Mini-Conference in Nashville: Essential Mobile Qual
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When: Friday, October 14, 2016
9:00 AM
Where: 20/20
161 Rosa L. Parks Blvd,
Nashville, Tennessee  37303
United States

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Essential Mobile Qual: Everything you need to know to design, manage and use mobile qualitative research


Southeast, Missouri & OHINKY QRCA Chapters


20/20, 161 Rosa L. Parks Blvd, Nashville, TN 37303                

Theme: Essential Mobile Qual

  • A coming together of qual practitioners and platform providers to address essential, practical, actionable topics in mobile market research via presentation, workshop and group discussion formats  
  • Organized into sessions that correlate with the journey of a qualitative research project–design, implementation and reporting
  • Topics will include platform choice for different study objectives; participant screening, recruitment and engagement; analysis and reporting; client considerations and more


Members: $45
Nonmembers: $60 
Students: Free


Attendees who travel to Nashville on Thursday will arrange their own accommodations due to the difficulty of securing a block of rooms at a group rate during a busy weekend of events in Nashville.Recommended: Book early (online)–there are many options at all price points within a relatively short distance from the 20/20 facility.

Questions? Contact Siri Manning, 651.290.7484


Thursday, October 13 Optional
3:00+ pm - Hotel
6:30 pm -  Restaurant dinner in Nashville
8:30 pm - Country music venue

Friday, October 14 Mini-Conference
8:30 am - Breakfast & Networking at 20|20 Research

9:00-10:15 am Central - Session 1: Design/Proposal
Mark Michelson–Practitioner

  • A definition and broad overview of the mobile qualitative industry and how current platform are classified
  • How to design a mobile qualitative study–or component of a larger project–based on Client objectives
  • A framework for choosing the right platform, writing an RFP, and collaborating with the platform supplier on the proposal to the Client

Isaac Rogers–Platform Supplier
How-to's and best practices of project design for mobile qualitative research and in relation to digital qualitative:

  • Making sense of mobile and digital platform types
  • Why/when to choose which platform based on platform capabilities
  • Key considerations for the structure and the budget of a mobile research design
  • How to set great expectations with your clients

10:45 am-12:00 pm Central - Session 2: Fielding
Jennifer Dale–Practitioner
The phone rings and it's your favorite client (yay). She needs a mobile survey (uh oh). If this scenario hits home, this session is for you! Learn first-hand what a qualitative researcher discovered about the realities of conducting a mobile qual study. Find out what clients expect, what actually happens, how to avoid disaster, and what to do when disaster strikes despite your best plans and experienced project management. Learn the surprising challenges of mobile engagements so you'll be sailing smoothly through your next online qual study.

Sheena Bacon–Platform Supplier

  • How-to's and best practices of using a variety of mobile qualitative tools–diaries, mobile discussions, shop-a-longs and virtual ethnographies–to bring richer context to consumer research
  • Tips for maximizing participant engagement and harvesting valuable in-the-moment insight from consumers

12:45-2:00 pm Central - Session 3: Reporting/Delivery
Kevin Grinnell–Practitioner

  • How to create powerful debriefs and presentations that highlight the value of Smartphone qualitative to your clients
  • How to set up Smartphone qualitative as a methodology in your debriefs and reporting
  • Great ideas on how to build presentations that merchandise photo, audio, video and other “evidence” you collect in your projects to deliver a high-impact debrief or presentation
  • Examples of Smartphone qualitative deliverables that demonstrate the how-to’s of adding value for high impact:
    • Photos, audio and video media
    • Timestamp analysis
    • Geolocation information
    • Media collages           
    • Adding a qual layer to quant-based usage studies
  • How to ensure that your deliverables work perfectly on your client’s systems

Ross McLean–Platform Supplier

  • What are the true benefits of Smartphone qualitative methodology to the researcher?
  • What are the true benefits of Smartphone qualitative to the client?
  • What are the use cases where Smartphone qualitative really adds value?
  • Which type of Smartphone/online platform fits which type of project?
  • How do we convince our clients to try/buy Smartphone qualitative?
  • Tips and tricks for practitioners on how to make Smartphone qualitative really work for you

2:00 pm - Goodbyes and Departure

Session 1
Mark Michelson is Owner of Threads Qualitative Research and the founder and Executive Director of the Mobile Marketing Research Association (MMRA), a partner association of QRCA that promotes the proper use of mobile research for qualitative, quantitative and passive data collection. As a veteran qualitative research consultant, Mark has conducted hundreds of mobile qualitative studies around the world. He has been active in QRCA for over 25 years, serving variously as a Board member and annual conference, speaker, chapter, and committee chair.

Isaac Rogers is CEO at 20|20, a global provider of online qualitative technology, respondent recruitment, and project support services.  20|20 is the digital research partner for some of the world’s largest agencies and global brands, helping them engage their audiences through 20|20’s proprietary online platforms. Previously, Isaac served as 20|20’s Chief Innovation Officer, and was responsible for product strategy and development. Isaac is a regular presenter at industry conferences and events, and his articles appear frequently in leading industry publications.

Session 2
Jennifer Dale is President and CEO of InsideHeads, LLC, a full-service marketing research company conducting both qualitative and quantitative research via the web to clients across the globe. As a research practitioner, she is strategically focused, having earned an MBA while employed as Director of Marketing for Philips-Van Heusen. Jennifer has been at the forefront of online qualitative since its earliest days. She is co-author of the book, Qual-Online The Essential Guide: What every researcher needs to know about conducting and moderating interviews via the Web 2015).

Sheena Bacon is Vice President of Operations at 20|20 Research, previously serving as Director of Project Management. She is responsible for leading the company’s project management, recruiting, and technical support teams. With more than 10 years of experience in market research, Sheena has personally managed hundreds of digital qualitative projects for clients around the globe In 2014 Survey Magazine named her one of the top 20 researchers in the industry that you need to know.  

Session 3
Kevin Grinnell, a self-described brand strategist and qualitative practitioner, is a pioneer in using the Smartphone as an integral tool in qualitative research. He has seven years of experience conducting Smartphone qualitative for major US and Global brands. Kevin has worked at GfK, Egg Strategy and The Sound and is now one of the most sought-after Smartphone qualitative practitioners in the country.

Ross McLean is Co-Founder and Executive Director at Over the Shoulder, a Smartphone qualitative platform, which is designed, developed and perfected for qualitative researchers. Ross's passion for finding creative ways to understand what makes people tick and turning it into powerful insight, strategy and innovation led to his becoming a qualitative researcher, then a brand strategist with leading global advertising and communications agencies. He is the co-author of the book, Calculated Boldness, a manifesto on practical methods for combining traditional consumer insight and brand strategy with big data and behavioral economics.

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