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November 2016
Vol. 15, Number 9

Remember to check out the QRCA calendar of events
for upcoming Chapter events

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

Eastern Canada Chapter Hosts Mobile Qual Research Conference

Kim Merckaert,

When new technologies come along, researchers need to adapt and ask themselves a series of questions such as:

  • How and when do we incorporate this new approach?
  • How do we evaluate costs for it?
  • How do we analyse and deliver the information collected?

On Friday, October 14, 2016, the Eastern Canada Chapter gathered for the Mobile Qual Research Conference where they had a chance to listen in to several sessions discussing mobile research for qualitative applications.

What really hit home for me personally was when Mark Michelson presented that mobile qual shouldn’t be an insert into our traditional ways of doing things; but rather, treated more like a paradigm shift — pushing us to review our methods and approach both internally and in client management.

Mobile qual really is about “in the moment” research. One thing I learned during the sessions is that this is not just about the where but also about the when. Not only does mobile allow us to “be in the dressing room when consumers are buying jeans,” but even more importantly, because we no longer have to be physically next to them, we can also wait for them to naturally respond on their own time! Because really, how genuine can an “in the moment” reflection on trying jeans really be when we’re forcing our participants into it?

A great deal was also said about being straightforward from the get-go with participants regarding expectations around time investment, video/photo requirements and clear activity instructions. And, although “more is better” for setting expectations, “less is more” when it comes to the number of participants for a mobile study. The quantity of information gathered through these platforms is astounding and can become overwhelming for a researcher trying to analyse it all. Why conduct a study with 100 participants if you’re only going to read through 30% of the comments? We owe it to our participants to not let their time and effort go to waste. And I’m sure many clients would welcome paying fewer incentives.

Needless to say, we all walked away with quite a few learnings for future mobile as well as online qual projects and would like to thank organizers and presenters for making the time and effort to give us their precious insights.

A big thank-you as well to our Eastern Canada Chapter co-chairs Pascal Patenaude and Maryse Hudon and to the SOM Montreal offices who kindly received us in their facility.

Attending — Back row (starting from the left): Margaret Reid, Maryse Hudon.
Front row (from the left): Pascal Patenaude, Guylaine Bakerdjian-Ally, Kim Merckaert. Attending remotely (not in the picture): Kate Dennis and Kunyi Mangalam

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Rocky Mountain Researchers Learn to Think Like Journalists, Thanks to Carol Kauder

Ellen Steiner,

The Rocky Mountain chapter is excited to announce that its next chapter meeting will be held on Friday, November 11, 2016 at 11:30 a.m. MST. The presentation will be from Rocky-Mountain local Carol Kauder, reprising her highly regarded presentation, "Don’t Take My Word For It: A journalist’s guide to bringing presentations to life with quotes and video."

Journalists are taught to start with the quotes and then build their story around that foundation. Well, the same principle works for market research presentations. By supporting their findings with verbatim and video, researchers enable clients to empathize with their target consumers, helping them internalize the insights and ultimately making the research more valuable to them as decision-makers. This session will cover best practices for using video and how to make the most of verbatim including:

  • How to moderate for good quotes and video
  • How to identify good quotes and video clips during analysis
  • How to effectively use quotes and video in a presentation

A “greatest-hits” reel of quotes and video clips compiled from 12 years of consumer research will be used to illustrate the lessons.

About The Speaker:

Carol Kauder

Carol Kauder works with major corporations and entrepreneurs to infuse the voice of the consumer into branding and innovation strategy. She combines skills honed as the director of insights for Radar Communications, specializing in ethnographic research, and as a branding and innovation strategist at Egg Strategy. Carol has a Master’s degree in journalism and spent seven years working in newspaper, magazine and public radio reporting before crossing over to market research in 2001, founding CLK Consulting in 2007. She brings to all her projects a journalistic sense of inquisitiveness and objectivity, and, by doing so, creates a solid foundation for the consumer perspective to inspire and shape strategic action. She has enjoyed working with brands big and small, including Intel, HP, WD-40, General Mills, Capella University, Columbia Sportswear, Outdoor Research and Quicksilver. As a resident of Boulder, Colorado, Carol embraces the Rocky Mountain lifestyle. She is a competitive cyclist on the road and track, and is an avid telemark skier.

Meeting Details:
Date: Friday, November 11, 2016
Time: 11:30 a.m. to 1:30 p.m. MST, including the presentation, time for Q&A, a tour of the research facility, and lunch.
Where: 1700 Lincoln Street, Suite 3050, Denver, CO 80203. Directions and parking information will be sent to those who register to attend the meeting at:

Meeting Fee:
$15 Members
$20 Qualified non-members
$5 Students (fee includes lunch)

Please pass along this information on to any other moderators, students interested in market research, or qualitative consultants you know in the area!

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Guitars, Cadillacs, and Mobile Research

Krista Knuffman,

What do you get when you have three chapters that want to meet together (plus several more that want to join remotely), a wonderful host facility, and experts who are eager to share their mobile qualitative research knowledge with other researchers? Give up?

Here’s what you get: a fabulous one-day mini-conference in the Music City!

QRCA members from the Southeast, OH/IN/KY, and Missouri chapters enjoy dinner and live music at Puckett’s in downtown Nashville with leadership team members from 20|20 Research.

