A client wanted to measure global C level attitudes to a number of key trends, including environmental concerns, corporate government and digital technology in business.
They wished to understand these views segmented by managers in the US, UK, Mainland Europe, SE Asia, to measure the similarities and differences.
Quantitative and qualitative reporting techniques used to draw out the insight from the data.
Interesting quotes highlighted.
Heat maps and word clouds used to illustrate the most frequently used phrases.
Full transcripts were made available to the client
15 interviews conducted in each of the US, UK, Mainland Europe, SE Asia.
We conducted research through:-
In depth interviews including both open questions and closed quantitative questions.
Face to face where possible, otherwise by phone/ video call.
Opportunities for the researchers to probe for additional information and insight.
All calls recorded or carefully noted with the permission of the respondent.
4. Client Benefits & Feedback
The client used the survey to focus its marketing strategy for C level customers, using different approaches in each market.