Conference Schedule – 2019 QRCA Annual Conference
2019 Annual Conference Schedule

January 30–February 1, 2019
Hyatt Regency Savannah in Savannah, GA USA


Conference Registration

Conference Central

Why Attend

Hotel Inforamtion

Destination Savannah

Conference Schedule

Thursday Night Event

Dine Arounds

Travel Information

First Time Attendees

Early Arrivals

Sponsors and Exhibitors

Committee

Past QRCA Conferences

Conference Schedule

This year we are giving you more content for the same price as previous years! Choose from over 20 outstanding educational sessions, connect with other researchers with dynamic round tables and exciting dine arounds, and learn from a renowned keynote speaker.

Check through this schedule to explore the speaker tracks and available presentations to get ready for this year’s conference. Schedule is subject to change.

Focus Track Key:

Hone Methodologies = Hone Methodologies
Update your toolbox with new approaches and fresh twists on proven techniques.
Expand Thinking = Expand Thinking
Bolster your approach by gleaning insight from outside traditional qualitative research.
Refresh Convention = Refresh Convention
Discover leading edge ideas on all aspects of qualitative—from recruiting through reporting.
Build Business = Build Business
Explore ways to grow your business through new avenues and better proposals.
Tackle Technology = Tackle Technology
Keep up with growing trends and practical ways to employ technology in your qualitative practice.

Jump to: Tuesday | Wednesday | Thursday | Friday


Tuesday, January 29

6:30 pm

Early Arrivals Event

If you’ll be in Savannah by Tuesday, join fellow early arrivers for dinner in the private dining room at Moss+Oak, located at our own Hyatt Regency hotel. You’ll get a chance to casually mingle and dine on classic Southern cooking. This is a great way to connect with conference attendees before the busy conference schedule kicks off. Limited seating available starting at 6:15, until 8:00 (arrive at your convenience); not included in conference fee.



Jump to: Tuesday | Wednesday | Thursday | Friday


Wednesday, January 30

7:00 am - 8:00 am

Healthy Connections: Quallie Grooves Aerobic Dance - All levels. (60-minutes)
Athletic footwear recommended

Get your heart pumping in this groovy dance class inspired by Zumba, Latin and Aerobic Dance. This class will get you energized and excited for the conference ahead. Taught by Cher Chislett, International QRCA Chapter member and Director of Customer Relations at Cido Research in Germany, Cher is an avid and enthusiastic practitioner of dance cardio.



8:00 am - 6:00 pm

Registration Open




8:00 am - 9:00 am 

Breakfast in the Marketplace



8:30 am - 11:00 am

Partner Spotlights



11:00 am - 12:15 pm

First Timers Event

Attending the QRCA Conference for the first time? Come to this event for a warm welcome and the opportunity to meet and connect with many other QRCA Conference attendees. At this high energy-meeting, you will have a chance to ask specific questions about making the most of the conference and QRCA, as well as forming connections with attendees on a more meaningful level. This is also a great time to meet up with your conference Ambassador.



11:00 am - 11:30 am

Break in the Marketplace (for those not in First Timers Event)



11:30 am - 1:00 pm

Lunch in Marketplace



1:00 pm - 1:30 pm

Welcome/Opening



1:30 pm - 2:30 pm

Qually Award Finalist Presentations

QRCA has found a way to honor our creative problem solvers with a unique industry award, The QRCA Award for Excellence in Qualitative Research. More affectionately known as the “Qually” Award, this award recognizes industry innovation and qualitative best practices.Who will prevail in the 2019 ultimate qualitative research challenge? Find out as the Qually Award finalists present their inspired research proposals, which this year advise how a fitness studio can meaningfully segment its gym goers. You and fellow attendees will choose the winner using a text-based platform provided by Hatchtank. Winner takes home $1000, plus bragging rights. Re-energize your own RFP process by experiencing new writing and presentation techniques by fellow Quallies specifically related to qualitative research proposals.



2:30 pm - 2:45 pm

Break



2:45 pm - 4:15 pm

Keynote Presentation: The Neuroscience of Memorable Messages
Carmen Simon

Session and Speaker Details

One of the biggest problems with business content is that audiences forget 90% of what you share after 2 days. And the typical goal for creating a message and sharing it with an internal or external audience is to influence their behavior in some way. But how can they act on your message if they only remember a tenth of it? How do you even know which tenth they’ll remember?

Join this session to discover strategies for transforming yourself and your message into something worth noticing and remembering. To help us understand how people pay attention, remember content, and ultimately act on it, we look at the field of neuroscience, which reveals insights on how the brain processes information and tends to remember it – or, more often – forget it. Join us to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact. This is critical because both your internal and external audiences make decisions in your favor based on what they remember, not on what they forget.

Speaker Bio

Carmen SimonCarmen Simon consults with major corporations on human memory and on decision-making processes. She has developed a science-based method that helps people become memorable and drive a desired action. She has worked with AT&T, Google, Cisco, HP, Merck, McDonald's, Xerox, and ESPN, among others. Her most recent book is called Impossible to Ignore, and has been selected as one of the top books on persuasion. Dr. Simon has two doctorate degrees: one in instructional technology and one in cognitive psychology. Dr. Simon also teaches at Stanford University and speaks frequently on the importance of using brain science to craft communication that is not only memorable but sparks action. After all, what’s the use of memory if people don't act on it? 



4:15 pm - 4:45 pm

Break in the Marketplace



4:45 pm - 5:45 pm

Hone Methodologies

Easy to Use Theater Games for Energy, Insights and Ideas
Laurie Tema-Lyn, Practical Imagination Enterprises

Session and Speaker Details

Improv is a “trendy new tool” these days. But it can be daunting to try or expensive to bring to your practice. This workshop will give you tools and confidence to overcome those barriers and use roleplay, improv and other theater games in your work for fun, energy and results!

Target Audience

Moderate and experienced researchers who conduct in-person research, are open minded and like to experiment.

Speaker Bio

Laurie Tema-LynLaurie Tema-Lyn is a creative catalyst, qualitative market researcher, author, educator and coach. After a first career in direct response advertising, and a consulting stint for Synectics, she realized her entrepreneurial dreams. She co-founded IdeaScope Associates, a product innovation company where she began the work of integrating innovation and qualitative research. She launched Practical Imagination Enterprises in 1995 and has continued to push the envelope on both the quali and innovation fronts. While she has done her share of “traditional” research, she thrives on thinking on her feet, working shoulder-to-shoulder with participants. Laurie minored in Speech & Theater at the City University of NY as an undergraduate and continued some training with NY & LA coaches. She performed in musical comedies, including as President and chorus member of the Savoyard Light Opera Company in Carlisle, MA. Though an amateur thespian, she has incorporated theater games in her market research and innovation consulting for more than 25 years. Laurie is a member of the Board of Directors of QRCA and is the author of Stir It Up! Recipes for Robust Insights & Red Hot Ideas.



