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Concepts of democracy in rural Kenya

the speakers: Barbara, Emmanuel and Astrid

The 4th and last webinar of the “What different Qualitative Approaches can be used to achieve various objectives?” series brought some insights into a very delicate and political topic – corruption in voting behavior in Kenya.  Emanuel, Astrid and Barbara shared their current experience around a qualitative research in progress on voter integrity in rural Kenya.

Everything will be okay in the end. And if it’s not okay, it’s not the end. This is the attitude that has been driving our research case for the past 15 months. And having the opportunity now to present it to the international ESOMAR Foundation community was, without doubt, a very bright moment for us. The presented research project „Concepts of democracy in rural Kenya“ – conducted by QMR – Qualitative Mind Research, Munich – is one module of a whole story.

This story started with the Kenyan general elections in August 2017, in which Emmanuel Karisa Baya ran for the seat of a local representative (MCA) to make a change in his hometown in the hinterland of Malindi (North Coast, Kenya) struck by extreme poverty, long droughts and the effects of HIV. Against all expectations and broad support in advance, Emmanuel lost the election. A first review made clear that massive buying and selling of votes and bribery was one central reason for this defeat – a common practice in all counties of Kenya. Quantitative research indicates that 56 % of Kenyan voters have ever received a bribe from a political aspirant/candidate.

Team meeting of “Peace from the Soil” with QMR in preparation of the research fieldwork

The community-based initiative “Peace from the Soil” was founded due to the impulse of taking action against corruption and bribery by developing a civic education program for rural voters. Emmanuel and the whole team felt that a better understanding and insights of voters´ attitudes, worries, and hopes in rural Kenya is needed as a basis for the training program.

QMR – Qualitative Mind Research was requested by Peace from the Soil and its´ founder Emmanuel to conduct a qualitative survey.

The research flanks the whole ongoing process of the democratic development project to deliver insights where needed. During the campaign, election, the setup and foundation of “Peace from the Soil”, our research methods were mainly participating observation and facilitating Focus Groups, which led to first results on bribery during the election and first hypotheses on underlying belief systems of voters in rural Kenyan areas.

Phase 2 of the research shall deliver input for the planned civic education program. From January we will be conducting 20 paired in-depth interviews (IDI‘s) at five different locations in Marafa Ward. Of course, this will be a kind of experiment and the next step in our learning process, because a setting like this is not common in rural Kenya until now. In each IDI setting we will have two respondents that know each other already (=40 respondents) and in addition the interviewer and the interpreter. Recruitment of respondents strives for a broad diversity (Age, educational level, gender, profession groups, residence, political preference). A potential third research module might evaluate the training program later.

Huge interest in our research project and technical equipment in rural Kenya

Stay tuned for first results and insights from the qualitative fieldwork in this challenging setting in one of the ESOMAR Foundation 2019 communication.. because as John Lennon once said….!

With warm regards, Emmanuel, Barbara and Astrid

 

ESOMAR Foundation webinar: Focus on Design and Taking Action

 

The 4th and last webinar of the What different Qualitative Approaches can be used to achieve various objectives?” series will focus on research design and action. The webinar will give listeners an overall understanding of how to design and deliver a qualitative project that will really make a difference to their Not-for-Profit organisation’s impact.

The first speaker, Astrid Novianti, will talk about a particularly challenging project that was conducted in Indonesia – a very important, high profile and ‘political’ subject, with a sensitive and difficult audience – how did she make sure that the research design was right? That all aspects were covered? That the findings really drove the action strategy?

The subject of the study was Stunting – which is the impaired growth and development of children caused by poor nutrition and repeated infection resulting in their height being two standard deviations below the WHO Standards. Stunting in the first 1000 days from conception, has adverse consequences on cognition, educational performance, adult wages. It’s not a “visible” illness and goes undetected in the early days. Behavior change in health and nutrition leading to prevention of stunting is a key task in emerging markets.

Indonesia has a higher incidence of stunting among ASEAN Countries …1 in 3 children. The government of Indonesia has committed to an integrated National Nutrition Communication Campaign (NNCC) for behavior change targeted at individuals, communities, and stakeholders to minimize stunting. To this end, IMA World Health was commissioned by MCA Indonesia to design and implement an effective NNCC resulting in behavior change and lower stunting incidence.

