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2013 Conference - Thursday Full Schedule
2013 Thursday agenda

Return to Schedule-at-a-Glance

This page provides details on each scheduled session and other program highlights for Thursday, October 17. To see detailed information for the other days of the conference, please use the navigation links to the right.

Thursday, October 17

7:00 – 8:00 a.m. Healthy Connections/Breakfast in the Marketplace

What better way to start your day than getting the chance to oxygenate your brain and wake your body by doing some exercise? This year, make sure to sign up for the Healthy Connections so you can be energized to fully take advantage of the wonderful sessions and networking opportunities the day brings.


Scenic Bike Ride:
Thursday morning between 7am and 7:45am, a bike ride will take you to Mission Bay riding path, along the Pacific Beach and back in time for the first sessions.
Cost: $12 payable on-site the morning of (cash only) for the bike and helmet rental. Limited spots – please reserves your place early.

8:00 – 9:00 a.m. Workshops

A Visual Upgrade: Design Reports That Inform, Persuade and Entertain
Nancy Hardwick

Looking for ways to make your reports more visual? This is the session for you.

The current literature on developing PowerPoint decks, points out the difference between reports (informational), presentations (persuasive) and storytelling (entertainment), emphasizing that each is truly different.

The reports QRCs write contain elements of all three formats. The challenge is coming up with ways to make reports more visually interesting. These reports need to get away from slides filled with bullet-point lists, while still creating a stand-alone deck that does not require a presenter.

Throughout this presentation, tools and techniques will be shared which can easily be incorporated into qualitative reports. Multiple examples of ways to present the results visually, while incorporating aspects of good design (color, font, whitespace, flow), will be covered.

Attendees will leave with:

  • The deck of sample slides that they can use to make their own reports more visual
  • Web-based resources for free/inexpensive images
  • Websites for creating infographics and flow charts
  • A free tool for determining/matching colors

Target audience: QRCs who are comfortable with writing reports but are looking for additional ways to present their results visually.

Bio: Nancy Hardwick has been assisting organizations with their marketing research needs since 1986. Starting Hardwick Research in 1994, Nancy incorporates both qualitative and quantitative techniques in her practice. She is an experienced moderator, skilled listener and effective communicator.

Nancy has conducted workshops on various marketing research topics including, Projectives in Practice (presented at the 2011 QRCA Conference) and The ABC’s of Focus Group Research. She has served as President of QRCA. Nancy has a BA from Lewis & Clark College in Portland, OR.

Qualship Enterprise: Warp Factor 5 Into the Research Unknown
Presenter: Jane Mount

"Technology – the Continuing Frontier of Research.
These are the voyages of the Qualship Enterprise.
Its ongoing mission: to explore new methodologies, to seek out new technology and new techniques, to boldly go where no one has gone before."

The research industry is in the midst of a major transformation – which will forever alter our role within it. Think of it as a starship venturing into a new galaxy – discovering new planets, new life forms, and new ways of thinking. This session will explore the changes taking place within the research industry and highlight where the industry is headed. From greater emphasis on DIY research, to social media scraping, to harnessing ‘big data,’ all of these changes impact the qualitative research industry as we see it today. The session will address the broad research industry – quantitative, qualitative and "quali-quant,” and highlight what the research world of the future may look like. Given these projections, what does the qualitative researcher of today need to do to keep up? What might their practice look like in the future?

Attendees will leave with:

  • A familiarity with new research techniques
  • A new perspective on how their skill set fits within the changing research landscape
  • Opportunities to remain relevant in this evolving research industry

Target Audience: QRCs who may be less familiar with online techniques and the use of advanced technologies in gathering research data.

Bio: Jane Mount, President of Libran Research & Consulting, has been a passionate marketing researcher for over two decades. During that time, she positively impacted many of today's most cherished brands. Prior to managing her own consultancy, she was President of Digital Research, Inc., and held research director positions at Hannaford, Philips Lighting Company, and Nabisco. A vibrant qualitative moderator, Jane also speaks on issues of new media techniques in marketing research. Jane has her BS from Lehigh University and MBA from Seton Hall University. She is a graduate of RIVA, is PRC-certified and a member of QRCA, AMA and MRA.

