SKIM and Kimberly-Clark co-presented at the ESOMAR Digital Dimensions 2014 conference. Mike Mabey, VP Client Solutions Americas for SKIM, and Janet Ziffer, Marketing Research Technical Leader for Kimberly-Clark Corporation, presented a case study from a recent 10-country project that illustrates the benefits and challenges of conducting online global qualitative research studies as they relate to uncovering new product and solution opportunities.
Conducting Global Online Qualitative Research – Best practices, innovations and trends
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.
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