The Future of Qualitative: Global Workshop
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When: Thursday, May 28, 2020
10am-1pm ET / 9am-Noon CT
Where: Virtual
United States

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QRCA Global Workshop

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Future of Qualitative Global Workshop QRCA

If you are interested in sponsoring the Global Workshop, VISIT THE SPONSOR PAGE HERE.


QRCA Members: FREE
Non-members: $79*

*Non-members will receive a promotional code that can be applied to receive $79 off the 2021 Worldwide Conference on Qualitative Research.

*Non-members who are young professionals or grad students under 35 years old can apply for a Mini Grant to attend this event for FREE. Visit for more information.

QRCA Advance Credits: 2

We welcome qualitative professionals from around the world to join us in exploring what the new frontier of qualitative research will look like and how we can lead the way. Hear from prominent voices in qualitative who will bring insight and perspective to move us through the challenges of 2020 and beyond. Join us for a thoughtful day of presentations, Q&A, and even small group discussion that can bring new context and inspiration to qualitative research. Be sure to register now for this workshop!

This is the first QRCA event that will be hosted in our new QRCA Learning Center. Please refer to this summary and short training video for any questions about registering and using the learning center.

Thank you to our Sponsors:

Better Decisions           Civicom         Canada Market Research         Fieldwork        Nvivo         Rybbon       THINKGROUP AUstin


9:00 am
Welcome and Opening remarks, Chris Kann

9:10 am

Mark EarlsPast. Present. Future
by Mark Earls

In his opening presentation, Mark will encourage the audience to think about how we, our clients and their consumers/customers think about time….and how we might think about and do it better.  This will be based on his work-in-progress upcoming book: “Memories of The Future”.  Expect Mark’s sessions to be lively and participative!

Mark is a well-known writer, speaker and business advisor. His award-winning writing explores human behaviour, creativity and innovation. His bibliography includes HERD, I’ll Have What She’s Having, Copy Copy Copy and Creative Superpowers. In working with clients around the world, he creates things and experiences that help making sound thinking easier. His next book, “Memories of the Future”, guides readers how to think better and smarter about tomorrow. 

9:40 am

Sue BellHow Sensemaking Shows Us New Ways to Interview
by Sue Bell

In this presentation Sue Bell suggests that qualitative researchers should add "sensemaking" into their repertoire of frameworks. Qualitative researchers need a sensemaking mindset when talking to people about what they do in complex and confusing situations (much like the one we are living today, but also much more common than you might think). Sue will explain what that mindset is and then will suggest how to have conversations with people  about how they make things make sense.

Sue Bell runs the boutique micro agency Susan Bell Research, based in Sydney Australia. She is skilled and experienced in all forms of qualitative research, semiotics, discourse analysis and quantitative research and has explored social media analysis and text analytics. She has been called a "progressive" qualitative researcher. Her Blog is called BellBird, and she can often be found on Twitter (@SueBellResearch) and LinkedIn. She is a Fellow of The Research Society and a member of its Board.  

10:10 am
Stretch break

10:15 am
Partner Spotlights

10:30 am

Siamack SalariCreating Thinking Time in a Time Constrained World
by Siamack Salari

Interpretation and reframing the ordinary in extraordinary new ways is easier said than done. Siamack, working with the Catalyst team at Mars, has been following and working with research partners all over the world to try and create a process which allows the researcher's gut feel and intuition to crash against the hard facts and themes present in the data. Taking everyone to new places. He will talk you through how challenging this journey has been. A journey he is far from completing.

Siamack Salari is a leading expert in ethnographic research, with more than 25 years’ experience pioneering developments in the field. Besides running in-house research units at several international ad agencies, his career has seen him found successful research businesses, and develop the world’s first mobile ethnographic research app. Siamack works for Mars Inc. as a contractor with the Catalyst Team, a cross-sectoral think tank based in Geneva. He also lectures in observational research at leading universities in the UK, France and India, and is a visiting fellow at King’s College London’s Department of Management. His latest initiative, noteverydaylife, started out as a small experiment which has now become the largest crowdsourced, not for profit exploration of everyday life, the qualitative research world has ever seen.

11:00 am
Global colleague breakout sessions

11:20 am
Stretch Break

11:25 am
Partner Spotlights


Edward AppltonHave Things Changed Between Us?
by Edward Appleton

How do we lead brands forward from here?  Join Edward Appleton as he re-examines newly distanced brand relationships using storytelling techniques.  During our closing session, Edward will share findings from a global Happy Thinking People study examining how people’s attitudes towards commerce, brands and communication have changed (or not!) during 2020.  We must re-think priorities for the robust qual future before us.

Edward Appleton is Director of Global Marketing with Happy Thinking People in Berlin. Edward has worked for over 20 years in market research on both the agency and client side. Prior to his current role, Edward's work history includes work as Senior Insights Manager with Coca-Cola in Berlin, European Insights Manager at Avery Dennison, and stints at Mass Observation UK and on the Insights team at Nestle UK. He blogs regularly at and for ESOMAR. Edward is bi-cultural English/German and speaks fluent French.

12:10 pm
Closing Remarks and Invitation, Chris Kann

Note: All speaker sessions will be followed by a brief Q&A, as time allows

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