As technology continues to tear down borders, it becomes increasingly important to know how to access and analyze global insights. Unlocking global information allows companies to expand and grow in ways that previously were unattainable. Although markets are expanding like never before, businesses still find it difficult to communicate with and understand a worldwide audience. Join Qualtrics as we share how you can gain insights from customers and prospects in any region, language, or culture. This event will get you up to speed on everything you’d need to make data-driven decisions for a global audience.

1. Webinar
Gaining Global Insights:
How to Use Qualtrics with a
Worldwide Audience
©2014 Qualtrics – Company Confidential

2. 2©2014 Qualtrics – Company Confidential
Get
involved
with
live
tweets,
share
your
insights,
and
connect
with
other
insight
seekers.

3. 3©2014 Qualtrics – Company Confidential
Agenda
Introductions
Multi-region Best Practices
Qualtrics Demo
Q&A

4. ©2014 Qualtrics – Company Confidential
On today’s webinar:
4
• Dallin Billings – Qualtrics Customer Marketing
• Alastair McKee – Qualtrics Client Success
• David Lewis – Qualtrics University

5. ©2014 Qualtrics – Company Confidential
Global Markets
5
• World Population - >7 Billion, with a B
• Languages spoken - >6,500
• Countries in the world – 196
• Median house-hold Income according to a Gallup study ~$10K

6. ©2014 Qualtrics – Company Confidential
Global Markets
6
• Chinese consumption of luxury products
– Goldman Sachs report China on 2011
§ At time of the report Chinese luxury product consumption was at 12% of
global demand.
§ With 18% of the worlds population this was relatively low
§ Expected to grow at a rate of 25% annually
§ Reaching 29% of global demand for luxury products by 2015
• What challenges exist for companies to expand into new regions
and new markets to capitalize on growth opportunities?

7. Cross Cultural (Mis)Communication
What
the
Bri9sh
Say
What
the
Bri9sh
mean
What
Americans
understand
I
hear
what
you
say
7©2014 Qualtrics – Company Confidential
I
disagree
and
do
not
want
to
discuss
it
further
He
accepts
my
point
of
view
With
the
greatest
respect..
I
think
you
are
an
idiot
He
is
listening
to
me
That's
not
bad
That's
good
That's
poor
That
is
a
very
brave
proposal
You
are
insane
He
think's
I
have
courage
Quite
good
A
bit
disappoin9ng
Quite
good
I
would
suggest..
Do
it
or
be
prepared
to
jus9fy
yourself
Think
about
the
idea,
but
do
what
you
like
Oh,
incidentally/by
the
way
The
primary
purpose
of
our
discussion
is...
That
is
not
very
important
I
was
a
bit
disappointed
that
I
am
annoyed
that
It
doesn't
really
maJer
Very
interes9ng
That
is
clearly
nonsense
They
are
impressed
I'll
bear
it
in
mind
I've
forgoJen
it
already
They
will
probably
do
it
I'm
sure
it's
my
fault
It's
your
fault
Why
do
they
think
it
was
there
fault?
You
must
come
for
dinner
It's
not
an
invita9on,
I'm
just
being
polite
I
will
get
an
invita9on
soon
I
almost
agree
I
don't
almost
agree
at
all
He's
not
far
from
agreement
I
only
have
a
few
minor
comments
Please
re-­‐write
completely
He
has
found
a
few
typos
Could
we
consider
some
other
op9ons
I
don't
like
your
idea
Thy
have
not
yet
decided

8. 8©2014 Qualtrics – Company Confidential
Which is longer?
1
2

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Which is longer?

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Urban vs Rural
• This graphic demonstrates what is called the Muller-Lyer affect
• Supplementary research has shown that even within cultures
results can vary depending on environment, ie rural vs urban
– Individuals from urban areas were much more susceptible to the
illusion than those who’s environment was more urban

11. 11©2014 Qualtrics – Company Confidential
Which is longer?

12. Combating Multi-Cultural
Research Challenges
Tactics
• Translation – saying the right things
• Unique Survey Experience – create unique survey experiences
for cultures participating in study
• Distribution – getting your respondents a survey in the correct
language
• Reporting on the data - based upon language and survey
experience
12©2014 Qualtrics – Company Confidential

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Translation
• Add multiple survey translations
– Several ways to translate in Qualtrics
§ Auto translate using Google translate
§ Translation import
§ Professional survey translation
• Using embedded data to customize the survey experience
based on language

14. Unique Survey Experience
• Depending on cultures or environment you may want to
customize questions seen by a respondent.
– Using advanced survey flow techniques you can provide each
respondent with questions relevant to them.
§ Result: decreased survey fatigue, increased completion percentage, better
data from respondents
14©2014 Qualtrics – Company Confidential

15. Multi-region Survey Distribution
• Determine the most effective means of distribution your surveys
– Email
– Social
– Panels
– Anonymous link
• Displaying your survey in the appropriate language
– Language detection
– Manipulating the link
– Specifying in a panel
– Participant language selection
15©2014 Qualtrics – Company Confidential

16. Reporting on the Data
• Knowing how to report on multi-lingual data can be challenging
– Use embedded data to track in which language the survey was taken
– Ensure that the values of answer choices are the same
– Less open text
16©2014 Qualtrics – Company Confidential

17. Qualtrics Product Demo
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Question & Answer