skim webinar online moderating around the clock

Online moderating around the clock

Hannah Baker Hitzhusen

Director Healthcare

Daisy Lau

Project Manager

Healthcare

Abigail Joffre

Today’s webinar host

#SKIMwebinar

Share your thoughts online:

http://www.twitter.com/skimgroup


SKIM Webinar “Online moderating around the clock”

Why, when and how to make use of online bulletin board?

How to get the most out of it?

2

Marcel pimp!

How do I get the most out of …

online bulletin boards


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

4 SKIM Webinar “Online moderating around the clock”

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 touchpoints

• Quant exercises possible

• Semi-ethnographic results


What are online bulletin boards?

• Moderated online discussion group

• Not a free-for-all

• Participants recruited and invited asin 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


Project Scope

Twoweeks

Ten countries

120 respondents

7,200pages of

transcripts

Daily synopses

60% in languagesother than English


Time is not always on our side


Time is not always on our side

• Time zones vary across 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


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 recruitment 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

• Incentives—everything is relative


Customize content 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 participate in our bulletin board

‘Meu nome é Mario e o nosso objetivo aqui é lhe fazer diferentes perguntas sobre o seu ambiente de trabalho, e tornar o seu envolvimento neste projeto, interessante e divertido!

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 bitten werden, eine kreative 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.


Engage participants where they are

• Build and maintain a personal relationship

• Start with easy and exciting task

• Show the bigger picture to stimulate discussion

• Individual follow-up creates comfortable atmosphere

• Easy to use platforms ensures important information is not missed


Online qual enables multimedia responses.It’s great, yet challenging…

Without native moderators, images may be interpreted 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.


It has been fun though at the beginning. I liked the shift in questions (…) using a variety of tools, and thinking 'outside the box'.

It definitely got me thinking about my health around the office this past week, let's hope I don't wind up catching a cold now!

This is the first time that I have participated in an online discussion board, and I think that it is a useful tool.

It was really interesting to see what different people found important. We all have different histories and experiences with health and our responses show this.

Engaged respondents = good data


Communicate, communicate, communicate

Debrief session

with client

Moderators debrief

sessions in SKIM


Ultimate payoff: country personas to guide and encourage brainstorming

“I always start my day with a cup of coffee…In my ideal workspace, there will be lots of windows...I wish I can have more natural light in my current workspace…Health is important to me because…I’m very anxious about getting sick during flu season…I think it will be helpful if my employer can provide me with…”


Questions

Go to www.skimgroup.com/webinars for today’s presentation slides and more!

Hannah Baker [email protected]

+31 10 282 3545

@twitter

Daisy [email protected]

+31 10 282 3526

@twitter

Abigail [email protected]

+31 10 282 3559

@SKIMgroup

#SKIMwebinar

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skim webinar online moderating around the clock

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