2015 Conference - Friday Full Schedule
2015 Friday agenda

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This page provides details on each scheduled session and other program highlights for Friday, October 9. To see detailed information for the other days of the conference, please use the navigation links to the right.

Friday, October 9

7:30 a.m. – 4:30 p.m.
Registration Open
7:30 – 8:30 a.m.

Healthy Connections: A Lazy River Adventure

For a refreshing start to your day, come join us as we walk against the current in the Hilton’s Lazy River. After 30-45 minutes of walking, for our victory lap, we will cruise down the river on inner tubes. Tubes and towels will be provided. Wear water-appropriate clothing. Fun tip: one round against the current in the Lazy River is like walking 4 miles on land!

Meet at the entrance of the Hilton pool
Cost: FREE

8:00 – 9:00 a.m.
Breakfast in Marketplace / Optional Chapter Meetings
9:00 – 10:00 a.m.

Roundtable Discussions

Enough About Customer Insights, Let’s Talk Client Insights
Presenter: David Bauer

We will discuss different types of clients and seek to better understand their work lives and needs. By looking at the world from their perspective, we can better ensure that our research plans and deliverables are fulfilling their goals.

Wearing Your Creative Armor
Presenter: Missy Carvin

We all face myriad challenges throughout each day, both personal and professional. Come learn about and share creative techniques for breaking through roadblocks, getting unstuck and finding new ways around challenges of all sorts. Find and put on your creative armor to face any problem head-on.

Gaffes, Laughs & Survival Strategies
Presenter: Jennifer Dale

Social hiccups and communication slipups happen, but when you work alone, personal fumbles can really kick your confidence where it hurts. Client call a calamity? Accidental email recipient? This is the roundtable for you! Bring on the bloopers and botched exchanges and share your sticky wicket strategies and lessons learned.

Accessing the Digital Native Generation: Ways to Conduct Research with Today’s Connected Kids & Teens in An Era of Online & Mobile Research
Presenters: Pam Goldfarb Liss and Pascal Patenaude

Often called, 'Digital Natives,' kids and teens make a wonderful and creative group of online and mobile respondents for qualitative research. This roundtable will provide attendees with some basic guidelines and opportunities to consider when working with this group.

Qualitative Reporting That's Efficient, Actionable and Affordable... Myth, Legend or Reality?
Presenter: Nancy Hardwick

Join us to discuss reporting trends and strategies for creating effective qual deliverables that don't break the bank or overwhelm the QRC.

Text Analytics – The Opportunity for Qual
Presenter: Julie Medalis

Text analytics software and apps are getting a lot of attention these days, especially in the quant world. But what role can/should they play for qualitative? Come share your needs, experiences, frustrations, and success stories.

Hybrid Research: Combining Methods for Smart Results
Presenter: Katrina Noelle

Flexible, agile, hybrid methodology design gives clients insights they need efficiently and effectively. A hybrid approach can often be the best recipe for results; allowing researchers to dip their toe into the waters of new digital approaches and/or revitalizing or repurposing in-person methods, giving the participants and the clients the best of both worlds.

The Dog and Pony Show
Presenter: Tom Rich

Presenting at industry conferences is an important business building tool. This discussion will focus on how to identify suitable conferences, how to get selected as a speaker, and how to put together effective presentations.

Keeping F2F Qualitative Relevant with Agility!
Presenter: Janet Standen

Face-to-face research is still often the optimum approach to meeting client research needs. However, these tools are not seen as being as 'agile' as online tools. I'll share an approach that resolves this dilemma without compromisng quality of insights. Come prepared to listen to others and share your own ideas for making in-person qualitative more agile.

2017 Conference Brainstorm
Presenters: Kate Wagenlander Watson and Jeff Walkowski

We're looking to strike while the iron is hot! Join us for a riveting brainstorm around how we can make the 2017 conference everything you want out of a conference, plus so much more!

Lifehacks - QRC Edition: Simple Tips, Tricks and Hacks to Make Life Easier, Better and More Efficient as a Business Person and Researcher
Presenter: Anya Zadrozny

Come learn and share tips, tricks and "lifehacks"! Our goal is to leave knowing more ways in which to make our lives as researchers and business people better and more efficient. No tip is too big or too small.

How to Uncover Customers’ Emotional Motivators
Presenter: Jay Zaltzman

We know much of customers’ decision-making goes beyond the rational. During this roundtable, we will discuss the most effective research techniques to uncover participants’ emotional motivators.