Real-Time Mobile Ethnography: See, Talk, Share Without Really Being There
Presenters: Curtis Kaisner and Michelle Ellis

You’ve heard a lot about "in-the-moment” mobile qualitative research, but most approaches encompass bulletin boards with pre-recorded video or text responses. With the rollout of 4G technology, there are new ways of leveraging smartphones for a truly mobile experience. Live, synchronous mobile allows you to see and converse with respondents from virtually anywhere. This new mobile approach merges the visual benefits of video diaries with the interactivity of webcam-based focus groups. You can "walk” through stores with respondents, "sit” in their cars, or even "be” at events with them — all without any delays in asking follow-up questions or waiting for responses. Beyond the application itself, smartphone-based live ethnography becomes a value-add to your clients as they socialize their learnings!

This session will provide true-to-life examples along with both implications and best practices to help instill confidence in QRCs as they tackle mobile remote ethnographies.

Attendees will leave with an understanding of:

  • Synchronous and asynchronous research, and their respective benefits
  • What is currently possible with mobile qualitative research and where it can go in the future

Target Audience: QRCs who want to learn more about mobile qualitative options, and their continual impact on qualitative research.

Bios: Curtis Kaisner has been a qualitative researcher for his entire professional career (15 years) and a QRCA member for several years. He conducts focus groups, IDIs, ethnographies and many forms of online research approaches. His experience is very diverse, serving the following industries: CPG, retail, automotive, banking, financial and insurance. In addition to moderating, Curtis is responsible for the ongoing expansion of Gongos Research’s qualitative capabilities including, training and mentoring up-coming moderators, developing proprietary tools and techniques, and working with the Digital Methods team to identify, scope out, develop and launch online qualitative tools.

Michelle Ellis has been moderating for 13 years and has been an active member of QRCA since 2006. She is experienced in new product development, product and brand positioning, brand equity, ethnography, website strategy and design, and e-research. Her category experience includes: CPG, medical devices, retail, pharmaceuticals, automotive, and financial services. Michelle joined Gongos research 1½ years ago but previously was an independent moderator for several years and spent time moderating for a small qualitative boutique. Before becoming a researcher, Michelle held strategic planning and marketing positions in a Fortune 100 company, a prominent marketing consulting firm, as well as a major advertising agency.

Off to New Horizons in Global Research Projects
Presenter: Ilka Kuhagen

Does taking on global projects ever seem daunting? They don’t have to be! This session will demonstrate how to manage these projects "stress-free” by avoiding the many potential pitfalls, while creating moments of happiness with multinational and multilingual projects.

Qualitative Researchers are often in situations, where they are asked to provide a multinational proposal, based on a locally executed project that their client loved. What was a successful national project becomes a challenging global project, due to multilingual, multicultural, and specific project management needs. This session addresses the different project management stages and special requirements for global projects.

Attendees will leave this session with practical tips and confidence on how to take on multinational projects and manage them seamlessly.

Target Audience: Seasoned QRCs with experience in project management, who are interested in executing multilingual, multinational projects.

Bio: Ilka Kuhagen is based in Munich, Germany, and founded IKM in 1994. She is a true international researcher, fluent in English and German, with working knowledge of French and Spanish. Ilka specializes in qualitative and international research. Her typical clients are international corporations interested in the European market, or research providers who outsource the European portion of their research. Ilka was a QRCA Board member from 2006-2010, and has been a speaker at the QRCA conferences in Toronto and Vancouver, Q-Casts, Merlien, GOR, Akqua and the joint AQR/QRCA conference in Lisbon.

9:00 – 9:30 a.m. Break in Marketplace
9:30 – 11:00 a.m. Workshops

Moderating: Why Stop There? Connecting the Dots Between Moderating and Facilitating!
Presenters: Jean Bystedt and Siri Lynn

Moderators are flush with interpersonal and group dynamic skills - skills which can be leveraged in settings beyond focus groups. This fun, informative, and interactive session will demonstrate how moderators can use their skills in new ways, how they can build upon them and, ultimately, how they can move their businesses to a new, higher level of consultancy.

