Philadelphia Chapter Meeting: Summit II: A Day of Learning with Four Exciting Presentations!
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When: Friday, April 21, 2017
9:30 AM
Where: M3 Philadelphia Studios
1650 Market St Ste 3030
Philadelphia, Pennsylvania  19103
United States
Contact: Karen Zimmerman

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It's been a few years since our last Summit, so we figured it was time once again to pull together a great day of learning designed to energize, inform, and help you continue to be at the top of your game in 2017! The day starts off with time for catching up with old friends and making new ones with networking, a light breakfast, chapter and national news. First up is James Forr of Olson Zaltman, discussing “Memory’s Murky Mysteries” in which he explores how to help ensure we’re extracting the truth in our interviews. Then, Abby Leafe and Caroline Volpe share their 2017 National Conference presentation "In Their Eyes." This dynamic duo undertook qualitative and quantitative research in multiple countries among respondents to understand how to ensure that respondents have the best possible experience and capture the deepest insights and provide the maximum value for our clients. After lunch, veteran researcher Chris Kann presents "Rethinking the Question," which she also presented at this year's National Conference. Chris does a wonderful job of getting us all to think about the questions we ask in research, why we ask them, and suggests perhaps it's time for an update. Our last session of the day is brought to us by Laurie Tema-Lyn, presenting her topic from the 2017 National Conference as well, "Listening as an Act of Love," exploring, listening and observing from the perspectives of a variety of professionals to uncover ways that we as qualitative researchers might listen and observe better in our own work. ….. For those interested, the day will close with Happy Hour and/or a dine around at a nearby venue to further discuss the day's events or just hang out over good food and good drink with good people!

Full Presentation Descriptions

Presentation 1: Memory’s Murky Mysteries

Presenter: James Forr

We like to think our memories are true-to-life snapshots of how an event occurred. In reality, our memories are more like a potter’s clay. They can be molded and shaped, and sometimes pieces drop to the floor and get lost.

Certain kinds of memories are particularly unreliable — and these are the kinds of memories that tend to be most salient to market researchers. What drove your decision the last time you bought that brand of juice? What was your experience like the last time you shopped at that store? These may seem like easy questions to answer — but they are deceptively difficult questions to answer accurately.

In this presentation, we will examine four key “sins of memory” that are especially relevant for market researchers. We will present research from psychology and social science that illuminate these sins, and will offer suggestions for how market researchers can circumvent the sins and get closer to truth.

Presentation 2: In Their Eyes: How Respondents' Perceptions Can Help Us Improve the Research Process

Presenters: Caroline Volpe and Abby Leafe

In the words of John Randolph, "Time is, at once, the most valuable and the most perishable of all of our possessions." How do we as researchers compete for time? It has become an ADHD world — Vines are 6 seconds, Tweets are 140 characters, hitting the "like" button takes less than one second. But, we as researchers often ask people to share with us 60 minutes or more of their time.

On top of this, screening criteria are becoming more and more specific and specialized, limiting our pool of potential respondents. While every respondent is important, this makes them all the more valuable. So how do we make sure that we truly capture respondents' attention, get them excited about participating, and ensure that they stay engaged throughout the research?

To answer that question, we undertook primary qualitative and quantitative research with research participants in multiple countries to understand what they think of the process from recruitment to participating to incentives.

The insights gleaned from this research will shed light on the respondent perspective about qualitative research, to help us understand how we might change our approach to ensure that respondents have the best possible experience, thereby enabling us to capture the deepest insights and provide the maximum value for our clients.

While Abby and Caroline will be presenting their ideas of things to consider, this will be an interactive session. The session will engage the attendees to think creatively about how we can do things differently at every step in the research process to better engage respondents.

Presentation 3 Rethinking the Question

Presenter: Chris Kann

Questions are meant to provide memory jogs, jump-start creativity, and to help someone consider or change their perspective. The best types of questions make us stop and think. Often as researchers, we can develop a routine of asking questions the same way, using the same words and phrases. But what might have worked before may need a fresh look and re-evaluation. What if we considered the ways we could update how we ask questions in order to disrupt the respondent's thinking and lead to potentially more thoughtful and insightful responses?

This session is meant to give the audience reason to re-think the questions they are asking and how they can ask them in ways that will be more efficient and effective, both with clients and respondents. Chris Kann will share her perspective as a market research consultant with nearly 20 years of experience, as well as from her role as a Registered Corporate Coach™ and as a radio show/podcast host. She will also incorporate insights from professionals in the fields of business negotiation, forensics, psychology, and others. Join us to refresh your approach to asking questions in your next research project.

Presentation 4 Listening as an Act of Love: What We Can Learn from Others Who Listen and Observe for a Living

Presenter: Laurie Tema-Lyn

Listening to Krista Tippett's radio broadcast, On Being, this phrase caught Laurie's attention: "Listening as an Act of Love". It was articulated by her guest, David Isay, founder of Story Corp. David described how when people come into a Story Corps booth, they ask the questions they've always wanted to ask each other. The booth becomes a sacred space.

What we do as market research professionals is of a similar vein. When we are present we are witness/listener to human truths. It is a privilege and responsibility to do our work.

This session will explore listening and observing from the perspectives of a variety of professionals to uncover ways that we might listen and observe better in our market research practices.

Laurie will report on a series of conversations with expert listeners including a geriatric nurse, detective, lawyer, social worker, zoologist, story-teller, and journalist.

The presentation will interweave audio/video excerpts of the conversations, and workshop exercises. The program will encompass:

  • Listening challenges
  • The distinction between "listening to..." and "listening for..."
  • Listening through disagreement
  • Empathetic listening
  • Using Search Image
  • How we can apply these learnings to our market research practices


9:30 – 10:00am Registration, light breakfast, networking
10:00 – 10:30am Introductions, Chapter and National News
10:30 – 11:30am Memory’s Murky Mysteries
James Forr
11:30 – 11:45am Break
11:45am – 12:45pm

In Their Eyes
Abby Leafe & Caroline Volpe

12:45 – 1:15pm Lunch
1:15 – 2:15pm Rethinking the Question
Chris Kann
2:15 – 2:30pm Break
2:30 – 3:30pm Listening as an Act of Love
Laurie Tema-Lyn
3:30 – 3:45pm Close


M3 Research Studios
1650 Market Street
Suite 3030
Philadelphia, PA 19103
(215) 525-6191


$75 Member/$85 Non-Member. Prepayment available through PayPal (select either member or non-member below). Cash or checks taken at the door.

Prepayment – in-person: member | non-member

For FocusVision access, first pay via PayPal (select either member or non-member below). Then you will receive the link to FocusVision from Elizabeth Marconi. She also will be your point person for any questions on the day of the meeting.

Prepayment – FocusVision access: member – FV access | non-member – FV access


RSVP to Karen Zimmerman by Wednesday, April 19th. This is to give us a general idea of how many people to expect. If your plans change and you find you are available at the last minute, please join us.

Please let us also know if you will be joining us for Happy Hour (drinks and apps) and a Dine-A-Round at a nearby venue. If you can just make the Happy Hour, that’s perfectly fine. Stay tuned for details!

For FocusVision access, first pay via PayPal. Then you will receive the link to FocusVision from Elizabeth Marconi. She also will be your point person for any questions on the day of the meeting.

MEMBER FV ($75):

And if you want to pay for in-person attendance using PayPal (otherwise pay at the door)

MEMBER ($75):

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