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May 10:
The Many Facets of
Qualitative Research

The 2nd annual joint event of the Philadelphia Chapters of the Insights Association and the QRCA

 

Qual’ing, Fast and Slow: Using Diverse Qualitative Methods to Challenge Assumptions and Inform Strategy at Every Step of the Business Lifecycle

It's a common truism in market research that qualitative research is best utilized for growing empathy, developing context, and challenging assumptions. Particularly in quant-leaning organizations, qual data can often be relegated as a "nice to have," a storytelling aid instead of a serious tool for meeting business goals. But qualitative insight has the power to directly impact the size and scope of major initiatives, informing everything timeline and strategy to success metrics and KPIs. This presentation will be a case study in the transformative power of qualitative research to drive internal change and decision-making, through the lens of a major e-commerce product launch

Presenter:

Lucy Gubbins, Senior Research Manager of Customer Insights and Strategy, RevZilla & Cycle Gear 

The Nitty Gritty Straight Skinny for Shopalong Success

In-person Shopalongs are intimate, candid opportunities to gather real world learnings. They’re enlightening if you’ are flexible, think on your feet, have your sensory radar tuned, and plan ahead for expected and unexpected hurdles!  Drawing from a range of Shopalongs that Laurie has conducted in pet food, snacks, fashion, gardening, personal care and more, we will explore the following: Shopping with permission, or stealth? Finding a recruiter who has your back; 3-phase designs: pre-shop, during, & post shop; technology musts; dress rehearsal & traveling light, coaching clients; post-shopalong- organization and creating vibrant reports

Presenter:

Laurie Tema-Lyn, Practical Imagination

20 Pounds of Potatoes in a 10 Pound Bag

This presentation will tackle that all too common scenario where we are faced with a project with too many questions, too many product concepts, too many graphical directions, to many potential package structures, too many (INSERT YOUR EXPERIENCE)!  While every situation is different, this presentation will share practical strategies and tactical tricks you can use to help manage expectations and the abundance of stimuli from the inception of the project, to the development and management of stimuli, concluding with when fieldwork goes live!  And because one-size-does-not-fit-all, I have consulted with over 20 QRCs and clients who have shared their nuggets and watch-outs to provide new ideas and/or reinforce old strategies on how to navigate this challenge in order to help all parties involved be more successful in getting the desired learning.

Presenter:

Kate Wagenlander Watson, KCW Global Research

20 Pounds of Potatoes in a 10 Pound Bag

This presentation will tackle that all too common scenario where we are faced with a project with too many questions, too many product concepts, too many graphical directions, to many potential package structures, too many (INSERT YOUR EXPERIENCE)!  While every situation is different, this presentation will share practical strategies and tactical tricks you can use to help manage expectations and the abundance of stimuli from the inception of the project, to the development and management of stimuli, concluding with when fieldwork goes live!  And because one-size-does-not-fit-all, I have consulted with over 20 QRCs and clients who have shared their nuggets and watch-outs to provide new ideas and/or reinforce old strategies on how to navigate this challenge in order to help all parties involved be more successful in getting the desired learning.

Presenter:

Kate Wagenlander Watson, KCW Global Research

How Qual Can Improve Customer Experience

The term "customer experience research" has been popularized by those in the usability field, but qualitative researchers can add value.  When customer experience research is conducted from a solely behavioral perspective, it can be incomplete.  Successful customer experience research should consider the steps customers take along their journeys from both objective AND emotional perspectives.  For example, customers might report positive experiences in all their calls with polite customer service reps, but still be unhappy with their overall customer experience.  Qualitative researchers can provide insight into both customer touchpoints and the overall experience.

Presenter:

Jay Zaltzman, Bureau West

Fixing, Making, and Being MacGyver:  Common Challenges in UX Research and How to Solve Them

If there’s one truism in qualitative research, it’s to expect the unexpected. Our research regularly takes us into the unknown, so how do you plan for the unknown? Never is this more true than in the UX world, where users (and designers!) don’t always think or behave as anticipated, and technology can throw in monkey wrenches when you least expect them.  In this presentation, we’ll explore some common pitfalls, some unexpected outcomes, and strategies for dealing with issues before they become crises. We’ll also discuss a few items that should always be in your bag of tricks.  Although this presentation will focus on UX research, the ideas and insights will be applicable to a broader range of qualitative research too

 

Presenter:

Adam Hulnick, VP of User Research, Corporate Insight

Presenter:

Abby Leafe, New Leafe Research

How Imagination Agency Used Social Media Research To Uncover Usable Insights Around Experiential Events

Presenter:

Colleen Welsh-Allen, RN,  Vice President, Qualitative Research , Kantar Health

The Hidden Forces That Shape Our Decisions

This is a practical presentation on Behavioral Science that brings the principals of BS down to the research level and how it should be applied to Market Research. After a brief overview of what Behavioral Science is the presentation will focus on the heuristics that most affect research and how understanding them will help you improve the quality of your research. We will also discuss tips for analysis with an understanding of Behavioral Science.

Presenter:

Meg Ryan, Account Executive, Synthesio

Social Listening Data is a valuable asset for marketing and insight teams.  The recent GRIT report cited that 49% of researchers are leveraging social media analytics for insights into their business decisions.  Companies are using social intelligence to inform brand health, campaign analysis, marketing content, customer care and many other objectives.  Synthesio’s presentation will take a look at some of the key metrics marketers and researchers are using, how they are informing business decisions and explore a case study featuring Synthesio’s client Imagination, a creative agency. Imagination had leveraged social intelligence to understand the impact social media has on brand health and customer engagement.  This case study provides insight into the importance of looking beyond hashtags for participation engagement in events and return on investments. 

This event will take place on Friday May 10, from 11:30 - 5:30 at Convene at the Cira Center, conveniently located adjacent to 30th St. Station in Center City.  Lunch will be served.

Member Registration, $145:  Click here

Non-Member Registration, $195:  Click here

Student Registration, $95:  Click here

Can't make it to Philly?  Join remotely, live or via recorded archive.  

Remote registration options: Members, Non-Members, Students

Thanks to our sponsors!

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Join us for an engaging conference consisting of seven 30-minute presentations spanning many of the facets of qualitative research.  

 

Confirmed presentations include: