Smooth Sailing Through the Social Media Research Waters: Qualitative Opportunities in a Sea of Big Data
Speakers: Kris Hodges, Dorrie Paynter and Jennifer Dale
Ahoy, mateys! Captains Kris, Dorrie and Jen gathered their small, yet mighty crews and set sail late last year on three separate ships, each exploring a different area of social media marketing research (SMRX). The ships have returned home safely and the captains have some exciting news to share with their QRC comrades.
Kris’ cruise headed out to map the landscape and lay out the scope of various definitions and understandings of SMRX. Dorrie explored a case study using SM tools to search for buried treasure. Jen set sail to meet with research buyers and find out what they are and are not doing in SMRX.
Together the captains will share their learnings along the way and will answer some critical questions for QRCs:
- What SMRX is and the roles for QRCs in this new area
- What tools exist to assess socially-based conversations, how they work and how they can be leveraged by QRCs
- How research buyers view and use SMRX, what their needs are and how can QRCs capitalize on this
Target Audience: QRCs who want to learn more about social media research and ways to identify value-added opportunities for business growth in this quickly evolving and growing area.
Speakers: Kris Hodges, Jennifer Dale and Dorrie Paynter
Nicknamed "The Question Box” at an early age, Kris Hodges has been asking questions since she could talk. As a grown-up, Kris focuses her curiosity on the food industry and developed deep quantitative roots at both General Foods and American Home Foods. During her now 25-year consultative journey, she has conducted over 2,000 in-depth interviews. She has co-authored two books that analyze a vast array of quantitative data on the elderly - Aging: Demographics, Health, and Health Services andAging: Lifestyles, Work, and Money. Kris has a BS in Consumer Food Science from the University of Minnesota and a MS in Agricultural Economics from Cornell University; she lives in Ithaca, NY.
Jennifer Dale has over 23 years of market research experience, spending the first half of her career as a research buyer and the second half becoming a QRC. As Director of Marketing at Phillips-Van Heusen, Jennifer helped build the brands of popular apparel labels G.H. Bass, Geoffrey Beene, Van Heusen and Izod. In the mid-nineties, Jennifer accepted a position with Research Connections, a pioneering new research company, where she directed hundreds of quantitative and qualitative research studies online. Jennifer eventually founded InsideHeads and developed an online focus group platform for conducting real-time chats. Jennifer frequently presents educational webinars and has written articles for MRA's Alert, Quirks and QRCA Views. She holds a BA in Communications from Penn State and a MBA from Rider University and lives on St. John in the US Virgin Islands.
Dorrie Paynter, founder of Leapfrog Marketing Research, has over twenty years of experience in qualitative research. She earned her Master ModeratorTM certificate at the RIVA Moderator Training Institute and was a trainer there for several years. Dorrie worked in the New York advertising industry where she managed major accounts at Jordan, McGrath, Case & Taylor and at DDB Needham Worldwide. Dorrie has been a speaker at past QRCA and American Marketing Association conferences; she has also served on QRCA's Board of Directors for four years, including two years as the Vice President, Dorrie is a graduate of Middlebury College in VT and now lives with her family just south of San Francisco.