4:45 pm - 5:45 pm

Expand Thinking

UX Live! Revitalizing the Customer Experience
Shaili Bhatt and Nancy Baum, C+R Research

Session and Speaker Details

Up-to-date execution of UX research, and how it applies to optimizing the customer experience. Break into small groups to write effective mobile UX questions. Experience a live, interactive demo of mobile usability testing and learn helpful practices to execute the latest methodologies.

Target Audience

Intermediate knowledge of user experience and usability testing. Already have a working knowledge of "what is UX," existing familiarity with in-person methodologies.

Speaker Bio

Shaili BhattShaili has nearly 15 years of experience conducting online and in-person qualitative research for Fortune 100 companies in CPG, travel, entertainment, and retail. Shaili served on the QRCA Board of Directors from 2012-2016. She has presented her ideas at dozens of events, including QRCA, AQR, TMRE and IIEX North America. She been Trends Editor for QRCA VIEWS magazine for over 10 years, and she was nominated as a Qually Award finalist in 2018.

Nancy BaumNancy Baum is a qualitative moderator with 8 years experience in ethnographic research methods, including shop-alongs, in-home interviews, participant-observation, focus groups and usability testing. Nancy’s background in anthropology shapes her approach to uncovering and understanding consumers’ values, motivations, and beliefs. Over her seven years in the field, she has conducted hundreds of shop-along interviews for major retailers and dozens of CPG manufacturers. Nancy has a master’s degree in applied anthropology from the University of North Texas and a master’s degree from UNT’s Health Science Center in public health. She is also trained in Nielson-Norman Group usability testing methods.  



5:45 pm - 7:00 pm

Wednesday Night Opening Reception in Marketplace



7:15 pm

Dine-Arounds
Please sign up online for your restaurant of choice. Visit the webpage here for full information.

Meet up with old and new friends for a night on the town in one of America’s top dining cities. Choose from one of 18 restaurants and sign-up up online via the conference app. Don’t feel like going out? We also have a dine-in delivery option. In addition to the usual list of sit-down restaurant options, this year’s Dine Around committee added a few “non-traditional" dining choices! They include a lively night out at a dueling piano bar and delivery options for those who want a cozy night in. PLUS, sign ups are digital this year. We’ve created sign up links for each location. Check out all the details on the conference site and come to the conference with hungry bellies!

Special Cultural Experience Dine-Around Option (Wednesday night only!): Why just EAT in Savannah when you can immerse yourself in a rich cultural experience complete with historical storyteller, authentic Gullah Geechee dishes and an entertaining and educational dinner show that will stay with you long after the conference? This dinner will cost $40 – you will need to sign up using the link on the Dine-Arounds info page.



Jump to: Tuesday | Wednesday | Thursday | Friday


Thursday, January, 31

7:15 am - 8:00 am

Healthy Connections: Movement Meditation Class - All levels. (45-min)

This breath inspired journey will use gentle movement, basic yoga poses and music to help shake off discomfort and distraction. Not only will you leave feeling calm and focused for the conference day ahead but you’ll take breathing and movement techniques with you to practice after long days of travel or moderation. Taught by Kristin Schultz, QRCA Philadelphia Chapter member, and registered yoga teacher. She owns a yoga and wellness studio outside of Philadelphia.



7:30 am - 4:30 pm

Registration Open



7:30 am - 9:00 am

Breakfast in the Marketplace



8:00 am - 9:00 am

Optional SIG meetings in the Marketplace



9:00 am - 9:50 am

QRCA Annual member meeting and town hall



9:00 am - 10:00 am

Break in the Marketplace



10:00 am - 11:00 am

Hone Methodologies

Using Storytelling to Uncover Hidden Truths
Lisa Lipkin, Story Strategies

Session and Speaker Details

Ask someone a direct question and they'll try to give you an honest answer. But have them tell you a story and jewels will emerge that will be surprisingly illuminating. Neuroscientists now know what professional storyteller Lisa Lipkin has experienced throughout her thirty-five year career: that stories allow the brain to be more improvisational by dampening activity in the dorsolateral prefrontal cortex, the area responsible for self-inhibition and control. In this session participants will learn original storytelling techniques for extracting emotionally honest information in a safe and effective way. They will learn how to apply “indirect story prompts,” i.e, questions that are seemingly unrelated to the information you are seeking, and how to interpret those narrative responses. These techniques were first developed by Ms. Lipkin through necessity, while working with traumatized populations in New York City throughout the 1990’s, including sexually abused children, Holocaust survivors, and battered women, among others. She needed a safe way to enable her audiences to share information. Later, as a story strategist, she applied these techniques to her work in the corporate world. Regardless of the populations she works with, she is continually amazed by the ability that “indirect narratives” have to illuminate and identify core issues and truths. In this session, participants will learn techniques for extracting and interpreting stories from even the most cynical or resistant interviewees.

Target Audience

Researchers, HR managers, general public

Speaker Bio

Lisa LipkinLisa Lipkin is the CEO of Story Strategies (story strategies.net), a consultancy that helps organizations and individuals find and tell their most essential stories. She is one of the most innovative story strategists in the consulting industry, using original techniques to find and cultivate great stories from even the most reluctant tellers. What makes her work so unique today is that it is informed by decades in the field as a storyteller, writer, and workshop leader. Throughout the late 1980’s and early 1990’s, Ms. Lipkin traveled to the most challenging neighborhoods in New York City, creating storytelling workshops in men’s’ homeless shelters, in after school programs for children of sexual abuse; and for battered women living in safe houses in Queens. It was during these early days in the field that she developed Indirect Story Prompts, an original strategy for extracting stories in a safe, non-threatening way. This technique would later become a core strategy in her work with businesses. Her clients include Shell Oil, Colgate Palmolive, ABN AMRO, The Dutch Ministry of Defense, Schweppes, Transamerica, and CMS Legal, helping employees use the power of narrative to persuade and engage listeners, recruit new talent, and enhance employee engagement. Her articles and stories have appeared in the New York Times Magazine, and the New Yorker, among others. She is the author of Bringing the Story Home: The Complete Guide to Storytelling for Parents, and the editor of five books of American poetry.



