Pacific Northwest Chapter Workshop: How to Read Respondents’ Minds
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In a day filled with hands-on tools as well as entertainment, Jay Zaltzman will present not one, but two of his newest presentations.

When: November 21, 2014
9:30am - 5:00pm PT / 10:30am - 4:00pm CT
Where: Fieldwork Seattle – Kirkland (Carillon Point) location
5150 Carillon Point
Kirkland, Washington  98033
United States
Presenter: Jay Zaltzman
Contact: Nancy Hardwick

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In a day filled with hands-on tools as well as entertainment, Jay will present not one, but two of his newest presentations.

We’ll start the day off with “Going Beyond the Lies: How to Recognize When Respondents Lie and What to Do About It.” This presentation will be fresh from the Worldwide Conference on Qualitative Research, which took place in Budapest April 30 – May 2 this year.

The presentation will summarize the scientific research about detecting lying, and will also draw upon the knowledge of professionals in relevant fields such as law enforcement and psychology. Jay will then discuss how we can appropriately utilize this knowledge in qualitative settings in order to go beyond participants’ deceptions and uncover the truth.

But what about the occasions when respondents lie without realizing it? That subject will be handled in the afternoon’s presentation: “Qual's Secret Weapon: Behavioral Economics in Practice,” which Jay presented at the QRCA Annual Conference in San Diego last year.

Jay will explain the relevance and importance of behavioral economics to qualitative research. Behavioral economics proves that, while people think they make decisions rationally, in reality, there are many factors beyond logic that influence the decision-making process. So how do we find out what people really think, rather than what they think they think? This presentation will cover specific behavioral economics mechanisms and how we can use them to conduct research more effectively.

About the speaker

Jay Zaltzman is president of Bureau West Research Group. He joined the QRCA in 1996 and is co-chair of this year’s QRCA annual conference, which will be held in New Orleans, October 15th through the 17th. Jay believes QRCs can offer true value to clients by combining creative methodology, empathy with respondents and analytical rigor.

Jay was born in New York and moved to Israel as a child. He received his first qualitative research training in the Israel Defense Forces, where he was an interviewer of candidates as part of the recruitment process. After his military service, he completed a BA in Psychology at Tel Aviv University. He began his career in market research after returning to the U.S. He currently lives in Palm Springs, CA, where he is co-founder of Salon for the Parched, a local think tank.

Special Addition

We plan to finish out the day with a presentation by Jeff Etherton and Regina Szyszkiewicz. They will be presenting this at the National Conference in New Orleans this October, but have agreed to share it with our chapter. Their presentation titled: “Keep the Good Times Rolling: Adapting to Changes in the Qual Landscape,” will address the following:

Some pundits have declared that Focus Groups are dead. Are they? Regina Szyszkiewicz and Jeff Etherton sought to find out, how much life support is needed. We undertook research on research to ask a selection of research buyers from different verticals about their use, the role, and future of qualitative methods. During this presentation you will learn:

  • The role of qualitative research today and tomorrow;
  • How clients really feel about traditional focus groups;
  • What indicates real value when employing qualitative research and researchers themselves;
  • When in person, when online, and is there more?
  • How suppliers are chosen given the changing landscape (methodologies, consolidation in the industry, other factors);
  • How to position themselves and their business in a changing world;
  • What tools / technologies need to be part of any moderator’s repertoire;
  • How to create more value in your offering;
  • Hear firsthand advice from research buyers: what's relevant, unique, and motivating.


9:30am -10:00 am Meet and Greet / Registration – Light Breakfast
10:00 am – 10:15am : Welcome, announcements, etc.
10:15 am – 12:00 noon: Recognizing when Respondents Lie
12:00 – 1:00: Lunch
1:00 pm – 3:00 pm: Behavioral Economics
3:00 pm – 3:30 pm: Break
3:30 pm – 5:00pm: Keep the Good Times Rolling: Adapting to Changes in the Qual Landscape

Friday, November 21, 2014
9:30 am - 5:00 pm
Continental breakfast and lunch included
Optional dinner with the speaker after the workshop

Fieldwork Seattle – Kirkland (Carillon Point) location
5150 Carillon Point
Kirkland, WA 98033
Phone 206.493.3300

$100 for QRCA members
$150 for QRCA non-members

Please RSVP no later than Monday, November 17:
To reserve your spot email Nancy Hardwick and then send a check (made out to “PNW Chapter of QRCA”) to:
Hardwick Research
8720 SE 45th Street
Mercer Island, WA 98040

Your check guarantees your spot.
Given the popularity of these events, and the fact that we ordered food for you, if you register you must pay, whether or not you attend.

We look forward to seeing you at this exciting workshop!

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