2014 Conference - Wednesday Full Schedule
2014 Wednesday agenda

Return to Schedule-at-a-Glance

This page provides details on each scheduled session and other program highlights for Wednesday, October 15. To see detailed information for the other days of the conference, please use the navigation links to the right.

Wednesday, October 15

7:30 a.m. – 6:00 p.m. Registration
8:30 – 10:45 a.m.

NEW THIS YEAR – Demo Connections:

8:30 – 9:00 a.m.

Build Social Insight Communities that Build Your Business
Digsite – Monika Wingate

Social insight communities let you provide your clients with timely, meaningful insights over days, weeks, or months. This demo session will show you how Digsite harnesses the power and ease of use of social media in a professional research tool. In 30 minutes, you’ll see how easy it is to set up and run a community, invite and qualify participants, and get the robust reporting you need.

9:05 – 9:35 a.m.

Recollective Professional
Ramius Corporation – Jason Jacobucci

In this session, Ramius will demonstrate the breadth of functionality in Recollective Professional; the complete end-to-end online qualitative research platform. Ramius will show how each major step in the lifecycle of an online qualitative research project are addressed, from recruiting and screening, building innovative and fun studies, through to gamification, time-saving moderation, seamless analysis and powerful reporting.

9:40 – 10:10 a.m.

Eye Tracking
Interactive Video Productions – Bob Granito

This 30 minute presentation will provide a basic understanding of eye tracking technology and illustrate the different devices that can be used to test various types of stimuli including websites, mobile devices, print media, packaging, signage, etc. Eye Tracking allows you to see where and for how long a participant’s eyes are looking when interacting with a stimulus. Seeing where people look accurately reflects their thinking and what information they are processing – insights that cannot be obtained directly with other testing methods. It’s like getting inside of a person’s head and watching what they see – with the advantage that a computer is recording every eye movement for later analysis and review. Data analysis examples will be provided to illustrate the client deliverables.

10:15 – 10:45 a.m.

Getting Started with Insight Communities: Faster, Better, Cheaper
icanmakeitbetter.com – Paul Janowitz

This interactive demo will showcase how to leverage social communities, panels, and ad-hoc research to create an agile, on-demand insight community. With the right technology, processes and methodologies you can truly provide your clients better insights, faster and cheaper, while increasing your service offerings and growing revenue.

11:00 a.m. – 2:00 p.m. Marketplace Grand Opening
1:00 – 2:00 p.m. First Timers Event
2:00 – 2:30 p.m. Welcome/Opening
2:30 – 4:00 p.m.

Topic Immersion Sessions

Adapting to the Brave New Research World

The New Qualitative Research: Finding the Pony
Presenter: Liz Van Patten

As our industry races into a new research era, many QRCs are enthusiastically embracing the “new normal” while others are still working on finding their way. Come hear key nuggets shared by several QRCs who have successfully transitioned into today’s world of research as well as insights gleaned from interviews with today’s research consumers … our clients. 

It’s an exciting time to be a researcher, so bring an open mind as we explore the options waiting for us. We will dive into practical ways to assess these changes and determine how best to transform your own skill sets and passions to take advantage of new research opportunities.

You’ll leave this session with a renewed sense of the possibilities, along with practical techniques and exercises for adapting to and prospering from these exhilarating industry transformations.

Target Audience: QRCs who are curious about the future of the industry and their potential place in it.

Liz Van PattenBio: Liz Van Patten is an accomplished qualitative researcher and strategic partner, with a solid track record of discovering marketing insights for dozens of client companies, advertising agencies, government and industry groups. She began integrating online qualitative methods into her practice in 2000 and has more recently expanded her qualitative toolkit to include mobile and social media listening research. Van Patten’s popular QRCA Conference sessions focus on practical guidelines that help QRCs sharpen their skills; the approach she developed for conducting in-field client debriefs is cited in "Qualitative Market Research: An Interactive Approach," a forthcoming college textbook on qualitative research.

Keep the Good Times Rolling: Adapting to Changes in the Qual Landscape
Presenters: Jeff Etherton and Regina Szyszkiewicz

Some pundits have declared that Focus Groups are dead. Are they? Regina Szyszkiewicz and Jeff Etherton sought to find out, how much life support is needed. We undertook research on research to ask a selection of research buyers from different verticals about their use, the role, and future of qualitative methods. 

Learn the following:

  • The role of qualitative research today and tomorrow;
  • How clients really feel about traditional focus groups;
  • What indicates real value when employing qualitative research and researchers themselves;
  • When in person, when online, and is there more? 
  • How suppliers are chosen given the changing landscape (methodologies, consolidation in the industry, other factors);
  • How to position themselves and their business in a changing world;
  • What tools / technologies need to be part of any moderator’s repertoire;
  • How to create more value in your offering;
  • Hear firsthand advice from research buyers: what's relevant, unique, and motivating.

