|2014 Thursday agenda
This page provides details on each scheduled session and other program highlights for Thursday, October 16. To see detailed information for the other days of the conference, please use the navigation links to the right.
Thursday, October 16
|7:30 – 8:30 a.m.
Get a healthy start by joining your fellow QRCs for a stroll through the French Quarter, the oldest and most storied neighborhood in New Orleans. The Vieux Carré as it is known has been designated a national historic landmark, with many buildings dating back to the 1700s. Let this colorful district wake up mind and body for the day ahead! Meet downstairs in the main lobby entrance. Cost: FREE
|8:00 – 9:00 a.m.
|9:00 – 10:00 a.m.
Leveraging Your "Sweet Spot" to Build Your Business
Presenter: Martha Guidry
Business building can be tough, but it's even tougher if you don't enjoy the "selling" aspect of the job. Stop selling your services and promote yourself to get clients knocking on your door. It is easier than you think, but you need to identify who you want to be and what you naturally enjoy doing to find the "sweet spot" that best promotes your offerings. In this session, you'll learn about the 7 key self-promotion strategies that can help you reach your business goals. Topics to include how to develop your personal platform, to understand the key DIY promotion strategies, to determine which approach(es) best fit you and learn some tips and resources to get started.
Target Audience: Anyone interested in building their business by driving clients to your practice.
Bio: Martha, principal at The Rite Concept, is the author of “Marketing Concepts that Win! Save Time, Money, and Work Crafting Concepts Right the First Time.” In 2005, Martha published her first article in QRCA VIEWS and spoke at her first QRCA conference. Since that time she has used the strategies of this presentation to create her brand, The Concept Queen. She has published over 40 articles, done over 30 radio interviews, been a paid keynote at national conferences, conducted training webinars for AMA and Marketing Profs, had 5 cover stories on business periodicals and had fun doing it!
Don't Take My Word for it: A Journalist's Guide to Bringing Presentations to Life with Quotes and Video
Presenter: Carol Kauder
Journalists are taught to start with the quotes and build the story around that. This approach works for market research too, ensuring a report that brings consumers to life. With a deliverable rich in supporting verbatims and video, researchers enable clients to empathize with their target audience, 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 verbatims:
- 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 of quotes and video clips from 12 years of consumer research will be used to illustrate the lessons.
Target Audience: Anyone who wants to build empathy and impact in final deliverables, whether through verbatims or video or both
Bio: Coming soon.
Ideation: Mobile and Online
Presenter: Ilka Kuhagen
This session will show an approach on how to ideate for new products in an online community — with the support of mobile devices. With the use of mobile phones, ideas can be captured immediately throughout the day. Later, online discussions allow opportunity to build and extend on those ideas. This session is based on a case study and will supply attendees with tools to generate new ideas with consumers using online communities and mobile phones.
Target Audience: This is for the experienced qualitative researcher interested in ideation and applying moderation skills in an innovative environment.
Bio: Ilka Kuhagen is an independent researcher and consultant, based in Munich, Germany. She graduated from the Ludwig-Maximilian-University, Munich, in Business Administration, having focused on marketing and psychology. After several years in consultancy, Ilka Kuhagen founded IKM in 1994. IKM specializes on qualitative research within business-to-business and international research. Clients of IKM are usually international corporations that focus the European market. Ilka started very early to use online tools for qualitative research and loves to combine methodologies to best address different target groups.
|10:00 – 10:15 a.m.
||Break in Marketplace
|10:15 – 11:30 a.m.
||Annual Meeting and Town Hall
|11:45 a.m. – 12:45 p.m.
How Neuromarketing and Cognitive Science Are Transforming Market Research
Presenter: Deanna A. Manfredi, PhD, MBA
Market Research originally emerged from the field of clinical psychology. The theories of Freud, Adler and Jung played a central role in how early market researchers attempted to understand the psyches of consumers. As the academic field of psychology evolved, market research for many years failed to keep pace with the rapidly accumulating data on the functioning of the human mind and has been playing catch-up recently in trying to assimilate all of this "new" information. Topics like behavioral economics and neuromarketing have taken the market research industry by storm in recent years and are direct extensions of the broader field of cognitive science. Cognitive science encompasses the study of sensation and perception, consciousness, judgment and decision making, memory, and psycholinguistics. It is an empirical form of psychology ideologically divorced from the kind of clinical psychology from which market research first emerged. This session will provide historical context for the evolution of foundational principles in the field of market research and illustrate how cognitive science is transforming the industry. An illustrative case study of neuromarketing in action will also be provided.