10:00 – 11:00 a.m.
Break in Marketplace
11:00 a.m. – 12:30 p.m.

Double Features
2-for-1 session – two speakers on related/complementary topics:

Double Feature: Leveraging Digital Tools

Target Audience: New and veteran qualitative consultants who want to learn best practices and options for mobile and online qualitative platforms, as well as those with an interest in exploring the intersection of ethnography and technology.

Going Mobile: Maximizing Online and Mobile Qual Methods
Presenter: Mark Michelson

Learn how to design a digital qualitative study using both online and mobile together to avoid study design pitfalls and help make analysis and reporting easier and more meaningful.

We will explore the various types of digital and mobile platforms that are available to qualitative researchers to help bring them and their clients closer to the lives of their participants without losing touch with them.

During this interactive introduction to digital qualitative research, we will share an overview of online discussion and mobile platforms and explore how to design a study using digital qualitative tools to bring the moments that matter to life.

Three Takeaways:

  1. Tips to maximize participant engagement.
  2. Pinpoint the moments of truth and understand how digital qualitative can help define behaviors vs. sentiment vs. recall
  3. How to not be overwhelmed by the amount of data digital qualitative can deliver

mark michelsonBio: Mark is the founder and Executive Director of the Mobile Marketing Research Association (MMRA), which creates guidelines and provides a forum to share best practices for all types of mobile research. As director of MMRA, Mark is agnostic when it comes to platform suppliers. Mark is also President/CEO at Threads Qualitative Research. Threads was established in 2006 and has 22 partners globally. Mark serves as their director of research/strategy and uses the latest digital qualitative platforms for their clients. Mark started his first firm, Michelson & Associates, in 1984 after graduating from the Grady School of Journalism at the University of Georgia. He has been active in QRCA for over 20 years, as a Board member, Conference Speaker Chair, Chapter Chair, and on various committees.  When Mark is not traveling or busy with conferences, he can usually be found playing music in local clubs throughout Atlanta.

Fire the Moderator? New roles in a tech-driven world
Presenters: Kathy Doyle 

The “dirty little secret” of ethnographic research is that the moderator’s presence during in-homes, on-sites or shopalongs can cause bias.  Enter the smartphone, or other video-enabled technology, and ask respondents to use it to capture their experience…without us.  THEN we moderate.

Building on Mark’s overview of the nuts and bolts and best practices of conducting online and mobile research, we will present four case studies in which mobile technology was used either alone, or in combination with other methods, to capture consumer insights without the researcher being physically present.

In this interactive session, we will share how to use technology to capture qualitative research “gold” – an unaided, true-blue, in-the-moment evaluation.

Three Takeaways:

  1. Learn the value of using technology to capture in-the-moment insights
  2. Understand the new role of the qualitative researcher in the process
  3. Specific case studies where technology was utilized to enhance the ethnographic research process.

kathy doyleBios: Kathy is President and Chief Visionary at Doyle Research.  She and her team take pride in offering innovative qualitative research methods, including the latest online and mobile methods, with the goal of advancing the profession and giving clients the ability to gain deeper insights.  Kathy began her career in market research at Ogilvy and Mather, and started her own firm in 1986. She has a BA from Michigan State, and an MA from the University of Michigan.   She has been active in the QRCA for over 30 years, as a Board member, Chapter Chair, Conference Speaker Chair, and on various committees.  She is a recent empty nester and LOVING it!

Double Feature: The Cognitive Approach

Target Audience: QRCs who want to learn about cognitive interviewing and/or have some training in creative problem solving and creative thinking models, and who want to augment their skill set, particularly in terms of pretesting and design of surveys and communication materials.

Tools to Transform: Learn a Framework for Applying Advanced Cognitive Tools
Presenter: Marta Villanueva

Finding richer insights requires digging deeper and allowing respondents to express their feelings, fears, dreams and desires. Using advanced cognitive tools—simplified to focus, organize, and guide an individual or group’s thinking—can help respondents articulate more clearly and with greater richness.

