2016 QRCA Worldwide Conference on Qualitative Research
Blog Home All Blogs

The Sticky Factor - Finding the Yin to the Yang in the App World

Posted By Susan Abbott, ARC Strategy Ltd / Think Global Qualitative, Monday, March 28, 2016
Updated: Tuesday, March 29, 2016

It was a bright, sunny day. Duke could see the clear skyline and drones flying from his window but he was a troubled man.  His first app had broken all records – consumers were ‘Hooked’.  But his second app...

It was a perfect day to be outside. But, his mind wasn’t at peace. He still could not figure out that while his first app broke all records, his second app failed to make the mark. The daily report showing the number of downloads and uninstallations was a constant reminder of his company’s inability to ‘Hook’ the consumers.

He got up to pour himself a coffee, to take his mind off things. He was pouring himself a coffee when he noticed a comic book lying right next to it, no doubt left by a coder. It was the March 2016 edition of ‘Justice League’, it filled his mind with nostalgia about his childhood days. He started flipping through the comic book when it dawned on him.  Ta-dah! This was the answer!  Just like our books/movies follow the hero’s journey, each consumer’s decision making journey also follows the ‘Monomyth’. (Ref: Joseph Campbell). He suddenly felt ecstatic; there still might be hope to understand what is not working in the new app and revive it. This realization led him on the path to  discovering and developing ‘The Sticky Factor’.

He immediately went back to his office and looked for his copy of ‘Hooked’ (by Nir Eyal) on his Kindle. The Hook model by Nir Eyal, brought an important facet into the model.  He felt that this model might help him find the Yin to the Yang. While the Hook model told him of all the important business considerations to keep in mind, the Hero’s journey would help him understand the consumers’ part of the story.

He used the Hero’s journey to develop techniques that would help him see beyond the superficial/ rational responses of the consumers.

Now, the time had come for the real trial. It was the moment of truth! He met the consumers of his apps and used the techniques developed with the help of his model to understand the consumer journey of using the app.  As he superimposed the findings received onto the Hook model, he could finally see the full picture. He figured out what made the consumers hook to his first app and unhook from his second app. He could see the exact stage where his consumers started falling off the wagon.

This April, we will be presenting the story of Duke and his adventures, ‘The Sticky Factor – Finding the Yin to the Yang in the app world’ at the QRCA Worldwide Conference 2016 and sharing our journey in more detail. Look forward to seeing you all there.


Raji Bonala is a Director and Vox Populi Research India and Priyam Chawla is a research manager at Vox Populi Research MENA, together they will be presenting ‘The Sticky Factor – finding the Yin to the Yang in the App World.





Tags:  #WWQual 

PermalinkComments (0)

Maria Kreuzer talks Brand Sculpting

Posted By Susan Abbott, ARC Strategy Ltd / Think Global Qualitative, Wednesday, March 9, 2016
Updated: Wednesday, March 9, 2016

We asked Maria Kreuzer if she can give us a hint about what brand sculpting is all about, and why she is looking forward to Vienna.

What excites you about the Vienna Conference?

Science in the 21st century aims to understand non-conscious processes of the human brain and the interplay between body, mind, and brain. Cognitive psychology has laid foundation for this thrilling challenge. Vienna with its very long history in psychology, its great personalities like Sigmund Freud, and its scientific and artistic nature is the perfect place for mind-opening ideas and multi-sensory experiences transforming and advancing our thoughts and behaviors.  


The goal is to leave attendees transformed. How do you see your presentation contributing to that transformation?

I am happy to present Multi-Sensory Sculpting®, the joint work of my colleague and friend Sylvia von Wallpach and me. Multi-Sensory Sculpting® allows retrieving multi-sensory and non-conscious consumer (brand) knowledge via sculptures. In in-depth interviews respondents describe their brand sculptures. Retrieving consumer (brand) knowledge via sculptures is transforming non-conscious sensory thoughts into concrete physical manifestations. In describing their sculptures, respondents get aware of thoughts and ideas they were not consciously aware before. A really creative and transformative act.

Conference participants have the chance to actually experience this mind-opening transformation by building their own brand sculpture backstage. So come and join me!

 Attached Thumbnails:

Tags:  #WWQual  Brand Sculpting  Maria Kreuzer  Vienna 2016 

PermalinkComments (0)

Abbey Clemens talks about the Death of Segmentation, and Keeping it Fresh

Posted By Susan Abbott, ARC Strategy Ltd / Think Global Qualitative, Wednesday, March 9, 2016
Updated: Wednesday, March 9, 2016

We interviewed Abby Clemens by e-mail about why she is excited about Vienna, and her topic, "Segmentations Are Dead". We were hoping she'd tell us about Bronies, but we have to wait till we hear her session!

What excites you about the Vienna conference?

Anything that talks about discovery gets my intellectual juices flowing automatically. In everything I do, I strive to look at the world and experience it in a different way, whether that’s in the countries I choose to visit, the type of holiday I have once there (public transport round Morocco with my parents anyone?)  or the methodology of research I employ. I don’t want to follow the status quo: I want to question what we’ve defined as the status quo and push that boundary. A conference that is dedicated to discovery and pushing thinking, speakers being challenged to bring their edgiest work, thus connects on a deep level. It excites me to hear what others are doing differently and I look forward to getting inspired in my own thinking.  