Target Audience: Coming soon.

jeff ethertonBios: Specializing in qualitative research methods for nearly 17 years, Jeff Etherton is a Qualitative Research Consultant and Moderator at Ipsos Understanding Unlimited and works with clients dealing with diverse topics, products, and service issues. Jeff is a consistent advocate for proper use of qualitative methods and is a regular guest lecturer at the University of Washington, Seattle University and Pacific Lutheran Univeristy. He is a long standing member of the Qualitative Research Consultants Association (QRCA) and serves as the Pacific Northwest Chapter Chairperson.


Regina SzyszkiewiczRegina Szyszkiewicz, M.A., is the founder of TEN PEOPLE TALKING. She has over 20 years of qualitative market research experience. Ms. Szyszkiewicz has personally moderated and conducted over one thousand focus groups and in-depth interviews, and has been involved in a wide variety of qualitative research projects. Regina received a M.A. from the University of Illinois in Applied Sociology/Market Research. Regina has guest lectured on the topic of "Focus Group Research" at University of Washington's MBA Program. She had served on the board of the Puget Sound Chapter of the American Marketing Association, and is co-chair of QRCA's Online Special Interest Group (QRCA). 

Build Your Business Through Partnering and Collaboration

Get More Business by Partnering with a Full Service MR Firm
Presenter: Anne Hooper

As a Honomichl Top 50 firm, CMB conducts a great deal of quantitative and qualitative research. Having a small qualitative practice means we rely on experienced partners to help us execute qualitative fieldwork — a factor that we believe adds great value to our project team. In this business model, CMB focuses on sales and marketing while our qualitative partners focus on what they like most — designing, executing, analyzing and reporting qualitative research. By partnering with experienced QRCs, we provide our clients with the best in the business.

I will explain how QRCs get on our radar and what is required within the vetting process when working with a full service firm such as ours. Attendees will obtain insight into how we choose our partners at the outset (RFP stage) and/or after a project has been won. I’ll address the logistics of working together from multiple points of view (i.e., sales, project management, accounting) — focusing on what works (or doesn’t work!) for us in this context. I’ll conclude the session by addressing what a QRC can do to keep the relationship moving forward, thus increasing the chances of getting more work from full service firms on an ongoing basis.

Target Audience: Independent qualitative research consultants who wish to build their business by partnering with a full service research firm.

Anne HooperBio: As the Director of Qualitative at CMB, Anne is responsible for sourcing and managing the firm’s qualitative partner relationships and has successfully increased qualitative sales by ~ 20% in the last 5 years. Like you, Anne is also in the trenches designing and moderating qualitative research for clients across multiple industries, and has done so for 15 years. She is known for her ability to quickly engage and build rapport with virtually anyone. She received a B.A. in Communication Arts from St. Thomas Aquinas College and serves as guest lecturer for the Sawyer Business School at Suffolk University in Boston, MA. 

Collaborating to Build Your Business
Presenters: Layla Shea and Kate Dennis

Many QRCs enjoy the freedom of working either for themselves, or as a small practice. However, this can often lead to a sense of professional isolation, despite numerous forums for engaging with each other (LinkedIn, QRCA, Twitter, etc). In this engaging and interactive session, two highly collaborative ‘quallies’ will share a bucket load of instantly implementable tips and tricks related to finding the right person to collaborate with and working together in ways which can benefit all parties and emotionally and often financially!

Participants will leave with the following:

  • A good understanding as to whether collaboration is right for them;
  • Watch-outs when considering a collaborative partner;
  • Insight into what they personally bring to the table and what complementary skills they might seek in another;
  • Tips that they can start using immediately;
  • Networking ‘conversation starters’ and other instantly implementable tips to start informally collaborating the moment they leave the session, including how to get more out of conferences!

Target Audience: QRCs who work mainly on their own or in a very small office and would like to interact more regularly with other QRCs.

Layla SheaBios: 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 for some of North America’s largest brands, 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 implications. Layla’s passion for online qualitative research has been winning her industry awards including the QRCA’s ‘Qually’ award in 2012 for research excellence at the international level. 

Kate DennisKate Dennis founded Open Door Insights in 2008 after spending 18 years conducting both qualitative and quantitative research for Tier One companies like Labatt Breweries and NFL International. Her agency, client and consulting background affords her unique perspective into the power of creative insights. Today Kate combines the discipline of applying solid consumer research fundamentals (honed during her years with P&G) with more innovative and creative approaches that make full use of her skills as a professional photographer. Kate’s creativity and curiosity about what makes people tick drive her passion for all things qualitative in both the online and in person realm.

