Reporter on the Scene: Wandering or Wondering about the Future of Qual: Forging
New Paths to Deliver Value in Uncertain Times
Presenters: Randi Stillman, Bottom Line Market Research & Consulting, and Rick Weitzer, Prell Organization
Summary of Conference
Examination of key challenges identified through a round of IDIs with
various stakeholders that they consider impactful to the future of qual:
- New competitors
- Client-side bias
- New competitors with
full range of services
Key Session Takeaways
The competitive landscape is changing—but qual is not going away. The
session identified perceived challenges from various stakeholders including
client-side research buyers and non-QRCA quallies, and outlined three key areas
of opportunity for quallies to investigate to help them stay abreast of the
market, attract new clients, and maintain their practice. These key opportunity
- Sharpen business
problem-solving skills—focus more on business objectives and how research
insights impact business outcomes.
- Lean into agile
solutions by creating and experimenting more with mix-and-match hybrid methods
to get the best insights efficiently.
- Engage in continuing
education and elevate ability to demonstrate the value of qualitative research.
How I Will Use this
Information in My Practice
Quallies have already begun instituting deliverable practices that
report insights more as potential business strategies rather than just “research
insights.” We are also engaging clients by advising them on the potential
business applications of insights as they come to the surface during debriefs. Researchers
are becoming faster, increasingly nimble, and we are always on the lookout for
technology that can speed up the data collection and analysis process.
Clients are under the gun to produce results, beyond insights,
especially given the current economic climate. Quallies can help them achieve business
goals and remain relevant by evaluating their individual research toolboxes. Looking
with new eyes and learning how to optimize existing skillsets and technology
can be instrumental to achieving successful outcomes, for both client and
QRCA Reporter on the Scene: Roben Allong, Lightbeam Communications Corp.