Annual Conference Reporter on the Scene: 2020 Qually Award Final Presentations
Barb Paszyn and Mike D’Abramo, Sklar Wilton & Associates
Jillian Domin and Leah Lowe, Hypothesis Group
Maria Virobik, ResearchScribe
Summary of Conference Session
Since 2011, QRCA has found a way to honor fellow creative problem solvers with a unique industry award affectionately known as the “Qually” Award. At the 2020 Annual Conference all in attendance had the excellent chance to hear from the finalists for the 2020 Qually Award.
Centered on the theme of alleviating traffic congestion in the world’s busiest cities, the three presenting groups presented three great takes on how qualitative practices can be leveraged to improve quality of life for many while overcoming stakeholder barriers and ultimately generating behavioural change. This session gave all attendees great perspectives and tools that they can utilize in their own practice.
Key Session Takeaways
While there were many takeaways from the three sessions, some of the key highlights for me included:
- Technology, even hardware, as a better way to connect clients to consumer needs and real pain point.
- Find the real decision makers and understand real world solutions and barriers so premature death of ideas can be prevented.
- Exploring big ideas like luxury on a conceptual level so they can be leveraged to me more enticing.
- Mixing demographic, behavioural and attitudinal segmentation — a complex combination of barriers calls for a more thorough approach.
- Leveraging longer term data collection through communities so participants have time to reflect on the subject after repeated experiences, giving them second and third chances to provide further insight.
I personally liked how utilizing recent technology (but hardware rather than a new platform) was considered as a better way to connect clients to consumer needs and real pain points.
One of the presentations highlighted how important it can be to involve the real decision makers and specialists and having an in-depth, technical perspective of what has been tried and what can really be done in order to avoid ideas being killed too early on. I also enjoyed the idea of exploring wide concepts like luxury, so they can be leveraged to be more enticing for those interacting with future products and services and drive how these will be designed.
For complex subjects with a lot of nuance, it's a great idea to mix demographic, behavioural and attitudinal subgroups — a more thorough approach can cover more particular pain points more effectively. For some issues, it's a great idea to leverage longer term data collection through communities so participants have time to reflect on the subject after repeated experiences, so they potentially offer more insight.
Putting it into Practice
While the presenters were competing for the Qually Award, their takeaways were key and had me thinking about how I can elevate my own qualitative practice. I intend to combine more of my own experience with consumers' — simultaneous ethnographic and observation. I value the approach one presenter took of taking longer on data collection for subjects involving repeating, daily experiences so participants have longer to reflect. This was also the most relevant use of 360 cameras applied to qual I have seen until now.
There were many “aha moments” throughout the presentations, but my favorite was that a great way to immerse clients in the user's context is using 360 cameras through the commuting journey.
All three presentations were great in their own ways and each had a fresh perspective for taking on the transit issue. I appreciate all the time each group took to put together their presentations. I can’t wait to see what the 2021 Qually Award challenge is!
Read more about the Qually Awards: https://www.qrca.org/page/qually_award
QRCA Reporter on the Scene: Rodrigo dos Reis, Zeitgeist