Kantar TNS Indonesia conducted the in-depth study for understanding of knowledge, beliefs, attitudes, and behavior related to mother and child nutrition and stunting – to identify the motivators and deterrents to desired behavior, including the role of different influencers and influences to aid integrated communication strategy development covering message and media/touchpoint strategies.

Astrid will share the difficulties, the thought process she went through, and what has been done as a result of the insights generated.

In the second part, we will have three speakers, Emmanuel, Barbara and Astrid, who want to share their very current experience around another difficult, sensitive and political topic – corruption in voting behavior in Kenya. They will offer insights into a qualitative research in progress on voter integrity in rural Kenya. After losing a successful grassroots campaign in the August 2017 general election they started collecting voices among the local campaigners, to document the process and gather first information on what might have happened.

“Corruption” turned out to be a complex multivariate concept, that needs further exploration to reframe it, learn from it and make it fruitful for future democratic development. But how? They will share how they will prepare for the second round of research in January 2019 to deepen our understanding of voter decision making and concepts of democracy that will provide the database for further action, as an information-based support network for upcoming local politicians and civic education training for this rural community.

They look for ideas and contribution from you, the audience. It is a very challenging assignment – how do you get people to talk to you honestly about such a topic, in a way that helps you know what to change? Do you have relevant experience that you can share?

 

A lifelong market researcher currently working on the GfK Verein’s University Cooperation Programme to improve the quality of education in Market Research in Africa and China.
Astrid is a team leader in TNS qualitative unit in Indonesia. She is a psychologist graduated from the University of Indonesia and have her Master of Science degree from Rijks Universiteit Groningen, the Netherlands, and with more than 10 years of research experience, she has the passion of understanding human behavior. With the rich experience of working both in the research agency side as well as consumer and market insights role with two different multinational clients (Heinz & Samsung). Astrid is an expert in providing deep and sharp analysis with an excellent understanding of business issues. She also provides added value of cultural context and psychological aspect beyond the findings.
Emmanuel Karisa Baya is an organic farmer from the coastal province of Kenya. He is the founder and executive director of Magarini-Centre, a CBO that teaches organic farming and supports 252 orphan children. In the 2017 general election he ran I for a seat in the local council (MCA) and is since then leading the local voter empowerment project Soil Peace in his community.

Barbara Kalusche is a senior qualitative research consultant based in Dresden, Germany. For the past five years, she has been using her psychology, journalism and deep democracy facilitation background to create forums for deeper understanding in highly polarized environments e.g. by developing facilitating-deutschland and oneworlddresden a platform for German and rural Kenyan students to connect.

Astrid Kunert is the co-founder and strategist of QMR, the Munich based Institute for high-end qualitative research. With more than two decades of market and social research experience, Astrid and her team have served national and international clients in a wide variety of industries including automotive, financial services, media as well as government institutions and NGOs.

 

We look forward to hearing from you next Wednesday, 28 November 2018, 17:00 CET for an enlightening discussion!

 

EF webinar 28 November: How can Qualitative Research support and inform a Non-Profit organisation’s aims and objectives?

The 4th Webinar in this series focusses on research design and action. Even when we fully appreciate the value that qualitative research can bring, the possibilities of different types of qualitative research, and have seen examples of some particularly challenging projects – it is not always easy or obvious to see what to do in your own particular situation. So in Webinar 4 we will pull all these different strands together and look at how to identify the issue that needs to be addressed and think about the best, and most cost-effective, research design to address it.  How to define the key insights, and then – most importantly – how do you define the most appropriate and most effective actions to take, based on the insights and findings of the research?

This webinar will give listeners an overall understanding of how to design and deliver a qualitative project that will really make a difference to their Not-for-Profit organisation’s impact.

MODERATOR Phyllis Macfarlane
Treasurer
ESOMAR Foundation

A lifelong market researcher currently working on the GfK Verein’s University Cooperation Programme to improve the quality of education in Market Research in Africa and China.

