IMRD Digital Event:
[Qualitative] Research for a Better World

This is a free event open to members and non-members. Please register for this event.

This year's International Market Research Day theme, Research for Better World, gives QRCA members the opportunity to shine light on qualitative research as a tool for good. The event will showcase 4 research studies that contributed to societal good in areas like reducing inequalities, sustainability and environmental impact.

Presentations & Speakers

Hospital ER Re-admissions Reduced for US Hispanic Patients

by Isabel Aneyba, Comarka Consulting and Marketing Research

In 2016, 9.6 million of uninsured Americans were US Hispanics. They were 40% of the total uninsured population. A Hospital was experiencing high Emergency Room readmission for US Hispanics.

This case-study provides evidence of how in-culture research unveiled the truths of Latino patients. It provides examples of how cultural gaps affected the patient experience and the outcome after the ER visit. After implementing the study recommendations, the hospital was able to reduce the ER readmission significantly.

For her work toward a more inclusive industry, Isabel Aneyba received the REEL award (Research and Equitable Leadership) in 2020, and recognition as one of the top 50 most influential insights leaders in the US.

Advancing Diversity in the Inner City

by Laura R. Oswald, Ph.D.

A prolonged ethnography of community gardeners on the West Side of Chicago identified cultural barriers between local residents, primarily working class African Americans, and the Garfield Park Conservatory, a world-class horticultural institution that was motivated to grow the memberships of local residents. The ethnographer-turned-activist inspired the Conservatory to integrate local gardening traditions into programming and build a community garden on Conservatory grounds. The study illustrates the principle that, "semiotic ethnography accounts for the complex and dynamic character of meaning production and the tentative nature of any particular interpretation of consumer behavior."

Cooperation vs. Competition in Agriculture Helps Socialize Sustainable Farming Practices

by Pamela Batzel, Finch and the Frog

Pamela will present a B2B market research study on sustainability conducted on behalf of an international commodities company. The qualitative study assesses the value of regenerative agriculture (regen ag) for agriculture and food production companies. Global sustainability leaders broadened the key benefits of regen ag—beyond the proposed benefit of sequestering carbon in soil. Sustainability leaders focus on the need to produce food for an ever-growing population—and a world that increasingly faces changing and unpredictable weather events threatening food production. Notably, companies involved in regen ag are also engaging in more cooperative than competitive initiatives.

The Adultification of Black Girls in Canada

by Stella Igweamaka (YPG winner) & Nana Appah for Black Canadian Women in Action (BCW)

As part of the winning entry for the 2022 ESOMAR Research Got Talent Competition in Canada, Stella Igweamaka and Nana Appah conducted research on the Adultification bias faced by Black girls. The study found that Black girls in Canada are frequently subjected to this bias, resulting in differential treatment compared to their peers. Using a mixed methods approach, the research revealed that Black girls in Canada are often perceived as older than their actual age, and as a result, they are not afforded the same level of care and protection as other children.

Their research informs the development of toolkits and resources by the NGO Black Canadian Women in Action to support Black girls in overcoming this issue.