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Views Winter 2015 INSPIRATION AND RESOURCES QRCA FOR QUALITATIVE RESEARCH WINTER 2015 VOLUME 14 • NUMBER 2 VIEWS RESEARCH IN THE TOOLBOX: What America Really Wanted to MIDDLE EAST Hear in September’s Republican Debate CHANGING TRENDS, AttITUDES, TECH TALK: How to Incorporate AND CONSUMER BEHAVIOR Eyetracking into Your Qualitative Research Studies TRAVEL WISE: Vienna Inside Out: Must-Dos, Must-Sees, and Must-Eats in the Host City for QRCA’s 2016 International Conference QRCA WINTER 2015 THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS 13 Research in the Middle East? “Aiwa,” You Can! GLOBAL: The Middle East provides unique opportunities for companies across the globe. Due to the vast cultural differences, doing research in the Middle East has its own set of challenges. Familiarizing yourself with the nuances of their work culture can help ease the research process. Aiwa, you can! 18 21 24 What America Really Want- How to Incorporate Vienna Inside Out: Must-Dos, ed to Hear in September’s Eyetracking into Your Must-Sees, and Must-Eats in Republican Debate Qualitative Research Studies the Host City for QRCA’s 2016 TOOLBOX: Does social media offer a TECH TALK: Eyetracking is certainly International Conference path for quick direction insights even among the more time-consum- TRAVEL WISE: Vienna, Austria is the without access to a private consumer ing and costly usability research site for the QRCA 2016 Worldwide panel? Yes it does. methods. But you can periodically Conference, April 13-15. Discover the integrate it in your mix of methods must-dos, must-sees, and must-eats without too much extra effort and in our beautiful and charming confer- add a new layer of insights. ence destination city. 4 QRCA VIEWS WINTER 2015 www.qrca.org QRCA WINTER 2015 TABLE OF CONTENTS THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 46 | CHECK OUT OUR THE “REVERSE EXPO” NEWEST PODCAST RCA 28 Q TOOLBOX: A hybrid between ethnography, immersion, one-on-one interviewing, Mike Carlon interviews and speed dating, this method was challenging and a bit exhausting, but yielded Jim Heisler author of A Job rich results quickly! Seekers Guide to Careers in Market Research. Pat Sabena Inspiration FROM Perspiration talks with Naomi Henderson 31 on the third edition of Secrets BUSINESS MATTERS: The lessons I have learned, advice received, and of a Master Moderator. perspectives collected since starting out on my own as a qualitative story collector. THE POWER OF THE TARGET PERSPECTIVE 35 HOW TO RUN A QUALITATIVE RESEARCH BUSINESS LIKE A TRIATHLETE 48 | TWO NEW BOOK REVIEWS TOOLBOX: It is essential to view our clients’ products and services in a new way, BOOK REVIEW: Captivology: The Science of incorporating the insights and experiences of every stakeholder along the way. Capturing People’s Attention by Ben Parr is an in- In this article we describe how designing your research around the target—or depth read of ways brands and people capture the respondent—can make your projects more successful. public’s attention. Ben Parr makes his extensive research into the subject very readable, with the MILLENNIALS AND THE CHANGING CONSUMER Landscape topics applying to one’s own business, a client’s 38 business, and to the reader personally. TRENDS: Curt Fedder examines the unique characteristics of Millennials, the BOOK REVIEW: The third edition of Naomi generation born from 1982 to 2004—who they are, how they see the world, and Henderson’s Secrets of a Master Moderator is what makes them tick. freshly updated with several new chapters. This book is a must-read for QRCs and all involved in 42 ARE YOU Ready FOR THE FUTURE OF MARKET RESEARCH? qualitative research. SCHOOLS OF THOUGHT: The future of market research presents challenges and exciting new opportunities for those who specialize in qualitative research. 8 FROM THE EDITOR-IN-CHIEF This article highlights the disruptions affecting the profession and challenges researchers to expand their skill sets to stay relevant. 11 INDEX OF ADVERTISERS EDITOR-IN-CHIEF: Book Reviews: Global Research: Schools of Thought: Kay Corry Aubrey, George Sloan, Pat Sabena, Tamara Kenworthy, [email protected] [email protected] [email protected] [email protected] MANAGING EDITOR: Book Reviews: Luminaries: Tech Talk/Online Qual: Jenifer M. Hartt, Robin Wedewer Judy Langer, Kay Corry Aubrey, [email protected] [email protected] [email protected] MANAGING EDITOR: Business Matters: Podcasts: Travel Wise: Joel Reish, Brianna Sylver Mike Carlon, Deanna Manfredi, [email protected] [email protected] [email protected] Book Reviews: Business Matters: Toolbox: Trends: Susan Fader Laurie Tema-Lyn, Susan Saurage-Altenloh, Shaili Bhatt, [email protected] [email protected] [email protected] Humor: Toolbox Editor: Marketing Committee Liaison Joel Reish, Caryn Goldsmith, Michael Selz, [email protected] [email protected] [email protected] 6 QRCA VIEWS WINTER 2015 www.qrca.org n FROM THE EDITOR-IN-CHIEF