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 level...
Who?
Goal?
Method?
Details?
Global leader providing health
and wellness solutions in the
office setting
Understand employe...
Who?
Goal?
Method?
Details?
Best
Practices
3
2
1Respondents
Effective Projects
Stakeholders
Engaged
Respondents
Great
information
1. Great
kickoffs
4. Interactive
exercises
2. Uploading
photos,
video
3. Incentives
...
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...
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...
How KCC used the results
Linkages
across
different
business
units
So much
information!
Doing more
with less
Ideating,
whit...
Respondent
engagementis
critical
Agreatkickoff
createsbuy-in
and
enthusiasm
Proactively
managethe
information
flow
Focuson...
8 Trends
5 by 5reality Immediacy –
fast turn qual
Hybrid research Video
storytelling
8 Trends
“Inthe moment”
experiences
Speed toinsight Untethering RationalAND
Emotional
Thank You
Janet Ziffer
Kimberly Clark Professional
Mike Mabey
SKIM
m.mabey@skimgroup.com
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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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