Attendees will:

  • Identify and celebrate their skills as moderators
  • Understand moderating within the broader world of facilitation
  • Explore additional domains for applying their current skill base
  • Investigate new business opportunities to become facilitators

Target Audience: QRCs interested in new opportunities to expand their skill set.

Bios: Jean Bystedt, founder and principal of J. Bystedt & Associates, and Siri Lynn, founder and principal of Idea Exchange, live in both the worlds of moderating and facilitating. Along with Deborah Potts, they join their marketing and creative problem solving expertise in the collaborative partnership, To The Max, a union that provides a structure and brain trust for brand development and new product innovation.

Both Jean and Siri are: senior trainers for RIVA Training Institute, leaders and trainers for the Creative Education Foundation and the Creative Problem Solving Institute (CPSI), and Co-authors of Moderating To The Max: A full-tilt guide to creative, insightful focus groups and depth interviews.

Smooth Sailing Through the Social Media Research Waters: Qualitative Opportunities in a Sea of Big Data
Presenters: Kris Hodges, Dorrie Paynter and Jennifer Dale

Ahoy, mateys! Captains Kris, Dorrie and Jen gathered their small, yet mighty crews and set sail late last year on three separate ships, each exploring a different area of social media marketing research (SMRX). The ships have returned home safely and the captains have some exciting news to share with their QRC comrades.

Kris’ cruise headed out to map the landscape and lay out the scope of various definitions and understandings of SMRX. Dorrie explored a case study using SM tools to search for buried treasure. Jen set sail to meet with research buyers and find out what they are and are not doing in SMRX.

Together the captains will share their learnings along the way and will answer some critical questions for QRCs:

  • What SMRX is and the roles for QRCs in this new area
  • What tools exist to assess socially-based conversations, how they work and how they can be leveraged by QRCs
  • How research buyers view and use SMRX, what their needs are and how can QRCs capitalize on this

Target Audience: QRCs who want to learn more about social media research and ways to identify value-added opportunities for business growth in this quickly evolving and growing area.

Bios: Nicknamed "The Question Box” at an early age, Kris Hodges has been asking questions since she could talk. As a grown-up, Kris focuses her curiosity on the food industry and developed deep quantitative roots at both General Foods and American Home Foods. During her now 25-year consultative journey, she has conducted over 2,000 in-depth interviews. She has co-authored two books that analyze a vast array of quantitative data on the elderly - Aging: Demographics, Health, and Health Services and Aging: Lifestyles, Work, and Money. Kris has a BS in Consumer Food Science from the University of Minnesota and a MS in Agricultural Economics from Cornell University; she lives in Ithaca, NY.

Jennifer Dale has over 23 years of market research experience, spending the first half of her career as a research buyer and the second half becoming a QRC. As Director of Marketing at Phillips-Van Heusen, Jennifer helped build the brands of popular apparel labels G.H. Bass, Geoffrey Beene, Van Heusen and Izod. In the mid-nineties, Jennifer accepted a position with Research Connections, a pioneering new research company, where she directed hundreds of quantitative and qualitative research studies online. Jennifer eventually founded InsideHeads and developed an online focus group platform for conducting real-time chats. Jennifer frequently presents educational webinars and has written articles for MRA's Alert, Quirks and QRCA Views. She holds a BA in Communications from Penn State and a MBA from Rider University and lives on St. John in the US Virgin Islands.

Dorrie Paynter, founder of Leapfrog Marketing Research, has over twenty years of experience in qualitative research. She earned her Master ModeratorTM certificate at the RIVA Moderator Training Institute and was a trainer there for several years. Dorrie worked in the New York advertising industry where she managed major accounts at Jordan, McGrath, Case & Taylor and at DDB Needham Worldwide. Dorrie has been a speaker at past QRCA and American Marketing Association conferences; she has also served on QRCA's Board of Directors for four years, including two years as the Vice President, Dorrie is a graduate of Middlebury College in VT and now lives with her family just south of San Francisco.

LinkedIn Goes Deep, Do You?
Presenter: Colleen McKenna

This session takes you to the next level in LinkedIn. Your "Profile” looks good, you're connecting, now what? Go deep. Personalize your LinkedIn experience and integrate the LEADS process into your work week. What's LEADS? LinkedIn Engagement, Authentic, Diligent, Systematic. When done correctly, you engage and create a voice on LinkedIn that takes you beyond the obvious and connects you to the next level of business and client development.

Strategy and practical applications are explored throughout this session to provide new insight into the depth of LinkedIn's power and opportunity:

  • Why go deep on LinkedIn?
  • Why upgrade your LinkedIn membership?
  • How to build and use Company Pages.
  • Why sharing content and creating a voice on LinkedIn builds subject matter expertise and thought leadership.
  • How to use LinkedIn as a content marketing channel.
  • How to generate the right searches.
  • How to find new business and client opportunities.

Target Audience: This is an intermediate to advanced session for those who want to use LinkedIn to build their business.

Bio: Colleen McKenna, Principal of Intero Advisory, LLC, connects professionals and businesses to insight, opportunities and talent. Colleen has been a LinkedIn member since 2006 and has woven social network into her sales strategy with measurable results. Since launching her business, Colleen has coached over 2,600 professionals on how to use LinkedIn. She excels in teaching and coaching business professionals on ways to effectively build their personal and professional brand through LinkedIn.

With over twenty years in marketing + sales in the Baltimore/DC area, Colleen has worked with start-ups to market leaders. Colleen earned her MA in Publication Design from the University of Baltimore and a B.S. in Mass Communication from Towson University.

What Every Researcher Should Know About Usability Testing
Presenter: Cory Lebson

Imagine this scenario: A client has a website or app in some stage of development and although it seems to make sense to them, they want to make sure that it's going to be usable to the consumer. Welcome to the world of usability testing! This presentation will provide qualitative researchers with an introductory look at the field of user experience (UX) and, specifically within that field, qualitative usability testing

In this fact-filled session, Cory will present the What, Who, Where, When, and How of usability testing: what it is, who to include, where to begin, when to start, how it should be conducted, and how to report the findings - as well as the details along the way.

The session will also include a hands-on activity where attendees will be asked to select a website they use regularly and think through what they would do if they were to do a usability test on that website. Attendees will experience a simulated usability study using some of these examples from volunteers. Afterward, videos from actual usability studies conducted by the presenter will be shown.

Target Audience: QRCs who are interested in learning the basics of how to talk about user experience and to conduct their usability tests on behalf of their clients.

Bio: Cory has been a user experience consultant since 1994 and established Lebsontech LLC in 1997. Lebsontech is focused primarily on user experience (UX) strategy, user research, and associated training. Cory also enjoys teaching and conducts monthly seminars; he has been featured on the radio, has published several recent articles, and is a frequent speaker. Cory has an MBA in marketing and technology management, an MA in sociology and a BS in psychology. In addition to being a current board member and former president of the Washington DC chapter of the User Experience Professionals Association (UXPA), he is on the Board of Directors of UXPA International, and the Director of Strategic Partnerships.

11:00 – 12:15 p.m. Annual Meeting & Town Hall
12:15 – 1:30 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

Lunch & Awards
1:30 – 1:45 p.m. Break in Marketplace
1:45 – 2:45 p.m. InterChanges
2:45 – 4:15 p.m. Break in Marketplace / Optional SIG & Committee Meetings
4:15 – 5:45 p.m. Workshops

50 Shades of Respondent Grey: How Respondents Seduce Their Way Into Research, and What you Can Do About It
Presenters: Laurie Tema-Lyn and Abby Leafe

Ever get the feeling that you see the same respondents over and over again? Concerned when you hear respondents toss around terms like "storyboard” and "brand personality” like they all have MBAs? Laurie and Abby set out to investigate the problem of "cheating and repeating” by conducting a real-life qualitative research project among frequent participants in qualitative research. This presentation will detail their findings, with video of the respondents themselves sharing their best tricks of the trade.

Come hear the gory details of how respondents learn about your project, wiggle their way past your "security” questions, and slide into your group when they don’t belong. The presentation will also feature insights from master QRCs about how to avoid these respondents and get exactly who you want in the room.

Attendees will leave knowing:

  • How you can re-word standard recruiting questions to better screen out cheaters and repeaters
  • What questions to ask a recruiter before your study goes to field
  • How to use technology to improve your odds of getting higher quality respondents

Target Audience: QRCs looking to improve the quality of their recruits: from veterans to newbies, and everyone in between.

Bios: Laurie Tema-Lyn began conducting qualitative research in the late 80s when a client asked if she could apply the creative activities she used in client innovation sessions to consumer research. Hence a marriage of two passions began.

Some facts…

  • In her first career, she helped launch Self Magazine and re-launch Ms. Magazine
  • Trained in creative problem solving, she worked at Synectics, then formed innovation consultancy, IdeaScope
  • She co-chairs the Philadelphia Chapter QRCA and is Editor-in-Chief of QRCA VIEWS
  • She is the author of Stir It Up! Recipes for Robust Insights & Red Hot Ideas
  • She relishes vegetable gardening, cooking, singing
  • She founded Practical Imagination Enterprises in 1995

Abby Leafe has been a qualitative researcher for 14 years, having started her career in advertising. In fact, a brief stint in graduate school was enough to make her run screaming from academia and she is forever grateful to the helpful headhunter who told her that people will pay her to do research. She interviewed for a job in qualitative research and the rest, as they say, is history. She is a past president of QRCA, and is currently the co-chair of the Philadelphia Chapter. She is the principal of New Leafe Research, based in Newtown, PA.

Edible Illuminations & Creativity: Tasty Tools to Inspire Insights & Ideas
Presenter: Lisa Strick

Learn a flavorful approach to illuminating deep-rooted insights and generating creative new ideas via culinary experiences. This interactive session will use edible concepts with multi-sensory exploration exercises to stimulate brainstorming and capture insights across many different product categories (not just food!).

Enjoy food and beverage samples and be inspired by layers of tastes, textures, sounds, and aromas to delve into meaningful consumer connections and develop creative solutions for a variety of business issues. This is a fun and delicious approach to both insight research and brainstorming that will add an entirely new twist to your toolbox.

During this engaging hands-on session, participants will:

  • Use the profound physical and emotional power of the culinary arts to connect with consumers and inspire creativity
  • Discover sensory-based tools and techniques for insight, ideation and development
  • Learn recipes to create their own new tools that leverage edible stimuli to spark deep insights and big ideas in any category

Target Audience:Seasoned QRCs who want to improve their ability to capture insights and brainstorm ideas. Best for those with prior experience facilitating brainstorming sessions; this will be a quick moving interactive session.

Bio: Lisa Strick is the Chief Idea Officer of The Idea Bungalow, an innovation consultancy specializing in ideation, research, strategy, product development, and branding. For 20 years Lisa has managed the research, ideation and development of breakthrough new products in many categories, including food and beverage, toys, health and beauty, office supplies, and housewares, for leading organizations such as P&G, Unilever, Maybelline, Mattel, ConAgra, Pepsi-Co, and Avery-Dennison. A respected trainer, speaker and author, Lisa has presented at conferences such as CPSI, Toy Fair, The Flavor Experience, and QRCA.

Reframe Your Research Designs: Online Qualitative Panel
Presenters: Shaili Bhatt, Caroline Volpe and Layla Shea

An interactive three-part panel discussion which will include short presentations from three online-savvy QRCA members:

  • Shaili Bhatt will discuss the latest technology and trends on the horizon, including building in new platform options and hybrid designs with tablets, how to use Internet memes as new projective activities, and other online engagement activities (Keep It Fun! Keep It Simple!)
  • Caroline Volpe will share how projective techniques were used in online bulletin boards with oncologists and oncology nurses to help these typically rational respondents explore
    the more emotional side of their work.
  • Layla Shea will share practical tips and tricks to help attendees win their next online project, whether it’s bringing a new client into the online world and dealing with their objections, or selling an existing client on something more experimental

Attendees will leave this session with an understanding of new approaches and techniques for online qualitative research, experimenting with well-rounded designs, and practical ways to sell-in their next online study.

Target audience: Experienced QRCs who are looking for new options with online qualitative.

Bios: Shaili Bhatt, Research Director at C+R Research, has conducted online and in-person qualitative for an exciting array of clients in CPG, travel and entertainment since 2004. She is one of the industry leaders in digitizing designs for online and mobile qualitative research. Shaili currently serves on the QRCA Board of Directors. An avid blogger, she has presented her ideas at nearly a dozen global conferences, and she is the "Trends” Feature Editor for QRCAVIEWS magazine. In 2009, Shaili was the first recipient of the QRCA Rising Star Award.

