Views Fall 2018

FALL 2018 VOLUME 17 • NUMBER 1

FALL 2018 QRCA TABLE OF CONTENTS VIEWS

Taking the Mystery Out of Co-Creation Sessions

SCHOOLS OF THOUGHT: Co-Creation sessions provide a fresh perspective on helping clients uncover new and fresh ideas for a variety 10 TINDER DATES IN A WEEK?! of marketing needs, and they’re a lot of fun, too! NEW AGE RECRUITING AND METHODOLOGIES ARE AT OUR FINGERTIPS ONLINE QUAL/TECH TALK: 38 Traditional recruiting methods play

their role, but there’s a whole world Spotlight on Xennials, ripe for recruiting at your fingertips utilizing free social platforms. a Hybrid Generation TRENDS: Go beyond the Oregon Trail to examine Xennials from the analog building blocks of their childhoods to the coming-of-age experiences and technologies that have shaped this microgeneration.

From Cheaters and Repeaters to True-Blue Participants

TOOLBOX: With 8,000 falsified responses in one important medical research study, cheating is making non-research headlines. This article hopes to encourage conversation about best practices around the world and to foster thought about creative approaches to recruiting.

4 QRCA VIEWS FALL 2018 www.qrca.org

FALL 2018 QRCA TABLE OF CONTENTS VIEWS 44 CHECK OUT OUR RCA NEWEST PODCAST Q TEA AND CRUMPETS: A BRIT’S REFLECTIONS ON 14 CONDUCTING INTERNATIONAL QUALITATIVE RESEARCH Podcast: Joseph F. Coughlin, MIT AgeLab’s founder and GLOBAL: The author takes a humorous look at what can go wrong when either director, shares insights with clients or researchers are working outside of their native country. Kay Corry Aubrey. 49 FOUR NEW BOOK REVIEWS TAKE-AWAYS FROM STRATEGIC PARTNERSHIPS THAT CAN ENHANCE YOUR QRC BUSINESS 18 BOOK REVIEW: Those looking to improve their BUSINESS MATTERS: By partnering with a strategist, you can optimize insights and company culture on an ongoing basis as well as develop more touchpoints with your clients. This kind of project collaboration can creating mini cultures among research participants and help researchers grow their market research business. client teams should read The Culture Code: The Secret of Highly Successful Groups, by Daniel Coyle.

A CONVERSATION WITH DAN PINK BOOK REVIEW: The 7 Principles of Complete 22 Co-Creation is a how-to primer to put consumers/ LUMINARIES: In this interview, Luminaries talks with author Dan Pink about his new end users front and center during all stages of book, When: The Scientific Secrets of Perfect Timing and how he leverages qualitative product and marketing development. and quantitative approaches in his work. BOOK REVIEW: Hector Macdonald’s Truth: How the Many Sides to Every Story Shape Our Reality, is an DESTINATION: SAVANNAH excellent storytelling primer that explores how all stories 34 QRCA ANNUAL CONFERENCE — JANUARY 30–FEBRUARY 1, 2019 use selective truths and how this impacts the message. TRAVELWISE: The QRCA Annual Conference will be in Savannah, Georgia, BOOK REVIEW: A review of three different motivational, January 30 – February 1, 2019. Come along for a preview of our picturesque self-help books whose authors take different approaches and historic conference destination. to what can make you happier and more effective: Barking Up the Wrong Tree by Eric Barker, How to Be Everything by Emilie Wapnick and Maybe It’s You by 46 ELEVATE YOUR END DELIVERABLE THROUGH THE POWER OF VIDEO Lauren Handel Zander. TOOLBOX: Our job is to select the voices of those who best represent the insights we want to communicate. Why not let customers do the talking through the use of video? This article 8 FROM THE EDITOR-IN-CHIEF highlights the power of video and provides some DIY and professional videographer tips. 10 FROM THE PRESIDENT

13 INDEX OF ADVERTISERS

EDITOR-IN-CHIEF: Book Reviews: Luminaries & Digital Editor: Tech Talk/Online Qual: Jenifer M. Hartt, Susan Fader, Kay Corry Aubrey, Robin Wedewer, [email protected] [email protected] [email protected] [email protected]

MANAGING EDITOR: Business Matters: Podcasts: Travel Wise: Joel Reish, Roben Allong, Foster Winter, Deanna Manfredi, [email protected] [email protected] [email protected] [email protected]

