conducting global online qualitative research - best practices, innovations and trends

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 levels of information

Participate from anywhere

Track emotions, experiences

Why Online

Qual?

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

Who?

Goal?

Method?

Details?

Best Practices

3

2

1 Respondents

Effective Projects

Stakeholders

Engaged Respondents

Great

information

1. Great

kickoffs

4. Interactive

exercises

2. Uploading

photos,

video

3. Incentives

and contests

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 1 3

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 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

How KCC used the results

Linkages across

different business

units

So much information!

Doing more with less

Ideating, white space

Unexpected, unrelated insights

Respondent engagement is

critical

A great kickoff creates buy-in

and enthusiasm

Proactively manage the information

flow

Focus on the customer voice for insights

Encourage stakeholders to

monitor the boards

Communicate

Summary Getting the most out of online qual

8 Trends

5 by 5 reality Immediacy – fast turn qual

Hybrid research Video storytelling

8 Trends

“In the moment” experiences

Speed to insight Untethering Rational AND Emotional

Thank You

Janet Ziffer

Kimberly Clark Professional

Mike Mabey

SKIM

m.mabey@skimgroup.com