©2014 Qualtrics – Company Confidential

Webinar

Gaining Global Insights: How to Use Qualtrics with a Worldwide Audience

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Get  involved  with  live  tweets,  share  your  insights,    and  connect  with  other  insight  seekers.    

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Agenda

Introductions Multi-region Best Practices Qualtrics Demo Q&A

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On today’s webinar:

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•  Dallin Billings – Qualtrics Customer Marketing

•  Alastair McKee – Qualtrics Client Success

•  David Lewis – Qualtrics University

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Global Markets

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•  World Population - >7 Billion, with a B

•  Languages spoken - >6,500

•  Countries in the world – 196

•  Median house-hold Income according to a Gallup study ~$10K

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Global Markets

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•  Chinese consumption of luxury products –  Goldman Sachs report China on 2011

§  At time of the report Chinese luxury product consumption was at 12% of global demand.

§  With 18% of the worlds population this was relatively low §  Expected to grow at a rate of 25% annually §  Reaching 29% of global demand for luxury products by 2015

•  What challenges exist for companies to expand into new regions and new markets to capitalize on growth opportunities?

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Cross Cultural (Mis)Communication What  the  Bri9sh  Say   What  the  Bri9sh  mean   What  Americans  understand  

I  hear  what  you  say   I  disagree  and  do  not  want  to  discuss  it  further   He  accepts  my  point  of  view  

With  the  greatest  respect..     I  think  you  are  an  idiot   He  is  listening  to  me  That's  not  bad   That's  good   That's  poor  That  is  a  very  brave  proposal   You  are  insane   He  think's  I  have  courage  Quite  good   A  bit  disappoin9ng   Quite  good  I  would  suggest..   Do  it  or  be  prepared  to  jus9fy  yourself   Think  about  the  idea,  but  do  what  you  like  Oh,  incidentally/by  the  way   The  primary  purpose  of  our  discussion  is...   That  is  not  very  important  I  was  a  bit  disappointed  that   I  am  annoyed  that   It  doesn't  really  maJer  Very  interes9ng   That  is  clearly  nonsense   They  are  impressed  I'll  bear  it  in  mind   I've  forgoJen  it  already   They  will  probably  do  it  I'm  sure  it's  my  fault   It's  your  fault   Why  do  they  think  it  was  there  fault?  You  must  come  for  dinner   It's  not  an  invita9on,  I'm  just  being  polite   I  will  get  an  invita9on  soon  I  almost  agree   I  don't  almost  agree  at  all   He's  not  far  from  agreement  I  only  have  a  few  minor  comments   Please  re-­‐write  completely   He  has  found  a  few  typos  Could  we  consider  some  other  op9ons   I  don't  like  your  idea   Thy  have  not  yet  decided  

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Which is longer?

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Which is longer?

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Urban vs Rural •  This graphic demonstrates what is called the Muller-Lyer affect

•  Supplementary research has shown that even within cultures results can vary depending on environment, ie rural vs urban –  Individuals from urban areas were much more susceptible to the

illusion than those who’s environment was more urban

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Which is longer?

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Combating Multi-Cultural Research Challenges

Tactics •  Translation – saying the right things •  Unique Survey Experience – create unique survey experiences

for cultures participating in study •  Distribution – getting your respondents a survey in the correct

language •  Reporting on the data - based upon language and survey

experience

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Translation •  Add multiple survey translations

–  Several ways to translate in Qualtrics §  Auto translate using Google translate §  Translation import §  Professional survey translation

•  Using embedded data to customize the survey experience based on language

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Unique Survey Experience •  Depending on cultures or environment you may want to

customize questions seen by a respondent. –  Using advanced survey flow techniques you can provide each

respondent with questions relevant to them. §  Result: decreased survey fatigue, increased completion percentage, better

data from respondents

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Multi-region Survey Distribution •  Determine the most effective means of distribution your surveys

–  Email –  Social –  Panels –  Anonymous link

•  Displaying your survey in the appropriate language –  Language detection –  Manipulating the link –  Specifying in a panel –  Participant language selection

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Reporting on the Data •  Knowing how to report on multi-lingual data can be challenging

–  Use embedded data to track in which language the survey was taken –  Ensure that the values of answer choices are the same –  Less open text

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Qualtrics Product Demo

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Question & Answer