IDEAS & TOOLS FOR QUALITATIVE RESEARCH SPRING 2007 VOLUME 5 • NUMBER 3 • TABLE OF CONTENTS • SPRING 2007 THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 14 SCHOOLS OF THOUGHT 24 Quit Apologizing: Rethinking the Limitations of “Limitations” • George Balch and Christopher Herbert state the case that qualitative research is not inferior to quantitative research and that, therefore, nothing requires QRCs to be apologetic. 24 QUALITATIVE TOOLBOX What I Learned from Hanging Chads and Exuberant X’s: Testing a Voting System for Usability • QRC Dona Vitale describes how a new application of usability testing is making Chicago- 8 FROM THE EDITOR-IN-CHIEF area elections more effective Hidden Potential • Lana Limpert examines the prospects for finding fresh thoughts, uncommon and more accurate. views and new perspectives, especially in this issue of QRCA VIEWS. 34 QUALITATIVE TOOLBOX Best Practices for Real-Time Online Focus 10 FROM THE PRESIDENT Groups • Summarizing eight years of observations The Silver Lining • Joel Reish discusses the from online qualitative research, Jonathan Hilland emerging and unexpected benefits of recent criticism offers his recommended practices for conducting of qualitative research and focus groups. real-time (or “chat”) focus groups. Editor-in-Chief: Lana Limpert, [email protected] • Managing Editors: Monica Zinchiak, [email protected], and Susan Sweet, [email protected] • Design/Art Direction & Publishing: Leading Edge Communications, LLC (615) 790.3718 [email protected] FEATURE EDITORS Book Reviews: Kay Corry Aubrey, [email protected] • Business Matters: Abby Leafe, [email protected] • International Research: Angela Paura, [email protected] • Industry Calendar: open • Qualitative Toolbox: Sharon Livingston, Ph.D., [email protected] • Schools of Thought: open • Targeted Marketing: Judy Langer, [email protected] • Tech Talk: David Van Nuys, [email protected] • Travel & Leisure: Mary Beth Solomon, [email protected] 4 QRCA VIEWS SPRING 2007 www.qrca.org • TABLE OF CONTENTS • CONTINUED SPRING 2007 THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 54 TARGETED MARKETING 76 The Vitality Boom: Marketing to Active, Boomer Women • No longer the “youth generation,” baby-boomer women are helping redefine the meaning of fitness, as this article on the ultimate “power consumer” illustrates. 60 TECH TALK Can Software Help? A Look at Software Tools for Qualitative Research Analysis • Jean Nordgren outlines a brief overview of several software tools that can help with qualitative research analysis. 66 BUSINESS MATTERS To Hire or Not to Hire? Considerations for Expanding Your Business • Husband-and-wife business owners David Kalmar and Abby Leafe provide a framework for evaluating the staffing solution that will best meet your business needs. 76 TRAVEL & LEISURE Free Money (Well, Almost) • A wide variety of reward programs have popped up over the past several years, and most of them are for activities, products and services you are already buying. 82 BOOK REVIEW 42 QUALITATIVE TOOLBOX Valuable Reading… Three Titles that Can Help You Beyond the Data Dump: Provide Qualitative Expand Your Capabilities • Here are two excellent books Deliverables that Spur Implementation • to get you started on usability testing, plus a brand new book Melinda Kizer provides the critical success factors that is an excellent primer on customer-insight research, and considerations that QRCs should address to outlining many techniques. ensure that their qualitative reports are used to make strategic business decisions. 89 EDITORIAL GUIDELINES 48 QUALITATIVE TOOLBOX A Picture Is Worth a Thousand Words… 90 INDEX OF ADVERTISERS Sometimes • Dr. Bruce Eckman offers a qualitative/ quantitative improvement on photo-sort methodologies. visit QRCA online at 6 QRCA VIEWS SPRING 2007 www.qrca.org www.qrca.org • FROM THE EDITOR-IN-CHIEF • Hidden Potential “The most erroneous stories are those we think we know best — and therefore never scrutinize or question.” Stephen Jay Gould (1941–2002) potential for obtaining a new perspective is everywhere. It is possible to think of qualitative research as a means to unlock the potential of Lana Limpert The perspective that resides in the lives of our respondents. Without a qualitative