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.
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
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