Annual Conference Reporter on the Scene: Rise of the
Robots, Chatbots, Humans!
Presenter: Kristin Luck, ScaleHouse and Women in Research (WIRe)
As the opening keynote speaker of the 2020 QRCA Annual Conference where the theme was “Keep Qual Human”, many in attendance were excited to hear how we can marry advances in technology with our qualitative practices and instincts. Throughout the session, Kristin focused on what we've done right as researchers and more importantly, what we can do better as our industry continues to change and grow.
Above all, Kristin highlighted that we need to be researchers (not just quallies); observers, not just questioners; consultants/synthesizers, not just analysts; storytellers, not just fact reporters; we need to engage with our respondents as humans, not robots.
Key Session Takeaways
I had so many takeaways from Kristin’s keynote talk the first being that we should all identify as "Researchers," not "Qual" or "Quant." We need to continue to grow our practice which means avoiding older labels and instead focusing on what we all do, research.
Another impactful takeaway from Kristin’s session was that the market research industry is bigger than cloud services, coffee, and digital music. As Kristin put it, "data is the new oil." This of course now means that “traditional" research is now threatened by falling between clients' faster/lower-cost DIY research and consulting firms' ability to move from [tactical] data collection to [strategic] holistic, synthesized recommendations, which resonate with C-suites. Since the C-suite has changed, we must to as researchers. It’s time to become Data Translator/Synthesizers, not just Data Collector/Analyzers and put on our "Research Mullets", Business in front, Party in the back!
Kristin’s quote: "Data is the new oil” was EYE-OPENING! That's a BIG deal, it really conveys the value of what we do and offer.
Final Comments and Takeaways
We must stop pigeon-holing ourselves as Qual researchers! It’s time to think of ourselves as researchers, storytellers, synthesizers, observers, strategists who engage respondents as HUMANS on their terms, not ours. Let's all go forward to work as humans above all else!
QRCA Reporter on the Scene: Gayle Moberg, GDM Marketing Solutions