Canadian Chapter Meeting
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When: Friday, June 8
1:30-3:30 PM EDT
Contact: Pascal Patenaude

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Repeating last year's success, both Canadian Chapters are joining forces to share content with the full Canadian membership.

Members will assemble in Toronto and Montreal and Vancouver too to get the chance to hear two of our own members present what they presented at the Worldwide AQR/QRCA Conference in Valencia.

The session will kick off on Friday June 8th at 1:30pm with a roundtable sharing some of the highlights from Valencia and presenting the new QRCA Advance program.


CRC Consumer Vision Toronto
2 Bloor St W, Suite 300
Toronto, ON M4W 3E2

CRC Montreal
1610 Ste-Catherine W, Suite 411
Montreal, QC H3H 2S2

Lux Insights
138 Victory Ship Way, Unit 2
North Vancouver, BC V7L 0B1


$10 USD for members / $20 USD for non-members

Facility and beverages will be generously provided by Consumer Vision – (Thank you to Dora Smolik in Toronto and her team) and CRC (thank you to Eloi Theberge-Legault in Montreal) and Lux Insights (Claire Booth and Lauren McCrae)


1:30 – meeting starts – QRCA news from Valencia/ QRCA Advance
2:00 – Sarah Jane Johnson – The Art of Interlocution (20 min + 10 min Q&A)
2:30 – Daniel Berkal – From the Triforce to Bermuda (20 min + 10 min Q&A)
3:00 to 3:30 – share how this applies to our work, roundtable on the topics
3:30 – meeting adjourns


The Art of Interlocution: What we can learn from Other Experts Who Talk to People for a Living
Speaker: Sarah Jane Johnson, Athena Brand Wisdom
Qualitative Research Consultants are always looking for new and different approaches to connecting with their respondents and getting them to uncover their thoughts and feelings. This paper shares insights from the strategies of other “interviewing experts”: Journalists, Psychotherapists, Anthropologists, Litigators and Socratic Philosophers. The presentation will offer a range of points of view on how to conduct a successful interview and provide QRCs with new strategies for engagement.

From the Triforce to Bermuda: Why Triangles are More Powerful Than You Think
Speaker: Daniel Berkal, The Palmerston Group
The idea of triangulation has been a fundamental principle in several diverse academic fields. From Economics to Urban Planning, a significant amount of discourse has been given to building unique scenarios which allow conversations to thrive. This has explicit usefulness in Qualitative research. We have actively been incorporating triangulation principles into our methodology design for the past few years with remarkable success. In it’s most surprising form, it’s actually brought our clients into the front room and removed the glass altogether. This presentation will concentrate on smart examples that offer usable lessons for today’s modern researcher.

About the Presenters

Sarah Jane Johnson got her start at BMP DDB in London, where she conducted qualitative research as part of the creative development process. She has moderated groups and interviews on almost every topic in the UK, the U.S. and Canada. Sarah studied Anthropology, Philosophy and English at McGill University and Cambridge. She is a Riva-trained moderator, with additional skills in Semiotic Analysis. She has presented at conferences and colleges on a range of market research topics.

Daniel Berkal is SVP of Research & Innovation at The Palmerston Group. He’s partnered with the most innovative brands in business and is globally recognized for smart methodology design and immersive approaches. With projects featured in Fast Company and Forbes, he’s been called “Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period.” All of his teeth have been sharpened by lasers to speed up the chewing process.

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1000 Westgate Drive, Suite 252
St. Paul, MN 55114

phone:  651. 290. 7491
fax:  651. 290. 2266

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