Sergey Govorukha IFAK Ukraine Marketing Research Company (Ukraine) session Qualitative research in a young consumerists society Five hints on how to spoil qualitative research

IFAK Institut GmbH & Co. KG Markt- und Sozialforschung Ukraine Qualitative Research in a young consumerist society: 5 hints on how to spoil qualitative research May, 2008

Ukraine Исследование потенциальных потребителей депозитных услуг банков 3 Ukraine facts and figures* Ukraine originates in 9th century and becomes a center of the medieval East Slavic civilization forming the state of Kievskaya Rus. 2.From the 14th century on, the territory of Ukraine was divided among a number of regional powers. By the 19th century, the largest part of Ukraine was integrated into the Russian empire with the rest under Austro-Hungarian control. 3.After several attempts to get independence after Russian revolution of 1917, Ukraine becomes one of the founding republics of USSR. 4. In 1945, the Ukrainian SSR became one of the co- founding members of the United Nations. 5.Gains its independence from USSR after USSRs collapse in *data from Wikipedia

Ukraine Исследование потенциальных потребителей депозитных услуг банков 4 Ukraine facts and figures* Total population is 48,000,000 people 2.Capital city – Kyiv. Population – approximately 3,000,000 people 3.Religion – orthodoxy 4.According to its territory, Ukraine is 44 th largest country in the world, and 2 nd largest country in Europe 5.Since 2000, GDP annual growth is 7% *data from Wikipedia

Ukraine Исследование потенциальных потребителей депозитных услуг банков 5 HINT #1. ORDER QUALITATIVE RESEARCH BACK IN Back in 1998, there were hardly any ideas regarding what qualitative marketing research is all about. 2. In cases when there were serious projects, slightly more experienced Russian moderators were invited to conduct studies. 3. Fortunately, over the past 10 years in Ukraine, there has been tremendous growth in understanding and knowledge in the learning curve.

Ukraine Исследование потенциальных потребителей депозитных услуг банков 6 HINT # 2. RUN IT NOW, BUT TELL THE CLIENT THAT YOU ARE ONLY A QUAL You what? You dont run quantitative research at all??? 1. Clear division of research agencies on "qualitative" and "quantitative" is still absent in Ukraine. 2. There is no upside understanding of leveraging of qualitative data from the clients side. 3. Despite the active markets development of local research agencies, these cannot compete with large international players.

Ukraine Исследование потенциальных потребителей депозитных услуг банков 7 HINT # 3. RUN QUALITATIVE RESEARCH SOMEWHERE IN THE PROVINCES 1. The growth of interest towards qualitative methods amid the infrastructure and inner culture of qualitative methodology development are quite sluggish. 2. The reasons are relatively low professional level of moderators and qualitative researchers as a whole, the uncertain quality of recruitment, and the limits of technical equipment of focus group facilities.

Ukraine Исследование потенциальных потребителей депозитных услуг банков 8 HINT # 4. IF YOU ARE A CLIENT, TRY TO BELIEVE THAT RESEARCHERS CONDUCT THE RESEARCH IN ACCORDANCE WITH THE NATIONAL QUALITATIVE RESEARCH STANDARDS Hmm, where would I get a FGD tutorial? 1. There are no such standards and there is no one to develop them. A professional society of qualitative market researchers does not exist in Ukraine. 2. There is no system of professional training of qualitative moderators functioning in Ukraine. 3. There has been no qualitative professional event of an all-national character throughout the last several years.

Ukraine Исследование потенциальных потребителей депозитных услуг банков 9 HINT # 5. WITHDRAW FROM QUALITATIVE METHODOLOGY 1. Despite all the issues, qualitative methodology keeps developing. 2. This year the first National Association of qualitative researchers will be established in Ukraine. Growth of qualitative research is ahead!

Ukraine Исследование потенциальных потребителей депозитных услуг банков Thank you! 10