'No Whitewash' - Experiences of running international qualitative forums - BuzzBack


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'No Whitewash' - Experiences of running international qualitative forums - BuzzBack

  1. 1. Prepared for:Qualitative 360 EuropePresented by:Becky Cormack and Nina Bethmann 1
  2. 2. About BuzzBackSince 2000, BuzzBack haspioneered online researchtechniques that provide richerunderstanding, depth andemotional insightsWe help today’s leading andemerging brands successfullyconnect to consumers andoptimise concepts and newproduct ideas in more than 40markets around the world 2
  3. 3. No ‘Whitewash‘ – what does that mean? •  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 3
  4. 4. What we will do in the next 90 minutes Sharing our experiences with a few common issues 10 mins Working session in groups to share each others‘ 20 mins experience with one of the issues Groups present their summary of challenges and 5 mins solutions 4
  5. 5. Convincing clients and stopping mission creep 1 How can we best work together to achieve the best result? Objectives Additional are not clear objectives Client Additional involvement stimulus in forum monitoring 5
  6. 6. The international dimension 2 How to ensure How to ensure How to coordinate locally relevant consistency ofdifferent time zones? cultural sensitivity translation across and globally aligned multiple languages? moderating techniques? 6
  7. 7. Making use of its full potential 3 •  How can we take advantage of the asynchronous nature? •  What else can we integrate other than videos and photos? 7
  8. 8. Moderation and participation issues 4 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? 8
  9. 9. Group dynamics 5 •  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? 9
  10. 10. Learning from the social graph 6 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 10
  11. 11. Your turn!Spend the next 20 minutes discussing yourexperiences 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) 11
  12. 12. Prepared for:Qualitative 360 EuropePresented by:Becky Cormack and Nina Bethmann 12