|3: 45 – 5:15 p.m.
||WorkshopsPresenters: 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...
Techniques Practicum for Deepening Insights and Sharpening Outcomes
Presenter: Pat Sabena
Straightforward questioning can only get you so far when interviewing respondents on sensitive topics, such as illness, finance, sex, relationships, aging, and politics. Although some cultures are more forthcoming than others about the details of their lives, individuals are often not fully aware of their motives, concerns, behaviors and emotions relative to the topic of study. This session is designed to give participants hands-on practice with a host of non-verbal and projective techniques, as well as qualitative segmentation profiling, in order to dig deeper into respondents’ psyches and add value to projects and deliverables. Each technique will be demonstrated and practiced for face-to-face interviewing, and supplemented with tips on how to transfer the technique to telephone IDIs and evolving methodologies, including online and mobile platforms.
Attendees will leave the session with confidence in using each of these techniques.
Target Audience: New QRCs, although seasoned researchers will likely also find some nuggets or ah-ha’s.
Bio:Pat Sabena has been an independent qualitative researcher since 1965, having conducted more than 8,500 focus groups and 4,500 IDIs in person, by phone and online. Pat served three terms as president of QRCA (1995-98). She earned her BS in Marketing and her MA in Psychology. She was nominated for Best Thesis for her graduate work among psychiatric in-patients at Paine Whitney Clinic, New York Hospital. Pat has taught qualitative workshops on projective techniques and best practices, not only in the States, but also in Canada, Europe, South Africa, Australia, New Zealand, Brazil, Argentina, China and Ukraine.
Little Data That’s Pretty Big: How to Turn Your Report into a Transformative Analysis
Presenter: Jim Chastain
Wouldn't you want a strategic advantage for your business that is based on how you think? The most value you can add as a qualitative researcher is to provide meaningful insights to your clients, but for a variety of reasons often this just doesn’t happen. This session will help you turn your "report" into a transformational analysis and, in the process, help your clients see you as more than just a moderator. Jim will address principles that guide his analytic process and have earned him his stellar reputation and thriving business. Hopefully you'll be inspired as well because that's what your clients should feel after reading your analysis.
Attendees will leave the session with the tools to position themselves as thinking partners to clients and the opportunity to potentially work on more high profile projects within organizations.
Target Audience: Experienced QRCs who wish to become a thinking partner for their clients.
Bio: Jim Chastain started RealityCheck in 1996, after spending 15 years working for leading advertising agencies. Whether he is moderating a focus group, conducting interviews, working in people’s homes, businesses or online, Jim has a natural ability to connect with people, using humor and casual discussion that puts participants at ease and keeps viewers engaged. But his real talent is using the information gathered and teasing it all apart to find underlying themes and concepts that can transform the way a client thinks about their brand or their business.
Brand-Obsessed: Using a Strategic Planning Mindset in a Qualitative World
Presenters: Fiona Ray and Susan Sweet
Anyone who has worked with agency planners, consultants or brand strategists knows that sometimes they speak a different language. So where are they coming from and how do they think? In this age of collaboration, it’s crucial that qualitative researchers understand the tenets of brand planning.
This session will help you to understand and apply strategic brand thinking to your own qualitative practice and offerings. It will especially help those working in brand touch-point research to "up their game” and deliver more strategic recommendations to brand-obsessed clients.
- Enhance their ability to work with agencies and strategic planners
- Learn to think more strategically around brand issues
- Apply additional rigor around "communication checks”
Target Audience: QRCs who work with advertising agencies, planners, consultants, and brand strategists.
Bios: Fiona Ray joined the Halverson Group, a research and strategy consultancy, in 2013. Previously, she spent 10 years as a Partner at Hall & Partners Chicago, heading their qualitative research team. She has also worked in advertising agency account planning and account management at JWT, BBDO and Leo Burnett. Her specialization is brand positioning, consumer brand experience, and path to purchase strategy. She holds an MBA from the Thunderbird School of Global Management, and a BS from the University of Colorado. She instructs marketing management at Northeastern University’s MBA program.
Susan Sweet founded Sweet Insight Group in 2012, after spending 20 years working and learning alongside some of the best in qualitative research. She spent over 2 years reigniting her passion for brand development at Hall & Partners, and more than 10 years developing a love for online and mobile approaches at Doyle Research. She worked in global qualitative at Millward Brown and product development research at Decision Insight. Susan specializes in ethnography and online immersion, and loves to infuse creativity into traditional qualitative techniques. She has a BA from Drake University, trained at the RIVA Institute and stays involved with the #mrx community through QRCA, AQR and social media.