10:00 am - 11:00 am

Refresh Convention

Using the Power of Podcasts to Explore, Collect and Deliver Insights
Casey Bernard, Nimble MR

Session and Speaker Details

Podcasts are an engaging form of storytelling and communication that are a huge opportunity for QRCs to put to use in a variety of ways. Through this session you'll learn how qualitative professionals can use podcasts to enhance our discovery, collection, and delivery of insights, as well as recruiting. We'll explore different podcast styles and connect them to research opportunities.

Target Audience

No prior knowledge needed

Speaker Bio

Casey BernardAn opportunity to work on a podcast arose after working in marketing research for years and Casey was eager to learn. After years of listening to favorite shows like This American Life and Serial, Casey knew that podcasts were a powerful and engaging way of telling stories. With a few self-taught lessons, Casey got through the basics and began exploring different audio recording and storytelling approaches. In the summer of 2017, Casey decided to take her podcast knowledge to the next level with a deep-dive course through the Podcast Engineering School. Now, Casey combines her years of experience from journalism to marketing research consultant to podcast production to create a unique offering for marketing research and small businesses. Casey holds a master's degree in marketing research from The University of Texas at Arlington as well as a bachelor's degree in journalism from The University of Texas at Austin. She lives and works in Austin, Texas.



10:00 am - 11:00 am

Tackle Technology

Marketing Technology + Human Insights = Untapped Opportunities
Lisa Horwich, Pallas Research Associates

Session and Speaker Details

New technology vendors are popping up every day offering CMO’s marketing automation tools that promise ‘smart data’ and improved analytics. For QRC’s these emerging technologies can provide new opportunities to provide services and expertise that augments this data. In this session, we will discuss how AI (Artificial Intelligence), ML (Machine Learning), BI (Business Intelligence) and other parts of the Marketing Technology (MarTech) stack are transforming the market research industry. We will explore how these tools are being used and, most importantly, their limitations - allowing us, as qualitative research professionals, to provide additional value through human insights. By the end of the session, QRC’s should be able to speak intelligently about these technologies and how their qualitative service offerings will enhance their customers’ marketing efforts.

Target Audience

This session is designed for anyone who is interested in the opportunities afforded by ‘automation’ technologies such as AI, BI and ML. No prior technical knowledge is needed.

Speaker Bio

Lisa HorwichLisa Horwich is the Founder and Research Principal at Pallas Research Associates. With over 15 years of marketing experience, both traditional marketing communications/brand management as well as product marketing, Lisa has spent the last 10+ years specializing in sophisticated, strategic market research and competitive intelligence. She prides herself on helping companies get the information they need to make smart decisions. Lisa holds an MBA from the Foster School of Business at the University of Washington as well as a M.S. from the Rochester Institute of Technology and a B.S. from the California Polytechnic State University. She is the Co-Chair of the B2B QRCA SIG as well as the past President of the Puget Sound Research Forum. Lisa specializes in B2B qualitative research with an emphasis on the technology sector.



11:00 am - 11:30 am

Break in the Marketplace



11:30 am - 12:30 pm

Expand Thinking

Elevating Market Research Through the Power of TV
Alexander Holmes & Jessica Fennell, Northstar Research Partners

Session and Speaker Details

Over the last 12 months, Northstar has successfully designed, managed and executed Asda’s very own 10-part TV show – uniquely branded ‘Our House’. Crafted purely from insight captured from their target customer, the show’s key objective is to continually bring to life Asda’s target customer’s hopes, dreams and approach to shopping via a medium that builds customer empathy, generates both stakeholder and participant excitement, and delivers key insights in a bite-sized format. In Season 1, Our House has achieved unprecedented success and has been shown to 3000+ store managers and suppliers, ensuring the voice of the customer is at the heart of every business decision. “In a world of big data, the introduction of ‘Our House’ has been critical in bringing the customer to life for us. It enables colleagues across Asda to understand the human truths behind the numbers and make better decisions for customers as a consequence.” Diane Denham, Customer & Commercial Insight Senior Manager But perhaps most importantly, in a world where market research can sometimes feel very transactional for those who take part, our Stars have felt a real sense of ownership over the research; “I’ve loved getting to know everyone and being able to engage with Asda on a personal level.” Caroline, Our House star.

In this presentation, you will learn practical tips on:

  • Why we chose to turn insight into a TV show
  • How to engage participants in the process
  • How to ensure it lands as impactfully as possible within your client’s organisation

Target Audience

This session will be suitable for qualitative researchers, of all levels, interested in ensuring their research creates a real impact within their client’s business.

Alex's Speaker Bio

Alexander HolmesAlex recently re-joined Northstar in 2015. His journey to become a researcher wasn’t exactly direct - initially working as a Designer Engineer to designing a fuel-efficient vehicle built entirely from carbon fibre and then moving on to work as a as freelance Graphic Designer predominately for BBC Worldwide.

In 2010, he began his career as a researcher and over the last seven years much of his work has focused on working on helping brands better position both themselves, as well as their product offerings. This has led him to work with a variety of clients across a variety of categories including automotive, entertainment, technology, FMCG and finance. Outside of his client work, his time is spent developing innovative qualitative methodologies as well as looking for new ways to better socialise final insights.

Alex holds a 2:1 BA (Hons) in Design from Goldsmiths University and a Merit MSc Design Engineering from Middlesex University.

Jessica's Speaker Bio

Jessica FennellJess began her career as a researcher 2013. She joined Northstar in 2017, having previously gained a strong research background in the communications sector.

At Northstar she has specialised in qualitative research methods for an international client base, with experience spanning Eastern and Western Europe, Asia and North America. She has worked across a large variety of clients and categories, with a particular interest in the retail and media sectors. She is passionate about delivering creative projects and outputs that clients are excited to share across their business.

Jess holds a 2:1 BA (International Hons) in History of Art from the University of Leeds and the University of Toronto.

In 2018 she was a recipient of the QRCA Young Professionals Grant.



11:30 am - 12:30 pm

Build Business

Bid Adieu to Bad Proposal Habits
Kayte Hamilton, Issues & Answers

Session and Speaker Details

The Qually Award has brought attention and awareness to otherwise mysterious proposal writing trends. In this session, learn how to refresh your proposal writing to win more business. More importantly takeaway tips to START doing and bad habits to STOP.

Target Audience

Anyone responding to RFPs

Speaker Bio

Kayte HamiltonKayte is a Senior Account Executive at Issues & Answers where she executes both qualitative and quantitative research projects while also serving as a member of the RFP response team. With proposal experience ranging from public parks plans for the government to message testing for advertising studies, Kayte has written project bids for nearly all kinds of industries, markets and clients. Kayte has been chair of the QRCA Qually Award since 2017 where she has had the opportunity to experience the other side of the proposal process; writing RFPs, reviewing submissions and grading creative thinking. Some of her tips in this session come from the Qually Award as well as “real life” examples of past projects. In her spare time, Kayte is dedicated to serving her community and volunteering on the weekends for various charity groups.



