QRCA New York Metro Chapter Event: Moderating 101 Bootcamp: From Soup to Nuts
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When: Friday, October 11, 2019
11:15 am – 3:30 pm (Eastern Time)
Where: Virtual Bootcamp
United States
Contact: Roben Allong

Online registration is closed.
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Moderating 101 Bootcamp: From Soup to Nuts

QRCA New York Metro Chapter Event


Event Details

Rates & Registration

Members: $25

This event is for members only. Please register using the button above by October 10, 2019.


Moderating 101 Bootcamp will provide a solid overview of moderating basics including tips and tricks based on real life examples. Learn from the best qualitative researchers in the business in this intense speed session covering study design to reporting. Each session is 20 minutes with 10 mins for Q&A.

This is a VIRTUAL presentation so you can log on and participate while you eat lunch in a park, in your workout gear coming from the gym, or in the office, as usual. We get that you're mobile... and have no time so we're providing continuing education on the go! The Zoom platform will be used so a good internet connection is essential.

Please note that this training session for members only and is targeted to beginners as well as those who feel they need a refresher.


11:15 am – 11:30 am

Session overview and introductions

11:30 am – 12:00 pm


12:00 pm – 12:30 pm

Jessica Broome and Shannon Danzy

12:30 pm – 1:00 pm

PARTICIPANT INTERACTION: The power of good rapport
Naomi Henderson

1:00 pm – 1:30 pm

MODERATION: Using projectives for even better insights
Pam Goldfarb Liss

1:30 pm – 2:00 pm

Tom Rich

2:00 pm – 2:30 pm

REPORTING: Best practices for creating memorable reports
Maria Virobik

2:30 pm – 3:30 pm


About the Presenters

Jessica Broome

Founder and Team Lead, Southpaw Insights

Jessica Broome is a seasoned and dynamic researcher with diverse experience in both quantitative and qualitative methodologies. She focuses on rigorous questionnaire design to collect high-quality data, as well as using data to tell a story that leads clients to action. Jessica began her career in the non-profit sector, interviewing inmates in both state prisons and city jails across New York. She then worked for several years in the research and insights departments of major public relations agencies, including Ogilvy and Edelman, where she managed the much-publicized Edelman Trust Barometer. Since launching Southpaw Insights (formerly known as Jessica Broome Research) in 2008, Jessica has conducted results-oriented research for both agencies and end clients across a broad swath of sectors, including pharmaceutical, food, technology, financial services, consumer packaged goods, education, and non-profits. Jessica holds a PhD in Survey Methodology from the University of Michigan and an M.S. degree in Applied Social Research from Hunter College. She graduated cum laude from Connecticut College, where she earned a B.A. degree in Sociology and minored in German and Hispanic Studies.

Shannon Danzy

Principal, danzy consults

As Principal of danzy consults., an independent consultancy, Shannon offers brand strategy and market research services. She specializes in digital qualitative methods, multicultural research, communications testing and agile, hybrid methods such as combining usability with ethnography to naturalistically observe how people interact with products versus a staged setting.

Shannon began consulting in 2011 after a decade in brand planning and market research at advertising agencies, nonprofits and leading the custom research discipline at the media agency, Mediacom USA. During this time, she was part of several award-winning campaigns and worked on a wide range of categories from luxury retail to substance abuse prevention.

A graduate of Dartmouth College, Shannon is a member of the Insights Association, UXPA, EPIC and the QRCA. She currently co-chairs the QRCA’s Young Professionals Committee and the NY Metro Chapter, focusing on initiatives that look to strengthen and diversify the future of the market research industry.

Pam Goldfarb

President/Big Brain of LitBrains-Igniting Ideas!

With more than 28 years of experience, Pam loves the never-know-what’s coming next world of qualitative research. She is knowns for her creative approaches to moderating in-person, online and mobile with fast-moving and fun guides. Pam has moderated on subjects ranging from soda pop, water, yogurt, television and toys to toilet paper, bullying, diabetes, gun violence and sexual predators for a variety of Fortune 100 brands and non-profits. Pam teaches ‘Moderating with Kids and Teens’ annually at RIVA Market Research Institute. She also presents regularly to the market research industry on using new technology and creative tools for more engaged respondents. After more than a decade on the East coast, Pam is proudly living back in Minnesota - her home state - with her husband and elementary-aged daughter.

