3. 3
Phone
interviews
Qualita3ve
prac33oners
(9)
In-‐person
Observa3onal
Online
Mobile
User
experience
Social
media
listening
Research
buyers
(6)
CPG
eCommerce
Home
appliances
Financial
services
Using:
In-‐person
Online/mobile
Observa3onal
5. New qual is innovative;
it’s hybrid. It’s more
about immersing the
client in the customer’s
world.
New
qual allows people
to participate in their
own environment.
Anything that
happens outside
a focus group
room.
We no longer
think of
in-person; most
of what we do
is online.
The difference between qualitative
and quantitative is disappearing, and
that’s an opportunity for qualitative.
Instead of
asking people
what they think
we are watching
what they do.
5
New qualitative is
a reflection of the
multi-screen world
we live in.
7. Everything
is
changing
How
we
communicate
How
consumers
make
decisions
How
our
industry
works
How
clients
find
us
How
clients
choose
How
we
collect
and
analyze
data
How
we
define
“qualita3ve”
How
we
define
“data”
How
we
report
findings
7
8. Good
news!
Clients
say
qualita3ve
is
here
to
stay
Incorpora3ng
more
new
qualita3ve
Always
need
deeper
insights
But
they
see
a
shi[
(fewer
focus
groups)
Opportunity:
qualify
and
understand
big
data
8
I’m a risk taker. I will
take a leap of faith to get
something better.
9. And
they
are
excited
about
New
Qual
Compelling
data
• Get
closer
to
targets
for
deeper
insights
More
efficient
• Faster
• Cheaper
• Less
effort
• Less
travel
Easier
targe3ng
• Reach
high-‐
value
targets
&
influencers
Broader
reach
• Geographical
barriers
disappearing
9
10. Get
busy!
Start
digging!
Find
out
what’s
happening
Stay
current
Scoop
up
everything
you
can
Scout
opportuni3es
10
11. Do
some
soul
searching
Assess
your
skills
and
interests
Figure
out
what
you’re
good
at
Focus
on
what
you
like
to
do
Iden3fy
what
you
don’t
want
to
do
11
13. Define
who
you
are
Differen3ate
yourself
Own
yourself
(including
your
flaws)
Reposi3on
yourself
as
more
than
a
moderator
13
14. 14
Tell
a
compelling
story
about
your
work
Focus
on
outcomes,
not
methods
Feature
the
work
you
have
done
and
why
it
majered
15. Broaden
your
horizons
Network
beyond
research
Read
what
research
buyers
are
reading
Hint:
Design
Thinking
and
Behavioral
Economics
Ajend
and
speak
at
conferences
Learn
from
plakorm
vendors
and
social
media
aggregators
15
16. 16
Capitalize
on
what
you
already
know
Use
your
knowledge
of
specific
industries
Keep
up
with
client
connec3ons
Talk
to
clients
about
what
they
need
Send
updates
about
new
things
you
are
doing
18. Educate
yourself
For
free
Webinars
Websites
Vendor
tutorials
Invest
in
yourself
QRCA
events,
Qcasts,
SIGs
&
Chapters
Conferences
(QRCA,
IIeX,
ARF
Expo,
etc.)
Online
courses
and
training
Universi3es
and
community
colleges
Seminars
RIVA
Burke
18
19. Say
yes
to
technology
Become
a
technology
user
Poke
around
the
Internet
Hang
out
with
techies
Make
friends
with
tech
vendors
Keep
up
with
what’s
happening
19
20.
20
Collaborate
Build
rela3onships
Develop
partnerships
Create
a
support
network/resource
list
Ask
a
colleague
to
mentor
you
Find
a
team
you
can
work
with
Look
for
global
partners
21. 21
Think
smarter
Find
the
most
crea3ve
approach
Look
for
ways
to
add
value
for
clients
Facilitate
geqng
clients
to
the
next
step
22. Get
your
feet
wet
Give
yourself
license
to
play
Collaborate
with
a
mentor/partner
Invest
in
a
“friends
and
family”
project
Demo
new
ideas
for
clients
Host
private
webinars
for
clients
22
24. Thanks
to
the
QRCs
and
research
buyers
who
shared
their
knowledge
Kay
Corry
Aubrey
Rosalia
Barnes
Daniel
Berkal
Claudia
Del
Lucchese
Lynn
Greenberg
Kevin
Kinch
Betsy
Leichliter
Hania
Mirza
Carole
Schmidt
Wayne
Steele
Brianna
Sylver
Endee
Tate
Susan
Thornhill
Jeff
Walkowski
Todd
Wehmann
24