The cognitive tools presented are drawn from the larger field of creativity, as well as from other areas of theory and practice. A simple framework will be introduced that can be applied immediately, allowing attendees to:

  • understand the link between different cognitive skills (i.e., visionary, diagnostic, evaluative, strategic, ideational, tactical) and insights
  • learn how using cognitive tools leads to focused mining for insights
  • gain valuable tools that stimulate respondents to think differently
Attendees will become more creative partners with their clients through:
  • gaining a deeper understanding of diverse thinking tools
  • learning advanced cognitive tools, simplified to tap into focused, clear, and deep insights
  • gaining confidence in their ability to apply cognitive tools

marta villanuevaBio: Marta Villanueva is President of NuThinking Inc. She is a bilingual/bicultural expert with nearly 20 years’ experience in insights for product and brand innovation. Marta has positively impacted the success of Top 500 Companies, through using customized thinking tools. She holds a Master’s Degree with emphasis on Creative Problem Solving, Creativity, and Change Leadership from the International Center for Studies in Creativity—the first and oldest creativity degree—granting institution in the world. Marta has served QRCA in many roles, including Co-Chairing the Latino and Creativity and Innovation Special Interest Groups, and as the 2012 conference Speaker Team Leader.

Cognitive Interviewing: A Whole New World of Interviewing
Presenters: Maritza Matheus and Bohdana Sherehiy

Join us to learn about the 3 Ws of Cognitive Interviewing: what it is, where to use it and when to use it. Attendees will learn:

  • about this often underused methodology
  • how it differs from traditional in-depth interviews
  • its applications
  • various cognitive interviewing techniques
  • how to apply these techniques to different research studies.

Qualitative research studies often provide the formative data for quantitative studies involving surveys. Consider adding value in the research continuum after the focus groups or in-depth interviews have been completed. Cognitive interviewing is often a next step in the development of survey questionnaires. 

Cognitive interviewing has become an established qualitative research practice that focuses on the processes that respondents use to answer survey questions.  This technique allows exploring how respondents understand and respond to survey questions in order to identify problems with the questions and response errors before the surveys are fielded.
It is an effective method in testing a wide range of materials such as:

  • Online, paper-based, and phone surveys
  • Computer-based interactive educational tests
  • Training materials and online training interfaces
  • Communication and messaging materials

Coupled with QRCers interviewing skills, cognitive interviewing can prove to be a powerful value added skill. 

maritza matheusBio: Described as “professional”, “solution-oriented” and “our go-to Latina qualitative researcher” by clients, Maritza Matheus is the Director of Marketing Programs at EurekaFacts, and a professional with more than 16 years of experience conducting bilingual research and marketing consulting. She has conducted hundreds of cognitive interviews and overseen teams of cognitive interviewers, most recently for the U.S. Census Bureau’s American Community Survey (ACS) and the Puerto Rico Community Survey (PRCS). Prior to joining EurekaFacts Ms. Matheus was CEO of Matheus Marketing, a strategic marketing and research agency. Maritza brings expertise and experience in working across the public sector and many private sectors and audiences. She has served as president of the Washington, DC QRCA chapter and has spoken at several local meetings.

bohdana sherehiyBohdana Sherehiy, the director of human factors research at EurekaFacts, is an expert in the fields of human factors and cognitive interviewing. With more than 10 years in academia and consulting, Dr. Sherehiy has extensive experience in survey design methodology, survey pretesting and validation, and in qualitative and quantitative research methods. She has managed many efforts focused on the development and evaluation of assessment tests and survey instruments with cognitive interviews. She has personally conducted a large number of cognitive interviews and has trained and overseen the work of teams of interviewers.  Dr. Sherehiy earned a doctorate degree in Human Factors from The University of Louisville and also holds a Master’s degree in Psychology from Jagiellonian University, Krakow, Poland.  

Double Feature: Game Time

Target Audience: Anyone involved in qualitative research design at any experience level, especially those who are interested in gamification of the entire focus group process, with a cutting-edge application for those interested in customer journey mapping

Get in the Game! Expanding the Usage of Gamification in Qual Research
Presenter: Susan Fader

This session will broaden the way qualitative researchers think about game theory, moving towards viewing gamification as a mindset, rather than just focusing on the development and execution of actual in-session game-playing. When gamification has been  historically used in qualitative research, the focus has been on almost exclusively integrating it into the actual focus group/interview session. This presentation will focus on how gamification should and can be expanded and incorporated into other parts of the qualitative research design, such as recruiting, at-home assignments, at sign-in and in the waiting room. In addition, some in-session gamification techniques will also be shared. Examples of gamification application will be provided from across industries and across demographics. To bring this mindset home and ensure success, you will learn Susan’s 3 Basic Rules for creating and applying engaging gamification  approaches into the qualitative research process.

susan faderBio: Susan is an experienced strategist and moderator, who uses both traditional and right brain/emotional insight techniques that build on storytelling, five senses integration and gamification. In a prior life, Susan was in product management at General Foods, was an account supervisor at Interpublic, and was a marketing consultant in Tokyo. She has written for and been quoted in numerous industry publications, as well as presenting at US and international conferences. Susan has designed and fielded research studies in 20+ countries across five continents covering a range of topic studies and demographics – toys; pharmaceutical; food; HBA; financial; active duty military personnel.

