Spring is here, a time for accelerated growth. Invest a little time in yourself and join your colleagues to learn more about two fascinating and timely topics from two outstanding speakers!
A snapshot of the day:
10.30-11.00am - Arrivals, coffee and chitchat
11.00-12.15pm - Agile Research, Janet Standen
12:15-1:00 - Lunch is served
1.00-2.15 pm – Customer Experience, Jay Zaltzman
2.15-2.30 pm - Announcements
Agile Research: "Accelerating the Qualitative Route."
As QRC's how can we deliver interactive qualitative consumer input faster, without compromising quality of insights AND ensure that the output is immediately actionable for our clients?
Janet Standen, is a co-founder of Scoot Insights with fellow QRCA member Katrina Noelle. Janet will share how Scoot Sessions deliver just this, and provide practical suggestions for when and how to consider Scooting as an option for your clients.
Janet is based in San Francisco where she rides her 2005 Vino all over the city because it's agile and efficient! She directs herself as JS Strategic Insights, and is Director of Consumer Insights for Instant insights Lab in San Francisco. Her route to customer insights was via a background in strategic marketing. She was a partner in her own brand development consultancy based in London, held a senior client-side European innovation role, and was Marketing Director in a brand Identity consultancy before moving to the US more than 15 years ago. Since then she has focused on bringing qualitative customer insights to a wide range of companies across diverse categories. Janet has a passion for informing business decisions with consumer insights using both in-person and online qualitative methodologies.
Customer Experience: “How Qual Can Take Back Customer Experience”
The term "customer experience research" has been popularized by those in the usability field, but qualitative researchers should take it back.
Even though customer satisfaction is not new, the concept of "customer experience" (CX) is somewhat different, since it is a combination of (or perhaps even an evolution of) user experience together with more traditional customer satisfaction. But when customer experience research is conducted from a usability perspective, it can be incomplete. Successful customer experience research should consider the steps customers take along their journeys from both objective AND emotional perspectives. For example, customers might report positive experiences in all their calls with polite customer service reps, but still be unhappy with their overall customer experience.
Qualitative researchers can provide insight into both customer touchpoints and the overall experience. Learn the language of customer experience as well as specific approaches to CX research to add to your arsenal, including customer journey mapping and key touch point research. And learn how customer experience research can open new opportunities for QRCs to provide greater value to their clients.
Bio: Jay Zaltzman is founder of Bureau West, a marketing and research company in Los Angeles. Over the past 20 years, he has spoken to thousands of customers and users, online, offline, and everywhere in-between. His company combines user research with qualitative and quantitative approaches to get a complete understanding of people's motivations and behavior. Jay feels that it is important to go beyond people’s rational thinking and also understand their emotional and subconscious motivators.
Jay is an active member of the QRCA and is currently serving on the association's board of directors. He was born in New York and moved to Israel as a child. Jay received his first qualitative research training in the Israel Defense Forces, where he was an interviewer of candidates as part of the recruitment process. After his military service, he completed a BA in Psychology at Tel Aviv University. He began his career in market research after returning to the U.S. He currently lives in Palm Springs, CA, where he is co-founder of Salon for the Parched, a local think tank.
More Info from Trotta:
Building 5 is in the same complex as the Hotel Irvine (formerly Hyatt Regency Irvine) at Jamboree and Main Street.
Parking: Enter parking garage (5A) on left side of building; take a ticket and park. Go to the main lobby. An attendant will let you into the building. If the attendant is not there for some reason, return to the garage and as you re-enter it, immediately to your left there will be a free intercom to call Trotta's suite. Then return to the lobby area and they will let you in.
Trotta Associates is located on the second floor in Suite 200. Take the special "Second Floor Only" elevator to Trotta's suite.
Secure your tickets no later than Tuesday, April 25th at noon.
You must get a ticket via Eventbrite whether you pay online or pay at the door (checks only).
Ticket prices include parking fees and lunch. Non-members must pay online.
If you have trouble with Eventbrite, or would like to RSVP your regrets, please email Caryn@GoldsmithStrategicServices.com or call (310) 836-8818.
Plan to carpool.
It's fun, it saves gas, and saves on our chapter parking bill!