PNW Chapter Workshop: Projectives
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When: Friday, September 30, 2016
9:30 AM
Where: Fieldwork Seattle – Kirkland
5150 Carillon Point
Kirkland, Washington  98033
United States
Contact: Nancy Hardwick

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Full Day Workshop Topic: Projectives

Presentation One:

Understanding Critical Tipping Points by Going Deeper Faster - Leveraging Mixed Methods, Digital/Online Technology & Innovative Projectives
Presented at the 2015 QRCA Conference by: Pat Sabena, Susan Thornhill, Camille Carlin and Glenn Naphy
Susan Thornhill will be presenting at our Chapter Meeting.

Four independent QRCA professional research colleagues with extensive healthcare experience joined together to conduct an exciting research case study showcasing how multiple innovative projective techniques and mixed methodologies can bring much deeper insights into the pharma world.

By extensively layering projectives into both telephone and online methodologies, we demonstrate how to expedite rich, compelling and actionable strategic insights. We will illustrate how “tipping points” evolved while physician-patient conversations and patient journeys truly came alive!

To showcase these qualitative techniques and methods, we conducted a timely and compelling case study with Rheumatologists and patients with moderate-to-severe Rheumatoid Arthritis to understand:

  • What holds physicians and patients back from increased use of biologics?
  • What are Tipping Points for physicians to prescribe biologics for appropriate patients?
  • What are Tipping Points to trigger patients to accept biologics?

Come experience a deep dive into projective techniques that resulted in identifying potential opportunities for existing and new-to-market pharmaceuticals. Learn how this approach to identify “tipping points” can easily serve as a model for non-pharma product categories.

This 60-minute session allows time not only for Q&A but also for hands-on practicum with the projective techniques reworked to be relevant to any QRCs who attend this session.

Presentation Two:

Online Platforms with Projective Capabilities
Presented by: Regina Szyszkiwicz, PNW Chapter member and Co-Chair of the QRCA Online SIG

Many of the current online platforms offer tools for incorporating projectives into your research project. Learn about various online platforms and the projective tools they have available.

Presentation Three:

Projectives in Practice
Presented at the 2011 QRCA Conference by Nancy Hardwick
Nancy Hardwick will be presenting at our Chapter Meeting.

As an alternative (or complement) to asking direct questions, projectives are used to elicit the underlying emotions or subconscious drivers that influence choice. Simple exercises can pull rich responses otherwise never expressed.

New to Projectives? This can be a great introduction or a good refresher. Come experience over a dozen projective techniques that you will be able pick and choose from when designing your very next research project! Get those respondents into their right brains and have them tell you rich stories in a matter of minutes!

In addition to walking you through an easy “how to” on each projective technique, lots of examples will be shared, along with creative tips on ways to report projective findings.

We will also cover:

  • How and when to incorporate projectives into research design
  • What preparation is needed to successfully conduct projectives
  • Ways to get clients on board
  • How to interpret and report the results

You will leave this session with a full tool box of easy to use, proven projective techniques which are sure to help your clients appreciate creative approaches and especially the rich findings these bring to their decision making process.

Presentation Four:

A Projective Exercise Practicum – A Participant’s Perspective
Presented by: Paula Rosecky, Hemispheres, PNW Chapter Co-Chair

Have you ever thought about what participants think of projective exercises? What can we learn about their experiences that can make us better moderators? A few of us will get to practice moderating using the techniques we’ve learned while the rest of us will experience projectives from the participants point of view.

Before we jump in, we’ll also ask attendees to share any other projectives they’ve found to be successful.

About the Speakers

Susan Thornhill has worked for a broad range of qualitative research clients specializing in creative approaches to customer immersion, strategic brainstorming, and patient journeys. Susan is a Past President of QRCA (2011-12) and served as the QRCA Southern California Chapter Co-Chair for six years.

Regina Szyszkiewicz, MA is the founder of Ten People Talking. She has been conducting qualitative research studies for over 20 years, and uses proven and creative qualitative research approaches (both in-person and online) to maximize insights. She currently serves as the Co-Chair of the QRCA Online Special Interest Group.

Nancy Hardwick has been assisting organizations with their marketing research needs since 1986. Nancy incorporates both qualitative and quantitative techniques in her practice. She is a Past President of QRCA (2010-2011) and is current Treasurer for the PNW Chapter.

Paula Rosecky has a broad range of agency and client side experience with qualitative methods. Paula is especially versed in conducting immersive ethnographic, shopper, and online community research. She has been a co-chair of the PNW Chapter for the past two years (2015-2016).

Ok, I’m coming. Give me the details…

Friday, September 30th

Fieldwork Seattle – Kirkland
5150 Carillon Point, Kirkland, WA 98033

$100 USD QRCA members
$150 USD Non-members

9:30 – 10:00 Meet and Greet – Registration – Light Breakfast
10:00 – 11:00 Presentation 1: Understanding Critical Tipping Points by Going Deeper Faster
11:00 – 12:00 Presentation 2: Online Platforms with Projective Capabilities
12:00 – 1:00 LUNCH/ Tour of facility
1:00 – 3:00 Presentation 3: Projectives in Practice
3:00 – 4:00 TBD
4:00 Optional cocktails and/or dinner out

Please RSVP no later than Tuesday, September 30th.
To reserve your spot email Nancy Hardwick (
We have two payment options:

  1. Send a check (made out to “PNW Chapter of QRCA”) to 8720 SE 45th Street, Mercer Island, WA 98040
  2. If you would like to pay via PayPal, let Nancy know and she can send you an invoice

Your payment guarantees your spot. Given the popularity of these events, and the fact that we order food for you, if you register you must pay, whether or not you attend.

We look forward to seeing you at this exciting workshop!
Your QRCA Pacific Northwest Chapter Leadership

Paula Rosecky, Chapter Co-Chair, WA
Claire Booth, Chapter Co-Chair, Canada
Jenny O’Connor, Chapter Co-Chair, OR
Nancy Hardwick, Treasurer

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