Astrid Kunert
Co-founder and strategist
QMR – Qualitative Mind Research

Astrid Kunert is the co-founder and strategist of QMR, the Munich based Institute for high-end qualitative research. With more than two decades of market and social research experience, Astrid and her team have served national and international clients in a wide variety of industries including automotive, financial services, media as well as government institutions and NGOs.

Barbara Kalusche
Senior Qualitative Research
Q-research

Barbara Kalusche is a senior qualitative research consultant based in Dresden, Germany. For the past five years, she has been using her psychology, journalism and deep democracy facilitation background to create forums for deeper understanding in highly polarized environments e.g. by developing facilitating-deutschland and oneworlddresden a platform for German and rural Kenyan students to connect.

Emmanuel Karisa Baya

Organic Farmer and founder “Peace from the soil”

Emmanuel Karisa Baya is an organic farmer from the coastal province of Kenya. He is the founder and executive director of Magarini-Centre, a CBO that teaches organic farming and supports 252 orphan children. In the 2017 general election he ran I for a seat in the local council (MCA) and is since then leading the local voter empowerment project Soil Peace in his community.

Astrid Noviant
Client Advisor
Kantar TNS Indonesia

Astrid is a team leader in TNS qualitative unit in Indonesia. She is a psychologist graduated from the University of Indonesia and have her Master of Science degree from Rijks Universiteit Groningen, the Netherlands, and with more than 10 years of research experience, she has the passion of understanding human behavior. With rich experience of working both in the research agency side as well as consumer and market insights role with two different multinational clients (Heinz & Samsung). Astrid is an expert in providing deep and sharp analysis with excellent understanding of business issues. She also provides added value of cultural context and psychological aspect beyond the findings.

 

28 November 2018, 17:00 CET

Qualitative Research for Not-for-profit organisations – Webinar Summary (part 2)

On 17th of October, ESOMAR Foundation hosted the third webinar of the series Qualitative Research for Not-for-profit organisations. The webinar showcased real stories of recent qualitative research, and how it worked to help NFPs to achieve their objectives.

The online event was hosted by Phyllis Macfarlane (GFK & Esomar Foundation) and featured Simon Patterson, Founder and CEO at QRI Consulting and Philly Desai of UK-based international development consultancy Turnstone Research.

Philly presented a case study from Voices for Change, a UK AID programme in Nigeria which focuses on challenging discrimination against women and girls. The study aimed to identify the key influencers and opinion leaders of young people using an innovative approach for mapping social networks, offering new ways to impact on young people’s attitudes and behaviours.

Voices for Change focused on shifting the attitude on gender discrimination in Nigeria 

The Voices for Change programme focused on 16-25 year olds in four States of Nigeria – Kano and Kaduna in the north, and Enugu and Lagos in the south. We used a range of approaches to shift attitudes on gender issues, including direct work with young people; mass media approaches; and working via key influencers, such as religious and traditional leaders. It was this last area – using social networks and influencers – that my session focused on.

During the project design phase, our literature review suggested that religious and traditional leaders were influential on both young people and the parental generations. However, we wanted to check whether there were other people who might have a greater influence on young people, so we conducted a series of workshops in Enugu, south-east Nigeria, to explore this issue. We convened eight sessions of around 10 young people aged 16-25 and we asked them who was influential in their lives and opinions. Each young person drew a map of their social network, and then they introduced us to some of their key influencers. We interviewed these individuals, to find out about their attitudes and their openness to partnering with Voices for Change.

Who were the influencers?

The young people identified a wider range of influencers than our literature review had suggested. Religious leaders were important, but these might be youth pastors, local religious teachers or leaders of fellowships at college, rather than senior leaders of the church or mosque. Traditional rulers, surprisingly, were rarely mentioned. Informal influencers such as college lecturers, older brothers and sisters, the peer group, employers and workmates were also important. However, they can be difficult to identify as they are not found within traditional structures, such as the Church, NGOs or youth groups. Those in university had wide social networks, whilst those who were working had a more restricted range of influencers. This showed that one-size fits all approach would not work.

