QRCA So Cal Mini-Conference with Tom Rich
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When: June 6, 2015
Where: Adler Weiner
10960 Wilshire Blvd. Suite 1250
LA, California  90024
United States

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QRCA Members: $55
Non-Members: $85
A tremendous value!

9:30 – 10 a.m. Check-in and continental breakfast
5:30 p.m. Mini-Conference concludes

Register at: https://www.eventbrite.com/e/qrca-so-cal-chapter-mini-conference-15th-annual-tickets-16822937860
Credit cards are accepted for this event using the Eventbrite.com link.

** SCHOLARSHIPS AVAILABLE: QRCA So Cal Chapter is pleased to offer three Conference Scholarships, making it possible for budding market researchers from the Los Angeles area to attend the QRCA So Cal Chapter, 2015 Mini-Conference in Los Angeles on June 6. This initiative is designed to support the career and personal development of market researchers, while helping raise QRCA’s profile locally. Get full scholarship details and the full application here.

We have a very exciting Mini-Conference planned for you highlighting two top-rated presentations from leading QRCA Conference Presenter, Tom Rich!
We will dive into fascinating practical and analytical topics as Tom expands both of these presentations into an interactive workshop mode. Broadening the learning for all, attendees will be encouraged to share their own experiences and hot tips.

1) SHOP ALONG STUDIES: Beyond Comfortable Shoes: A Practical Guide to Conducting Small- and Large-Scale Shop Along Studies

This session will provide an introduction to conducting shop-along studies, a rapidly growing methodology. Clients are increasingly emphasizing retail strategy and insights, and many are developing shopper insight groups within their research departments. These groups focus on understanding consumer attitudes and behavior at retail. Shop-along interviews present a variety of new challenges and this presentation will review the nuts and bolts of planning and executing successful shop along studies.

  • Logistics: recruiting, scheduling, retailer permission
  • Interviewing approach: 3-act structure, active vs. passive interviewing, use of stimuli, creative exercises, managing client participation
  • Analysis and reporting
  • Logistics of handling large-scale shop-along studies

Attendees will leave with an understanding of the intricacies of planning, budgeting and executing a shop-along study, as well as key differences between focus groups and shop alongs.

Member testimonial:  “I went to Tom Rich’s Shop-Alongs presentation at the San Diego Conference, and it was the best presentation I attended!  He shared lots of specific pieces of advice that I utilized just a few months later.  It has really helped me do a better job on shop-along projects.  In fact, I’m looking forward to attending the presentation again!”  - Jay Zaltzman

2) TRADEOFF ANALYSIS: Leave the Gun: Take the Cannoli. Using Tradeoff Analysis to Strengthen Qualitative Analysis and Reports

One of the top rated sessions of the 2014 QRCA Conference, this session will teach participants to employ tradeoff analysis – an underused tool – to organize and understand qualitative research findings, and to add actionable insights and implications to qualitative reports. Much of qualitative research is about the decision-making that drives consumer behavior. Tradeoffs are the substance of the mental process consumers undergo when making decisions. This presentation will present a valuable framework within which to analyze and present to clients the consumer decision-making process.

3) BONUS TOPIC: Quirkos: Qualitative data analysis software for everyone!  Come see and discuss how Quikos can help you sort, manage and understand large amounts of text (think transcripts).  Use it to tag or code relevant sections of data and compare themes across dozens of different sources. 

Please REGISTER TODAY for this exciting day packed with education and valuable interaction with qualitative colleagues!  Continental breakfast, lunch, an afternoon snack and parking are all included making this a tremendous value! 

Looking forward to seeing you there!
Susan Thornhill
2015 Mini-Conference organizer
For questions, contact Susan at 310.318.2600 or susan@thornhill-associates.com

Caryn Goldsmith, Lauren Goldberg McCluskey and Glenn Naphy, Chapter Co-Chairs

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