Target Audience: This session is for advanced QRCs who are looking to update their methodological armamentaria with the latest tools from cognitive science.
Bio: Deanna is the director of her own market research consultancy where she specializes in the healthcare industry. She is also a licensed psychologist. She earned a PhD in Cognitive Science from Princeton, where she studied under eminent scholars in the field including George Miller and Daniel Kahneman. She also completed a psychodynamically (Freudian) oriented PsyD program at the Institute for Graduate Clinical Psychology and holds an MBA in health and medical services administration. Deanna also enjoys the company of equine athletes and is the managing partner of an LLC that breeds and races thoroughbreds with more than 30 horses under management.
Sometimes it Takes a Village: Practical Lessons for Conducting Communities
Presenter: Ted Kendall
So, you know how to moderate a focus group, but can you manage a research community? This session is designed to help take the mystery out of communities and present the practical advice that will help you successfully design and run a research community for your clients.
While the broader benefits and design options for communities will be covered, the focus will be on the practical details that matter to leverage qualitative moderating skills into a successful community. How to adjust recruiting? How does an activity guide differ from a discussion guide? How many community members should there be? What platforms should be considered? What’s the difference between a moderator and a community manager? How much time and effort will this take? When does hiring a community manager help? What are good ways to keep participants engaged? If quant is needed, what are good ways to include it? What are good practices for incentives? And how in heaven’s name are quality reports turned around quickly? This session will address these questions and more around the practical aspects of designing, running and reporting on a community.
Target Audience: QRCs who want or need to expand their method portfolio to include research communities. Those with community experience may pick up an insight or two as well.
Bio: When he was little, Ted wanted to be a garbageman or a Major League Baseball player. Instead, he ended up in market research. With over 20 years on both the client and supplier side of market research, there is very little that Ted has not experienced. He made his mark as an early pioneer in online methods. He was in the right place at the right time with the right internal clients to conduct the first online survey for Greenfield Online. And, in conjunction with GOL, he helped develop MindStorm, the first bulletin board for market research use. (It is a cool story of desperation and ingenuity that also involved something referred to as Alzheimer's Groups. Ask him about it. He is happy to retell it.) In 2000, in partnership with Jim Bryson of 20/20 Research, he co-founded QualTalk, the forerunner of 20/20 Research's QualBoards. When not engrossed in market research Ted enjoys reading, distance running, baseball (playing catch, watching games, reading about history, anything Oakland A's), listening to music of all kinds, and is on a journey and quest to find the world's greatest cheeseburger. Really. If you know of a great cheeseburger joint, please let him know.
Are "Free" Methods Worth the Cost?
Presenter: Patrice Wooldridge and Patrick Wooldridge
Learn the pros and cons of several free methods of conducting QR to assess what makes sense - or doesn't - to include in one's bag of tools when our clients require less expensive options.
- Overview of platforms like Google Hangouts and SKYPE which allow one to conduct video interviews as well as “free trials” such as GoToMeeting and WebEx
- Ways to modify these platforms to suit our needs (e.g., how to let clients view real-time or after the fact).
- Methods to include homework, journaling/diaries, etc. and even real time feedback from smartphones
- Security Issues, watch-outs, and how to handle this
- Short-cuts for editing and inserting pictures, audio and video
Target Audience: All levels of QRCA members might be interested but certainly those who work with smaller firms might be able to make the most out of the information shared.
Bios: Patrice Wooldridge has worked with a wide variety of products and industries and has typically been one of the first to integrate new technology into and in conjunction with qualitative research methods. With over 20 years as President of Wooldridge Associates, Inc. (and as a member of QRCA), her fluency with new technology has often won the hearts and minds of her clients and colleagues alike. Patrice has a MA in Clinical Psychology from Governors State University and a MBA in Marketing from Loyola University. When not working, Patrice enjoys teaching and practicing T’ai Chi Chuan and meditation.