MANAGING EDITOR: Humor: Toolbox: Trends: Mike Carlon, Joel Reish, Rebecca Bryant, Shaili Bhatt, [email protected] [email protected] [email protected] [email protected]

STAFF EDITOR: Global Research: Schools of Thought: Laurie Pumper, Oana Popa Rengle, Tamara Kenworthy, [email protected] [email protected] [email protected]

6 QRCA VIEWS FALL 2018 www.qrca.org

n FROM THE EDITOR-IN-CHIEF n

Having Fun Doing what We Do

The VIEWS team invites you to laugh and remember just how fun qual can be. We’ve stacked this issue with articles by researchers who play to their strengths and have a blast doing it. Toolbox author Tory Gentes rides in on her Victory to Tinder dates with participants; she shares tips and stories how you can leverage social media for “just right” recruits and add delight into how you live your life. Speaking of delight, wait until you read Tea and Crumpets—A Brit’s Reflections on Conducting International Qualitative Research by Timm Sweeney. Timm takes a tongue-in-cheek approach to what can go wrong (and how to keep it right) when Jenifer Hartt working with clients who are unfamiliar with a country’s market. Editor-in-Chief, And then there’s Savannah. Could we have chosen a more haunted, historically QRCA VIEWS Magazine, exciting city for January’s QRCA annual conference? Robin Wedewer weaves images Hartt and Mind Market Research of cobblestone streets with stories about this city’s most delectable haunts into a [email protected] promise of good times that we’ll want to share with family as well as colleagues. (Even my plane-phobic husband is checking out train schedules for this one). By taking out the how-to mystery of co-creation sessions, authors Hana Kloučková and Petra Víšková show how you can bring your clients and their customers together to create powerful ideation workshops. Hana and Petra share where they’ve gone wrong along with loads of tips to generate creative solutions. For those of you who want to be armed with even more client examples and step-by-step guidance, be sure to check out Caryn Goldsmith’s review of Pieters and Jansen’s book The 7 Principles of Complete Co-Creation. Rebecca Bryant’s toolbox article aims to encourage conversation about best recruiting practices. Who knew that weeding out repeaters and cheating respondents could be so much fun—and that some of the tricks of the trade can help inform your research? For those of you looking for ways to elevate your end deliverable, Paula Rosecky offers advice on how to humanize our findings with video. And, for advice that could help you win and keep clients, turn to Jonathan Ziegel’s article Take-Aways from Strategic Partnerships that Can Enhance Your QRC Business. QRCA VIEWS wraps up its feature articles with two meaty additions: Kay Aubrey’s delightful Luminaries interview with best-selling Dan Pink and Shaili Bhatt’s reflective Trends article on who the Xennials are and why researchers and their clients should get to know them better. Both features will get you thinking dif- ferently—one of the reasons I read VIEWS cover to cover. For dessert, finish up with one of my favorite sections, Book Reviews. Katrina Noelle reviews The Culture Code: The Secrets of Highly Successful Groups by Daniel Coyle. Her review touches on ways insight professionals can build safe, creative group culture quickly. While I mentioned Caryn Goldsmith’s review of The 7 Principles of Complete-Cocreation above, don’t miss her ideas on how you can put this book and its principles to good use. My bookshelf is getting crowded with books Susan Fader recommends. Her review of Truth: How the Many Sides to Every Story Shape Our Reality will have you question- ing how facts are strung together to create powerful but potentially false conclusions and leave you eager to read the author’s guidelines on how to evaluate the stories we hear. Susan wraps up with reviews of three motivational, self-help books (I want all three!): Barking up the Wrong Tree, How to Be Everything, and Maybe It’s You. Happy reading and hope to see you in Savannah. 8 QRCA VIEWS FALL 2018 www.qrca.org QRCA 2017–2018 OFFICERS QRCA AND BOARD OF DIRECTORS VIEWS Jay Zaltzman Ilka Kuhagen President Director Tom Rich Janet Standen 1000 Westgate Drive Phone: 651-290-7491 Vice President Director Suite #252 Fax: 651-290-2266 Kelly Heatly Regina Szyszkiewicz St. Paul, MN 55114 USA Treasurer Director Email: [email protected] Tel (toll free in N. America): www.qrca.org Caroline Volpe Laurie Tema-Lyn Secretary Director 888-ORG-QRCA (888-674-7722) Isabel Aneyba Director