On Friday, October 14, 2016, the Southeast, OH/IN/KY, and Missouri chapters gathered at 20|20 Research in Nashville to learn the good, the bad, and the best practices when it comes to conducting mobile qualitative research.

Emily Minor, a young, talented country singer “serenades” us during dinner at Puckett’s.

Additional to the 20 people gathering in-person for the conference, three other chapters — New York, Eastern Canada, and Texas — joined via video connection from five different cities. And one of the speakers even joined from Costa Rica! (We can’t say for sure, but we may have heard some howler monkeys in the background during his presentation.)

The speakers were the perfect combination of not only practitioners experienced in conducting qualitative mobile research projects, but also platform providers who partner with practitioners to make those projects happen. Here are some of the interesting things we all learned:

  • Most of us are already doing some mobile qualitative research simply because that’s the way many respondents prefer to respond. Today’s respondents expect to engage with us using their mobile phones.
  • There’s a wide variety of study types when it comes to mobile qualitative research, including mobile discussions (shorter studies with text + photos + videos), mobile journals (longer studies with activities + text + photos + videos), real-time ethnography (moderated “walk-alongs”), and text diaries (less common today).
  • Your project is likely to be far more successful if you engage with your fieldwork partner early in the design phase. Many fieldwork agencies have been doing mobile qualitative projects for years and they know how to avoid the pitfalls. They’ll help you think through the details and how to best execute your study.
  • There are many fun ways to increase respondent engagement and compliance during a study. Again, work with your fieldwork partner to get the most from your respondents and be realistic about the number of photos and videos you ask for in a day.
  • People don’t “recall” memories — they “recreate” them. And not very well. That’s why using mobile phones to record thoughts and emotions (such as via video) on-the-spot or immediately after an event is more accurate than reflection/recall later.
  • Mobile studies often take place over several days, enabling the respondent to “drop the mask” and be who they really are.
  • Mobile phones enable respondents to show us what’s happening instead of simply describing it. We may interpret verbal descriptions differently, but photos and videos let us see for ourselves.
  • Mobile phones allow researchers to see things we wouldn’t normally be able to see. Odds are you’re not going to be invited to a respondent’s Thanksgiving dinner, but he can easily upload a video of the family’s meal. And no respondent is going to invite us into the dressing room when she’s trying on jeans, but she’ll happily take a video (with the jeans on, of course!) to share her frustrations.
  • Collages of research participants’ selfies are a great way to make the participants “real” in the client presentation.
  • The photos and images collected during a mobile qualitative study give you endless opportunities to add visual components to your report.

These are just a handful of the many, many things we learned during this one-day conference. And we can’t wait for the next one!

Conference attendees from multiple chapters.

Event planning committee members and 20|20 Research leaders/hosts from left to right: Kathryn Harlan, CEO, 20|20 Research; Laurie Butler (Southeast Chapter); Krista Knuffman and Rick Weitzer (Missouri Chapter); Sharon Laukhuff (OHINKY Chapter); Randi Stillman (Southeast Chapter); and Susan Brelewski, Facility Director, 20|20 Research.

Special thanks go to the people and organizations who contributed to the success of this mini-conference, including:

  • Jim Bryson, Kathryn Harlan, Susan Brelewski, Isaac Rogers, Mary, and countless others who worked “behind the scenes” at 20|20 Research, a long-time QRCA supporter, to generously host this event and keep the technology working throughout the day (no easy feat for a multi-chapter live event).
  • Randi Stillman (Southeast Chapter), Laurie Butler (Southeast Chapter), Sharon Laukhuff (OH/IN/KY Chapter), Rick Weitzer (Missouri Chapter), and Krista Knuffman (Missouri Chapter) who were the event planning committee members.
  • The event speakers:
    • Research design: Mark Michelson, Threads Qualitative Research, and Isaac Rogers, 20|20 Research
    • Research fielding: Sheena Bacon, 20|20 Research, and Jennifer Dale, Inside Heads
    • Research reporting and delivery: Ross McLean, Over the Shoulder, and Kevin Grinnell, The Sound: Exploration Strategy Innovation
  • And last, but not lease, Emily Minor, a talented up-and-coming country musician who sang just for us (and a few hundred other people who crashed our party at the restaurant) at the pre-conference dinner at Puckett’s in downtown Nashville (thanks again, 20|20!).

Sheena Bacon, project leader from 20|20 Research, and Jennifer Dale, President & CEO of Inside Heads, share their expertise and lessons learned related to executing successful mobile qualitative studies.

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Texas and Friends Chapter Members Virtually “Attend” Multi-chapter Mini-conference

Casey Bernard,

As we say, “everything is bigger in Texas.” So when the Texas and Friends Chapter had the opportunity to join a mini-conference with the Southeast, Missouri and OH/IN/KY chapters, we made the most of it by offering the presentation to not one, but three cities! Texas and Friends members gathered in Dallas, Houston and San Antonio for an enlightening half-day seminar on mobile qualitative. As a result of this mini-conference, new member Sheri Parr commented, “QRCA is a wonderful organization and offers terrific programming.”

Many thanks to Fieldwork Dallas, Galloway Research and Opinions Unlimited for hosting our members and allowing them to participate in this opportunity.

texas chapter
Texas and Friends members gathered in San Antonio at Galloway Research.

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