SKIMspiration 2012: Moderating around the clock | Online bulletin board case study
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Transcript of SKIMspiration 2012: Moderating around the clock | Online bulletin board case study
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Moderating around the clock A worldwide endeavor to unveil the deepest emotions about health & hygiene at the workplace
Daisy Lau and Eva Kulla #SKIMspiration
Share your thoughts online:
Why, when and how to make use of online bulletin board? How to get the most out of it?
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Marcel
pimp!
How do I get the most out of …
an online bulletin
board
Help our client identify white space in their category
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• Global leader providing cleaning and
hygienic products and solutions for
businesses to create a healthy
workspace
• To understand employees’ behaviours
and needs in the workplace
• Guide the development of new
products and solutions
What is hot in online qual? An overview of online qualitative techniques
• Online focus groups
• Online bulletin boards
• Online communities
• Webcam diaries
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• Online forums
• Video/webcam surveys
• Probing within surveys
Why Online Bulletin Boards?
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Creative, interactive & comfortable
Flexible in time
Client involvement
Customized questions
Multimedia touchpoints
Quant exercises possible
Semi-ethnographic results
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Have you ever thought about your health & hygiene at your workplace?
SKIM designed five main exercises to understand behavior and needs at the workplace
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1. Keep a diary of a typical working day
2. Design an exceptional personal & shared workspace
3. Collage of current personal workspace
4. Understand health & healthiness in life
5. Explore health, hygiene & cleanliness of the workplace
Creative, fun and engaging!
…and then, on Monday, October 8 at 6:00 am in ten countries across the world, we went live…
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Thank you for agreeing to
participate in our bulletin
board
‘Meu nome é Mario e o nosso
objetivo aqui é lhe fazer
diferentes perguntas sobre o
seu ambiente de trabalho, e
tornar o seu envolvimento
neste projeto, interessante e
divertido!
在这两个星期里,您的主要职责是每天登录,因为我们大概每隔一天就要发布练习,需要您运用想像和创意来完成。此外,我们可能会每天向您提出新的和后续问题请您回答。
Le forum en ligne n'est pas un
espace de discussion en
temps réel. Il n'est pas
nécessaire de rester connecté
à chaque instant de la
journée!
Sie müssen sich allerdings
mindestens zweimal am Tag
einloggen. Auch dies ist in
erster Linie deswegen, weil
wir Sie immer wieder darum
bitten werden, eine kreative
Übung zu absolvieren.
Außerdem ist es gut, wenn
Sie nachsehen, was es
Neues an der Pinnwand gibt.
Всего на форуме нас 15–20
человек, которые будут
делиться различной
информацией.
Nuestra cartelera está
conformada por personas que
están en situaciones similares
a la suya, en todo Colombia.
Hay otras nueve carteleras
que se están llevando a cabo
en todo el mundo.
We are eager to understand
how your views here may
(or may not) be different
from those of people in
other countries.
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The conversations continued for ten days…
Client’s and moderators’ input steer discussion into the desired direction
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Debrief session
with client
Moderators debrief
sessions in SKIM
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Visualization of unmet needs through images
“I would like to have green as
the main color scheme, because
it’s good for the eyes and it’s
comfortable to look at.” (CN)
Understanding ideas through respondents’ own words
“Features that help employees feel relaxed & comfortable at work”
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“All mod cons with everything touch screen and
swivel screens, tv’s on the wall and places to file
my work away however at hand should I need
it.”(UK)
“A place where I could relax my body and mind…
maybe a massage chair!“(BR)
“My workspace does not
need to be large, just
peaceful and
comfortable.”(CA)
Concrete personas to guide and stimulate brainstorming
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“I always start my day with a cup of
coffee…In my ideal workspace,
there will be lots of windows...I
wish I can have more natural light
in my current workspace…Health is
important to me because…I’m very
anxious about getting sick during
flu season…I think it will be helpful
if my employer can provide me
with…”
Why, when and how to make use of online bulletin board? How to get the most out of it?
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Riding the waves: engaging respondents is key!
Riding the waves: engaging respondents is key!
How to get the most out of online bulletin boards?
Building and maintaining a personal relationship
Start with easy and exciting task
Showing the bigger picture stimulates discussion
Individual follow-up creates comfortable
atmosphere
Attractive formatting ensures important
information is not missed
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Have you ever really thought about your health & hygiene at your workplace?
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It has been fun though at the
beginning. I liked the shift in
questions (…) using a variety of
tools, and thinking 'outside the box'.
It definitely got me thinking about my
health around the office this past week,
let's hope I don't wind up catching a
cold now!
This is the first time that I have participated in an
online discussion board, and I think that it is a
useful tool.
It was really interesting to see what different people found important. We all have
different histories and experiences with health and our responses show this.
Fun and engaged respondents = good data
5th SKIM office:
San Francisco!
contact us or follow us online!
Daisy Lau | Project Manager
+31 10 282 3535
Eva Kulla | Research Director
+31 10 282 3535