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When pricing headroom runs out, growth is often already in your portfolio. Alex Perilli and Luciana Ignez explain how.
We are proud to share that SKIM and Kimberly-Clark Professional (KCP) are featured authors together on the November cover story of Quirk’s Marketing Research Review.
Hunting for healthy new ideas
For the November edition of Quirk’s, Janet Ziffer, Market Research Technical Leader at Kimberly-Clark Professional (KCP), and Mike Mabey, Director Client Solutions Americas at SKIM, were asked to offer experience-based tips and strategies for how to use online message boards for a global research project.
Recently, when KCP was looking to undertake a study of office workers in 10 countries, it chose online qualitative message boards as the research methodology. Although this approach offered many clear advantages given the study’s global scale and ambitious scope, it also presented executional challenges.
The challenge at hand
For while researchers from KCP and SKIM routinely conduct global studies, the demands of working across multiple time zones, cultures, languages and business units are amplified when using a data-gathering platform that allows for long fielding periods, almost limitless open-ended responses and real-time client involvement. Successfully executing such a project requires special considerations with regard to managing time, recruitment, stakeholder expectations, discussion content and reporting.
To learn how online message boards were used to face these challenges and the best practices garnered, read the entire story on the Quirk’s website.
The authors
Mike Mabey – Director Client Solutions Americas, SKIM
Janet Ziffer – Market Research Technical Leader, Kimberly-Clark Corporation