Patrick grew up in the Steve Jobs and Bill Gates era, which means that he was just at the right age when computing was in its infancy (he wrote his first computer programs in 1968). He continues to be a real tech enthusiast, has always taken pleasure in staying up on what's new and determining when it is optimal to purchase. Patrick actually reads those verbose manuals that come with new gadgets and software and is a skillful power shopper. Plus, his years of teaching experience ensure that you will easily understand the essential points you need to know.
|12:45 – 2:30 p.m.
||Lunch & Awards
QRCA member and comedian Marc Engel will serve as the emcee at this luncheon to honor and celebrate QRCA and the people who make it great. Be prepared to eat, laugh and connect with friends old and new.
|2:30 – 3:30 p.m.
||Marketplace / Optional SIG Meetings
|3:30 – 4:30 p.m.
Inspiration from Perspiration: A Triathlete’s Guide to a Winning QRC Business
Presenter: Glenn Naphy
This session is about getting the most out of your business. What do a travel toothbrush, a moving mailbox, windshield wipers that don’t wear out in the middle, and an app all have in common? Businesses thrive and some are on the second swirl down the drain before they even see a customer. During our 60-minute session, participants will walk away with 100 keys to success for the evolving business of qualitative research. Glenn will share insights from industry leaders and learnings from the bruises they have acquired along the way. You are not expected to implement them all. If you walk away with 10 great new ideas, then it’s worth it. You will broaden your network, improve your financial position, and experience more organizational bliss.
Glenn is often asked what separates the super successful from everyone else; this presentation is the most up to date top 100. You will begin to implement them before you walk out the door; it’s okay, you won’t be able to help yourself.
Target Audience: The entrepreneurial QRC or the QRC who needs a little fertilizer (not BS) to grow his/her business.
Bio: Glenn Naphy, the Managing Director at Calign, Inc., has extensive expertise in new product development and identification of new markets for healthcare products and services. Glenn’s 25 years of pharmaceutical experience encompasses Clinical Research, Sales, Market Research, and Marketing. He has held senior roles at Merck and Amgen. Glenn is an experienced moderator and has conducted hundreds of interviews with all types of healthcare respondents.
Glenn earned an MBA in Marketing from St Joseph’s University and a BS in Computer Information Systems at Drexel University. Glenn is an active Ironman Triathlete with an addiction to getting up at 4am.
Me, My Selfie and I: A 21st Century Look at Collaborative Ethnography
Presenters: Jon McNeill, Casey Curry and Claudia Camerino
As researchers, we are often looking for ways to better understand our participants’ points of view: what interests them, what they’re thinking about, and how they see themselves.
While it may be one of the more ridiculed social phenomena of the 21st Century, the selfie nevertheless has the potential to construct a new methodology for qualitative researchers. As an accessible mode of individual self-representation, the selfie provides a self-reporting tool for our participants that provides opportunities for collaborative research across borders of "researcher" and "informant".
The widespread availability of the technology that makes selfies possible and prevalent provides an important check on the power of researchers. Now more than ever, participants have easy access to an opportunity for self-representation: an opportunity to contribute to the discussion around and about their culture. The selfie as a catalyst for more collaborative research is an opportunity for our participants and ourselves to look at each study and its themes more reflexively.
This session will be based on original research that we undertook in 2014 into how participant self-representation can create a more collaborative form of research that ultimately leads toward a fuller understanding of the study’s goals and participants. As we walk through the study findings and tips for integrating selfies into a methodological toolkit, we hope to inspire our colleagues to be a bit more “selfie-reflexive” in their own future research.
Target Audience: This session is for qualitative researchers of all levels and backgrounds interested in finding innovative and creative ways to engage their participants using a more collaborative methodology.
Bios: After Jon McNeill cut his teeth in academia exploring reflexive representations of one’s culture in ethnodocumentary film, he went into applied anthropology, ostensibly working for product development and brand research firms in Portland and LA. He founded Hunter in 2010 because finding new angles to view the familiar has always driven him, and he has a passion to share that with clients. He loves what he does because no matter the subject — from cars to carpet — every study eventually gets down to exploring the same basic human truths — like why we feel and behave the way we do — and applying these truths to the specific business issues at hand. He thinks that’s endlessly exciting stuff.
Casey Curry joined Hunter upon its inception because he desired the opportunity to not only use his skills to make people look good, but to tell the real life stories about what makes humans tick. Although rubbing shoulders with celebrities certainly has its perks, he found unparalleled satisfaction from the vigorous hands-on research that they do. He views each project as a humbling opportunity to delve deeper into the human psyche — being moved and inspired time and time again by the multifaceted people we have the privilege of meeting in our journeys across the globe.
Claudia Camerino joined Hunter having recently retired from her four-year position in rural Maine as a student of cultural anthropology. In these formative years, she lived in Madagascar, where she conducted research on the culture of learning English, studying contemporary Indian national identity in the wake of partition, and exploring female political participation in the Gaza strip as a mode of transcending gender norms. Currently, in addition to her role as blogger and social media maven, she serves as Hunter’s resident grocery store expert and loves to discuss her theory of grocery shopping as identity performance to anyone who will listen. These experiences have shaped her continued passion for engaging with the foreign, the familiar, and everything in between.
Turbo Charge Your Online Qualitative with Online Projectives and Exercises!
Presenter: Holly M. O'Neill
As with in-person research, straight dialogue style questions don’t always push the envelope enough for deeper learning in online qualitative. Plus, this type of discussion can sometimes be problematic for sensitive subjects. We routinely use projectives and interactive exercises during in-person research, so why not tailor and implement these approaches in online qualitative?
This session presents and explores a variety of techniques well-suited for online research via asynchronous bulletin boards and online communities (MROCs). Just like their in-person counterparts, these projectives and interactive exercises will help QRCs to delve deeper into respondents’ thoughts and feelings. These methods not only enhance respondent engagement, they also add real value to analysis and reporting. In this tutorial-style session, you’ll:
- Learn practical exercises to add to your online tool kit to achieve a higher level of marketing research effectiveness.
- Discover online projectives and interactive exercises that create more engagement with respondents and inspire new learning.
- Walk away with how-to’s, tips, pitfalls and options for each technique, so you’re ready to implement them for your next project.
Target Audience: QRCs new to online research and those looking to make their online qualitative practice more effective with exercises.
Bio: A seasoned qualitative professional, Holly M. O’Neill (MBA) is well-known for blending creativity with analytics. Since launching Talking Business seventeen years ago, her insights and strategies have helped clients grow established businesses, create influential brands and develop powerful advertising. Recognized for bringing innovation to research, Holly has advised such companies as GlaxoSmithKline, Experian, 3M and Princess Cruises.
A popular speaker, author, TV host and university instructor, Holly has presented at QRCA, AMA, MRIA, TMRE, CPSI and Harvard Business School’s Entrepreneurs Conference. Her work has been featured in Quirk's, Marketing News, QRCA VIEWS, MRA Alert! and two Prentice Hall research textbooks.
|4:30 – 5:00 p.m.
||Break in Marketplace
|5:00 – 6:00 p.m.
||Thursday Night Lounge-n-Bowl
New Orleans’ hottest new night spot is the location of our Thursday evening party! Forget everything you thought you knew about bowling alleys, because this spot is more like a chic cocktail lounge that also just happens to have 12 bowling lanes. Don’t feel like bowling? Enjoy craft cuisine created by Executive Chef Mike Niremberg, admire the art on the walls from local New Orleans artists, dance on the spacious dance floor, take some candids with an old friend in the free photo booth, or enjoy a cocktail with a new pal in one of the quiet nooks away from the action. Did we mention that it’s open bar?
Fulton Alley is located mere steps away from the Hilton Riverside, so it will be easy to get to for all attendees. Oh, and leave your socks at home and wear your fanciest footwear, if you wish: bowling shoes are optional for party attendees.