Leveraging online bulletin boards in global product and concept development - Skim - Communities

1. Marcel
Slavenburg
SKIM
Hannah
Baker
Hitzhusen
SKIM
A
Presenta*on
from
the
NewMR
Communi*es
Event
15
February
2013
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owned
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material
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Event
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Leveraging
online
bulleCn
boards
in
global
product
and
concept
development

2. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Leveraging online bulletin boards in
global product and concept
development
Lessons learned
!
Hannah Baker Hitzhusen!
Marcel Slavenburg!
SKIM!

3. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Help our client identify white space
in their category
• Global leader providing cleaning
and hygienic products and
solutions for businesses to
create a healthy workspace
• To understand employees’
behaviours and needs
in the workplace
• Guide the development of
new products and solutions

4. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Why global online qual?
• Developing global AND country-level insight
• Immediate access to target audiences along with
participation and buy-in of local stakeholders
• Compressing the time for insight across multiple markets

5. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Why online bulletin boards?
• Creative, interactive & comfortable
• Flexible in time
• Client involvement
• Customized questions
• Multimedia touch points
• Quant exercises possible
• Semi-ethnographic

6. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
What are online bulletin boards?
• Moderated online discussion group
• Not a free-for-all
• Participants recruited and invited as
in traditional qual research
• Moderated as in traditional qual research
• Like other online discussion forums,
they are hierarchical or tree-like in structure

7. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
However, these advantages are
accompanied by significant challenges
and we have learned important lessons

8. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
These are BIG!
• Two weeks
• Ten countries
• Approximately 120 respondents
• 7,200 pages of transcripts
(60% in languages other than English)
• Daily synopses by country

9. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Time is not always on our side
• Time zones vary—countries, moderators, country clients,
global clients
• Challenge of managing and including a global client
team (with country-specific stakeholders) in the process
to provide strong buy-in and insight throughout the
process
– Client teams have access to the boards
– Probes and follow up questions are rolled up at the country and
global levels to ensure real time issues and ideas that are
identified in the online board discussions are addressed

10. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Customize timing to countries
• Recruiting and timelines vary by country
– Some countries, like Columbia and Brazil take longer to recruit
and the 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 the timing of when the countries end and
when questions and exercises occur for each country
• Allow longer response times in some countries

11. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Customize recruiting 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

12. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Customize recruiting to countries
• Developing global exercises and questions
• Will all exercises work for all countries?
– No, they won’t - Especially in Asia Pacific, some projective
exercises are considered silly
– Moderators, if they are native speakers, can customize exercises
and explain further as necessary for each country
• We see differences in social and work behavior norms
• Differences in ability and willingness to self-report by
uploading pictures and videos

13. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Get the idiom right – native language
moderators make a difference
Thank
you
for
agreeing
to
par1cipate
in
our
bulle1n
board
‘Meu
nome
é
Mario
e
o
nosso
objeCvo
aqui
é
lhe
fazer
diferentes
perguntas
sobre
o
seu
ambiente
de
trabalho,
e
tornar
o
seu
envolvimento
neste
projeto,
interessante
e
diverCdo!
在这两个星期里，您的主要
职责是每天登录，因为我们
大概每隔一天就要发布练习，
需要您运用想像和创意来完
成。此外，我们可能会每天
向您提出新的和后续问题请
您回答。
Le
forum
en
ligne
n'est
pas
un
espace
de
discussion
en
temps
réel.
Il
n'est
pas
nécessaire
de
rester
connecté
à
chaque
instant
de
la
journée!
Sie
müssen
sich
allerdings
mindestens
zweimal
am
Tag
einloggen.
Auch
dies
ist
in
erster
Linie
deswegen,
weil
wir
Sie
immer
wieder
darum
biFen
werden,
eine
kreaCve
Übung
zu
absolvieren.
Außerdem
ist
es
gut,
wenn
Sie
nachsehen,
was
es
Neues
an
der
Pinnwand
gibt.
Всего
на
форуме
нас
15–20
человек,
которые
будут
делиться
различной
информацией.
Nuestra
cartelera
está
conformada
por
personas
que
están
en
situaciones
similares
a
la
suya,
en
todo
Colombia.
Hay
otras
nueve
carteleras
que
se
están
llevando
a
cabo
en
todo
el
mundo.
We
are
eager
to
understand
how
your
views
here
may
(or
may
not)
be
different
from
those
of
people
in
other
countries.

14. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Ride the wave: engage participants
where they are
• Build and maintain a
personal relationship
• Start with an easy and
exciting task
• Show the bigger picture
to stimulate discussion
• Individual follow-up creates
comfortable atmosphere
• Easy to use platforms ensure
important information is not missed

15. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Communicate, communicate,
communicate
Debrief
session
with
client
Moderators
debrief
sessions

16. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Online qual enables multimedia
responses. Its great, yet challenging
Without native moderators, you may interpret
images incorrectly.

17. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Participants like the change of pace
of our MaxDiff exercises
MaxDiff exercises are also good because they are less affected by
cultural/country variations so you can use the results comparatively and
as a rollup across regions and globally.

18. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Great results from heat maps arose
from serial concept testing
Different markup and highlighting tools generated individual responses.
Heat maps provide country specific as well as global insights

19. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Engaged respondents = good data
It
has
been
fun
from
the
beginning.
I
liked
the
shi{
in
quesCons…
using
a
variety
of
tools,
and
thinking
'outside
the
box.'
This
is
the
first
Cme
that
I
have
parCcipated
in
an
online
discussion
board,
and
I
think
that
it
is
a
useful
tool.
It
was
really
interesCng
to
see
what
different
people
found
important.
We
all
have
different
histories
and
experiences
and
our
responses
show
this.

20. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Ultimate payoff: country personas to
guide and encourage brainstorming
“I always start my day with a cup of
coffee…In my ideal location, there
will be lots of windows...I wish I
could have more natural light in my
current setup…Health is important
to me because…I’m very anxious
about getting sick during flu
season…Responsibility for my
health lies primarily with me…”

21. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Thank you!"
!
!
!
!
!

22. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Q & A
Marcel
Slavenburg
SKIM
Hannah
Baker
Hitzhusen
SKIM
Sue
York
NewMR.org

23. Hannah Baker Hitzhusen and Marcel Slavenburg, SKIM, The Netherlands
Session 2: Research Communities, March 15, 2013
Thank you!"
SKIM!
Hannah Baker Hitzhusen h.baker@skimgroup.com +31 10 282 3545!
Marcel Slavenburg m.slavenburg@skimgroup.com +31 10 282 3571!
!
!
!
!