skim communities - 2013

Marcel Slavenburg SKIM

Hannah Baker Hitzhusen SKIM

A Presenta*on from the NewMR Communi*es Event

15 February 2013

All copyright owned by The Future Place and the presenters of the material For more informaCon about NewMR events visit hFp://newmr.org

For more informaCon about dub visit hFp://dubstudios.com

Event Sponsor

Leveraging online bulleCn boards in global product and concept development

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!


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


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


Why online bulletin boards? •  Creative, interactive & comfortable

•  Flexible in time

•  Client involvement

•  Customized questions

•  Multimedia touch points

•  Quant exercises possible

•  Semi-ethnographic


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


However, these advantages are accompanied by significant challenges and we have learned important lessons


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


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


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


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


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


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.


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


Communicate, communicate, communicate

Debrief session

with client

Moderators debrief sessions


Online qual enables multimedia responses. Its great, yet challenging

Without native moderators, you may interpret images incorrectly.


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.


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


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.


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…”


Thank you! "

!!!!

!


Q & A

Marcel Slavenburg SKIM

Hannah Baker Hitzhusen SKIM

Sue York NewMR.org


Thank you! "SKIM!Hannah Baker Hitzhusen [email protected] +31 10 282 3545!Marcel Slavenburg [email protected] +31 10 282 3571!

!!!

!

skim communities - 2013

Marketing

hannah baker hitzhusen

marcel slavenburg

research communities

netherlands session

traditional qual research

online bulletin boards

global client team

global product