PNW Chapter Meeting
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When: Friday, September 22, 2017
9:30 AM
Where: Fieldwork Seattle
520 Pike Street #2610
Seattle, Washington  98101
United States
Contact: Nancy Hardwick

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We have an exciting and broad range of topics to cover at our PNW Chapter meeting on September 22nd

  • Have you ever wondered what we can learn from other professions?
  • Have you found yourself really connecting to an ethnography participant and wondering if that’s ok?
  • Have you felt your heart pounding just a bit faster with anxiety when a client asks you to facilitate a “co-creation” session?



9:30 – 10:00am         Meet and Greet – Registration – Light Breakfast

10:15 – 10:30am       Announcements & Introductions

10:30 – 12:00pm      Listening as an Act of Love: What we can learn from others who listen and observe for a living

12:00 – 1:00pm         Lunch & Facility Announcements

1:00 – 2:30pm           Delaying Objectivity for Deeper Empathy

2:30 – 2:45pm           Break

2:45 – 4.00pm           Stock Your Pantry for Co-Creation: Building your Co-Creation Toolbox

4:00 and beyond       Optional cocktails and/or dinner out  


 We are very thrilled to welcome this talented and varied group of research professionals to the PNW. We hope you can join us!


Listening As An Act Of Love: What We Can Learn From Others Who Listen And Observe For A Living

Presenter: Laurie Tema-Lyn

“Effective listening” involves a lot more than “hearing”.  Whether talking with a consumer, a client, a stakeholder, or a spouse, listening is a critical component of building strong relationships.  Without effective listening, it’s impossible to gain a deep understanding of the situation or to strategically apply the insights gained.

This presentation and workshop was created after spending several months researching “effective listening”.  The research entailed in-depth interviews with professionals in a variety of fields in which listening is a key to success.  Laurie will share key listening tips uncovered in her research and conduct workshop activities to help market researchers be more effective listeners. 

Laurie has presented this topic at the 2017 annual QRCA conference, has an article on this topic published in May 2017’s Quirk’s magazine and has presented this to some of her clients as well.


Delaying Objectivity For Deeper Empathy
Presenters: Susan Sweet And Jay Picard

We always attempt to get a more holistic view of our clients’ challenges and our participants’ real-life issues… but how do we actually do that? We’ve found that employing deep empathy, delaying objectivity until it’s needed can create outcomes with profound impact. This session will debunk some traditional research beliefs, such as maintaining objectivity by the removal of self, and shift our thinking about the power of the researcher’s own perspective and an empathetic mindset at all stages of a project. We’ll share examples from multiple categories and build organic case studies with attendees, as well as provide a step-by-step take-away tool for QRCs to use with their own clients.

Bio: Susan Sweet is a passionate qualitative research consultant focused on illuminating insights and making the process fun for both clients and participants. She founded Sweet Insight Group in 2012, and has worked alongside some of the best in research and strategy for the past 20 years. She has served two terms on QRCA’s Board of Directors and currently serves as co-chair of the Industry Relations Committee. Susan loves hiking with her dog, dancing like no one’s watching, eating and drinking in foreign countries, and hugging her kids.

Bio: Jay Picard is a human-centric brand strategist who seeks global culture and creativity in all its forms. He founded Think Say Feel after almost 20 years in strategic planning roles. Jay’s work is rooted in human behavior, going beyond the stats to create bonds between people and brands. He is an active member of the Pacific Northwest chapter of QRCA, and serves as a member of the Board of Directors of the Seattle Symphony. Jay loves coffee, dogs, hockey, travel, the outdoors and Maine.


Stock Your Pantry For Co-Creation: Building Your Co-Creation Toolbox

Presenter: Laurie Tema-Lyn

“Co-creation” is hot these days as more clients are looking to qualitative researchers to build ideas as well as insights.

With an initial career in advertising, followed by establishing a successful innovation consulting firm Laurie has been engaging in co-creation with clients and consumer teams for 25 years.

This workshop will encompass the basics: the mindset, attitudes, and practical tools that qualitative research professionals can add to their repertoire of working with a range of clients.

Through discussion, examples and exercises we will explore:

·       What’s ripe for Co-Creation?

·       Success is in the details of set up 

·       Crafting Co-Creation Designs 

·       Harnessing results and moving forward

Laurie will talk through client cases that resulted in new products on the shelf including an initiative she conducted with Abby Leafe for Sabra Guacamole.

There will be plenty of time for Q&A during the workshop and afterwards. 

Bio: Laurie has been specializing in the integration of qualitative research and creativity for more than 25 years. She is a recognized leader in the field and a frequent industry presenter. Laurie is author of numerous articles on the topic and related fields, and her book, Stir It Up! Recipes for Robust Insights & Red Hot Ideas was published by Paramount Market Publications in 2011.

She is currently a member of the Board of Directors of QRCA, having served for many years as Co-Chair of the Philadelphia Chapter and as a member of the editorial team of QRCA VIEWS, including 2 years as Editor-in-Chief.  Laurie weaves her passions for theater, music, and creative cooking into her work.




Fieldwork Seattle

520 Pike Street #2610

Seattle, WA  98101


$100 USD QRCA Members

$150 USD Non-members

RSVP: By September 19th

To reserve your spot email

We have two payment options: 

  1. Send a check (made out to “PNW Chapter of QRCA”) to 8720 SE 45th Street, Mercer Island, WA 98040
  2. If you would like to pay via PayPal, let Nancy know and she can send you an invoice

Your payment guarantees your spot.

Given the popularity of these events, and the fact that we order food for you, if you register you must pay, whether or not you attend.


Save the Date:  At our next meeting on Oct 20th we will participate in the QRCA virtual mini-conference and welcome speaker Caroline Volpe for an in-person presentation in Seattle.  More details coming soon.

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