Caroline Volpe is president of Compass Market Research LLC, an independent market research consultancy focused on the healthcare sector. She has over 15 years of experience designing and executing custom qualitative and quantitative market research for pharmaceutical, biotech and medical device clients. Over the past five years, she has developed a specific interest in leveraging online and mobile technologies for qualitative research, and has actively worked to educate her clients about these methodological options. She recently joined the Industry Relations Committee as the PMRG liaison. Along with QRCA, she is a member of the MMRA, AMA and PMRG.

Layla Shea founded Upwords Marketing Solutions in 2008 after an extensive CPG marketing (Coca-Cola, SC Johnson) and consumer-insights consulting career. Upwords is a boutique qualitative research firm specializing in uncovering insights via online qualitative methods. Having been in her clients’ shoes, Layla not only designs truly unique online studies that maximize the benefits of the tools being used, she also excels at turning the insights into simple actionable reports. Layla’s online qualitative research has been winning her industry awards including the coveted QRCA’s "Qually” award in 2012 for research excellence at the international level.

How to Conduct Research More Effectively Using Behavioral Economics
Presenter: Jay Zaltzman

For years, we’ve been hearing the nay-sayers’ criticisms that focus groups don’t truly reveal how people think. Behavioral economics has proven that’s partly true: people tend to lie (albeit unintentionally) when asked direct questions. While they assume they make decisions rationally, a great deal of their decision-making is, in fact, irrational.

But there’s good news! Qualitative research provides the tools to go beyond respondents’ rationalizations. Behavioral economics provides a framework to understand methods of going beyond simply asking "why” in order to uncover consumer truths.

In this session, Jay will discuss:

  • What behavioral economics means and its relevance to qualitative research
  • How we can use the lessons of behavioral economics to conduct research more effectively
  • Which indirect questioning techniques work best for different types of situations
  • How to use behavioral economics to help clients better understand the implications of what they hear from research participants
  • How using these principles enable us to showcase our unique skills that differentiate us from those who are not professional QRC’s

Target Audience: QRC’s who want to gain a better understanding of behavioral economics, conduct research more effectively, and show clients the benefit of hiring a professional QRC.

Bio: Jay Zaltzman joined the QRCA in 1996 and is currently co-chair of the QRCA Southern California chapter. Jay believes QRCs can offer true value to clients by combining creative methodology, empathy with respondents and analytical rigor.

Jay was born in New York and moved to Israel as a child. He received his first qualitative research training in the Israel Defense Forces, where he was an interviewer of candidates as part of the recruitment process. After his military service, he completed a BA in Psychology at Tel Aviv University. He began his career in market research after returning to the U.S. Jay is a frequent contributor and speaker at QRCA Conferences.

6:30 p.m. Exploration Old Town – Join the Fiesta!

Imagine yourself, strolling down a dusty street, as the sounds of music waft over to you from behind an entrancing fountain. As you turn and enter the Fiesta de Reyes courtyard, lit by thousands of twinkling lights, you find yourself in the middle of a true fiesta. With mariachis playing both modern and traditional tunes, margaritas flowing, and flavorful Mexican food everywhere you turn, it’s like stepping into a party that’s just for you. Sit by the bandstand to catch all of the lively tunes, find a quiet corner of the courtyard to catch up with friends, or spend your time browsing the 19 shops ringing the courtyard – no matter what you want to get from the evening, you’ll find it at our Thursday Night party – Exploration Old Town!

Thursday night’s party will be one for the history books! The party will take place in Old Town San Diego, a charming reproduction of life the way it was from 1821-1872. Sample the open bar, enjoy some guacamole or listen to the mariachis under the stars. If you’d like, the shops in the outer courtyard will be open – everything from jewelry to olive oil is available to purchase from a wide array of independent merchants. The music, food and drinks will be available until 10 p.m., so plan to stay and enjoy an outdoor fiesta!
Free buses will be available to bring you from the Hyatt Regency Mission Bay to Old Town and back again. If you decide to take a taxi on your own, it’s a short ride.

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