Ukraine
May, 2008
Markt- und Sozialforschung
IFAK Institut GmbH & Co. KG
Qualitative Research in a young
consumerist society: 5 hints on how to
spoil qualitative research
www.ifak.com.ua
Ukraine facts and figures* - 1
1. Ukraine originates in 9th century and becomes a center
of the medieval East Slavic civilization forming the state
Ukraine
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 cofounding members of the United Nations.
5. Gains its independence from USSR after USSR’s collapse
in 1991.
Исследование потенциальных потребителей депозитных услуг
*data from Wikipedia
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www.ifak.com.ua
Ukraine facts and figures* - 2
1. Total population is 48,000,000 people
Ukraine
2. Capital city – Kyiv. Population – approximately 3,000,000
people
3. Religion – orthodoxy
4. According to its territory, Ukraine is 44th largest country
in the world, and 2nd largest country in Europe
5. Since 2000, GDP annual growth is 7%
*data from Wikipedia
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www.ifak.com.ua
HINT #1. ORDER QUALITATIVE RESEARCH BACK IN
1998
Ukraine
1. 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.
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www.ifak.com.ua
HINT # 2. RUN IT NOW, BUT TELL THE CLIENT THAT
YOU ARE ONLY A “QUAL”
Ukraine
1. Clear division of research agencies on
"qualitative" and "quantitative" is still
absent in Ukraine.
You what? You don’t run quantitative
research at all???
2. There is no upside understanding of
leveraging of qualitative data from the
client’s side.
3. Despite the active market’s development
of local research agencies, these cannot
compete with large international players.
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www.ifak.com.ua
HINT # 3. RUN QUALITATIVE RESEARCH
SOMEWHERE IN THE PROVINCES
Ukraine
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.
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www.ifak.com.ua
HINT # 4. IF YOU ARE A CLIENT, TRY TO BELIEVE
THAT RESEARCHERS CONDUCT THE RESEARCH IN
ACCORDANCE WITH THE NATIONAL QUALITATIVE
RESEARCH STANDARDS
Ukraine
1. There are no such standards and there is
no one to develop them. A professional
society of qualitative market researchers
Hmm, where would I get
a FGD tutorial?
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.
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www.ifak.com.ua
HINT # 5. WITHDRAW FROM QUALITATIVE
METHODOLOGY
Ukraine
1. Despite all the issues, qualitative
methodology keeps developing.
Growth of qualitative
2. This year the first National Association of
research is ahead!
qualitative researchers will be established
in Ukraine.
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Ukraine
Thank you!
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