Membership Expansion Straw Poll

SWOT Analysis of Membership Today in Light of Potential Membership Expansion

The QRCA Board of Directors has been asked to consider expanding the definition of who can be a QRCA member. We are seeking feedback from current members. Please review the following information and then give us your thoughts.

Strengths

  • Collegiality
  • Smaller group that develops close relationships
  • Direction of organization is determined by those most committed to practitioner excellence
  • A "closed group” provides excellent learning opportunities with candid interactions and little concern over possible embarrassment (in front of an actual/potential client)

Weaknesses

  • Closed to other talented practitioners
  • Low membership growth rate
  • Historically resistant and slow to change

Opportunities

  • Expanded view of what is happening in our industry
  • Capitalize on emerging opportunities during a time of major industry change, potentially making members more relevant to more clients
  • Expand our knowledge of more methodologies being used by those currently outside the organization
  • Financial growth/sustainability of QRCA

Threats

  • Can we claim to be the premier organization for talented practitioners when some of the best cannot join?
  • Are we/would we be criticised for being a "closed” organization?
  • Will other, more open organizations upgrade their qualitative content to attract both potential and existing members?
  • Would we lose some of our collegiality and openness by expanding in numbers and member types?

Potential New Member Types; Pros & Cons

Ad Agency Practitioners

  • People who do what current members do but come from a different employment structure
  • May be currently part of ARF and/or MRA but get limited qualitative education from them

Pros

  • Much like current members when it comes to servicing clients
  • Often developing or seeking new research techniques and methodologies as other QRCs do.

Cons

  • Potential conflicts as agencies may sometimes be clients
  • May reduce opportunities for members

Corporate Practitioners

  • People who are primarily practitioners of qualitative research but come from a different employment structure
  • May be currently part of ARF and/or MRA but get limited qualitative education from them

Pros

  • Having members from large corporations may add credibility to the QRCA
  • Can provide an "insider’s” viewpoint
  • Don’t have to leave QRCA to "go corporate”

Cons

  • Historically conflict concern as they often hire current members

Users/Buyers of Qualitative Research

  • The people who use the output of the research
  • They can present at our conferences and chapter meetings if invited, but they cannot be a QRCA member
  • May be currently part of ARF and/or MRA but get limited qualitative education from them

Pros

  • Crucial in driving the direction of our industry through requests for new methodologies
  • They are the "pulse” of what’s happening in the industry

Cons

  • Historically have had conflict concerns as they do hire current members
  • Current programming may not be of interest
  • Potential "bad press” if not satisfied by QRCA meeting content

» TAKE THE SURVEY HERE

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