connections chapter news

November 2015
Vol. 14, Number 9

Remember to check out the QRCA calendar of events
for upcoming Chapter events

QRCA Management News
Conference News
Chapter News
Committee News
SIG News
Member News


Small Eastern Canadian Delegation Enjoys Face Time in Orlando

Pascal Patenaude,

As I reflect back on another great QRCA conference, I’m still warmed by having seen all these familiar faces, people I consider more than colleagues but also good friends. I’m having flashes of those great nuggets of information that were shared with us and I’m applying them in my proposals, discussion guides and my latest reports.

I was pleased to see the great turnout of other Canadian members, but was under the impression that we were only three members present from the Eastern Canada Chapter: both my co-chairs were also present — Marc-André Leduc (previous co-chair) and Maryse Hudon (current co-chair). We held our chapter meeting during Wednesday evening’s Dine-Around at Deep Blu, over some great seafood and a few glasses of fine Californian Chardonnay. Together, we established our plans for the upcoming chapter meetings in 2015-16.

It turns out this was an oversight on my part as the next morning, I realized that we had one more member of our chapter who had made it to the conference: Kunyi Mangalam from Bedford, Nova Scotia. She’s one of our few QRCA members from the Atlantic Provinces. I had the privilege to finally chat with Kunyi in person during our Glow New World event.

We are looking forward to our next event before the end of the year and will make a special effort to include remote members.

From left to right: Marc-André Leduc, Maryse Hudon and Pascal Patenaude

Kunyi Mangalam

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International Chapter Members Log on, Learn about Co-Creation

Samantha Loggenberg,

The International Chapter celebrated another successful meeting (convened September 14-16. 2015) with attendees from Canada to Switzerland, from Australia to Mexico, logging on for a powerful online presentation on co-creation.  

Twenty-eight attendees across ten countries were able to engage with powerful learnings on how co-creation can impact client decision-making. The speaker, Laurie Tema-Lynn, presented “Small Froups With Big Impact: Designing Co-Creation Programmes,” exploring the role of co-creation in mining insights as well as contributing to actionable business strategies by beefing up the research function. 

The presentation had huge resonance with all attendees and encouraged robust debate on the role, the challenges, and the opportunities with co-creation, as well as the channels through which this can be driven. It is a truism that business continually seeks innovation, and through Laurie’s pertinent and pointed case studies, we embarked on a journey of rich ideation combined with wonderful, practical tools and tips.

From diaries to scrapbooks, from storytelling to prototype exploration, Laurie advocates a flexibility and creativity in the research process, allowing respondents “permission to play.” The meeting was highly interactive with many explaining how they have coined and implemented with great success, research strategies in their careers that explored new avenues for insight generation.

All in the name of “business artistry,” Laurie offers a fresh view on co-creation, and the idea of iterative studies that may even include more active roles for illustrators and concept writers. Many use co-creation actively in their research roles; others who long to venture into more creative territory nevertheless find their clients reluctant to consider it. No matter the disposition, this presentation gives immense food for thought by making the concept of co-creation more digestible and practical.

The active forum not only encouraged robust debate and conversation, but also the facilitated meeting of new and old friends alike. Anyone from any time zone could schedule the meeting around their busy lives, with an easy-to-follow, user-friendly platform. We would like to extend warm and hearty gratitude to our fantastic speaker, as well as all those who made time to attend the event. And of course, a big thank you to Focus Forums being both the event’s host and sponsor!

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Minnesota Chapter Explores the Secrets of a Great Story

Paul Tuchman,

Once upon a time, qualitative research consultants were eager to find better ways to share insights and findings with their clients. They tried different techniques, new formats, and innovative technology; but reports were still short on emotion, and presentations weren’t sufficiently memorable. 

Dick Krueger

Then along came the Minnesota Chapter’s Dick Krueger, who shared a career’s worth of insights and advice, giving members new tools and a fresh approach.

Dick, a longtime QRCA member and Professor Emeritus at the University of Minnesota, told the chapter a simple “fairy tale” plot can be key to writing and sharing a memorable story:

  • A character wants something.
  • Something gets in the way.
  • A guide appears who understands what to do.
  • The guide offers a plan.
  • The character follows the advice and takes action; resulting in, we hope, success.

Stories can apply to a wide range of issues: from making a purchase decision, to choosing a brand, or dealing with an illness. 

Using a story makes the learning personal and emotional; it becomes more meaningful, more memorable and more valuable. “A great story makes us care,” said Dick, “and can motivate us to action.”

MN Meeting Attendees

Dick stressed “the power of these stories.” Findings in the form of a story “add texture” to data and facts.  “Numbers just don’t grab you, but stories have a unique way of touching people.”

Sometimes, a story comes out naturally during an interview or focus group. Or the right questions can help create the story. Other times, a QRC’s keen ear can sense the kernel of a great story by spending more time with the respondent to flesh out the details and nuances. A story works when it’s quoted and shared beyond the initial report or presentation. “The test of a good story,” Dick said, “is you hear it and want to tell it to someone else.” 

“People don’t remember the charts or the numbers or the tables. They remember the story.”

Finding the story in our results, and then communicating that story effectively, can make insights come alive and take reports and presentations to a whole new level.

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September Rocky Mountain Chapter Meeting Features Thought-Provoking Presentation and Lively Discussion

Sidney Clewe,

The Rocky Mountain Chapter had a fantastic turnout for its September meeting at Fieldwork Denver. Thank you, Ted Kendall, for a thought-provoking presentation about online communities, and thank you to everyone who attended and who engaged in the lively discussion and questions throughout. We’re looking forward to another stimulating meeting coming November 20! (For details, keep reading….)

Next Rocky Mountain Chapter Meeting on November 20
Rocky Mountain Region QRCs: Mark your calendars for a beautiful and insightful evening at InGather's downtown facility on Friday, November 20. Dinner, drinks, new ideas and fun. More information to come!

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