Texas & Friends Chapter Meeting - Project Butterfly: Escaping the Net
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Back by popular demand, Daniel Berkal presents the hot-button topic of immersive qualitative research…Project Butterfly: Escaping the Net

When: 6/21/2013
2:00 PM
Where: Tammadge Market Research
210 Barton Springs Road
Suite 515
Austin, TX  78704
United States
Contact: Kelly Heatly

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Texas & Friends Chapter Meeting
Project Butterfly: Escaping the Net by Daniel Berkal

  • FocusVision available for remote viewers
  • Door prizes provided by FocusVision.
  • Optional lunch beforehand, 12:00n at Threadgill’s, 301 W. Riverside Dr.
  • Optional happy hour afterward at Perla’s, 1400 S. Congress.
  • Great opportunity to network!

What effect can learning about how sociable people interact in the real world have on the online space?

Daniel Berkal will present an immersive research case study of his client, an advertising agency tasked with positioning several large brands effectively in the social sphere. Daniel’s team set out on a multi-city project, both online and real world, actively immersing themselves in a variety of communities in order to fully understand the elements that contribute to interaction and involvement. They entered real-life communities ranging from coastal skateparks to suburban supermalls, observing and conducting "speedfriending" experiments. They infiltrated college fraternities and entrepreneur hotspots, chronicling sociable behaviours and how they developed. In contrast, they explored behavior of "online hyperconnectors”--people who are extremely active on social media—to round out understanding of the social sphere.

Researchers will be fascinated with both the creative and unique use of a mixed qualitative methodology and with the striking results of the research.


$30 for QRCA members; $45 for qualified non-members.
Refreshments included.
$15 QRCA Members only via FocusVision
Pay Pal through Mike Courtney: mike@aperioinsights.com.
Or, bring cash or checks (payable to QRCA).


By Wednesday, June 19, to Kelly@HeatlyCustomResearch.com
This is to give the chapter a general idea of how many to expect; last-minute attendees are welcome. Please invite guest colleagues (non client-side).

About the Presenter:

Daniel Berkal is Vice President, Research and a partner at The Palmerston Group. An accomplished researcher, Daniel has personally conducted hundreds of energetic focus groups of various sizes, in-depth interviews, ethnographies, accompanied shops, mystery shops, videographies and ideation sessions among consumers and professionals in North America, Central America, Europe and Asia.

Daniel holds degrees from McGill University and The University of Texas at Austin and was the inaugural winner of the QRCA's "Qually" award for excellence in qualitative research at the 2011 QRCA Symposium in Chicago.

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