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Change is the New Normal: Insights from the 2018 QRCA Conference

Posted By Kathleen Doyle, Doyle Research Associates, Inc, Thursday, February 8, 2018

If you are a qualitative researcher and have not attended a QRCA Conference, you owe it to yourself to add it to your list. QRCA members are hands-down the most generous, forward-thinking and collegial people you will ever meet, and the conference itself is unlike any other.

As usual, this year’s conference was full of educational and inspirational sessions, great exhibitors, and some excellent and thought-provoking roundtable discussions.

Here is a recap of my key takeaways:

  1. Social media and AI technology are rapidly becoming the next generation tool for qualitative recruiting and data collection. Shapiro & Raj discussed their social adaptive recruiting, which accesses forums, online communities, and public social networks to “find the hard-to-find”; and Tory Gentes discussed some decidedly non-traditional techniques for using tools in our socially connected world (some sites this Boomer had never heard of before!) as a means to find quality recruits.
  2. Virtual Reality (VR) and Augmented Reality (AR) are poised to explode as a qualitative tool. David Bauer, of Hemisphere Insights, led a great session on this topic. As home VR equipment becomes ubiquitous, and programming costs are reduced, the ability to create more engaging experiences will become a reality. Use VR/AR to test concepts in-home; to simulate an in-store shopping experience; to create truly engaging virtual ethnography; to facilitate co-creation; and to allow stakeholders to understand the customer experience in a way not possible before.
  3. The traditional qualitative report is slowly but surely going the way of the dinosaur. The momentum continues to grow for shorter, more visual, non-traditional reports that tell a story that can persuade and influence decision making. While PPT is still most common, reports may also take the form of podcasts, photo books, full video reports, magazine reports, talk shows, or any number of other creative deliverables.
  4. The line between qualitative and quantitative is continuing to blur. Any survey can now be combined with qualitative feedback via video open-ends or qualitative “pull outs” — where a select number of respondents (based on their survey responses) are asked to participate in follow up qualitative interviews, to expand upon the learning from the survey and address the “why’s” behind their responses. Where once qualitative and quantitative were distinctly different beasts, hybrid projects are becoming increasingly common.

It’s an exciting time to be in the market research industry. Hold on, and enjoy the ride!

“This is a new year. A new beginning. And things will change.”

― Taylor Swift

“The pace of change and the threat of disruption creates tremendous opportunities…”

― Steve Case

Tags:  QRCA  QRCA Annual Conference  qualitative market research  qualitative research 

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