SKIM names Maura Coracini as Managing Director, Latin America
SKIM has named Maura Coracini as Managing Director, Latin America. Based in the São Paulo area.
Marcel Slavenburg, Research Director Qualitative at SKIM, presented at the 2015 Qual 360 Europe conference, taking place in Brussels. A case study, encompassing a five-country project, was at center of this presentation; showing how both numbers (quantitative segmentation) and narrative (qualitative online bulletin boards and in-home ethnography) were synthesized into a full-day immersion session.
Synthesizing numbers and narrative: Consolidating hybrid research in a full day immersion
The key to relevant, actionable and genuinely new insights in our opinion is captured in three words: combination, consolidation and collaboration. With budgets tightening, the scope of projects is increasingly broadened in an attempt to cover as many bases as possible within one piece of research. Unfortunately, there is hardly any room for compromise on the level of detail and insight on each objective. Consequently, we find many large scale projects require coverage of significant quantitative and qualitative needs and objectives. This requires full consolidation of all research phases and arms in order to make complete sense of outcomes, and derive a comprehensive view to uncover holistic insights with a robust, reliable base.
Key takeaways:
- Exploring methodologies used and showing how key insights were extracted and refined from both the quantitative and qualitative study elements
- Understanding how to carefully select, analyze, present and synthesize the best qualitative and quantitative research methods and activities geared towards answering the business question
- Creatively integrating multiple streams of research outcomes into one coherent deliverable in conjunction with all stakeholders
- Developing an immersion session geared towards full stakeholder engagement
