Looking through the lens of life stage to understand influences on parents decision making journeys and key touch points across the path to purchase for kids food and nutrition - and specifically yoghurt and dairy products
Importantly, we need to understand how these influences, customer journeys and most influential touchpoints differ by the child’s life stages of 0-2 / 3-5 and 6-8
The 6 x markets are: US, France, Germany, Mexico, Brazil and Morocco
All research will be conducted in native language - we need someone to:
For the US: Daily moderation
For all other markets: Oversee the process, manage research partners, conduct daily analysis
Lead overall analysis and report writing
Methodology
A 7 day online community conducted on the Recollective community platform. This will be moderated in local language but will require the freelancer to monitor responses, manage market partners and conduct daily analysis (via the Google translate plug in)
The community will also run over one weekend and will require moderation and light check in with market partners if necessary
Broad sample
Approx 15-20 parents taking part in the online community per market
Key responsibilities
Moderating the US participants
Monitoring the 5 x markets of the community for responses and following up with market partners if/when required e.g. ensuring the correct amount of moderation is being carried out
Being the main point of contact for in market partners
Creating reporting templates for the in-market partners to help them report in a good level of detail
Conducting daily analysis across markets via the Google translate plug in to create topline summaries
Reviewing market reports and following up with market partners to develop a clear understanding of the research findings
Attending an analysis session based on the community findings
Please note - market partners will be sending over a PowerPoint report following the community
Creating a topline word report/summary PowerPoint report to feed into the quantitative phase of research
Forming actionable recommendations from the research findings
Creating a final, more detailed report summarising all of qual results, and working with the quant researcher to consider and connect qual and quant findings
Important skills and abilities
At least five years of relevant experience in qualitative research, either client or agency side
Essential to have experience managing and moderating online communities and multi-market projects
It helps if you have experience working on child/youth/family research projects and FMCG
Outstanding communication skills: written and verbal
Previous experience in successfully managing full research projects as well as client relationships
