2018 Conference - Wednesday Full Schedule
2017 Wednesday agenda

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This page provides details on each scheduled session and other program highlights for Wednesday, January 24.


Wednesday, January 24

8:00am - 6:00pm


8:00am - 7:00pm

Marketplace Open - Breakfast in Marketplace

8:30am - 11:00am

Partner Spotlights

Online Research – The Easy Way

Fieldwork Webwork president, Crystal Martinez, will be demonstrating several online tools designed to allow researchers to complement their face-to-face research.   She will be showing our virtual facility, discussion board and mobile app, and our e-collage and e-ssignment tools.  Crystal will provide suggestions and examples of how the tools can be incorporated successfully into research projects.  She will also break down the list of services that Fieldwork provides with the tools such as project management, full technical support, incentive handling and optional recruiting.  In short, Webwork provides the same full-service experience that you get in our facilities, in an online form.

Double Take: A New Qualitative Approach Using FV Video Solutions

The purpose of this demo is to demonstrate how FV Video Solutions were used to research differences between two groups, Millennial and Seasoned IT decision makers using the new qualitative method; Double Take. Why is innovation important in our world of Qualitative research?
Ordinarily – we bring together a group of participants with similar and homogenous experiences, attitudes and behaviors for a deep dive into understanding their world and enable them to identify with each other to create a comfort that encourages greater sharing and disclosure.
So what’s different here? We’re innovating on a classic. Consumers are better at reacting than generating so this is a perfect opportunity to help them react to live stimulus, dynamic conversation and new perspectives not ordinarily heard.

Meet KOLONY. The Research Platform that “UPs” your Insight EQ

KOLONY inspires people to open up, share who they really are and what they really want.

  • JOURNEY METHOD: Seamlessly move people through multi-stepped methodologies: online, offline, qualitative and quantitative approaches
  • BUILT FOR STRATEGISTS: Combines methodologies for deeper, richer inquiry. Introspective online ethnographic activities that enrich face-to-face sessions, mark-up tools to optimize creative ideas, and the ability to quantify anything
  • DIG DEEPER AT EVERY STEP: with KOLLAGE, a collaging tool packed with curios, textures, emoticons, sensations, scents and doodling tools; upload any image or idea-in-the-making; video and mobile response
  • JUMPSTART YOUR THINKING: With pre-loaded discussion guides on the important research topics

Social Adaptive Recruiting

You might agree that one of the biggest challenges when it comes to qualitative research projects is the recruiting. The success of a project heavily relies on the quality of the recruit. We will be discussing how incorporating AI technology into recruitment methods speeds up the process, finds fresh respondents who mirror the behaviors you’re seeking, which makes impossible projects more feasible. We are excited to share with you the next generation of qualitative recruiting.

11:00am - 12:15pm

First-timers Event

11:30am - 1:00pm

Lunch in Marketplace

1:00pm - 1:30pm


1:30pm - 2:30pm

Qually Award Finalist Presentations

The Qually Award has celebrated excellence and innovative thinking for the past three years by asking QRCA members to respond to an RFP with their best proposal. This year, the RFP was generated from a real client, about understanding the shift towards a more curated shopping experience - moving away from walking the store aisles to services such as Birchbox (where everything is chosen for you). Join us for an exclusive review of the top three Qually Award finalists as they present their hypothetical proposals for this year's award. The winner will be chosen by a jury of their peers through text-based voting provided by HatchTank. Each finalist has just 15 minutes to convince you THEIR proposal is the best way to tackle this year's research problem.

This year's finalists are (in alphabetical order):

  • Shaili Bhatt
  • Claire Booth
  • Kelsey Segaloff

2:30pm - 2:45pm

Break in the Marketplace

2:45pm - 5:15pm

Keynote Speaker/Workshop: "How Hard Can It Be?" Moderating Effectively to Elicit, Identify, and Report Meaningful Insights
Naomi R. Henderson

Both seasoned and emerging moderators often work in the same environments: mirrored rooms, conference tables, recruited respondents, planned flow of questions and interventions. While there are variations to these elements, the majority of qualitative market research studies include these four elements. However, much of what a moderator does is “invisible” to observers. When a group goes well, many observers think it is because the respondents were “great.” Moderators know that “great” respondents are made, not born! As well, clients think that the moderating is listening to everything respondents are saying and analyzing as they listen, allowing cogent insights to be presented immediately or within 24 hours after a qualitative research event. So, how hard can it be to moderate effectively and report insights quickly?
To provide clients with meaningful insights requires thinking about the final report early in the project process, not after the data is collected. Those “analysis” thoughts should feed into guide development, choice of interventions and sometimes method. As well, effective probing is needed to allow respondents to go well below top-of-mind to provide data.
This presentation will illuminate, label and examine what makes moderating a job for skilled researchers, and what makes them effective – not only in front of the mirror, but afterwards, as analysts, when the research is finished. This insures useful, meaningful and actionable insights for clients. Naomi will also emphasize reasons that moderators should not be analyzing data while collecting it – the two elements should always be separated, just like you wouldn’t drink and drive!  
Some elements that will be covered in this interactive session:

  • Key principles of effective moderators
  • The role of powerful question stems and the 10 best probes ever
  • What do clients really want in a qualitative market research report?
  • When does analysis begin?
  • What are proven methods to speed up analysis and report writing?
  • How can the client best be engaged to help the analysis process?

Naomi R. HendersonBio: Since 1964, Naomi Hendersonhas personally talked to more than 50,000 individuals conducting research for clients related to products, services, issues and advertising. She has been quoted in the New York Times, Forbes, the Wall Street Journal and American Demographics. In April, 2011 her book: “Secrets of a Master Moderator” was published to leave a legacy of lessons learned over 35 years of qualitative research experience.  In 2015 the third edition of Secrets of a Master Moderator was published along with an electronic format.  The textbook is used by multiple universities as part of their curriculum. 

She holds a BA and an M Ed. in education and psychology from American University and is a licensed practitioner of NeuroLinguistic Programming [NLP], a technique that accelerates the collection of behavioral information. She holds certificates of completion in Synectics and Creative Problem Solving [using the Osborne-Parnes Model].

In addition to her work as RIVA’s CEO, she is a Master Trainer in the RIVA Training Institute, a division of RIVA that trains researchers in tested qualitative research techniques. She has written more than 9,000 pages of curriculum to cover research content for 11 courses.  The Institute has trained more than 6,000 students to date in both public and custom trainings.  She has led more than 5,500 QREs with a variety of demographics from teens to seniors; from housewives to CEOs; the extremely fit to those dying from HIV/AIDS; and from the homeless to lawmakers.  She is also a licensed Master Coach.

Sponsored by:

5:30pm - 7:00pm

Wednesday Night Opening Reception in Marketplace


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