"I don’t want to follow the status quo: I want to question what we’ve defined as the status quo and push that boundary."

How is this conference different? 

Short punchy keynotes and presentations keep the content fresh and the audience stimulated. I think the themes are intriguing and what I think what will be different about this conference is its very core: the focus on pushing boundaries and thinking differently, something that all delegates will walk away from inspired and keen to try new things when they get back to the office. 

Who should attend and why?

Anyone who is constantly looking at new ways of doing things, trying new techniques in their research or analysis, will be inspired by the conference. Maybe they’ll get inspiration from a methodology or thought or maybe they’ll simply view things differently to how they viewed them when they first arrived. People with an open mind will benefit the most and will leave with a fresh take on research and how they can help their clients, or their teams, build their business.  


"We should not be using segmentations in our brand strategies if we want to grow our brands."

The goal is to leave attendees transformed. How do you see your presentation contributing to that transformation?

I’ll be challenging a very well-used type of research, segmentations, and presenting an argument about how we should not be using segmentations in our brand strategies if we want to grow our brands. I hope that attendees will be motivated to think about their audiences differently, reconsider who they are, how we talk to them and where the brand fits into their lives. The alternative proposition that I will make to using segmentations will hopefully inspire delegates to conduct their research differently, delivering something that is more meaningful to their brand or to client’s brands. And if nothing else, they will walk away more knowledgable about the unusual cult of Bronies, useful, I’m sure, as a conversation starter or for pub quizzes.

Anything else?

I’m really excited to be a part of a conference that is all about discovery and pushing the boundaries. I’m also excited that I get to talk about something that I feel really strongly about and moreover that I can bring in a topic that captivated and fascinated me from the minute I first heard about it: the wonderful world of Bronies. 

We can't wait to hear more about Bronies!

Tags:  #WWQual  Abby Clemens  Tonic Insight  Vienna 2016 

PermalinkComments (0)

New Video with Tamira Snell, Futurist, Keynoter

Posted By Susan Abbott, ARC Strategy Ltd / Think Global Qualitative, Thursday, March 3, 2016
Updated: Thursday, March 3, 2016

QRCA Worldwide Conference - Keynote Speaker from QRCA on Vimeo.

Our keynote speaker, Tamira Snell, did a video interview with co-chair Kendall Nash and committee member Anya Zadrozny, who also provided video editing services.

If you haven't yet seen the video of Tamira Snell yet, take a minute to watch. I'm looking forward to meeting her and hearing her Megatrends talk! It's posted on the speaker bios page, here

She'll be talking about Megatrends, and how we can understand them and use them in our work to bring a fresh lens to interpretation for our clients. 

Clients are looking to us to be consultants and problem solvers who bring a special set of research skills to the table to do this. Thinking about futures lenses is a great addition to the toolkit.

The Copenhagen Institute for Future Studies is renowned for its work. We are thrilled to have one of their members kicking off this event!



Copenhagen Institute for Future Studies

 Attached Thumbnails:

Tags:  #WWQual  Keynote 

PermalinkComments (0)

Jay Zaltzman on Customer Experience

Posted By Administration, Thursday, March 3, 2016
Untitled Document

Check out what Jay Zaltzman has to say about his upcoming session in Vienna at the QRCA Worldwide Conference:

Jay Zaltzman is president and Bureau West Marketing & Research, based in Palm Springs, California, USA and will be presenting on How Qual Can Take Back Customer Experience at the Worldwide Conference.


Tags:  #WWQual  2016 worldwide conference  jay zaltzman  qrca 

PermalinkComments (0)

Curating a Conference

Posted By Susan Abbott, Friday, January 15, 2016
I confess I have never fully appreciated the contributions of those who have organized the many conferences I have attended. Let me just make a total mea culpa right now, because I had no idea of the agony and the ecstasy, so to speak! Thankfully, our program committee of Susan Sweet, Pat Sabena, and Sarah Davies had a strategy to get the job done brilliantly. Having listened carefully to our vision, they crafted a call for presenters, and sent out quite a few personal notes to the best and the brightest in the industry inviting them to submit a proposal. And did we get riches in those submissions! Wow! If you submitted something and are not on the program, I can only tell you that the competition was stiff indeed, with more than 70 proposals. The committee calls were lively and vocal, as everyone made their case. The Google Docs engine was put through its paces as we ranked, rated, debated, lobbied for our favorites content. To get on stage at this event, you must sound interesting to your peers. Susan, Pat and Sarah may seem like sweet souls, and they are, but they are uncompromising when it comes to building a program to delight the attendees. All speakers at this event are main stage or poster presenters (more on that in a future post!) Most get only 20 minutes, so have to distill down to the essential nuggets of their message. Presentations are organized into groups that run back to back, so you get a full dose of ideas in between your tea breaks. It’s a heady mix, and we are absolutely thrilled with the program. We’ll be telling you more about it over the next few weeks.

Tags:  #WWQual 

PermalinkComments (0)
Untitled Document

Copyright 2018 Qualitative Research Consultants Association. All rights reserved.
651-290-7491 | 888-674-7722 | admin@qrca.org
Privacy Policy

This website is optimized for Firefox and Chrome.
If you have difficulties using this site, see complete browser details.