Thursday 21st March 2023
REGISTER INTEREST

Project background 

  • A multi market mixed methods study: 
  • 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 
  • Commitment to delivering top quality work