Qualitative Research Consultants Association (QRCA) leads the conversation in qualitative research. 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. Likewise, the appearance of advertisers, or QRCA members, does not constitute an endorsement of the products or services featured in this, past, or subsequent issues of this quarterly publication. Copyright ©2017-2018 by the Qualitative Research Consultants Association. QRCA VIEWS is published quarterly. Subscriptions are complimentary to members of QRCA and are available to buyers upon request. Presort standard postage is paid at Duluth, MN. Printed in the U.S.A. Reprints and Submissions: QRCA VIEWS allows reprinting of material published here, upon request. Permission requests should be directed to QRCA. We are not responsible for unsolicited freelance manuscripts and photographs. Contact the editor-in-chief for contribution information. Advertising: For display and classified advertising rates and insertions, please contact E&M Consulting, Inc., 1107 Hazeltine Boulevard, Suite #350, Chaska, MN 55318. (800) 572-0011, Fax (952) 448-9928. Ad Deadlines for the Winter issue will be September 27, 2018.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 n FROM THE PREDISENT n

The QRCA Advance Badge: Look for It!

The QRCA is all about education. Beyond the camaraderie, fun and mutual support (and there’s plenty of that!), we are all about ongoing learning and keeping our skills up-to-date. With that in mind, we have launched the QRCA Advance program, to let the world know about our members’ commitment to elevating their professionalism. Members who achieve Advance status can proudly display the advance logo next to their name.

Jay Zaltzman Bureau West Palm Springs, CA [email protected]

How it works: members earn QRCA Advance points by participating in relevant educational activities. For example, attending the annual conference earns six points, presenting on a qualitative topic is three points, attending a chapter meeting will get you two points, and attending a SIG meeting or QCast earns one point. (Even non-QRCA educational activities earn points—see the full list here: https://www.qrca.org/page/advance_program_home). QRCA Advance status is awarded to members who earn at least twelve points in a calendar year. Of course, I realize that members don’t need the badge to want to participate in our fabulous events. But this is a way to recognize their commitment to ongoing education and remind our clients about the value of hiring QRCA members— people who are constantly working to up their game and stay on the cutting edge. QRCA members, once you achieve QRCA Advance status, I encourage you to proudly display the badge in your signature block, your website, and any- where else you can think of. (I would suggest a tattoo, but remember, you have to requalify every year!) Non-members: QRCA Advance is one more reason to join our association. And research buyers, remember to look for the QRCA Advance badge!

10 QRCA VIEWS FALL 2018 www.qrca.org

n INDEX OF ADVERTISERS n

THANK YOU TO OUR VIEWS ADVERTISERS

Burke Institute...... Back Cover Practical Imagination Enterprises.... 10 Schlesinger Associates.....Inside Front Cover www.burkeinstitute.com www.practical-imagination.com www.schlesingergroup.com 513.684.4999 908.237.2246 866.549.3500

Clearview Research...... 11 RIVA Market Research & ThinkGroup - Austin...... 21 www.clearviewresearch.com Training Institute...... 7 www.thinkgroupaustin.com 847.827.9840 www.rivainc.com 512.637.6690 301.770.6456 Consumer Opinion Services...... 9 www.consumeropinionservices.com 206.241.6050

Fieldwork...... 12 www.fieldwork.com 800.863.4353 Send Your Clients a Subscription Focus Pointe Global...... 3 to QRCA’s VIEWS Magazine www.focuspointeglobal.com 888.873.6287 QRCA encourages members to add your clients to our magazine InsideHeads...... 45 distribution list. Help keep QRCA www.insideheads.com 877.IN.HEADS (and yourself) top of mind with research buyers—and help expand our circulation while attracting and Interactive Video Productions, LLC ...... 5 www.interactivevideo.com retaining advertisers. Send names 732.970.9446 and contact information to Laurie Pumper ([email protected]). All client J.S. Martin Transcription Resources....10 information will be kept strictly www.jsmartintranscription.com confidential and will not be shared 818.691.0177 with members or other organizations. If your clients would like to receive Paramount Market Publishing Inc...... 21 emails regarding our Qcast webinars www.paramountbooks.com and/or publication of the digital 607.275.8100 version of the magazine, please provide email addresses.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 13 n GLOBAL n

TEA AND CRUMPETS A Brit’s Reflections on Conducting International Qualitative Research