Naomi Henderson

CEO of RIVA Market Research

Naomi Henderson, CEO of RIVA Market Research, started the firm in 1981 in her basement with an IBM typewriter and a two line phone. RIVA, is located in Rockville, MD, celebrating 38 years in business.

Since 1964, Naomi has personally talked to more than 50,000 individuals conducting research for clients related to products, services, issues and advertising. She has been quoted in the New York Times, Forbes, the Wall Street Journal and American Demographics. In April 2011 her book: “Secrets of a Master Moderator” was published to leave a legacy of lessons learned over 35 years of qualitative research experience. In 2015 the third edition of Secrets of a Master Moderator was published along with an electronic format. The textbook is used by multiple universities as part of their curriculum.

She holds a BA and an M Ed. in education and psychology from American University and is a licensed practitioner of NeuroLinguistic Programming [NLP], a technique that accelerates the collection of behavioral information. She holds certificates of completion in Synectics and Creative Problem Solving [using the Osborne-Parnes Model].

In addition to her work as RIVA’s CEO, she is a Master Trainer in the RIVA Training Institute, a division of RIVA that trains researchers in tested qualitative research techniques. She has written more than 9,000 pages of curriculum to cover research content for 11 courses. The Institute has trained more than 6,000 students to date in both public and custom trainings. She has led more than 5,500 QREs with a variety of demographics from teens to seniors; from housewives to CEOs; the extremely fit to those dying from HIV/AIDS; and from the homeless to lawmakers. She is also a licensed Master Coach.

Tom Rich

Owner, Thomas M. Rich & Associates

Tom Rich is one of the most respected practitioners in the field of qualitative research. Since founding his business in 1996, he has conducted thousands of focus groups, one-on-one interviews and online interactions for clients in nearly every industry. Drawing on his many years in brand management, Tom takes an approach to his clients’ research needs that is simultaneously creative, strategic and pragmatic.

A recognized expert on the application of analytical models to market research, Tom is a frequent and sought-after speaker at industry events and regularly teaches master classes for experienced qualitative researchers to help them hone their skills.

Tom boasts an extensive background in brand strategy, consumer behavior and shopper insights -- skills he developed while working for companies that include Backer & Spielvogel Advertising, Nabisco, Tambrands, and Unilever. This background gives Tom a unique skill set among qualitative practitioners, and allows him to structure research and analysis around the tactical and strategic decisions that will be made as a result of the research.

Tom received a bachelor's degree in English from the University of Pennsylvania and a master's degree in business administration from the Amos Tuck School of Business Administration at Dartmouth College. He received his qualitative research training from Burke institute, and is a member of the Qualitative Research Consultants Association (currently serving as that organization’s President), and The Insights Association.

Janet Standen

Co-Founder, Scoot Insights

Janet co-founded Scoot Insights with Katrina Noelle in 2015, to bring fresh qualitative insights to businesses, from both internal and external audiences, in an accelerated process that does not compromise depth of learning. Leveraging over 30 years of business and research experience to unearth insights that are relevant and actionable, to help management teams make more powerful business decisions. Janet is an innovation, brand positioning, communication & employee experience qual specialist, with a breadth of expertise gained working in the US and in the UK/Europe across many categories from CPG to tech and retail.

Janet currently serves on the board of the Qualitative Research Consultants Association and as Board Chair for Matter of Trust. She is also an active member of AMA, WIRe, EPIC, BayCHI, Insights Association, and UXPA.

Maria Virobik


Maria Virobik has been working as a qualitative research consultant since 1997 and joined QRCA in 2018. She provides analysis, project management, writing services and moral support to independent moderators and market researchers working in a broad range of categories. After early dalliances with account management in the ad agency world, she came to her senses and has been devoted to qualitative research ever since. Originally hailing from Southern California, she and her husband sold their California house in mid-2018 and have been living a nomadic lifestyle with their two marginally obedient dogs, Lucy and Ginger Snap, ever since.

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