11:30 am - 12:30 pm

Tackle Technology

The Wonderful and Maddening World of Webcam
Kelly Heatly, Heatly Custom Research LLC

Session and Speaker Details

Smile! You look great! No one can tell you are still wearing your slippers. When budget, time, and/or travel restrictions impede your ability to conduct in-person research, webcam methodologies can save the day. Webcam (aka web-enabled) discussions pose unique opportunities and challenges to both researcher and respondent. Learn best practices for designing, moderating, and analyzing insights generated from web-enabled depth interviews and focus groups. Never tried it? Don’t like it? Or do you simply want to know more? This presentation will walk you through the many applications of web-enabled discussions and how to pitch this methodology to your client. We will cover various web platform options including bells and whistles, and budget trade-offs. You will walk away equipped with ideas to minimize tech issues, make respondents feel comfortable, and ensure everyone gets a voice “at the table.” Case studies with video clips will illustrate successful research using web-enabled groups including effective moderating strategies, projective techniques, “flip charting” exercises, and stimuli evaluation. Basically, most every research trick that can be done in-person can be done over webcam. We will round out the discussion with ways to streamline the back-end analysis and reporting using platform tools.

Target Audience

No prior knowledge is required; researchers with any level of qualitative experience are welcome.

Speaker Bio

Kelly HeatlyKelly Heatly, principal of Heatly Custom Research LLC, is a qualitative research consultant with over 20 years of marketing research experience. Kelly’s qualitative research experience spans new product development, brand positioning, brand communications, user experience, and customer satisfaction. She specializes in many different methodologies, selecting "whatever it takes" to talk to consumers and generate the insights needed to help clients make sound business decisions.



12:30 pm - 1:45 pm

Awards Luncheon



1:45 pm - 2:15 pm

Dessert/Break in the Marketplace



2:15 pm - 3:15 pm

Hone Methodologies

The Hidden Forces That Shape Our Decisions
Colleen Welsh-Allen, Kantar Health

Session and Speaker Details

A practical guide to Behavioral Science, the heuristics that most affect market research and some clear cut ways to do better research with this understanding.

Target Audience

Anyone who does qualitative market research. 

Speaker Bio

Colleen Welsh-AllenColleen Welsh-Allen RN Vice President, Qualitative Research Colleen has over 25 years of experience in the pharmaceutical and healthcare industries. A registered nurse, Colleen's clinical experience includes Hemodialysis, Coronary Care, Infectious disease, and Critical care medicine (ICU and ER). More than fifteen years ago, Colleen decided to translate her experience as a nurse into a career in medical marketing research. Colleen's qualitative research has encompassed many treatment areas and research techniques. She has interviewed many segments in these therapeutic areas such as: KOLs, Physicians, NPs, PAs nurses, patients, and payers. She is a member of the QRCA (Qualitative Research Consultants Association) and a Co-Director of the Pharmaceutical/Healthcare Committee. As the Vice President of Qualitative Research Ms. Welsh-Allen oversees all of the qualitative the moderators and is responsible for quality control of all projects as well as moving forward innovation in qualitative research.



2:15 pm - 3:15 pm

Refresh Convention

Sex, Drugs and Other Recruiting Taboos Otherwise, “What GOOD Girls and Boys Do”
Karen Kardian, Good Run Research and Recreation

Session and Speaker Details

In this session, we will explore traditional taboos of recruiting, exploring what is worth keeping and what is worth a fresh look and reconsideration. We’ll explore non-traditional recruiting methods and strategies to help find truly good respondents, who add significant value to the project. What was once a big no-no in the world of research has become more mainstream. We will provide practical applications into some of the biggest recruiting taboos such as recruiting with social media and other non-traditional methods, finding the right respondents and how to identify the bad boys.

Target Audience

Market Research consultants, market research firms and recruiting firms.

Speaker Bio

Karen KardianWhere She’s Been: Karen’s tried on a variety of colorful hats, and much to everyone’s delight, they all seem to fit! In yesteryears, you might have found her DJing at a radio station, working marketing magic at an advertising agency, consulting for a Fortune 100 financial services company, or rocking it out as a small business owner developing marketing strategies and new products along the way. Karen’s entrepreneurial spirit, along with her ability to model just about any hat with flawless style, makes her oh-so-GOOD as our Logistics Director.   

Her Superpower: Karen is a keen collaborator, working to understand all sides of a problem before designing the optimal solution. She is a firm believer that broad input develops smarter products, more efficient projects, and stronger client relationships.   

Her Idea of a Good Run: Karen’s Good Run would happen while juggling, backwards, in high heels. She makes managing multiple initiatives with grace and style look easy, and she keeps the rest of the runners in line and poised for success. Off the Clock: You can find Karen running the trails with her husband and her pup, herding kids (both hers and others) through the neighborhood, camping with her Girl Scout troop and cooking up a storm. 



2:15 pm - 3:15 pm

Build Business

Better AND Faster? It can be Done! Hacks and Other Techniques that will Help you Scale your Business without Losing your Mind
Allison Rak, Vatoca Partners

Session and Speaker Details

In the dynamic, fast-paced environment in which we all operate, innovation is crucial. The fundamentals of insights are still the same, but how we get them is a changing game, and candidly, it’s where the fun is! In this practical session attendees will learn a range of proven methods to take your business and what you offer “to the next level.” These include: A method for report writing that will literally cut days off of your turnaround time, while taking your deliverables up a notch. A method for conducting focus groups in any location, while enabling real-time client viewing on site or remotely. Tools for quickly and easily creating video or audio reels (truly!) Ways to very quickly find and work with external resources, including design, programming, etc. Learn why you should not let your (small) size limit you, and how you can instead use it to your advantage to provide services that your big company clients can’t do themselves. And more!

Target Audience

This session will be most appropriate for seasoned researchers who are ready to up their game. More junior researchers will certainly be able to learn from it, however.

Speaker Bio

Allison RakAllison Rak is a researcher, marketer & entrepreneur. With 15+ years experience in consumer insight, she has a diverse background that includes government, technology, media and product design and innovation. She’s the principal of Vatoca Partners, which provides qualitative research & innovation services companies ranging from Fortune 50 to start-ups. Prior to founding Vatoca Partners, she worked as the Director of Consumer Insight for 2ndEdison, an innovation and design firm where she worked on early stage innovation projects for some of the world’s leading brands. She still consults with 2ndEdison on particularly interesting projects. Prior to 2ndEdison she worked for two Internet start-up companies that were pioneering in the world of online community and social media. She began her career on Capitol Hill, where she helped achieve historic passage of campaign finance reform and was awarded the Common Cause Public Service Achievement Award for her efforts. She earned a BA from Santa Clara University & an MA from The American University. 



