connections conference news

May 2015
Vol. 14, Number 4

QRCA Management News
Conference News
Chapter News
Committee News
SIG News
Member News

Update on the Annual Conference in Orlando: Travel Tips, Schedule Change

Kelly Heatly,
Chris Kann,

2015 qrca conference

Make plans now to attend the 2015 Annual QRCA Conference in Orlando, October 7-9, at the amazing and beautiful Hilton Orlando Bonnet Creek ( Registration opens in mid-July. 

Travel Tips
The conference is six months away; why not take advantage of this lead time to plan your trip and take advantage of low air fares? While in Orlando, experience a “Whole New World of Research” then follow it up with an (optional) fun-filled weekend in sunny Orlando. Note: Monday is Columbus Day, a government and school holiday, a.k.a. a “day off” for many.

Check out these non-stop flight fares to Orlando (MCO), leaving October 6, returning October 10:

  • From New York: $259
  • From Los Angeles: $416
  • From Chicago: $268
  • From Dallas: $241
  • From Atlanta: $186

Source: from a variety of airlines

Schedule Change for Leadership
This year, the leadership meeting will be combined with dinner and moved to a new time and day: Tuesday, October 6 from 5:00 p.m. to 9:00 p.m. This is a break from the leadership meeting’s traditional time-slot and is intended to free up time on Wednesday morning so that all may attend Demo Connections. The leadership meeting and dinner is open to all board members and chapter, committee, and SIG chairs. QRCA Executive Director Shannon Pfarr-Thompson will send invitations directly to all leaders.

Speaker Line-Up Coming Soon!
The 2015 presentation line-up will be published in mid-May. The Speaker Committee has been hard at work evaluating 87 applications and selecting 27 presentations for the conference agenda. All conference attendees should anticipate hearing from an excellent line-up of speakers who are ready to challenge and expand their knowledge.

See you in Orlando!

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International Chapter to Present Mini-Conference in Paris on June 19

Ilka Kuhagen,

The QRCA International Chapter is planning a first ever face-to-face meeting for a full-day mini-conference, “Embark Your Clients on the Research Journey: Collaborative Approaches and Co-Creation.”

While the conference schedule is packed with case studies about co-creation, there will be group exercises to exchange thoughts with colleagues and an interactive workshop to get feedback from a client perspective.

Nathalie Boireau, Danone
Yves Keromnes, Sky Consulting
Laurie Tema-Lyn, Practical Imagination Enterprises

Location: Paris, France
When: June 19, 2015 from 9:00 a.m. to 5:00 p.m.
Cost: US$60 for QRCA members; US$180 for non-members of QRCA


Audience: Members of the International Chapter

International qualitative researchers who are not yet members of QRCA are very welcome, as are members of other QRCA chapters. Seats are limited and QRCA members will be given priority on registration until May 15, 2015.

Natalie Boreau and Yves Keromnes will offer real case studies and lead an interactive workshop on co-creation.

Laurie Tema-Lyn will present “Small Groups with Big Impact: Designing Consumer Co-Creation Programs.”

Laurie will discuss several studies in which in-person consumer co-creation provided powerful learning to impact client decision-making. She will highlight how consumer co-creation has been used to generate product and marketing ideas for leading companies in foods, beverages, consumer products and durables.

Laurie will also offer practical tools and tips including:

  • Special considerations for recruiting
  • Preparing and positioning experimentation and effective listening to client teams
  • Pre-session activities for consumers and clients that prime the pump for new ideas
  • Integrating multi-sensory creative activities
  • Setting up dynamic meeting environments

About Laurie Tema-Lyn

  • Founder/President Practical Imagination Enterprises, 1995. Creative catalyst, qualitative research consultant
  • Co-Chair, Philadelphia Chapter, QRCA
  • Feature Editor, Business Matters section of VIEWS (formerly VIEWS Editor in Chief)
  • Background includes: Direct Marketing (Rapp Collins), Creative Problem Solving (Synectics), Consultant in Business Strategy and New Product Development (IdeaScope Associates)
  • Clients include American Standard Brands, Flexon Industries, GSK, Nestlé Waters NA, Mars Chocolate, Pizza Hut, SC Johnson, TENA, Valvoline
  • Author of Stir It Up! Recipes for Robust Insights and Red Hot Ideas

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Recapping the i3 Qualitative Research Conference

Catherine Dine,
Deborah Klotz,

The i3 Qualitative Research Conference, offered by the MRIA and QRCA Canada, truly embodied its goal of providing insight, interaction and inspiration! The two-day conference provided valuable insights across different perspectives, different methodologies and via different formats.

All the sessions were highly interactive, which made them memorable, powerful, engaging and practical. A few particularly compelling take-aways include:

Hugh MacPhie, the morning keynote on Day 2, explored how brands attract and repel their target (their tribe). He addressed how organizations and brands can be more “magnetic” to their tribe. One way magnetism is created is by asking, “How is your organization helping change the world – in the minds of your tribe?” By using great storytelling, he also highlighted that having a strong brand story that includes rituals and/or a brand icon can increase magnetism. Since the conference, it is safe to say that “tribe” has been a hot word among attendees.

Laurie Tema-Lyn, the afternoon keynote, brought to life her expertise in co-creation. She shared a variety of case studies around packaged goods and hard goods that illustrated the key elements in engaging consumers with clients to optimize new product development and bring more winners to market. Laurie got participants involved by demonstrating a variety of creative exercises including future stretch, storytelling, love letters, virtual kitchens, and more.

Jim Chastain gave an inspiring talk about how we can improve our work if we shift our perspective to look at our respondents as humans instead of consumers. He also explored how we should shift our thinking from focusing on attributes and benefits to exploring values. Furthermore, he suggested we shift our inquiries to conversations and move from asking for opinions to listening to stories.

jim chastain

David Kwechansky moderated a panel of clients as they critiqued a variety of qualitative report excerpts. The clients answered delegate questions and provided insightful feedback on how to save clients’ time and effort by laying out information in a manner that allows them to quickly grasp the key takeaways. Helpful tips included how to make the slide titles “work for you” and how to strategically use bold font to highlight key points.

Isabelle Landreville ran a Mobile In Action research project with conference attendees as participants. At the end of the conference, she took delegates through the project. She emphasized the importance of clear instructions and provided practical tips for running a successful mobile project. This session brought to life the rich insights that can be garnered through mobile qualitative.

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Seeking Candidates for 2015 Global Outreach Scholarships

Corette Haf,
Ilka Kuhagen,

Do you still remember meeting all these enthusiastic researchers and sharing their excitement about our great conferences?

scholarship winners

It is almost time to select the 2015 recipients of the Global Outreach Scholarship.  Please spread the word about this great opportunity to your network – to those who either employ or subcontract promising, upcoming researchers outside of North America and the UK who qualify for these scholarships.

Please note that the closing date is only a few weeks away: Friday, May 29, 2015.

Full details and applications forms are available here:

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