SKIM webinar online moderating around the clock


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We recently set up and managed a global online bulletin board in ten different countries, in order to generate new product ideas and marketing solutions for a client. Full respondent engagement combined with total moderator immersion resulted in a deep exploration of the respondents’ working environment and daily activities. Hannah and Daisy share and discuss what continuous online engagement can offer over traditional qualitative research.

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  • Our client is a global leader providing cleaning and hygienic products and solutions for business They would like to understand employees’ behaviours and needs in the workplace The results of the study will help guide them in new products and solutions development. This study is conducted in 10 countries. US, Canada, UK, Germany, France, Brazil, Colombia, China , Russia and AustraliaAs we would like to understand the everyday working life of the employees, qualitative research will help us to get the most information. However, conducting traditional qualitative research in 10 countries at the same time will be very cost and time consuming. Then, we decided to do online qual.
  • An online bulletin board, or forum, is a web environment where like-minded people are brought together for a period of time to discuss a certain topic with help of a moderator. It allows for creative exercises and interactivity all from peoples homes whenever they feel like it. Creativity can be hard to encourage in a real-life focus group environment and as we were to include a great number of creative exercises, this proved to be an excellent platform for respondents to provide input in a comfortable setting and environment. The ability to upload pictures, movie clips and other media provided such rich data, that we could literally step in their shoes for a day!
  • Besides getting good quotes and information from the dialogues with the respondents, lots of nice pictures were uploaded to help us visualize what the respondents have told us.
  • After spending two weeks on the online bulletin board, talking about health and hygiene at the workplace, we definitely got our respondents thinking about it.
  • With the information we got from the board, we can create different personas. As a final step for this study, an immersion session is held, actually exactly at this moment in Atlanta. During the immersion session, different personas will be used to aid and stimulate our clients in brainstorming new product ideas.
  • SKIM webinar online moderating around the clock