3:15 pm - 3:25 pm

Break



3:25 pm - 4:15 pm

Round Table Discussions #1

Roundtables are perhaps the most interactive of all the QRCA conference activities. Everybody has a voice. Everybody wants to hear your voice. We have selected expert content area leaders to guide discussions on the latest and greatest ideas in our industry – everything from running your business to picking the best methodologies to keeping your sanity. Attend a roundtable to share and learn from experts who are your fellow QRCs. It’s the best of the comradery we call QRCA. We’ve selected a list of topics that make Thursday’s menu of offerings differ from Friday’s to provide the most useful roundtable opportunities possible.

Here is the full list of Roundtable topics:

  • A Hack-a-Thon for Quallies
  • Moving faster than Lean UX with Design Thinking
  • Tips and Tricks 'Swap Meet' for Online Moderators
  • Yes, you should consider Qualitative Data Analysis Software (QDAS) tools!
  • Why having a report-writing plan makes it easier to write it
  • Oh No! Not Homework!
  • Building your business with high-value, long-term client relationships
  • Rising Consumer Expectations: How can your company adapt?
  • The Young Professional Exchange: Career and Life Hacks to Supercharge your Growth
  • Innovation Mind-Set Tips and Tricks
  • Smooth sailing in global waters
  • Personal Productivity

You can read full descriptions for each topic on the ROUNDTABLE PAGE HERE.



4:15 pm - 4:45 pm

Break in the Marketplace - FINAL Marketplace Opening



4:45 pm - 5:45 pm

Hone Methodologies

Primp Up Your Projectives
Pam Goldfarb Liss, LitBrains-Igniting Ideas!

Session and Speaker Details

Ever have the desire to create more engaging discussion guides that give your clients even better insights. From hosting game shows and poetry slams, writing love poems to drawing portraits of a brand, this session will show you how to move respondents towards producing more insightful opinions and even better from-the-heart ideas with new and different (maybe crazy sounding) projective exercises. And the best part about using projectives or interventions in your qualitative research events is that you can get more done for your clients in less time.

Target Audience

This session is good for the veteran wanting to brush up on new approaches, as well as the newbie looking to learn how to use projectives or interventions. I will have new ideas and reinforce how to appropriately use these tools.

Speaker Bio

Pamela Goldfarb LissWith more than 28 years of experience, Pam loves the never-know-what's-coming next world of qualitative research. She is known for her creative approaches to moderating in-person, online and mobile with fast-moving and fun guides. Pam has moderated on subjects ranging from soda pop, water, yogurt, television shows and toys to toilet paper, bullying, diabetes, gun violence and sexual predators for a variety of Fortune 100 brands and non-profits. Pam teaches 'Moderating with Kids and Teens' bi-annually at RIVA Market Research Institute. Pam also presents regularly to the market research industry on using new technology and creative tools for more engaged respondents. After more than a decade on the East coast, Pam is proudly living back in Minnesota - her home state - with her husband and elementary-aged daughter.



4:45 pm - 5:45 pm

Expand Thinking

What Qual Can Learn from Coaching
Jay Zaltzman, Bureau West

Session and Speaker Details

Coaching has gained in popularity in recent years.  Coaches used to only be hired by athletes and other performers who wanted to go beyond average to excellent.  But many have realized they don’t have to be performers to benefit from coaching and become more effective.

Qualitative researchers can use coaching principles to stand out and provide even more value to clients.  In this session, attendees will learn how a coaching approach can provide a new perspective on client challenges; how it can inform the development of discussion guides based on an understanding of human motivation; and how it can provide a new lens for analyzing research results.

Target Audience

Researchers who want to expand their perspective.

Speaker Bio

Jay ZaltzmanJay Zaltzman has been president of Bureau West Market Research for the past twenty years.  He has recently expanded his business to include personal strategic coaching.  He is an active member of  the QRCA and presents frequently at QRCA conferences and chapter meetings.  He is a member of ThinkGlobal Qualitative, an international alliance of qualitative researchers. 

Jay is a frequent presenter at national and international conferences and has recently presented on the topics of how we can use behavioral economics to conduct better market research and how companies can utilize customer experience to increase profits.

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.  He currently lives in Palm Springs, CA, where he is co-founder of Salon for the Parched, a local think tank.



4:45 pm - 5:45 pm

Tackle Technology

Using AI to Quantitatively Analyze Qualitative Data
Cal Zemelman, CVP - Customer Value Partners

Session and Speaker Details

We will demonstrate using artificial intelligence to summarize qualitative data and assess the emotional state of the respondent using natural language processing. We will then analyze the data in tables and generate graphs showing themes.

Target Audience

Researchers interested in more sophisticated techniques for assessing, summarizing, and analyzing a large number of open-ended surveys where reading each response in detail is not feasible.

Speaker Bio

Cal ZemelmanCal Zemelman serves as a Director at CVP and is in charge of innovation and growth efforts across the firm through a variety of corporate and client engagements. He has designed and developed data science and advanced analytics capabilities in the Cloud for both government and commercial clients. Prior to CVP, he worked with the US Marine Corps leading enterprise business intelligence and analytics teams. Cal holds an MS in Management of Information Technology from the University of Virginia, along with a BS in Information Systems and Policy & Management with a Minor in English from Carnegie Mellon University.



7:00 pm

Thursday Night Event at Kevin Barry’s Irish Pub

Join us for a fun evening out in historic Savannah to meet new friends and catch up with old ones. We're heading to Kevin Berry's Irish Pub which is located almost right next door to the conference hotel and we'll be right on the riverfront. And, bring your beverage of choice for a nice walk on the riverfront since Savannah is one of a handful of cities with an open container law. Check out more information about this event on the Thursday Night Event webpage here.



Jump to: Tuesday | Wednesday | Thursday | Friday


Friday, February 1

7:45 am - 8:30 am  

Healthy Connections: Chair Yoga Class - All levels.  (45-min)

Connect body and mind in this seated yoga class. Through a mix of beginner and challenging yoga poses this class is both warming and invigorating leaving you alert and energized. Learn and go home with a 5-minute chair yoga practice you can use anytime - at your desk, in your office, on a plane, or in a train. Taught by Kristin Schultz, QRCA Philadelphia Chapter member, and registered yoga teacher. She owns a yoga and wellness studio outside of Philadelphia.