“Second, researchers must develop esearch to support international marketing decisions the capability to conduct and coordi- nate research that spans diverse “ has evolved over the past four decades and must change research environments. Third, interna- even more to support firms in the twenty-first century,” tional marketing researchers need to develop new creative approaches to Rwrite NYU professors C. Samuel Craig and Susan P. Douglas in probe the cultural underpinnings of Conducting International Marketing Research in the Twenty- behavior. Finally, technological advances need to be incorporated into First Century. The professors go on to say, “There are four key the research process in order to facili- areas where progress must be made. First, international tate and expedite research conducted marketing research efforts need to be aligned with market across the globe.”

growth opportunities outside the industrialized nations. This article takes a humorous approach to the areas where progress

14 QRCA VIEWS FALL 2018 www.qrca.org Regulatory Differences: Unlike Europe, the US government does not pay for free universal dental care We once had a European client who By Timm Sweeney makes expensive dental equipment. They n SIL Group were puzzled over why US dentists were so n Denver, CO Brand issues when translated into English price conscious and oriented towards the n [email protected] used equipment market. We had to point research agency that is coordinating a out that, unlike in Europe where national multi-country project. As such, you are health services pay for dental care, private probably working with colleagues who insurance coverage for dental care in the have prior experience in international US is not common and not extensive. This research (although they may or may not requires dentists to price their services for a be that experienced at working in the largely self-pay patient base, which in turn US). However, their client may not have makes them cost conscious. the same level of international experience, and thus you may have to explain Brand Positioning: Can differ across the pond things in more detail.

Cultural Icons: Did Alexander the Great make it to China?

Americans want to fly Tea & Crumpet Airways

The international client may not always appreciate their brand’s position in the Here’s a fun brand issue that we ran US market, especially if it’s incompatible into when working with a European with a desired global brand position. We client. Their beverage brand in had a European airline that flies globally Europe uses a centaur as their logo. and wanted to position itself as a “diverse Interestingly, in the United States, their and multicultural” brand. Americans, by biggest markets are Chinese immi- contrast, selected this airline precisely needs to be made within three catego- grants and second generation. For because it was not diverse or multicul- ries of international research: context, Chinese mythology includes tural, but rather because they associated 1. Working within the US for Tianma, a creature called the “celestial it with a more sentimental and stereotyp- international clients. horse” or the “heavenly horse,” and ical image of England, the American col- 2. Working outside the US for most Chinese had never heard of the onists’ mother country. US clients. centaur in Greek mythology. The 3. Working outside the US for American Chinese liked the brand Fieldwork Only: Pass or mark it up international clients. because they assumed the horse-like image was drawn from Chinese WORKING WITHIN THE US FOR INTERNATIONAL CLIENTS. mythology. We recommended that our You might want to start with brand issues client emphasize the centaur image If you are conducting research in the more prominently in communicating If you are working with an overseas US on behalf of a international client, it with this segment and to not do any- agency, they may want to control the is likely that you will be working as a thing to dispel the misperception the research and/or save money by sending subcontractor for a international logo refers to the celestial horse. their people to the US to conduct the

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 15 Tea and Crumpets: A Brit’s Reflections on Conducting International Qualitative Research CONTINUED

groups and write the report; this reduces may not have full knowledge of govern- managers’ input, when in fact there is the US agency to the status of fieldwork mental and regulatory issues that can only one decision maker whose opinion coordinator. If this is not what you want affect their business. is of any importance. to do, politely tell them that you are not a fieldwork company. If they prefer, you Travel Logistics: You can arrange all Unexpected Market Dynamics: “If we are the can direct them to a fieldwork directory. our travel plans too, right? most exclusive brand in the world, why are If they insist you manage the field, then we on a discount website?” charge them accordingly. Overseas clients may not appreciate the US market dynamics. Unless the manu- Translation: We don’t need a translator for facturer buys back unsold merchandise, the LA Hispanic groups. We’re from Spain. it gets jobbed out to a discounter. That’s If the US groups are being conducted how your ultra-exclusive brand, sold only in the client’s language, they may feel no in the finest shops in the world’s most Just say no! need for a translator. However, you may elegant districts, winds up at 80% off in a wish to explain that what Catalans speak Client service goes only so far. Inter- cheap store in a dodgy section of town. in Barcelona is different from what national clients may be used to a different Thus, when the client says they want the Chicanos speak in LA. level of customer service from their consul- groups done with their recent customers, tants and request that you provide services make sure you get the type of customer Status Conscious Cultures: outside the scope of your professional they really have in mind. If you hire a translator, make sure they responsibility. For example, I’ve had clients have equal status to the clients. request that I arrange travel for them. You WORKING OUTSIDE THE US FOR US CLIENTS Many clients come from highly can suggest travel arrangements, inform I thought people in England spoke English? social-status conscious societies. If you them of travel times, distances, time zones, As George Bernard Shaw said, hire one of their nationals in the US to hotels, etc. However, unless you want to be “England and America are two countries provide translations, make sure they are in the travel agency business, politely sug- separated by the same language.” As any not perceived as being beneath the cli- gest that they hire a local travel consultant moderator from Brooklyn who has done ent’s social class. to make their arrangements. groups in Mississippi (or any moderator from Mississippi who has done groups in Travel Considerations: Managing Deliverables: What’s a 100-page report Brooklyn) will tell you, nothing will say Would you fly from London to Tel Aviv in Japan? Twice as good as a 50-page report “outsider” more than not being under- and back again in the same day? stood despite the fact that you are speaking their language. So, don’t do those groups in Glasgow yourself; get a Glaswegian moderator.

