2:30 – 4:00 p.m.
Plenary Session: Triple Feature Kick Off
A series of three high-energy sessions, back-to-back, on three diverse topics, from three different speakers.
Mules, Tangelos + Pink Carnations: It's a Whole New World of Qual Research
Presenter: Jennifer Dale
Strap on your boots and hang on; it’s a whole new world for QRCs! Our future is filled with colorful, multi-method approaches that are flexible, fun, and full of opportunity. No longer limited by traditional, purebred techniques, researchers today are discovering new ways to mix and match to maximize insights—and budgets. Quant-qual, online-offline, synchronous-asynchronous—combinations of all of these are options for consideration. Get on board! Learn why hybrid approaches work and what to consider when building your next custom research strategy.
Bio: Jennifer is a pioneer in online research. With over 24 years of market research experience on both the client and supplier sides, she has been designing custom research studies and teaching moderators online since 1998. She has published articles in VIEWS, Quirk’s and Alert! and co-authored Qual-Online, The Essential Guide with Susan Abbott.
The Future of Qualitative: You Better Learn to be a Techie!
Presenter: Ricardo Lopez
The presentation will start with a very short overview of how technology has evolved and where it is making inroads in qualitative research. It will then touch on a few key technologies like portable eye tracking, artificial intelligence apps, virtual reality goggles, and wearable devices. Ricardo will end with a look into the future, sharing his top five predictions for how technology will shape qualitative research.
Bio: Ricardo Lopez is President of Hispanic Research Inc. He became interested in marketing research while working at his father's ad agency while still in high school. He went on to study Marketing and Mass Communications at King's College and received both a BS and a BA degree. He also received an MBA in Marketing Research from Syracuse University. Ricardo is a frequent QRCA presenter and a past President of the QRCA. He spearheaded new QRCA ventures like the Latino SIG, the very first QRCA SIG; and the LinkedIn group, QRCA's first open forum. He is passionate about technology and has been at the forefront of new technology applications for qualitative research.
Stand up and Qual: Learning from the Masters of Insight
Presenter: Claire Booth
I want Louis C.K. on my team! - Comedians as Masters of Insight
"It’s so true!"; "That’s exactly what I do!" We often laugh the hardest when a comedian lands a joke close to home. They describe something we do in a way we’ve never thought of before. To get the joke right takes a lot of insight. What can we learn from comedians like Louis C.K. and Jerry Seinfeld? How can we land our insights as powerfully as they land theirs with their audiences? Using interviews with stand-up comics as well as some examples from comedic masters, this presentation will look at qualitative research from a different angle.
What you will learn:
- How do comedians think insightfully and what do they know that we don’t?
- Comedians talk about the “craft” of comedy. We as qualitative researchers also have a craft. How can we develop and hone our craft using comedians’ tools and techniques?
- An insight is only powerful if it is communicated properly. What can we use from these masters of delivery to elevate our presentations?
Bio:Claire is President and Owner of Lux Insights, a full-service market research firm based in Vancouver, BC. A team of 10, Lux has clients on both sides of the border including Colliers International, Nintendo and Hillshire Farms. Claire started Lux in 2010 after 9 years with Ipsos. She sits on the QRCA WestCoast Chapter Board and is president of the Past-President’s Council at BCAMA. She also teaches marketing and market research at Capilano University and UBC. She lives with her partner Chris and is an avid rock climber.
4: 30 – 5:30 p.m.
Hopping the Pond: Making the Leap from Domestic-Only Studies to Global Research
Presenters: Sarah Tax Wilkins and Marilisa Beatty
Are you a QRC looking to expand into global work? Are you newer to global research and looking for additional tips and tricks to support project success? Making the leap from conducting studies in your own country to expand to global research can be daunting, but it can also be a highly rewarding (professionally and financially) undertaking.
When conducting global research there are several factors to consider above and beyond the standard for domestic work. When done properly, you are left with a happy client and potentially, repeat business. When done poorly, you have a dissatisfied client and potentially a mark on your professional reputation. Unfortunately, with global research as with life, “you don’t know what you don’t know”. This session will provide QRCs who have little to no global experience with a baseline to draw from in order to create effective global research proposals and execute successful global studies.
Session attendees will leave with a checklist of items to consider during proposal preparation and qualitative fieldwork management, as well as actionable advice, tips, and tricks to conduct smooth, successful, and profitable global studies. Topics will be applicable to multiple industries; however, the intricacies of Pharmaceutical research will be highlighted throughout.
Target Audience: Qualitative researchers who want to learn more about global research.
Bio: Like many of you, Sarah did not reply “QRC” when asked what she wanted to be when she grew up. She was introduced to the field when she took a job that fit her educational background in qualitative research with QRCA members who run a boutique consultancy. From there, she spent two and a half years at one of the world’s largest independent healthcare market research agencies, where she regularly worked on global studies. She is currently a freelance moderator based in Washington, DC. Sarah Wilkins was a 2014 recipient of the QRCA Young Professionals Grant. She holds a Master’s degree in Sociology from Lehigh University and a BA in Anthropology & Sociology from Ursinus College.