researcher’s curious mind and probing questions, many clients would not TECHNICLARITY [email protected] have the benefit of understanding their customers’ opinions, attitudes, perspectives and preferences. Business decisions would be constrained by having to imagine in isolation which message is most persuasive, which product concept fills a critical unmet need or which brand image most touches the customer’s emotions. Qualitative research findings enrich the client’s perspective of their customer’s worlds, which direct cogent and informed choices. Without a qualitative Another way to stumble upon new perspectives is to reconsider information already in hand. We have all had the experience of turning data this way and that, researcher’s curious only to uncover yet another layer of meaning. Examining raw material from several perspectives allows us to mine buried gems from the stacks of transcripts and heaps mind and probing of tapes that litter our desks. Arriving in this new place that yields a richer questions, many perspective can help us to better clarify our conclusions and to generate creative recommendations, as well as to unearth questions that need further exploration. clients would not The potential for new perspectives lies within the covers of this issue of QRCA VIEWS as well. You may find yourself considering surprising new twists on well- have the benefit established, but tired outlooks. In “What I Learned From Hanging Chads and of understanding Exuberant X’s,” Dona Vitale shares a spanking new application for usability testing. George Balch and Christopher Herbert, in their article “Quit Apologizing,” offer their customers’ specifics for rethinking the limitations of the “limitations” of qualitative research. opinions, attitudes, Jonathan Hilland, in “Best Practices for Real-Time Online Groups,” explores the strengths and weaknesses of chat groups, which are different today than they were perspectives and when the methodology first hit the streets. In sharing their perspectives, all of the QRCA VIEWS’ authors provide potential for fresh thoughts and uncommon views. preferences. If you find yourself considering some aspect of qualitative research anew as result of this reading, please let us know. Our editorial staff is always interested in gaining new perspectives about and from our readers! Acknowledgement and apology Apologies to Doris Walsh, editorial director at Paramount Market Publishing. In the Fall 2006 issue of QRCA VIEWS, we failed to acknowledge that the article “Boomer Grandparents: A Hidden Market — Until Now,” by Christine Crosby and Richard Anthony Sr., was excerpted from a book called After Sixty (co-edited by Leslie M. Harris and Michelle Edelman) published by Paramount Market Publishing in Ithaca, NY. Paramount has been very helpful to QRCA VIEWS on this and many issues in the past, and we regret our oversight. To purchase this book and others on market segments and qualitative research, please visit their website at www.paramountbooks.com. 8 QRCA VIEWS SPRING 2007 www.qrca.org QRCA 2006–2007 Officers Qualitative Research Consultants Association and Board of Directors (QRCA) serves its members in the industry through education, promotion and representation. The Joel Reish statements and opinions expressed herein are those of PRESIDENT the individual authors and do not necessarily represent the views of the association, its staff, or its board of Sharon Livingston, Ph.D. directors, QRCA Views, or its editors. Likewise, the VICE PRESIDENT appearance of advertisers, or QRCA members, does Abby Leafe not constitute an endorsement of the products or TREASURER services featured in this, past or subsequent issues of this quarterly publication. Copyright ©2007 by the Peter Lovett Qualitative Research Consultants Association. QRCA SECRETARY Views is published quarterly. Subscriptions are Martha Guidry complimentary to members of QRCA. DIRECTOR POSTMASTER: Send change of address notification 1000 Westgate Drive, Suite 252 to QRCA, 1000 Westgate Drive, Suite 252, St. Paul, Tonya Harper MN 55114 USA. Postage guaranteed. Presort St. Paul, MN 55114 USA DIRECTOR standard postage is paid at Franklin, TN. Printed in Christine Kann the U.S.A. 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