Customer Journey Mapping: A Game-Based Focus Group Case Study
Presenter: Ellen Koronet

Customer Journey Mapping is a software industry (“User-experience”)-based tool that is making its way into and deserves a place in corporate strategies in all industries. Qualitative research must play a critical role in generating, validating, and refining maps, drawing all stakeholders into customer touchpoints. In fact, this rich experience-based mapping process lends itself perfectly to Gamification. This second session in the Doube Feature will build on Susan Fader’s overview, providing a hands-on framework and case study in which actual game elements such as game pieces, a game board, and team playing were incorporated into an iterative focus group process. This session will demonstrate how a specific system was applied to engage customers in story-telling. Learn what these emerging tools are and how QRCs can draw respondents out of their own scripts and onto a story-based Journey Gameboard.

ellen koronetBio: Ellen Koronet is “Chief Fun Officer” of LNK Creative: In this capacity, along with focus group moderating, she designs, hosts and manages surveys, quizzes, assessments, and intake forms.  LNK Creative also facilitates creativity-based solutions, including robotics team coaching, and is the author of Inner Muse / Mentor Creativity photo cards and guidebook.  Ms. Koronet is an Applied Anthropologist who has been studying the varied cultures of products and services for large corporations since the early 1980s. In her Executive capacities serving the Pharmaceutical industry, she was instrumental in strategic planning and communication for a number of megabrands spanning numerous therapeutic categories.

12:30 – 1:30 p.m.
1:30 – 2:30 p.m.

Presenters: Chris Kann, Markus Kasunich

Creativity is a fundamental part of our true nature. It is an essential aspect in human expression, and it is especially necessary for qualitative researchers. This session will help attendees to cultivate a deeper understanding of the nature of creativity and how it works...

read more

Keynote Speaker
Creativity Tips for the Deep Dive: Techniques and Strategies for Uncovering Research Insights
Gert Garman, Director of the Collaborative Design Center at Valencia College

In this high-energy and inspiring presentation, creativity expert Gert Garman shares her methods for discovering unimagined and actionable research insights. Learn how to add human library, clue-hunting, and unplanned collaboration to your toolbox, gaining valuable insights you can bring to any project through their proper use. Hear from an experienced practitioner about creativity behaviors – when a respondent says yes, and, then it’s productive; when they say yes, but or yes, or, not so much! And you can bet that Gert will include the audience in her engaging, don’t-miss-it talk.

Gert GarmanBios: “Gert” Garman is the Director of the Collaborative Design Center at Valencia College.  Previously, she was a Creativity and Innovation Catalyst for Disney Destinations, where she facilitated brainstorming sessions and trained fellow Cast Members in Disney’s Innovation Toy Box for the Disney Parks and Resorts worldwide.  Gert has a long history of creating immersive experiences through her work with Orlando Mayor Buddy Dyer and with UCF Alumni and Athletics. She is certified as a facilitator in Creative Problem Solving (CPS), Think X, Four Sight and Five Faces of Genius processes. She regularly attends and speaks at the Creative Problem Solving Institute (CPSI), Mind Camp, and the Florida Creativity Conferences. She graduated from UCF with a bachelor of arts in journalism:  advertising/public relations.  

2:30 – 3:00 p.m.
3:00 – 4:00 p.m.

Breakout Sessions

Applying New Content Evaluation Technology
Presenter: Jim Bryson

Do you test video or images? Do you need to evaluate television or online ads, display advertising, websites images, concepts, movie trailers, or other visual stimuli?  What tools exist to give you the insights you need faster and at lower costs than you have before?  

In this interactive session you will view, examine and experience three new methods for evaluating video and image stimuli.  Audience members will be encouraged to connect to the Internet to participate in the demonstrations. Each method will include practical tips on how it can be used and misused.

Facial coding technology will be discussed and demonstrated with an audience member to show how it can be used to evaluate video. A follow-up IDI will demonstrate the integration of technology in an interview.

Audience members who bring a computer to the session can participate in a live, online video dial test. We will look at reporting options to provide a brief analysis.  

Even mark-up tools have become qualitative. Online attendees will participate in an image evaluation including heatmaps and qualitative reporting options.

