Online qualitative research by definition is digital, allowing researchers to access respondents around the world in a way that was not previously possible. This presentation used experience and results from a 10-country project conducted for Kimberly Clark Professional to highlight what we, as suppliers and clients, learned about conducting multi-country online qualitative studies, and what innovations are occurring in the practice of online qualitative research today. Find out more at www.skimgroup.com/esomar-digital-dimensions-2014.

1. Global
Online
Qual
Best Practices & Innovations
@SKIMgroup
Janet Ziffer
Kimberly Clark Professional
Mike Mabey
SKIM

2. 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?

3. 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

4. Who?
Goal?
Method?
Details?
Best
Practices
3
2
1Respondents
Effective Projects
Stakeholders

5. Engaged
Respondents
Great
information
1. Great
kickoffs
4. Interactive
exercises
2. Uploading
photos,
video
3. Incentives
and contests

6. MaxDiff as a
conversation
tool

7. 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

8. Sorting
ADD NEW
ITEM
+
+ADD NEW
BUCKET
Approachable Exclusive Performance

9. Shopping

10. Engaged
Stakeholders
Buy-in &
Success
Great kickoff Communicate!!
Regular
debriefs
Virtual
backroom

11. Great
kickoff
Regular
debriefs
Virtual
backroom
1 2 3
Stakeholder Engagement

12. Effective
Online
Qual
Powerful
Insights

13. Effective Online Qual
Time zones can be
your friend, or not
Focus on the
customer’s voice
Engage!

14. 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

15. How KCC used the results
Linkages
across
different
business
units
So much
information!
Doing more
with less
Ideating,
white space
Unexpected,
unrelated
insights

16. Respondent
engagementis
critical
Agreatkickoff
createsbuy-in
and
enthusiasm
Proactively
managethe
information
flow
Focusonthe
customer
voicefor
insights
Encourage
stakeholdersto
monitorthe
boards
Communicate
Summary
Getting the most out of online qual

17. 8 Trends
5 by 5reality Immediacy –
fast turn qual
Hybrid research Video
storytelling

18. 8 Trends
“Inthe moment”
experiences
Speed toinsight Untethering RationalAND
Emotional

19. Thank You
Janet Ziffer
Kimberly Clark Professional
Mike Mabey
SKIM
m.mabey@skimgroup.com