Press/Media

The QRCA has many experts, case studies and spokespeople on a wide variety of qualitative research topics. We are a one-stop shop for any information you need for articles about qualitative research. For help with stories, to locate a category/topic expert, or for any other needs, please contact:

Communication Director
Laurie Pumper | lauriep@qrca.org

Press Releases

QRCA Annual Conference in Los Angeles (November 17, 2016)
QRCA continues to lead the conversation in qualitative as it hosts its 31st annual conference, "The Power of Perspective." The three-day event will take place from January 18 through 20, 2017, at the JW Marriott Hotel in Los Angeles, Calif. This year, the conference is open to more research professionals than ever before, including corporate qualitative researchers. Read More...

QRCA Amends Bylaws to Expand Membership (September 22, 2016)
QRCA has adopted a significant change in its bylaws, allowing more people in the qualitative research field to join. Membership in QRCA is now open to anyone who plays a significant role in planning, conducting and completing qualitative research — including research designers, insight directors, research recruiters, focus group facility operators, transcriptionists, and others. Read More…

QRCA Young Professionals Grant Partner Update (September 16, 2016)
QRCA announces that Schlesinger Associates and M/A/R/C are the latest partners in the Young Professionals Grant program, joining FocusVision as QRCA's partners for the 2017 grants. Now in its third year, the Young Professionals Grant program helps young qualitative researchers enhance their skills through attendance at the QRCA Annual Conference. Read More…

QRCA Now Accepting Applications for Qually Award (August 11, 2016)
The Qually is an annual award that recognizes and promotes excellence in qualitative research, and is the premier honor in the industry. The award process has been completely revamped for the 2017 award. Read More…

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In the News

American Marketing Association’s Marketing Insights: How to Build an Effective Multinational Research Team (February 2015)
Ilka Kuhagen, a QRCA member who co-chairs the QRCA International Committe and is co-founder of Think Global Qualitative, shares tips for ensuring the success of multinational qualitative research projects. Read More…

American Marketing Association’s Marketing Insights: Why Eight People in a Room Still Matter (November 2014)
Marc-Andre Leduc, a QRCA board member and president of M Leduc & Co., and Barbara Gassaway, a long-time QRCA member and chair of the DC Chapter who is president of The Research Group, explain that while it is true that online research benefits specific research objectives, the value of in-person qualitative research lies in the communication and exchange of sentiments beyond words through non-verbal language. They share the perspective that focus groups are alive and well — and that the insights are greater than the sum of a focus group’s parts. Read More…

GreenBook: Accessorizing Your Research Project: Amp up the Value for Your Clients
(October 7, 2014)Julie Medalis leads Brain Pot Pie, an ideation and marketing research consultancy, and is an active QRCA member. In the article, she shares ways to think about accessories in the world of qualitative research: they could be the techniques used to elicit the most insightful feedback form respondents, the efficiency tools that make life easier for heavy travelers, or the resources that help us share results most effectively with our clients. Read More...

AMA TV: The Secret Weapon of Research: Using Win/Loss Analysis to Assess Valuable Consumer Feedback and Strengthen Your Marketing Mix (October 2014)
AMA TV did a segment based on a white paper written by Jennifer Berkley Jackson, owner of The Insight Advantage and co-chair of the QRCA San Francisco Chapter. Read More…

American Marketing Association’s Marketing Insights: A Millennial Researcher's Tips for Researching Millennials (October 2014)
Katy Mallios, lead insights and intelligence consultant at SPYCH Market Analytics and a QRCA member who co-chairs the QRCA Young Professionals SIG, writes that compared to generations past, millennials represent a highly engaged and vocal consumer base, which makes them a lot of fun from a research perspective. Katy's tips for working with millennials include establishing rapport, driving mobile optimization, and fitting within a millennial's inclination toward digital expression. Read More…