Finally, the presenter will provide a case study showing how each of these were used in different ways in qualitative research.

Target Audience: Qualitative researchers who evaluate video or images and want to learn how to integrate technology into their existing portfolio.  

jim brysonBio: Jim Bryson is Founder and CEO of 20|20 Research, a provider of global online research services and research facilities in Nashville, Charlotte and Miami. Jim served three terms as President of QRCA and is currently an MRA Board member.  In 2013, Research Business Daily Report named Jim as its Market Research Executive of the Year. Jim is a former Tennessee State Senator and is founder of The Joseph School for children in Haiti.

Six Steps into the Future
Presenter: Andy Hines

Futurists recognize that getting the future precisely right is nearly impossible, but we can anticipate plausible pathways…and be prepared to influence the future however it unfolds -- whether it is shifts in consumer preferences, new directions in technology, or new regulations. Qualitative research consultants who refine their understanding of change and develop their ability to more effectively deal with it will help their clients -- who are often overwhelmed by change and the future --- to avoid threats and capitalize on opportunities. This working session describes the general approach that futurists use to anticipate, describe, and influence the future, summarized in six steps below. 

  • Framing: scoping the topic
  • Scanning: finding, collecting, and analyzing signals of change
  • Forecasting: describing interesting and plausible futures or scenarios
  • Visioning: interpreting what forecast mean for client’s “preferred future”
  • Planning: describing how to get to the preferred future
  • Acting: making it happen

This interactive session will deliver concrete, practical suggestions on how to apply the six steps by working through a sample topic. Participants will leave feeling that they are ready to apply at least some of these lessons when they return to their offices.

Target Audience: This session is intended for those curious about how to more systematically explore the future and change.

andy hinesBio: Dr. Andy Hines is Assistant Professor and Program Coordinator for the University of Houston’s Graduate Program in Foresight and is also speaking, workshopping, and consulting through his firm Hinesight. His 24 years of professional futurist experience includes working inside the Kellogg Company and Dow Chemical, and consulting with Coates & Jarratt and Social Technologies/Innovaro. His books include Teaching about the Future, ConsumerShift: How Changing Values Are Reshaping the Consumer Landscape, Thinking about the Future, 2025: Science and Technology Reshapes US and Global Society, and his dissertation was “The Role of an Organizational Futurist in Integrating Foresight into Organizations.”

Amp Up Your Reports: Content & Beauty
Presenters: Sarah Jane Johnson and Carolyn Dale Marconi

Love it or hate it, reporting is a big part of what we do.  And with client wants and needs changing all the time (goodbye 50 page Word doc, hello infographics!) it’s important for QRCs to make sure that they are always using best practices in developing client deliverables.  Join us for an insightful and practical session that will focus on the twin muses of reporting: Content and Beauty.

Carolyn will focus on "Content”:

  • The Evolution of Qualitative Reports
  • 6 "Best Practices" for Creating Compelling and Actionable Content
  • “Before & After” Examples

Sarah will focus on "Beauty”:

  • Boardroom vs. Ballroom Presentations
  • When and How to Use a Professional Designer
  • Effective Use of Text, Color and Images

Practical benefits of the session:

  1. Learn more about what today’s busy clients are looking for in qualitative reports
  2. Understand the difference between synthesis and analysis, including how to leverage each approach to craft “the story”
  3. Discover tips for enhancing the ‘look and feel’ of your reports, even if you are not a PowerPoint expert or design school graduate.

Target Audience: Appropriate for anyone who writes qualitative research reports - both new and experienced QRCs.

sarah johnsonBio: In a past life, Sarah worked as an Account Planner at agencies in New York, London, and Toronto, which has given her a deep knowledge of best practices in brand communications, as well as a rich understanding of the cultural nuances in all three markets. Sarah studied Anthropology, Philosophy and English at McGill University and went on to pursue further studies in English at Cambridge. She is a RIVA-trained moderator, and has also been trained in Creative Problem Solving (CPSI).


carolyn marconiPrior to launching Catapult Marketing Group in 2005, Carolyn spent over 20 years in client-side Marketing and Marketing Research roles, including VP of Marketing Research at Vanguard, and senior Insights roles at Campbell Soup, Dun & Bradstreet, and Nestle.  Carolyn’s original research on retirement attitudes and behavior has been published by the Pension Research Council (Wharton). Carolyn holds an MBA with a concentration in Marketing and a BA in Journalism. She recently joined the leadership team of the Philadelphia chapter of QRCA.

7:00 p.m.

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