8:00 am - 4:00 pm  

Registration Open



8:00 am - 9:15 am

Breakfast



8:30 am - 9:15 am

Optional Chapter meetings



9:15 am - 10:15 am

Hone Methodologies

Let’s Cut the Judgment! Tricks and Tips for Helping Your Clients Connect With Respondents
Rob Volpe, Ignite 360

Session and Speaker Details

Judgment is the most critical obstacle to overcome when building empathy. We bring our own bias, stereotypes and experiences. Clients do too. This presentation will share how Ignite 360 successfully coaches empathy and dismantling judgment with its clients before during and after fielding, resulting in stronger connection to the insights and acceptance of the recommendations.

Target Audience

Any qualitative moderator that has clients with them in the field or has to bring learnings back to the client. Junior and intermediate moderators will gain tools for helping manage clients. Experienced moderators will also gain tools and learn new ways to engage with clients about judgment.

Speaker Bio

Rob VolpeRob founded Ignite 360 to deliver actionable strategy, grounded in meaningful consumer insights, presented through story and creative ways that drive results. As CEO, he leads a team of insights, strategy and creative professionals serving the world’s leading brands across a range of industries. Rob is recognized as a thought leader in the role of empathy in marketing and the workplace. He frequently talks on the topic, is cited in media and writes about building and applying empathy. He’s finishing his first book, Everyday Americans, which explores his own journey to empathetic understanding of people through his ethnographic work.



9:15 am - 10:15 am

Expand Thinking

How to Develop a Customer Journey
Aliza Pollack, Aliza Pollack Consulting

Session and Speaker Details

As we all know, the Internet has impacted the marketing funnel and the ostensibly predictable way to market. Now, the path to a product is replete with varied touchpoints, messaging that can impact an ultimate purchase. Crafting a customer journey - reflecting both practical and emotional behaviors and attitudes - can illuminate a more nuanced marketing and product development path for your clients (marketing, brand, product - all!) In this session, we will go through key steps to creating a customer journey, using all the skills you have as a qualitative researcher.

Target Audience

Qualitative researchers who are interested in stretching their skills. No prior knowledge.

Speaker Bio

Aliza PollackWith 20 years of international insights work across a range of categories from auto to beauty, luxury to spirits, technology to health and wellness, Aliza is a seasoned thinker who pushes to the why and the so what. She thrives on digging into consumers’ attitude and behaviors and translating them into meaningful insights for brands. Her work has informed strategic marketing initiatives ranging from positioning to activation development to innovation. Recent work has involved creating patient journeys for a new to market pharma brand, working with UX designers to build a better car buying experience, and helping AT&T understand how to better serve their small business market.



9:15 am - 10:15 am

Refresh Convention

Assuring REAL Diversity in Qualitative Research
Denene Rodney, Zebra Strategies

Session and Speaker Details

The session seeks to identify the need for inclusion of minority and marginalized populations in market research initiatives, to ensure that companies are aware of the needs of ALL end users, to better customize marketing messaging that considers cultural nuance. Market researchers do not appear to be keeping pace with the shifting demographics and make-up of the country. As such, marketing plans and strategies are not as effective or as inclusive as they could be, therefore limiting “reach” into untapped populations.

Target Audience

Qualitative Marketing professionals who are conducting general population studies or seeking to partner with niche marketing firms who specialize in working with special populations.

Speaker Bio

Denene RodneyDenene Jonielle Rodney has always lived by the motto, "Be curious but not judgmental". Perhaps this is the reason people feel so comfortable opening up to her. She has that unique quality that allows her to communicate on the same level as someone with a sixth-grade education just as easily as she can impress a room full of corporate executives. Curiosity may have killed the cat, but in Ms. Rodney's case, it birthed a zebra. With almost two decades of experience to her name, Denene is the founder of the qualitative research company Zebra Strategies, which specializes in research design and focus group moderating and recruiting. She created this company because she wanted to help everyone from multimillion-dollar corporations to individuals understand the differences in culture, ethnicity, and socioeconomic experiences that create different lenses through which people see the world. Clients including Aetna, McCann Erickson, Saatchi & Saatchi, and the NYC Department of Health have hired Rodney to conduct research using a myriad of methods including: focus groups, dyads, triads, in-depth interviews, executive interviews, in-homes, shop-alongs, and ethnographies in an array of business sectors including Consumer, Business to Business, Pharmaceutical, Public Health, Not-for-Profit, Social/Political Issues and Multicultural/Ethnic research. Denene has always been a chameleon, able to mentally transport herself to a day in someone else's shoes and easily grasp where they are coming from; she brings that same understanding to her work, designing unique research methods that take into account the nuances that someone with a more traditional background might overlook. In fact, the very name of her company takes that into account. The "zebra" in Zebra Strategies is derived from something Rodney was told by a safari leader: "Zebras' stripes may all look the same, but every single zebra has an individual stripe pattern." While, to a big company, all Black, White, Hispanic, poor, wealthy, old, or young people might fit into a neat little group, they each have a unique stripe pattern. And Denene takes pride in the fact that it's her job to not only acknowledge those differences but to use them to produce better business decisions. Ms. Rodney holds a B.S. from Syracuse University's Newhouse School of Communications and an M.S. from New York University's School of Continuing Education. She is on the Board of Trustees at Monroe College, where she is also an adjunct professor. Denene is a proud member of the following professional associations: American Marketing Association, Marketing Research Association, Qualitative Research Consultations Association, and Association of Trial Consultants.



10:15 am - 10:30 am

Break



10:30 am - 11:20 am

Round Table Discussions #2

Roundtables are perhaps the most interactive of all the QRCA conference activities. Everybody has a voice. Everybody wants to hear your voice. We have selected expert content area leaders to guide discussions on the latest and greatest ideas in our industry – everything from running your business to picking the best methodologies to keeping your sanity. Attend a roundtable to share and learn from experts who are your fellow QRCs. It’s the best of the comradery we call QRCA.  And even though it’s Friday, the last day of Conference, we have a great menu of offerings that will make this a session of expert-led discussions not to be missed.

Here is the full list of Roundtable topics:

  • Kids Say The Darnedest Things! Best Practices for Hosting Qualitative Research Among Children
  • UX: From the Lab and Beyond
  • Getting Behind Closed Doors with Role Play
  • Getting Your Feet Wet: How to Get Established as an Online QRC
  • Inbox Zero: It IS Possible!
  • One More Game of Sudoku
  • What do physicians really think of your qualitative research efforts?
  • Tighten, brighten and sharpen your reports: Tips for increasing clarity by streamlining your writing
  • Difficult Recruits
  • Finding the Sweet Spot
  • Improving Your Research

You can read full descriptions for each topic on the ROUNDTABLE PAGE HERE.



