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Annual Conference Reporter on the Scene: Wandering or Wondering about the Future of Qual: Forging New Paths to Deliver Value in Uncertain Times

Posted By Roben Allong, Lightbeam Communications Corp., Thursday, August 13, 2020

Annual Conference 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 Session

Examination of key challenges identified through a round of IDIs with various stakeholders that they consider impactful to the future of qual:

  1. New competitors
  2. Client-side bias
  3. New competitors with full range of services
  4. Technology

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 areas are:

  1. Sharpen business problem-solving skills—focus more on business objectives and how research insights impact business outcomes.
  2. Lean into agile solutions by creating and experimenting more with mix-and-match hybrid methods to get the best insights efficiently.
  3. 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.

Aha Moment

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 qually.

        QRCA Reporter on the Scene: Roben Allong, Lightbeam Communications Corp.

Tags:  business strategies  insights  market research  online research  QRCA Annual Conference  QRCA Reporter on the Scene  research deliverables  technology 

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