Multi-Cultural QRC Issues: Where Do YOU Stand?

Making Your Research Pay Off in Latin America
Presenter: Isabel Aneyba

The Latin American economy, including Mexico and Central America, has continued to grow while other economies in the world have shrunk. However, understanding the region is not easy. If you are considering doing research studies in Latin America or want them to go more smoothly, attend this session and learn some best practices for every step of the way:

  • Recruitment
  • Guide Development
  • Field implementation
  • Analysis and Reporting
Practical tips and rich examples will bring to life these best practices and will challenge your thinking and appreciation of Latino consumers.

Target Audience:

  •  QRC’s who would like to learn multicultural insights.
  • US QRCs who would like to understand how to effectively manage research studies in Latin America.
  • Global QRC’s would like to find ways to ease the implementation of their research studies in Latin America.

Isabel AneybaBio: Isabel Aneyba was born into a medical family imbued with the gift of empathy. Therefore, it is not a surprise that her passion is to converse with Latino research participants and use her cultural sensitivity to understand their key cultural emotional drivers. Most importantly, it is her skill in providing actionable recommendations that has contributed to the growth of brands and products in Latino markets such as Mexico, The Caribbean, South America and the US Hispanic. With a strong drive for learning new tools that solve new business problems, she earned a BS in Business, an MBA in Marketing and Strategy from UT Austin, a RIVA advanced moderation training certificate and created the methodology Consumer Co-Creation Camp for clients and Latino consumers.

Do You Speak "Multicultural"? Being a Voice in the "Total Marketing" Wilderness
Presenter: Valerie Esqueda

“Multicultural Marketing.” “Total Marketing.”  “General Marketing.” “Cross Cultural Marketing.” Companies continue to struggle with how to address the US market landscape as we become more culturally diverse. This presents a great opportunity for qualitative researchers who want to do more culturally aware work and help their clients navigate this constantly evolving territory.

In this highly-informative half hour session we will cover:

  • Focusing on outcome based (versus add-on based) cultural research projects;
  • Determining best culturally-sensitive methodologies;
  • Important recruiting considerations;
  • Translation and Transcreation;
  • Interpreting findings and avoiding cultural bias;
  • Asking resource partners the right questions.

Target Audience: Coming soon.

Bio: Valerie Esqueda is Founder and Chief Digologist of Cultrdig located in  Minneapolis, Minnesota. She specializes in culturally contextual research using immersive tools such as mobile-enabled solutions, MROCs, ethnographies, and other contextual, in situ research methodologies to capture cultural influences and other human elements of decision-making processes and purchasing dynamics. Valerie is a 20-year advertising and veteran with a rich background in advertising agency, corporate, and qualitative research worlds. She has a BA in Journalism with continued academic studies in Cultural Anthropology. Valerie has lead research projects in Hong Kong, Thailand, Bangkok, Venezuela and Mexico. In the US marketplace, she has primarily worked in the Hispanic market with projects in health and wellness, beauty, CPG, and financial. She is an active member of QRCA, and proud to be a QRCA Minnesota Chapter co-chair.

Does the Practice of Qualitative Research Transcend Culture? A New Zealand Perspective
Presenter: Janette Brocklesby

Does the practice of qualitative research transcend culture?  A New Zealand perspective
This session will explore the relevance of this question to the practice of qualitative research against the backdrop of New Zealand’s unique bi-cultural society which is bound by New Zealand's founding document - the Treaty of Waitangi.

Although the Treaty was signed one hundred and seventy four years ago on 6 February 1840, its relevance prevails in all aspects of life in New Zealand including the way in which we approach and conduct qualitative research.

Currently in New Zealand there is debate among qualitative researchers as to whether non-Māori researchers have the cultural competency, expertise and skills to undertake research with Māori. 

The debate highlights a need for qualitative researchers to understand their own cultural frames and how they interplay with the work they are undertaking. 

Target Audience: The session will appeal to any qualitative researcher wanting to reflect upon their own practice.

Janette BrocklesbyBio: Janette is a highly qualified and proficient practitioner with almost three decades of experience gained in a variety of settings including academic and leading research and evaluation companies in Australasia and Europe. Over this time, Janette has researched most topics and audiences, applying mixed methods with a specialisation in qualitative research.  As a qualitative researcher, her purpose is to actively elicit and explore different world views.
Janette has extensive experience researching complex and sensitive issues with vulnerable and hard to reach groups.  Janette has a Master of Science in Educational Psychology from Aston University, Birmingham England and a Post Graduate Certificate of Education from East London University, England.

4:00 – 4:30 p.m. Break in Marketplace
4: 30 – 5:30 p.m.