n New Inspiration and Techniques to Help You Stay on the Top of Your Game As always this issue is chock-full of unique and valuable learning for QRCs and research buyers. Within the Toolbox section Katie White describes the benefits of designing research from the perspective of the participant. Alison Rak explores a simi- lar theme in her article on the “Reverse Expo,” where she used role reversal in a trade show format to elicit insights from Healthcare executives. Finally, Jim Bryson and Amanda Brown describe how they blended humor with serious questions to run a very successful Facebook flash poll on the September 2015 Republican Presidential debate. For our Global section Bonala, Masabi, and Chawla describe the fascinating chal- lenges and considerations when doing research in the Middle East. Schools of Thought Kay Corry Aubrey author Jim Heisler outlines the technological and business forces that have changed Editor-in-Chief, the way market research is done and how QRCs can respond by developing new skills that will allow us to help clients make sense of the data tsunami. One of the disruptive QRCA VIEWS Magazine, innovations is biometrics. Kara Pernice’s Technology article focuses on eye tracking. Usability Resources Inc. She describes in layman’s language when it makes sense to use it and what you need to [email protected] do to incorporate eyetracking into your research project. As we learn how to thrive economically in the current environment, there still is no substitute for good old imagination, experimentation and hard work. Glenn Naphy’s Business Matters piece lays out a technique for “putting on your stretchy pants” to expand the boundaries of your business by organizing your energy and time and by investing in yourself. To whet your appetite for the April 2016 QRCA Worldwide Conference, Janina Kuhagen offers a compelling tour of Vienna. Within Trends, Curt Fedder looks at the characteristics and the forces that have influenced the millennial generation, which is becoming the largest US demographic influencing over half of retail sales. We have two phenomenal podcasts for our Winter issue. Naomi Henderson shares some of her most valuable tips for moderating with Pat Sabena, and Mike Carlon digs deeper with Jim Heisler to learn how qualitative researchers can better position them- selves for success in today’s evolving technology and business climate. George Sloan has written a review of Ben Parr’s Captivology—the Science of Capturing People’s Attention, and Pat Sabena looks at the third edition of Naomi Henderson’s Secrets of a Master Moderator. Farewell and Thank You! This year marks the end of my two year term as Editor-in-Chief of VIEWS. It’s been an honor to be in this role with a group of such talented, creative, and hard-working people. You all have made this job easy and fun—Thank you for the support you’ve given me over the past two years. Starting with the Spring 2016 issue our new Editor-in-Chief will be the very smart, hard-working and creative Joel Reish. We’ve had a few other transitions on the VIEWS team. Susan Saurage-Altenloh is now the co-Managing Editor along with Jen Hartt. Caryn Goldsmith has joined us to become Toolbox editor, and Tamara Kenworthy now heads Schools of Thought. I will be the editor for the Technology/Online section. So, there is new energy and changes in the works at VIEWS. For this issue, on behalf of our amazing authors and staff we hope you enjoy the show! QRCA Announces 2015-2016 Board of Directors In September, QRCA installed the Board of Directors for the 2015-2016 term. Monica Zinchiak is the Association’s President, Manny Schrager serves as Vice President, Jay Zaltzman is Treasurer, and Corette Haf assumes the role of Secretary. Newly elected to the Board this year are Kathy Doyle, Tom Rich and Laurie Tema-Lyn. They are joined by Daniel Berkal and Shaili Bhatt, who are con- tinuing their Board terms, to round out this year’s Board of Directors. The Association further recognizes Marc-André Leduc, Mark Sumpter and Susan Sweet 8 QRCA VIEWS WINTER 2015 www.qrca.org who completed their Board service this Fall. 1000 Westgate Drive, Suite #252 QRCA 2015 - 2016 OFFICERS St. Paul, MN 55114 USA AND BOARD OF DIRECTORS Tel (toll free in N. America): 888-ORG-QRCA Monica Zinchiak Daniel Berkal (888-674-7722) President Director Manny Schrager Shaili Bhatt Phone: 651-290-7491 Vice President Director Fax: 651-290-2266 Jay Zaltzman Kathy Doyle Treasurer Director Email: [email protected] passion•talent•inspiration Corette Haf Tom Rich www.qrca.org Secretary Director Laurie Tema-Lyn Director Qualitative Research Consultants Association (QRCA) serves its members in the industry through education, promotion and representation. The statements and opinions expressed herein are those of the individual authors and do not necessarily represent the views of the association, its staff, or its board of directors, QRCA VIEWS, or its editors.
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