We are very excited to host Tom Rich in the beautiful city of Portland, Oregon! He will present his popular seminar “Leave the Gun. Take the Cannoli,” on tradeoff analysis, and we are fortunate to be the first to hear his talk, “Consumer Shorthand,” on how consumers simplify complex structures.
Consumer Shorthand: Understanding Consumer Simplification Processes
When designing studies, conducting research and analyzing findings, it pays to devote attention to how (and if) individuals simplify categories and tasks. Many categories are extremely complicated. Understanding how consumers simplify them in order to make shopping and decision-making more manageable can be a fruitful path to identifying actionable insights. This presentation will delve into the roles simplification plays in the life of the consumer, will explore a variety of the simplification strategies consumers employ, and will review a number of techniques and tools for exploring simplification in qualitative research.
Leave the Gun. Take the Cannoli.
Using Tradeoff Analysis to Strengthen Qualitative Analysis and Reports
This session will teach participants to employ tradeoff analysis to organize and understand qualitative research findings, and to add actionable insights and implications to qualitative reports. Much of qualitative research is about the decision-making that drives consumer behavior. Tradeoffs are the substance of the mental process consumers undergo when making decisions. This presentation will present a valuable framework within which to analyze and present to clients the consumer decision-making process.
About the Speaker
Since establishing his firm in 1996, Tom Rich has conducted hundreds of research projects encompassing thousands of focus groups, one-on-one interviews, shopalong interviews and online studies. Tom draws on his background in brand management to provide his clients with research that is simultaneously creative, strategic and pragmatic. He specializes in new product development, innovation, shopper and retail strategy, concept writing and brand positioning. Upon graduating from the University of Pennsylvania with a degree in English, Tom began his career in advertising. After earning an MBA from the Amos Tuck School at Dartmouth College, he worked in brand management for such companies as Unilever and Nabisco.
Friday, July 10
Optional dinner and drinks with the speaker after the workshop
220 NW 2nd Ave., Suite 102
Portland, OR 97209
$100 in-person attendance for members, or access via FocusVision video streaming
$150 in-person attendance for non-members, or access via FocusVision video streaming
9:30-10:00 Meet and Greet – Registration – Light Breakfast
10:00-10:45 Consumer Shorthand (Seminar and Open Forum)
11:00-12:00 Consumer Shorthand continued (Seminar and Open Forum)
12:00-1:00 LUNCH/Tour of facility
1:00-2:45 Leave the Gun. Take the Cannoli. (Seminar and Open Forum)
3:00-4:00 Resource Sharing*
4:00 Optional dinner out
*Resource Sharing: We have heard from members that they would like more time to share resources and learn from each other. In response to that request, we have purposely set aside an hour during this full-day workshop to share moderator/researcher tools that help us be successful. This could include:
· New or go-to projective technique
· Backroom management approach that you have found valuable
· New format for analyzing data or reporting results
· Helpful marketing or market research book
· Website or online tool
· Sales technique
· Tips on dealing with cash flow/collections
· Insight into insurance options
Please RSVP no later than Tuesday, July 7.
To reserve your spot email Nancy Hardwick and then send a check (made out to “PNW Chapter of QRCA”) to:
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!
Your QRCA Pacific Northwest Chapter Leadership
Paula Rosecky, Chapter Co-Chair, WA
Claire Booth, Chapter Co-Chair, Canada
Jenny O’Connor, Chapter Co-Chair, OR
Nancy Hardwick, Treasurer