    1. 1. Online moderating around the clockHannah Baker HitzhusenDirector HealthcareDaisy LauProject ManagerHealthcareAbigail JoffreToday’s webinar host#SKIMwebinarShare your thoughts online:
    2. 2. SKIM Webinar ―Online moderating around the clock‖Why, when and howto make use of onlinebulletin board?How to get the mostout of it?2Marcelpimp!How do I get the most out of …online bulletin boards
    3. 3. SKIM Webinar ―Online moderating around the clock‖Help our client identify white space in theircategory• Global leader providing cleaningand hygienic products andsolutions for businesses to createa healthy workspace• To understand employees’behaviours and needs in theworkplace• Guide the development of newproducts and solutions
    4. 4. SKIM Webinar ―Online moderating around the clock‖Why global online qual?• Developing global AND country-level insight• Immediate access to target audiences along with participationand buy-in of local stakeholders• Compressing the time for insight across multiple markets4
    5. 5. SKIM Webinar ―Online moderating around the clock‖Why Online Bulletin Boards?• Creative, interactive & comfortable• Flexible in time• Client involvement• Customized questions• Multimedia touchpoints• Quant exercises possible• Semi-ethnographic results
    6. 6. SKIM Webinar ―Online moderating around the clock‖What are online bulletin boards?• Moderated online discussion group• Not a free-for-all• Participants recruited and invited asin traditional qual research• Moderated as in traditional qual research• Like other online discussion forums,they are hierarchical or tree-like in structure
    7. 7. SKIM Webinar ―Online moderating around the clock‖However, these advantages are accompanied bysignificant challenges and we have learnedimportant lessons
    8. 8. SKIM Webinar ―Online moderating around the clock‖Project ScopeTwoweeksTencountries120respondents7,200pages oftranscriptsDailysynopses60% in languagesother than English
    9. 9. SKIM Webinar ―Online moderating around the clock‖Time is not always on our side
    10. 10. SKIM Webinar ―Online moderating around the clock‖Time is not always on our side• Time zones vary across countries, moderators, country clients,global clients• Challenge of managing and including a global client team (withcountry-specific stakeholders) in the process to provide strong buy-inand insight throughout the process
    11. 11. SKIM Webinar ―Online moderating around the clock‖Customize timing to countries• Recruiting and timelines vary by country• Some countries, like Columbia and Brazil take longer to recruit andthe respondents start on the board more slowly• Stagger the recruiting time to start all countries at the same time,or conversely start all at the same time but be flexible in thetiming of when the countries end and when questions andexercises occur for each country• Allow longer response times in some countries
    12. 12. SKIM Webinar ―Online moderating around the clock‖Customize recruitment to countries• Over-recruit for each country, as necessary.• China: not at all – 100% participation• Brazil: 50% loss• Think about using custom recruit, instead of panel recruit• Incentives—everything is relative
    13. 13. SKIM Webinar ―Online moderating around the clock‖Customize content to countries• Developing global exercises and questions• Will all exercises work for all countries?• No, they won’t - Especially in Asia Pacific, some projective exercisesare considered silly• Moderators, if they are native speakers, can customize exercises andexplain further as necessary for each country• We see differences in social and work behavior norms• Differences in ability and willingness to self-report by uploadingpictures and videos
    14. 14. SKIM Webinar ―Online moderating around the clock‖Get the idiom right – native language moderatorsmake a differenceThank you for agreeing toparticipate in our bulletinboard„Meu nome é Mario e o nossoobjetivo aqui é lhe fazerdiferentes perguntas sobre oseu ambiente de trabalho, etornar o seu envolvimentoneste projeto, interessante edivertido!Le forum en ligne nest pasun espace de discussion entemps réel. Il nest pasnécessaire de resterconnecté à chaque instant dela journée!Sie müssen sich allerdingsmindestens zweimal am Tageinloggen. Auch dies ist inerster Linie deswegen, weilwir Sie immer wieder darumbitten werden, eine kreativeÜbung zu absolvieren.Außerdem ist es gut, wennSie nachsehen, was esNeues an der Pinnwand gibt.Всего на форуме нас 15–20человек, которые будутделиться различнойинформацией.Nuestra cartelera estáconformada por personas queestán en situaciones similaresa la suya, en todo Colombia.Hay otras nueve cartelerasque se están llevando a caboen todo el mundo.We are eager to understand howyour views here may (or may not)be different from those of people inother countries.
    15. 15. SKIM Webinar ―Online moderating around the clock‖Engage participants where they are• Build and maintain a personal relationship• Start with easy and exciting task• Show the bigger picture to stimulate discussion• Individual follow-up creates comfortableatmosphere• Easy to use platforms ensures importantinformation is not missed
    16. 16. SKIM Webinar ―Online moderating around the clock‖Online qual enables multimedia responses.It’s great, yet challenging…Without native moderators, images may be interpreted incorrectly
    17. 17. SKIM Webinar ―Online moderating around the clock‖Participants like the change of pace of ourMaxDiff exercisesMaxDiff exercises are also good because they are less affected bycultural/country variations so you can use the results comparatively andas a rollup across regions and globally.
    18. 18. SKIM Webinar ―Online moderating around the clock‖It has been fun though at thebeginning. I liked the shift inquestions (…) using a variety oftools, and thinking outside the box.It definitely got me thinking about myhealth around the office this past week,lets hope I dont wind up catching acold now!This is the first time that I have participated in anonline discussion board, and I think that it is auseful tool.It was really interesting to see what different people found important. We all havedifferent histories and experiences with health and our responses show this.Engaged respondents = good data
    19. 19. SKIM Webinar ―Online moderating around the clock‖Communicate, communicate, communicateDebriefsessionwith clientModeratorsdebriefsessions inSKIM
    20. 20. SKIM Webinar ―Online moderating around the clock‖Ultimate payoff: country personas to guide andencourage brainstorming“I always start my day with a cup ofcoffee…In my ideal workspace,there will be lots of windows...Iwish I can have more natural lightin my current workspace…Health isimportant to me because…I‟m veryanxious about getting sick duringflu season…I think it will be helpfulif my employer can provide mewith…”
    21. 21. SKIM Webinar ―Online moderating around the clock‖Questions
    22. 22. Go to today’s presentation slides and more!Hannah Baker 10 282 3545@twitterDaisy 10 282 3526@twitterAbigail 10 282 3559@SKIMgroup#SKIMwebinarShare your thoughts online: