Europe

Audience Impact Research (AIR) has designed and supervised four studies in Europe: three comparing US findings with findings respectively in England, France and Germany, and one pan-European study conducted across England, France and Germany.

Planning:

1. We provided a competitive budget and stuck to it, without exception
2. Rather than rely on a facility service to provide research teams, we selected each team member personally, drawing on personal knowledge and recommendations and on QRCA and ESOMAR references. We:
   • drew upon our continuously growing network of knowledgeable project managers and senior-level moderators
   • selected moderators with experience in the required industry, respondent types, and qualitative approaches to meet client needs
   • used the facilities that these moderators personally recommended as meeting client needs
   • selected simultaneous transcribers of proven quality

We worked closely with the client to make sure that:

• screeners and discussion guides were carefully designed to reflect the research goals, and that recruitment met client expectations
• the research teams were completely familiar with the research background, research objectives and procedures and discussion guide flow

All translations of research materials were submitted to the client for approval as appropriate.

Execution:

• Prior to the research in each country, we held a "training day" for the moderator in that country, so that the client team and AIR could brief the moderator on research needs and expectations, review all aspects and procedures of the upcoming research, and tour retail stores to help the moderator actualize the competitive environment

• This was also an opportunity for us to explore how and where the product category was being sold in each market, who is buying it and how they use it.

• AIR attended each research session to 1) troubleshoot any problems, 2) make sure the moderator was probing as needed to achieve the research objectives, 3) ask follow up questions, and 4) develop the guide iteratively to explore new learnings from session to session and country to country.

Clarification and Understanding:

• When the client team accompanied us throughout the research, AIR led team debriefs (with the moderator, translator, and client team) to compare notes and analysis, plus daily debriefs to review findings and necessary adjustments, and determine the insights we wanted to explore iteratively. When client members did not accompany us, we summarized this information in reports submitted daily to all clients on the team

• Pre-report presentations, reports and final presentations were complete and well received because the analyses and recommendations were outgrowths of the continuous debriefs and daily reports

• We handled/advised on/supplemented the clients' international and local travel plans as needed.

Asia

Audience Impact Research has conducted workshops on international research for market research professionals in Bangkok, Kuala Lumpur and Singapore. AIR has also supervised and conducted qualitative research in the US for our Asian clients. We have developed a network of research professionals in TNS-Korea, TNS-Bangkok and Hankook-Korea.

We draw on the same procedures of planning, execution, and clarity outlined above.