Survey Magazine: Taking a Page (or two) from the Financial Service Industry's Toolkit (September 2014)
Jenifer Hartt, president, Hartt & Mind Market Research and a QRCA member who serves as a managing editor of QRCA’s VIEWS magazine, managed corporate investment portfolios in a previous career. She explains a few techniques that easily translate to other industries and work well across research platforms. For example, an insurance colleague of hers recruits agents for focus groups based on actual purchase rather than reported behavior. During the interviews, purchase data are used to identify and explore incongruities between actual behavior versus what the agents say and think they are doing. Read More…

Survey Magazine: Facebook, Inc. Ethical Dilemma: What happens when a research study has 689,003 participants? (September 2014)
Jim Bryson, CEO, 20/20 Research and a QRCA member and past president, has an opinion column about the ethics of conducting a study among participants who have agreed to participate in research but do not know they are participating in a particular study. Read More…

American Marketing Association’s Marketing Insights: The Value of Knowing the "Who" (September 2014)
Terri Maciolek, president of OPUS Marketing Research and a QRCA member, uses a case study involving a private school that held a summer day camp to illustrate how several qualitative methods led the school to realize that it had not focused its attention on the right people. By focusing on the true customers — the right "who" — the school revamped its camp program. Several years later, camp attendance and its reputation in the community had increased significantly. Read More…

GreenBook: Recruiting: The Innovation Gap?
(August 6, 2014) QRCA member Allison Rak explores creative approaches to recruit participants for qualitative research projects. One model is to partner with a non-profit organization to reach fresh, high-quality recruits who are willing to share their insights as a way to support a cause in which they believe. Read More...

American Marketing Association’s Marketing Insights: Clearing the Unconscious for Better Research (July/August 2014) Chris Kann, president of CSK Marketing and past president of QRCA, says, “Putting in place a conscious request to respondents to be as clear and present as they can be during their time in the facility is an important step to improving the quality and accuracy of the research.” Chris offers suggestions to help respondents to be fully present — such as turning off cell phones and helping respondents relax. Read More…

American Marketing Association’s Marketing Insights: A Qualitative Research Challenge: 7 Days, 7 Countries, 7 Ways (July/August 2014)
Jim Bryson, founder and CEO of 20|20 Research and a QRCA past president, reports that new trends in technology are helping researchers reduce the time, budget and complications in multinational qualitative research — and details what he and his colleagues call the “three sevens challenge” and the myriad insights they discovered in a project dealing with snack foods. Read More…

American Marketing Association’s Marketing Insights: The Secret Weapon of Research (July/August 2014)
Jennifer Berkley Jackson, owner of The Insight Advantage and the co-chair of QRCA's San Francisco chapter, recommends that all organizations and business do win/loss analysis to gather a wealth of information that allows them to improve close rates and attract more customers. Read More…

GreenBook: Taking a Strategic Approach to Qualitative Creative Development Research
(July 10, 2014) QRCA member Fiona Ray discusses some basic principles to get more out of qualitative creative development research. The first key she identifies is for the QRC to work with the brand or marketing team as a collaborative partner; this requires the QRC to become grounded in the brand and its objectives, and in particular, the specific role of the creative idea under development. Read More...

American Marketing Association’s Marketing Insights: The Changing Landscape of Qualitative Research (July 2014) Mark Sumpter, founder of Consumer Link Moderating & Research Consulting, Inc. and the current vice president of the Qualitative Research Consultants’ Association, knows that qualitative research is a pillar in the industry. But over the years, the behavior-focused arm of marketing research has undergone a permutation of sorts. Marketing Insights caught up with Mark to learn more about the changes in the field, the current state of the focus group and his upcoming industry predictions. Read More…

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Perspectives

Online Qualitative Research & the DIY Craze: How it's Good, Bad & Always Changing (December 16, 2013)
by Tamara Kenworthy, PCM, PRC, On Point Strategies and Layla Shea, Upwords Marketing Solutions Inc.
Through an analysis of current Do It Yourself online qualitative trends, QRCA has provided an outline of the changes, as well as details about when DIY tools could be useful and what pitfalls to avoid when using them related to conducting research. Read More…

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