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New research: Understanding world issues through the experiences of those who are living them

This week global decision-makers will gather in Davos for the 50th Annual Meeting of the World Economic Forum to discuss how they can work together to build a more cohesive and sustainable future. Along with the Forum’s 3,000 in-person participants, Qualtrics is bringing an additional 10,501 voices to the table. Through an original research study, Toward a More Cohesive and Sustainable World, Qualtrics seeks to enrich the dialogue at the Forum’s Annual Meeting by providing a global snapshot of how ordinary people experience the themes on this year’s agenda.

As the leader in Experience Management, Qualtrics, an SAP company, is dedicated to understanding the experiences of citizens and communities around the world. Understanding the experiences of everyday citizens and how various issues are impacting their livelihood, is critical for leaders to understand in order to drive lasting and impactful change.

Leveraging the power of CoreXM

Our research examined responses of 10,501 citizens across 30 countries, nested in eight regions, to better understand their experiences and attitudes with respect to the issues dominating the Forum’s 2020 agenda. We focused our questions around themes such as climate change, technology, economic reform, and international cooperation.

All participants completed the questionnaire in a self-administered, online format and accessed the questionnaire, hosted on the Qualtrics Core XM Platform, through a mobile or desktop device. To ensure accessibility and data quality, the study was available in 24 languages and dialects, designed to be mobile-friendly, and complied with best practices in research methodology with respect to question type, wording, and ordering. The average (median) completion time was approximately 18 minutes.

Whether it’s on a global scale or a small internal study, leveraging the power of CoreXM allows organizations including government, businesses, non-profit, and non-governmental sectors, to understand what stakeholders are experiencing, gain insights into how those experiences can be improved, and quickly act to create and deliver impactful changes.

Insights Gathered Using CoreXM

In this study, we found evidence that citizens around the world trust climate science, are concerned about global warming, and generally favor individual and governmental actions to combat climate change. Participants also express concern about the use of plastics and a preference to reduce the use of plastics and recycle where possible.

We also found that research participants have only a moderate appetite for news and politics, but can identify ways to make their own countries and the world more cohesive. In every region of the world respondents most often identified people with a poor education as disadvantaged in their society. While respondents want their government to do more to expand opportunities within their country, especially with respect to providing higher quality education, they simultaneously favor greater cooperation between countries. As in our 2019 study, respondents reject the zero-sum notion that cooperation between countries must produce winners and losers. Generally speaking, they see cooperation producing widespread micro and macro benefits.

Decision-makers can ensure better policy by understanding the experiences of ordinary citizens throughout the world. The global participants in Toward a More Cohesive and Sustainable World identify many immediately actionable ways for decision-makers to address some of the world’s most pressing needs.


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Steven Snell // Senior Research Methodologist

Steven Snell, PhD, is a senior research methodologist specializing in survey science. He advises clients across Brand XM and Product XM on research, sampling, and questionnaire design and leads Qualtrics strategic research initiatives for the World Economic Forum, Character Lab, and the HP National Education Technology Assessment. Steven holds a PhD in Politics from Princeton University and completed a postdoctoral fellowship in Survey Methodology at Duke University.

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