Marilisa began her career in research almost 10 years ago as a quantitative project manager, and quickly realized she wanted to get out from behind the desk and the numbers to speak with real people to discover the who/what/where/when and importantly why of decision making. After a number of years conducting primarily US-based qualitative studies, Marilisa successfully “made the leap” to global research and never looked back. She is now the founder and principal of Key Qualitative, Inc. and enjoys the many perks of conducting global research, particularly international travel and food tasting.
The Responding Dead: Surviving the Horde of Fraudulent Participants
Presenters: Ted Kendall and Sidney Clewe
There truly are people who try to achieve the American Dream by earning $400 a day in research incentives. This growing horde of Responding Dead is threatening to disembowel our very existence. If your recruit incidence is 10%, then you can expect about a quarter of your qualified participants to be fraudulent. Do you have the skills and weaponry to stave off these research leeches?
Drawing on our own experience with fighting off these research zombies, as well as the expertise and experience of other QRCers, panel managers, and traditional recruiters, we will show you how to identify, expose, and terminate the Responding Dead before they get into your next IDI. You will learn what questions and metadata can aid in ferreting them out; what techniques panels use to warn of their approach; and how to predict their numbers from afar without risking your own precious limbs. Be warned: We will share horror stories, but we will learn from them. And we will talk about specific tools and techniques to help you terminate the unwanted Responding Dead. "There's us and the dead. We survive this by pulling together, not apart."
Target Audience: This session is for those who want fewer recruiting horror stories to tell.
Bio: With over 20 years in market research, there is very little that Ted has not experienced. He made his mark as an early pioneer in online methods by conducting the first online survey for Greenfield Online, and then by developing the first bulletin board for market research use (MindStorm). Partnering with Jim Bryson, he co-founded QualTalk, the forerunner of 20/20 Research's QualBoards. He now runs TripleScoop, leading his Millennial team through online communities. When not engrossed in research Ted enjoys reading, distance running, baseball--especially anything Oakland A's--listening to music, and is on a quest to find the world's greatest cheeseburger.
Bio: Sidney has been part of QRCA for over two years now and is a co-chair of the QRCA Rocky Mountain Chapter. Digital native and millennial who is well-versed in technology, social media and comfortable communicating in a purely online environment Sidney has moderated quite a few bulletin boards and communities for this early in her career. Sidney came to qual via a circuitous route that included stints in Antarctica, New Zealand and fielding lift surveys at Colorado ski resorts.
The Gaze: How Being Observed by Clients Impacts Qualitative Researchers
Presenter: Ava Lindberg and Antonella Fabri, Ph.D.
This session focuses on theoretical and practical issues of the dynamics, problems, and value of observation that we researchers face, are inspired by, may struggle with, and need to address during qualitative projects. The gaze is broader than just the kind of ethnographic process that relies on observations. It is the researcher’s state of mind, intuitive skill-set, freedom or restrictions, and actions that result from our awareness that we are being viewed and impacted by a client presence. The presenters – both cultural anthropologists – are collaborating on a researcher-on-researcher project that emphasizes the idea of clients as a key form of the research inquiry. They look at the effect of these expanded ideas on observation with other researchers through phone and in-person interviews. This presentation will focus on the implications of the practices we use in our research, our relationship with clients, and, finally, on the impact of these eyes on the research. This session includes examples from their own projects, those of other QRCs, and interactive exercises. Attendees can expect to experience how the gaze influences our view of the ethnographic experience, how it helps mediate collaborative strategies for successful business outcomes, as well as the gaze’s overall place within the “Whole New World of Research.”
Target Audience: All ranges, from advanced to beginning qualitative researchers
Bio:Ava Lindberg is a cultural anthropologist and depth psychologist who applies the core principles of academic anthropology to contemporary market research to discover and explore penetrating insights for breakthrough brand and strategic initiatives. Passionate about observation as a portal into the conscious and archetypal levels of human behaviors, emotions, and motivations, Lindberg uses classic in-person authentic ethnography within a hybrid combination of creative groups, focused depth psychological interviews, digital/online ethnography, and ideation worksessions. Recent clients include Hilton Worldwide Insights, Unilever, International Data Corporation, McDonald’s, Kraft, and ConAgra. She is a frequent workshop leader at U.S., Canadian, and international research conferences.
Antonella Fabri is a cultural anthropologist with an international background. A native Italian, she studied in Italy and Spain before receiving her PhD in the US. She worked as a college professor prior to becoming an independent market consultant. She is an expert in ethnographic research methods, branding, positioning, semiotics, and Latino culture. Her projects have ranged from health and pharmaceuticals, to finance, to organizational culture, as well as luxury goods, beauty products, food and beverages, and hospitality. She is fluent in Spanish and Italian. Dr. Fabri has authored numerous publications and spoken frequently at professional conferences.