11:20 am - 11:30 am

Break



11:30 am - 12:45 pm

Lunch



12:45 pm - 1:45 pm

Hone Methodologies

20 Pounds of Potatoes in a 10 Pound Bag
Kate Watson, KCW Global Research, LLC

Session and Speaker Details

This super practical presentation will provide tools from a variety of savvy QRC’s on how to manage 3+ hours of stimuli in less time. It will cover tactics and tips that will help you during that first client call to the creation of the moderator guide to the actual execution of the groups for application across a wide variety of research objectives (e.g., packaging, concept testing).

Target Audience

For any researcher since we have all been there and will be there again! Opportunity for more experienced QRC's to get a refresher or consider other potential solutions or for a fresher researcher who is looking for strategies to help prepare and guide them for when they face this type of project.

Speaker Bio

Kate WatsonFor over 18 years, 12 of the last with KCW Global Research, Kate Wagenlander Watson has been a qualitative research consultant to a wide range of Fortune 500 companies and over 100 brands. She brings energy, empathy, understanding, flexibility, a keen ear, and creativity to the qualitative experience, which allows both the clients and respondents to fully engage in the process. While packaging research, graphics and structure, is her passion and expertise, she loves the variety of what qualitative research can be and exploring how to best connect with and understand the people that matter.



12:45 pm - 1:45 pm

Refresh Convention

Many Ways to Tell a Story: Exploring Different Approaches to Displaying Data
Caroline Volpe, Compass Market Research LLC & Maria Virobik, ResearchScribe

Session and Speaker Details

Bring a notepad, tablet or laptop and join us for a highly interactive session! The workshop will use non-confidential data to demonstrate different ways to show the same story. Participants will be able to flex their creative muscles and discover other ways that a story can be told. The goal of this presentation workshop is to provide attendees with inspiration, ideas and tools on how to use a variety of research data to illustrate a story creatively and visually.

Target Audience

This workshop is appropriate for researchers at all levels who are looking for new and novel ways to visually tell a story in their reports.

Speaker Bio - Caroline

Caroline VolpeCaroline is president of Compass Market Research LLC, an independent market research consultancy focused on the healthcare sector. She has over 20 years of experience designing and executing custom qualitative and quantitative domestic and global market research for healthcare-focused clients. She is currently serving as on the QRCA Board and is a member of the Industry Relations Committee as the Intellus Worldwide liaison. Along with QRCA, she is a member of the ESOMAR, EphMRA, MMRA, Insights Association and Intellus Worldwide.

Speaker Bio - Maria

Maria Virobik has been working as a qualitative research consultant since 1997, and is a member of QRCA since 2018. She provides analysis, project management, writing services and moral support (whenever needed) to independent moderators and market researchers working in a broad range of categories. After early dalliances with account management in the ad agency world, she came to her senses and has been devoted to qualitative research ever since.



12:45 pm - 1:45 pm

Hone Methodologies

Opening Closed Doors with Role Play
Elizabeth George

Session and Speaker Details

There are some doors in life that are hard to get behind for researchers – the exam room, financial transactions, counseling scenarios...Due to regulations, privacy, and ethics, conducting primary, contextual research in certain spaces requires effort and cost that makes them impractical. However, there are significant insights to be gained through the conversations that occur there. Pharmaceutical clients need to understand how physicians interact and describe complex medications to their patients. Financial institutions want to know how advisors are making recommendations for client portfolios. Public health organizations need to understand how at risk populations are being counseled about specific issues. And that is where we can and should be leveraging role play!  Learn how to develop role play research, create scenarios, build characters, hire & train actors, and get behind those closed doors to uncover valuable insights. We’ll also discuss the future evolution of role play with the advances in augmented and virtual reality.

Speaker Bio

Patrice WoolridgeHaving lived abroad and traveled extensively, Liz has come to appreciate the value of "living like a local." In her travels, that means going beyond the tourist sites to explore neighborhoods, chatting up native residents about their history and the restaurants that aren't reviewed online, and capturing photos of day to day life. This approach translates directly to Liz's approach to research - while she values the rich discussion that can happen in a focus group or via tele-web calls, she is always looking for ways to go below the surface to understand the holistic picture of who people are, where they come from, and how they came to be. Specializing in health care research, Liz is frequently challenged to help clients understand the drivers behind patient perspectives and behaviors, which often requires going beyond stated beliefs and attitudes. A skilled moderator, Liz leverages a combination of empathic communication, projective exercises, and laddering techniques to generate insightful discussion with patients and physicians. Her favored research approach incorporates immersive strategies, spending time with patients in their homes to explore the impact that a condition can have on patients' families and environments, or observing patient-physician interactions to observe tensions, language, and situational influences. When logistics make it difficult to insert a researcher into an immersive situation, Liz has developed a number of successful "virtual immersion" techniques, constructing a series of video, photographic, and journaling tasks that reveal valuable context and insights. Liz has a background in advertising, strategic communication, and brand planning across a variety of organizations, including NASA, non-profit associations, and retail. Her research experience has focused largely in health care on behalf of major pharmaceutical and health systems clients. Liz completed her MA in Advertising at the University of Texas, and a BS in Psychology and Communication from the University of Mary Hardin Baylor.



1:45 pm - 2:30 pm

Networking with QRCA - Educational Resources and Connection Time



2:30 pm - 3:30 pm

Refresh Convention

Catch & Release: Applying my Experience Learning to Fly Fish to using New Recruiting Tools and Services
Ted Kendall, TripleScoop Premium Market Research

Session and Speaker Details

New ways to recruit qual participants including services like User Interviews, respondent.io and others are popping up. How do you decide whether they fit your recruiting needs and if you do, how do you adapt all your recruiting skills to the new medium?

Target Audience

No prerequisites are needed. This is intended for moderators who create their own screeners or field managers who design and manage recruits. Facility owners/managers who are looking at additional recruiting tools might also find this useful.

Speaker Bio

Ted KendallTed Kendall started in market research early—working as the gofer, essentially, for a small research firm to pay college tuition. Once out into the real world, his career has been in market research, starting on the client side as a research manager with Hewlett-Packard, Compaq, US West. The dawn of the Internet for real people presented the opportunity to pioneer online methods and he moved to the dark side to co-found QualTalk, a research bulletin board platform that was acquired by 20/20 Research and lives on today as Qualboards. But he missed the real work of research and started as a ‘supplier’—first as MI3 Market Intelligence and then 12 years ago as TripleScoop Premium Market Research. Not on his LinkedIn Profile: When he is not immersed in data, Ted loves a good ballgame, especially in person. (His favorite team is the Oakland A’s—because he grew up in the Bay Area going to their games and because Moneyball. But he appreciates most any team and can tell you a player he likes from any team.) He also loves to bake bread (really), run (latest fun run—on the Continental Divide at Monarch Pass) and listen to Prog Rock. And fly fishing on a mountain river. Ted’s dream job is to be mayor of a small town, where everyone knows your name and the local diner knows what your usual is.

His bucket list includes:

  • Watch a ballgame at each of the Major League Ballparks in the US and Canada.
  • Write a novel that people enjoy reading.
  • Break the two hour mark on a half marathon.
  • Take a photograph that is so amazing that people want to buy it.
  • Actually catch a fish fly-fishing.



2:30 pm - 3:30 pm

Build Business

Superqualitative! Using your Skills Beyond Marketing Research
Foster Winter, Sigma Research

Session and Speaker Details

The skills developed as a qualitative practitioner extend beyond the world of marketing. From management and strategy consulting for business, to urban planning, to acting and beyond. Whether to expand ones' current practice, or development of an entirely new business model, the session should stimulate thinking about a broader role for those skills we have acquired as QRCs. The session will provide an opportunity to expand thinking about new and future directions. We will include the way in which a qualitative background allowed my practice to expand into management and organization consulting. In addition, we will include video interviews with an urban planner on his qualitative uses and techniques and a group of retired QRCs who are using their qually skills as actors who are involved with training medical professionals dealing with critically ill and end-of-life patient situations. We will encourage a discussion about QRCs experiences and thoughts for additional direction. For those who are thinking about new directions for their business, the case studies and the ensuing discussion should provide a dialog for expanding ones' current practice or developing a new business model as the session will provide an opportunity to expand thinking about new and future directions. Most likely, longer tenured qualitative consultants would use this information to expand into new areas of business, even perhaps considering a second (or more) career. However, for those just starting out, the session also can provide a broader platform for thinking about a business model.

Target Audience

Most likely, longer tenured qualitative consultants would use this information to expand into new areas of business, even perhaps considering a second (or more) career. However, for those just starting out, the session also can provide a broader platform for thinking about a business model.

Speaker Bio

In addition to his responsibilities as Owner and Managing Director of Sigma Research and Management Group, Foster Winter has conducted over 3000 focus groups, strategic planning sessions, workshops and online qualitative events. Foster’s marketing research and consulting background spans over 30 years and has crossed a breadth of business categories, including automotive, agronomy, bio-tech, healthcare, telecommunications, computer, CPG, retail, advertising and non-profits. He has worked on a wide variety of project-types for an interestingly diverse group of clients such as AT&T, Ascension Health, BiOWiSH Technologies, Fifth Third Bank, Gateway Computers, General Motors Corporation, Mayo Clinic, LG Electronics, Ohio Health, P&G, Sony, Toyota and Volkswagen/Audi. Foster has led the development of Sigma’s Internet research capabilities, establishing Sigma: Online in 1998. He has served on the Board of Directors of the Qualitative Research Consultants Association (QRCA) and co-chaired the Worldwide Conference on Qualitative Research in Budapest. He is a consulting mentor for environmental start-ups through the Hamilton Mill business accelerator and is a board member of Cincinnati’s Vocal Arts Ensemble.



2:30 pm - 3:30 pm

Expand Thinking

Design Thinking - Process & Case Study
Sofia Costa Alves, Mindbrand

Session and Speaker Details

In the session I will present the full Design Thinking Process, from stage 1 of Insights Gathering to stage 5 of product testing. I'll demonstrate how to lead a full Design Thinking Process and will show real case studies of the process in action, from beginning until the end. I will provide all templates so that you can incorporate the process into the methodologies you offer to your clients. You will leave the session with a full understanding of the process and how to lead it, real life examples and a tool kit of template to be able to use it.

Target Audience

Any Qualitative Researcher passionate about innovation and developing new skills.

Speaker Bio

Sofia Costa Alves is one of a handful of researchers who have successfully navigated global brands across continents. She has a brilliant track record of growing, developing and researching brands in Europe, USA and South America. Sofia started her career at Philip Morris, where she cut her teeth in classic brand management first in Portugal, then at the company’s European Headquarters in Switzerland. In 2001, she was recruited to London by Nestle, which she considers to be her Marketing and Research School. In 2003, Kimberly-Clark brought Sofia on board and she spent seven years in various roles in senior-level strategy positions across different European markets, which also entailed significant amount of time working with the US headquarters. In 2009, Sofia moved to Brazil with Kimberly-Clark and in 2011 founded Mindbrand, a global innovative Strategic Qualitative Research out of vibrant São Paulo, meeting the needs of both Brazilian companies looking for innovative Qualitative Research and top-level Strategies and multinational companies looking to the Brazilian market to grow their brands. Mindbrand clients include Unilever, Mondelez, Diageo, General Mills, Avon, Pepsico, Whirpool and Kelloggs. Sofia as is an expert in highly innovative methodologies, including Design Thinking Sensorial Techniques, Semiotics, amongst others. She has a strong entrepreneurial spirit, with a fiery can-do attitude and a highly sophisticated knowledge of the cultural nuances that can make or break market strategies. She is driven by her belief that the most insightful understanding of consumers is a company’s most powerful competitive advantage. She aims for the highest levels of innovation and rigor, achieved through ground breaking methodologies, creativity and attracting top-level talent to Mindbrand projects.



3:30 pm - 3:40 pm 

Break



3:40 pm - 4:10 pm

Closing Remarks



4:10 pm - 5:00 pm 

Speaker Q&A/Debrief



5:00 pm - 7:00 pm

Informal "after party" in lobby



7:00 pm

Dine-Arounds
Please sign up online for your restaurant of choice. Visit the webpage here for full information.

Meet up with old and new friends for a night on the town in one of America’s top dining cities. Choose from one of 18 restaurants and sign-up up online via the conference app. Don’t feel like going out? We also have a dine-in delivery option. In addition to the usual list of sit-down restaurant options, this year’s Dine Around committee added a few “non-traditional" dining choices! They include a lively night out at a dueling piano bar and delivery options for those who want a cozy night in. PLUS, sign ups are digital this year. We’ve created sign up links for each location. Check out all the details on the conference site and come to the conference with hungry bellies!



Jump to: Tuesday | Wednesday | Thursday | Friday



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