Based on our research, we made several changes to our strategy for influencing young people. We partnered with specific networks focusing on youths, such as the Girl Guides and National Youth Corps; we moved away from commercial networks such as Unions, towards informal groups such as football clubs; and we introduced selection criteria for the young people who took part in face to face work, to ensure that a proportion was well-connected in religious or student societies.

What’s the key takeaway?

No matter how good your literature review and how sound your strategy, you need to talk to your beneficiaries directly to find out what they really think, feel and do – and qualitative methods can help you do this.

About the author

Philly Desai is a senior researcher with over twenty-five years’ experience working on communications and behavioral change projects. For the first twenty years of his career, Philly worked mainly on government research in the UK. Recently he has been involved in projects in Africa (Nigeria, Malawi, and Zimbabwe), helping to design and evaluate international development programmes. The projects he developed and implemented covered health, crime, transport, security, gender equality, and private sector development.

Following the presentations, there was a live Q&A session. The whole thing was recorded, so you can watch it on demand. 

ESOMAR Foundation will be continuing the series with a new webinar on 28th of November – so watch this space for more details!

 

Watch the full webinar

 

Qualitative Research for Not-for-profit organisations – Webinar Summary (part 1)

Last week the ESOMAR Foundation hosted the third webinar of the series Qualitative Research for Not-for-profit organisations. The webinar focused on examining and showcasing how different forms of qualitative research can be used to help support non-profit organisations.

The online event was hosted by Phyllis Macfarlane (GFK & Esomar Foundation) and featured Simon Patterson, Founder and CEO at QRI Consulting and Philly Desai of UK-based international development consultancy Turnstone Research.

Simon Patterson of QRi Consulting covered a case study on Education in Nepal, to answer the question of how best to support a public secondary school – he took a holistic view of the issues and identified real insights that have enabled the public schools to thrive.

Simon’s words

Over the last 70 years, Market Research has been so influential in helping optimise commercial brand and communication strategies, discovering consumer needs and providing Marketing with key Insights. Harnessing this knowledge and experience for the good of our global society is brilliant. I was also most grateful to be asked to do the webinar with Philly Desai, who I have known and respected for many years.

As Phyllis MacFarlane mentioned in her introduction to our webinar, people often underestimate the tremendous depth of insight that Qualitative Research can contribute to NGOs and NFPs in helping them get to the heart of a problem. It can also help identify solutions as well, which makes qualitative research doubly valuable.

As I mentioned in the Q&A, Qualitative Research doesn’t have to be hugely expensive either, so you shouldn’t dismiss it because the ROI can be huge!

The beauty of Qualitative Research, in its purest form, is that it is about exploration and discovery. It requires an inquisitive yet sensitive mind that can look at the world from different points of view, trying to understand the underlying reasons that people do things, what motivates them, what problems they have and so on, and then looking for ways to get over those barriers.

The example that I talked about in the webinar was such case. We went into the research with a broad objective to try to identify why pupil numbers were declining. By taking a holistic approach we discovered many important insights that have resulted in donations being spent in the right places and making a real difference to pupil’s lives, as well as helping the school grow again.

I have been lucky enough to work on some of the most famous brands in the world and travel to many countries, but this study in Nepal about secondary schools was one of the most rewarding projects I have ever been involved in, Simon concluded.

About the author

Simon is a Strategic Qualitative Researcher with a proven track record of 30 years experience; understanding what makes consumers tick, the influence of the socio-cultural context, and translating these insights into actionable recommendations. He moderates ECGs®, Focus Groups and IDIs in the UK and North America, and conducts projects around the world. He has written papers and presented at conferences on Country & Destination Branding, The Psychology of Branding and Communication, and the psychological origins of Qualitative Research. Above all, he is a hands-on Qualitative Researcher with a love of Brands, Culture, and People, and a particular fascination with Country & Destination Branding.

Following the presentations, there was a live Q&A session. The whole thing was recorded, so you can watch it on demand. 

ESOMAR Foundation will be continuing the series in the coming months with new webinars – so watch this space for more details!

 

Watch the full webinar

 

 

How Different Qualitative Approaches can be used to achieve Various Objectives – Webinar Summary

Esomar Foundation continued the webinar series on Qualitative Research in Non-Profit organizations with a new webinar dedicated to the use of different qualitative approaches to achieve various objectives.

The webinar focused on examining how different forms of qualitative research can be used to help support non-profit organisations.

The online event was hosted by Phyllis Macfarlane (GFK & Esomar Foundation) and featured three participating speakers: Sonia Whitehead from BBC Media Action, the media giant’s international development charity, Georgina Day of London-based NGO Streetinvest and Edward Appleton from qualitative consultancy Happy Thinking People.

In her introduction, Phyllis stressed that qualitative research is of “such growing importance to the world of Market Research” overall.

Each of the speakers then talked about different qualitative tools relevant to Non-Profits in helping them and their donors better understand the lives of the people they are looking to support.

Sonia Whitehead’s talk focused on Group Discussions, In-depth Interviews and Ethnographies.

She stressed the importance of shaping a research design according to the cultural context anticipated, for researchers to ask themselves how important it was as part of the research to understand what is actually happening, i.e. beyond perceptions.

One fascinating example was given on how qualitative techniques can be used to get people to open up on sensitive topics: a project exploring sexual health issues amongst young people in Zambia. A technique was used whereby the moderator introduced a fictitious couple, John and Esther, and a fictitious story about an unfolding sexual relationship. Talking about “other people” in this way overcomes inhibitions. One size does not fit all, however – especially culturally.

Sonia contrasted the success of this technique with a similar topic/ project from Cambodia/Myanmar where the group discussion approach didn’t work, people didn’t open up so much. Paired-depths were instead adopted, participants were more comfortable, outputs were rich in detail about individual experiences, which incidentally isn’t possible in a group discussion where consensus is more important.

As an important take-out, Sonia stressed how perceptions can be different from behaviours, and outlined a mixed method research design in Phnom Penh and floating communities aiming to better understand the impact of climate change.

This involved interviews with community elders, observations and photos of the community itself, and finally a range of tasks completed by members in the community who were asked to draw community maps and seasonal calendars.

The message: triangulation is a powerful insight tool, gathering different viewpoints on one-and-the-same subject matter.

Streetinvest’s Georgina Day talked about how her Non-Profit organisation has been using simple but effective Video Ethnographies in both educational and advocacy work, to help correct negative and potentially dangerous perceptions about street kids.

Methodologically, she interpreted ethnographies as being about observing people in their natural settings, immersing oneself into their community.

Importantly, ethnographies also empower participants – allowing them to do research in their own time, in their own space.

Georgina’s case study involved her sharing the outcome of video ethnography interviews with 21 kids living on the street, conducted by 7 street workers, who she characterised wonderfully as “great ethnographers”!

A direct and moving summary video of this work is currently being used educationally amongst a range of stakeholders to great effect – in workshops with police forces for example.

Finally, she touched on an ongoing effort to capture a fuller picture by staying in touch ethnographically over time. A structured case study is currently in progress for a 1 year period, whereby monthly reflections are submitted quarterly.

Happy Thinking People’s Edward Appleton stressed how tools from the commercial world of research have increasing relevance for Non-Profits as digital penetration continues apace globally. He talked about the use of Insight Communities and Mobile Ethnographies, outlining what they are, how they work, what they are for, when and where they make sense for non-profits.

He underlined how cost and convenience were common reasons for adopting online qual tools – when face-to-face options are simply not feasible.

Mobile ethnographies are useful to capture life “in-the-moment”, as it happens, in particular out-of-home. These are full of visual details thanks to the video and camera functions inbuilt into smartphones. They also help plug memory gaps.

Edward touched on digital caveats: the need to check for both technical and cultural fit in a particular geography for example – in India it’s very common for people to get interrupted constantly, so executing Online Communities are extremely challenging; in Indonesia participant compliance issues are common, there isn’t a tradition of doing this type of research.

Following the presentations, there was a live Q&A session. The whole thing was recorded, so you can watch it on demand. 

Esomar Foundation will be continuing the series in the coming months with new webinars – so watch this space for more details!

Watch the full webinar

EF webinar 26 July: What different Qualitative Approaches can be used to achieve various objectives?

