Gaining Global Insights: How to Use Qualtrics with a Worldwide Audience
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The document outlines a webinar on utilizing Qualtrics for global insights, discussing the importance of understanding cross-cultural communication and market dynamics. It covers best practices for conducting multi-region surveys, including translation methods and custom survey experiences to improve data quality. The session includes a product demo and a Q&A segment with experts from Qualtrics.
Gaining Global Insights: How to Use Qualtrics with a Worldwide Audience
- 1. Webinar Gaining Global Insights: How to Use Qualtrics with a Worldwide Audience ©2014 Qualtrics – Company Confidential
- 2. 2©2014 Qualtrics – Company Confidential Get involved with live tweets, share your insights, and connect with other insight seekers.
- 3. 3©2014 Qualtrics – Company Confidential Agenda Introductions Multi-region Best Practices Qualtrics Demo Q&A
- 4. ©2014 Qualtrics – Company Confidential On today’s webinar: 4 • Dallin Billings – Qualtrics Customer Marketing • Alastair McKee – Qualtrics Client Success • David Lewis – Qualtrics University
- 5. ©2014 Qualtrics – Company Confidential Global Markets 5 • 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
- 6. ©2014 Qualtrics – Company Confidential Global Markets 6 • 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?
- 7. Cross Cultural (Mis)Communication What the Bri9sh Say What the Bri9sh mean What Americans understand I hear what you say 7©2014 Qualtrics – Company Confidential 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
- 8. 8©2014 Qualtrics – Company Confidential Which is longer? 1 2
- 9. 9©2014 Qualtrics – Company Confidential Which is longer?
- 10. 10©2014 Qualtrics – Company Confidential 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
- 11. 11©2014 Qualtrics – Company Confidential Which is longer?
- 12. 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 12©2014 Qualtrics – Company Confidential
- 13. 13©2014 Qualtrics – Company Confidential 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
- 14. 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 14©2014 Qualtrics – Company Confidential
- 15. 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 15©2014 Qualtrics – Company Confidential
- 16. 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 16©2014 Qualtrics – Company Confidential
- 17. Qualtrics Product Demo 17©2014 Qualtrics – Company Confidential
- 18. 18©2014 Qualtrics – Company Confidential Question & Answer