 3. 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
  4. 4. Who? Goal? Method? Details? Best Practices 3 2 1Respondents Effective Projects Stakeholders
  5. 5. Engaged Respondents Great information 1. Great kickoffs 4. Interactive exercises 2. Uploading photos, video 3. Incentives and contests
  6. 6. MaxDiff as a conversation tool
  7. 7. 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
  8. 8. Sorting ADD NEW ITEM + +ADD NEW BUCKET Approachable Exclusive Performance
  9. 9. Shopping
  10. 10. Engaged Stakeholders Buy-in & Success Great kickoff Communicate!! Regular debriefs Virtual backroom
  11. 11. Great kickoff Regular debriefs Virtual backroom 1 2 3 Stakeholder Engagement
  12. 12. Effective Online Qual Powerful Insights
  13. 13. Effective Online Qual Time zones can be your friend, or not Focus on the customer’s voice Engage!
  14. 14. 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
  15. 15. How KCC used the results Linkages across different business units So much information! Doing more with less Ideating, white space Unexpected, unrelated insights
  16. 16. Respondent engagementis critical Agreatkickoff createsbuy-in and enthusiasm Proactively managethe information flow Focusonthe customer voicefor insights Encourage stakeholdersto monitorthe boards Communicate Summary Getting the most out of online qual
  17. 17. 8 Trends 5 by 5reality Immediacy – fast turn qual Hybrid research Video storytelling
  18. 18. 8 Trends “Inthe moment” experiences Speed toinsight Untethering RationalAND Emotional
  19. 19. Thank You Janet Ziffer Kimberly Clark Professional Mike Mabey SKIM m.mabey@skimgroup.com

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