 

 

ESOMAR Foundation believes that a fair, just and peaceful society is deserved by all and recognizes the immense promise that the research community offers to those striving to achieve these goals on a global level. We bring volunteers and resources together to execute projects and provide financial support to help and support charities and NGO’s to achieve their aims. In this second webinar of the series, the speakers will identify and tackle different  Qualitative Research Approaches for Not for Profit organisations which can be used to achieve various objectives.

Experts from the NFP world and market research agencies will share their experience of using ethnography to bring to life the situation (e.g.) Street Invest’s work to change donors and the public’s perception of and attitude to Street Children. Using Focus Groups and In-depth interviews to develop the actual communications and get the best out of media strategy. Making the best of online qualitative approaches and present new opportunities that technology offers the NFP sector, whilst also mentioning the limitations.

 

The webinar will feature

MODERATOR Phyllis Macfarlane A lifelong market researcher currently working on the GfK Verein’s University Cooperation Programme to improve the quality of education in Market Research in Africa and China.

 

Sonia Whitehead is the Head of Research at BBC Media Action, the international charity of the BBC that uses media to inform, connect and empower people around the world. She has worked there for 11 years and has specialized in conducting media research to develop content and evaluate its impact. This work has ranged from understanding people’s perceptions of climate change across Asia and exploring gender-related issues with people living in conflict in Syria, Afghanistan, Darfur and Somalia. Before that Sonia worked in market research both in the UK and India.

 

Georgina Day joined StreetInvest in 2016, after six years in advertising and CSR communications, working on household brands including Dove, Ford, Virgin Media and Amnesty International. She made the move into the charity sector to see how she could apply her experience to driving positive social change. Georgina combines analysis, strategic communications thinking and creative execution, to tell meaningful stories about StreetInvest’s impact and to build the organisation’s profile.

 

Edward Appleton is Director Global Marketing and Sales with Happy Thinking People. Edward has worked for over 20 years in market research on both agency and client side. Prior to his current role, Edward was Senior Insights Manager with Coca-Cola in Berlin; before that he was European Insights Manager at Avery Dennison. His career started many moons ago with Mass Observation UK, which he left to join the Insights team at Nestle UK. He blogs regularly at www.researchundreflect.blogspot.de and for Esomar.

 

26 July 2018, 17:00 CEST

 

The use of Qualitative Research by Non-Profit Organisations

May kicked off with the first webinar of the series How can Qualitative Research support and inform a Non-Profit Organisation’s aims and objectives?  Speaker Sven Arn took insights from the research industry and explained how to address and understand different types of Donors.

 

It was fantastic to be a part of the kick-off for a new series of webinars set up by the ESOMAR Foundation to help and encourage non-profit organisations to use qualitative research. In our piece we focused on how principles of commercial marketing thinking (like the customer journey) can be translated effectively for non-profits for their communication with the general public and donors.

My co-speaker, Sonia Whitehead from BBC Media Action spoke about how qualitative research is used in actual development projects. Showing that qualitative approaches can be applicable in many different areas of non-profit activity.

Research for non-profit organisations, however, has its own particular set of challenges. These include

  1. Non-profits are driven by their principles and aims rather than by commerce so the very nature of ‘consumer’ research itself may be questioned.
  2. Because they are focused on effectiveness of their activities, they tend to be quite numbers driven and thus less inclined to use qualitative research.
  3. From the donor perspective, the concern that money is being spent on non-essentials rather than going to the projects and people that need it.

In the webinar we talked about how qualitative research can be an excellent reality check and lead to better decisions when it comes to addressing donors. In our experience we have often seen it invaluable in finding that fine line between creating reaction through impactful (and sometimes controversial) messaging rather than reactance.

Adjust claims using qual. research to better reach your target audience

In a recent project we conducted for a conservation organisation, we explored different claims that the organization is planning to introduce to support a new communications strategy. A small quantitative pre-check helped to separate out the strongest three claims, but it was only through qualitative research that we could understand which of the claims had the strongest potential to engage the audience.

Using storytelling research techniques we could explore how the claims worked in reassuring donors that their donation could really make a difference. This does not happen when communication is too optimistic and positive – but is equally endangered if the messaging is too drastic.

