The Many Facets of Qualitative Research
A joint event of the Philadelphia Chapters of the Insights Association & the Qualitative Research Consultants Association
According to the International Gem Society, facets all play specific roles in a gem’s optical performance. When expertly cut, facets not only create beautiful patterns on the gem, they also help it shine. This one-day conference will explore the various facets that make up the brilliance of qualitative market research with the Philly Chapters of the Insights Association and Qualitative Research Consultants Association. The event will consist of seven 30-minute presentations (session descriptions below) for a robust day of content along with time to network with peers.
Members of Insights Association or QRCA: $145
While we would love to have you in-person, we are also offering remote viewing of the conference via streaming sponsored by IVP (Interactive Video Productions). If you would like to view remotely, please use the links below to register:
Members of Insights Association or QRCA (Remote Viewing): $145
Non-Members (Remote Viewing): $195
Qual’ing, Fast and Slow: Using Diverse Qualitative Methods to Challenge Assumptions and Inform Strategy at Every Step of the Business Lifecycle
In some organizations, qualitative market research is seen as suitable only 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 from 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.
Attendees will learn how a diverse set of generative and evaluative methods can be utilized at every step of a project initiative to inform scope and strategy. The presentation will focus on the importance of timing different aspects of research according to project stage, unique methods for formative and summative research (including unmoderated and moderated usability tests, remote shopalongs, and qualitative first click testing), and effectively and persuasively sharing qualitative insight with quant-leaning teams.
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
Attendees will get practical tools and advice to plan, design, conduct and report on Shopalongs with greater confidence and success.
20 Pounds of Potatoes in a 10 Pound Bag
Kate Wagenlander Watson
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.
Attendees will get tips and tricks that will inspire greater confidence as you work to manage excessive amounts of stimuli starting from the inception of the project, to the development and management of stimuli, concluding with when fieldwork goes live! This presentation includes strategies for managing expectations, for stretching and creating time when it appears there is none, and ultimately helping make a time starved project more successful!
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.
Attendees will learn what CX research is, how to conduct CX research, and how to derive additional value from the research by utilizing a qualitative perspective.
Fixing, Making, and Being MacGyver: Common Challenges in UX Research and How to Solve Them
Adam Hulnick & Abby Leafe
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.
Attendees will walk away from the session with strategies for dealing with problems, a new outlook on the difference between “broken” and “fixed,” and the perspective that they are not alone when things go wrong. This session will be particularly helpful for independent researchers who may not have the resources of a large organization behind them and for internal team members at end clients who may be conducting research on their own.
How Imagination Agency Used Social Media Research To Uncover Usable Insights Around Experiential Events
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.
Attendees will gain an understanding of how social media data can provide real and usable insights for organizations. Insights generated by social data can help uncover information that was previously unattainable and helps organizations see a more complete picture when looking at KPIs and results. Attendees will also have a better understanding of the data involved in social listening and a deeper understanding of social listening data analytics, that is, social intelligence. Attendees will learn how companies are leveraging social listening to inform business insights and decisions by exploring a case study.
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.