The Qually Award - Review the 2018 RFP and Submit Your Proposal Now
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Proposal Specifics:

This RFP seeks a proposal that shows great thinking and smart research design.

Project Background:

It’s no secret that online and mobile shopping has been disruptive for “traditional, in-store” retail experiences. The biggest player in the e-commerce space is Amazon (and they prove over and over again they can dominate in nearly every category from books to grocery shopping). Once-thriving retailers are closing brick and mortars left and right. Malls are littered with empty storefronts.

In response, some companies have adopted “fresh” marketing and logistics models like "stuff in a box"; however, these subscription-based models are still TBD for their results in terms of long-term profitability. Virtual and/or Augmented Reality (VR and AR) shopping is in its infancy, though tech giants like Facebook have already discussed it publicly, but it’s not a widely adaptable business model for most brands.

While some brands are willing to take risks to shake up the shopping experience and stay relevant, many brands are struggling with how to keep up with this new reality.

The client is a consulting firm focused on being Omni-Channel experts. They hypothesize that the key to success might lie in understanding a concept they are calling "The Curation Quotient" - which is comprised of the right balance between "Total Self-Discovery" (TSD) and "Full Curation" (FC) of new products. TSD is when consumers wander through either a retail environment or online store with products that are not served to them any differently than anyone else. FC occurs when a brand, for example Birchbox, specifically chooses a personalized set of products to present to the shopper. On the other hand, companies such as Amazon have adopted the middle road, serving you products based on algorithms (“people who bought X also bought Y”) along with millions of other products you can browse.

This client seeks to conduct research that will provide directional structure to “The Curation Quotient” theory, where they can understand where on the continuum of customization various demographics and product categories fall. Under what circumstances do consumers want a TSD experience versus a FC experience? Does this change by product category or by demographic profile? What are the frustrations of TSD and FC? What are the benefits of TSD and FC?


  1. Understand consumer behaviors and attitudes with regards to the “Total Self-Discovery” approach vs. “Full Curation”
  2. Understand and dimensionalize the key elements and factors contributing to the ideal “Curation Quotient” across the key audiences
  3. Identify the similarities and differences between key elements and factors of the “Curation Quotient” across various verticals – Fashion, Electronics, Home and Garden, Mobile Apps
  4. Understand how people discuss the various choices they are currently being offered - likes, dislikes, ways to optimize, ways to customize, etc.

The Key Audiences:

  1. Gen Pop– plus demographic-based cohorts for gender, age, socioeconomic status, and ethnicity
  2. Fashion, Electronics, Home and Garden, Mobile in-app Purchasers
  3. Consumers who shop online and/or in-store
  4. U.S Only


While you will notice there are no limits in terms of budget, we still ask that you be reasonable in your approach and methodology. You should not submit your actual budget; no actual numerical values should be a part of the proposal.

Award Submission:

  • Proposals should be submitted as an attachment that can be no more than seven pages + one title page submitted as a PDF.
  • Timeline: From the project being commissioned until final reporting, you have 12 weeks. This project should be set in the summer of 2018.
  • Nomenclature: This proposal should be given a suitable name by the participants in the RFP.

Proposals will be accepted until 11:59 p.m. CDT on OCTOBER 15, 2017

Questions? Holler at committee co-chairs: Tory Gentes or Kayte Hamilton! Good luck!

The Rules:

  1. All submissions must be received online no later than 11:59 p.m. Central Daylight Time Oct. 15, 2017.
  2. This RFP is seeking qualitative proposals only. Although there could be a quant phase as a follow up, this proposal should focus on the qual only.
  3. No identifying information should be in the proposal itself. No section of the proposal should name any participants or partners by name or any obviously identifiable descriptor.
  4. Active QRCA members may respond to this RFP either by themselves, or as a team of two. These teams do not have to have a current working relationship.
  5. All participants in this must be current members in good standing of the QRCA.
  6. Only one submission will be accepted per member. Members cannot submit BOTH an individual application and one as a part of a team. Nor can they submit as a member of more than one team.
  7. Points for the initial judging of this contest will be awarded as follows.
    • Creativity - 20%
    • Relevance - Does it answer the problem and reach all the right targets? - 20%
    • Methodology - Is this accomplishable and actionable? - 20%
    • Logic - Does the proposal make sense? - 20%
    • Style & Presentation - 20%
  8. Rules may not be broken or adapted.
  9. This is open to all QRCA members, regardless of tenure or position. No member who is on the initial judging committee may enter.

» Submit Your Proposal (you must log in as a QRCA member to access the form)

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