Qualitative research offers fantastic possibilities to explore individual reactions but also to set these in a social context. There is something fundamentally social in the relationship that people have with the non-profits they support, but the decision to become a donor is very personal. With qualitative research you can look at both sides of the donor experience and this can be invaluable in optimizing communication and messaging.

Methodologically there are a few considerations to bear in mind. First and foremost, it is important to get research participants on board. Careful explanation is required to avoid perceptions that money is not being wisely spent. This can elegantly be offset (and costs reduced) by offering participants the possibility to donate their incentives.

Traditional qualitative methods like focus groups can be a quick and easy way of exploring the audience’s perceptions and gauging reactions to ideas. Newer, collaborative methods such as co-creation sessions and online communities an excellent way to develop ideas and to engage different audiences and internal stakeholders. It also gives internal audiences a real sense of the point of view of the general public.

One thing we have learnt in translating marketing principles to the non-profit world is that these organisations need to engage fast and emotionally. The decision to support an organisation does not usually come from carefully considered reflection but is made relatively spontaneously.

In summary, qualitative research provides extremely valuable ways of identifying how to achieve this connection.

About the author

Sven Arn is Managing Director and Partner at Happy Thinking People in Germany. He has been with the company since 1991 and became Managing Director in 1997. His research focus is in international and cross-cultural research with a specific expertise in insight development, positioning and brand strategy.

Missed out the presentation? You can still check it here.

Interested to learn more about the topic? Join us for the next webinar!

What different Qualitative Approaches can be used to achieve various objectives?

The ESOMAR Foundation continues the series “How can Qualitative Research support and inform a Non-Profit Organisation’s aims and objectives?” with a new webinar. The second webinar of the series will identify and tackle different Qualitative Approaches that can be used to achieve various objectives. The online event will take place on 26th of July.

The ESOMAR Foundation is embracing qualitative methods as a means to improve the impact of NGO’s. With the knowledge and support of the many qualified researchers in this discipline, the ESOMAR Foundation wants to build an offer of online training webinars to advance knowledge of NGO’s in this discipline and to showcase the outcome of great research.

An overview of the different qualitative approaches

One of the things that non-researchers can find confusing is to understand the different qualitative techniques and what they are best used for.

–        When exactly should you use depth interviews versus a focus group?

–        What is the difference between ethnographic research and qualitative research? And when is ethnographic research appropriate?

–        And if qualitative research is about ‘really’ understanding people through observing body language and identifying unspoken triggers and drivers … how can it be done properly online? When is it appropriate to do qualitative research online?

Experts from the NFP world and market research agencies will share their experience of using ethnography to bring to life the situation (e.g.) Street Invest’s work to change donors and the public’s perception of and attitude to Street Children. Of using Focus Groups and In-depth interviews to develop the actual communications and get the best out of media strategy. Aiming to make the best of online qualitative approaches.

 

TO JOIN THE WEBINAR PLEASE REGISTER HERE!

How can Qualitative Research support and inform a Non-Profit Organisation’s aims and objectives?

The ESOMAR Foundation launches a series of webinars to advance knowledge of Qualitative Research for Not for Profit organisations and to showcase the outcome of great research. The first webinar of the series will be held on 23 May.

There is demand for training, to get a better understanding of NFPs need for research, and what research really can do for them.

This series of Webinars will provide a better understanding of why NFPs should be doing more qualitative research as well as provide hands-on learning of the different types of qualitative tools and what they can be used for both offline and online, including social media.

The first webinar will focus on research which will help you identify your different audiences and develop and hone your messages to address each of them.

The webinar will feature:

 

Sonia Whitehead

Sonia Whitehead, Head of Research, BBC Media Action, will describe their aims, identifying the audience, and give examples of learnings and outcomes from research.

Sven Arn

Sven Arn, Managing Director and Partner, Happy Thinking People, will focus on how to understand donors  – their decision processes, barriers, touchpoints, the total ‘donor experience’ – and then taking the insights from the research to understand how to address different types of Donors.

Phyllis Macfarlane

Phyllis Macfarlane, Treasurer, ESOMAR Foundation, will moderate the Session.

TO JOIN THE WEBINAR PLEASE REGISTER HERE!