Educational Sessions

The Power of Visuals: Telling Complex Research Stories Simply
Presenter: Lauren St. George

We live in a world with more research and data than ever before. Long reports with lengthy explanations full of tables, charts and graphs have been the research industry’s expected output for decades. But our world is changing at warp speed. Texting, Facebook, Twitter, and Instagram have all had a dramatic effect on how we communicate with one another. People want more, faster and in bite-sized pieces. So how do you ensure that your research studies get the audience they deserve, gain internal buy-in and ultimately make sure that you are hired again?

The answer lies in taking research results one step further — past the data document or PPT deck and instead using images, videos and graphics to tell powerful stories.

In this session, we will discuss the art of storytelling. We will cover ways to engage your clients with new methods of sharing your important qualitative and quantitative research findings. These methods will help to ensure that your information will be adopted across your client’s organization, from the sales team all the way up to senior management. Don’t let all of your hard work go to waste because people didn’t find the time to read your report.

Target Audience: Qualitative and quantitative researchers looking for new ways to grab their clients’ attention.

Lauren St GeorgeBio: South African by birth, Lauren is passionate about culture, communication and creativity. As the “Chief Problem Solver” and owner of FRESH, she is able to employ all of her passions helping companies grow and thrive. FRESH has over a decade of experience partnering with businesses to answer game changing questions surrounding marketing, R&D and innovation and then bringing those ideas, insights and strategies to life through storytelling.

Lauren has over 15 years of experience building brands, facilitating breakthrough thinking and creativity training for likes of Coca-Cola, Virgin, Hershey’s and Georgia Pacific to name a few.

What's in a Name? Turning Product Naming into More than a Hunch
Presenter: Lisa Bertelsen

Think about the difference well-chosen words can make in either bringing to life or breaking a compelling idea. Compare two of America’s largest book e-tailers: Amazon and Books-A-Million. The first name is a bang. The second is a whimper.

The fact is, a brand name is the most powerful piece of messaging, and there are over a million companies registered in the US annually—each fighting for attention. Pursuing a name is an involved process that can be time-consuming and expensive—involving trademark clearance, linguistic analysis, registration of domain names and visual identity. Given these high stakes, organizations want assurance that they’ve named their products and companies wisely.
This presentation looks at a methodology designed by a market researcher and professional namer, who identified the critical ingredients that make for the world’s most successful brand names, and then developed a tool for measuring it. The session will explore factors such as dimensionality, memorability, auditory resonance, synchronicity and differentiation. The audience will see real-world examples of how different names succeed or fall flat.

Participants will be able to understand the ingredients of a successful product name, the business value that name research delivers and the different ways that winning names can be identified, using fact-based research.

Target Audience: This session is geared towards market researchers, and in particular, anyone interested in brand research.

Lisa BertelsonBio: Lisa has nearly 20 years of experience in market research, branding, customer experience and usability. Prior to building her own consultancy, she was Global Research Director at Siegel+Gale, a brand strategy firm. Lisa was also Vice President of Qualitative Research at Ipsos and joined Charles Schwab as Director of Research and Usability, to build schwab.com’s first research group.

Lisa has developed strategies and research for companies like: Pfizer, Merck, UBS, Merrill Lynch, Citi, Disney, Yahoo!, IBM, Microsoft, HP, The Economist, Coca-Cola, FedEx and Samsung. Lisa is currently an Adjunct Professor at NYU and has also taught at UC Berkeley.

Do You CRQ?
Presenter: Stephen Heffernan

The Central Research Question defines the overarching objective of a research study.  It is worded in simple terms and sets up a study to yield clear and unambiguous answers and a path to action.  CRQ clarifies, organizes, and simplifies qualitative research studies.

The CRQ Method embodies defining the central research question at the outset of a study, aligning people and resources around the CRQ as study progresses, and delivering findings that make next steps clear and unmistakable. 

Attendees will get a step-by-step walkthrough of the CRQ Method, will see case study examples, and will leave the session equipped  to apply the CRQ Method in their very next client engagement.

Target Audience: Seasoned qualitative research consultants

Stephen HeffernanBio: Stephen has over 30 years of experience doing B2B research studies across an array of product categories.  He was previously market research director at CareFusion, where he managed a research team and worked in a hands-on capacity moderating groups and overseeing quant and qual studies.  Prior to CareFusion, Mr. Heffernan directed a global customer value program at Agilent Technologies, and was a product manager at the Hewlett Packard All-in-One business unit.  Mr. Heffernan holds an M.S. in Marketing & Consumer Behavior and B.S. in Economics, both from the University of Maryland.  He is a RIVA-trained moderator since 1983.

5:30 – 7:00 p.m. Cocktails in Marketplace
7:00 p.m. Dine-Arounds

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