Expectations of deliverables vary A pound for a kilo? across cultures. Where an American Be aware that the US is the outlier in CEO might want a two-page bullet point the world of weights and measures. If summary, other cultures value compre- you’re doing work in the UK, for exam- hensiveness. Make sure you know what ple, and a consumer says, “I wouldna Many international clients do not their expectations are. give you a pound for a kilo of that,” he appreciate the size of the United States. I or she is saying the price per unit of have had clients who wanted to conduct Your Client Decision-maker: Nine clients have weight is too expensive. morning groups in New York and after- given input but the only one that matters is noon groups the same day in Los the one who hasn’t said a word. Let’s save a buck by using a machine Angeles. This, of course, required a quick Consensus and collaboration are often translator for the report. geography lesson when explaining that a smokescreen for conflict avoidance. Automated translations are no substi- this was not possible. Further, the client Some cultures may appear to value all tute for having a native speaking, bi-

16 QRCA VIEWS FALL 2018 www.qrca.org lingual translator help prepare your need read an English language technical sales revenues would be smaller, the report. While Google Translate is good manual written by a Chinese manufac- size of the market would more than enough for emails and texts, language is turer to appreciate the value of local compensate. The client was reluctant to local, idiomatic and ever-changing; translation. More fundamental, however, target this less prestigious segment with machine learning may not have kept up. is that a product may be so culturally “bargain” priced products and services. specific that it defies crossing borders. We had to point out that, like a vessel Do we really need separate groups for For example, we worked with an Asian that’s come late to the fishing grounds, men and women? business newspaper that wanted to pub- all the high-value, easy-to-catch fish Even when a focus group topic is gen- lish an English language version. The were taken. However, if they were will- der-neutral, you might need to remind problem was that a translation that tried ing to go after the less valuable but your US clients that not every society to stay true to the intent of the original more numerous bottom fish, they could expects or wants “boys and girls to play was unreadable. A more readable still be successful. nicely” together. Rely on your local part- English version was in fact not a transla- ner to navigate the cultural minefield. tion, but an entirely different product.

Château Lafite Rothschild? Is that like a big cab or a zin?” Newman

It’s not the same. What’s the market for Nile perch?

Consider other markets: Go bottom fishing The advantage of living in a multicultural society If you are working for a international In conclusion, each scenario for con- client in a market outside the US, it’s ducting international qualitative It doesn’t sound French likely that you both may have certain research presents its own unique chal- preconceptions. Thus, not only must lenges when you are managing a multi- Finally, don’t succumb to American you be open to learning something national study. Aside from the usual provincialism. If you are going to work new, but you must also be able to constraints relative to language, time, overseas, try to be as world-wise as you enlighten your client in the same way. distance, and currency exchange, the can. If you don’t speak French, at least For example, I worked for a European effect of culture and local conditions can learn to say, Je suis désolé, mon français mobile phone company that wanted to impact your ability to conduct and n’est pas très bon. enter a South American market. Their manage a successful project. expectation was that they would sell Luckily for US researchers, we live in a WORKING OUTSIDE THE US FOR INTERNATIONAL CLIENTS high-end products and services to a multicultural society ourselves and so A faithful translation may be unreadable well-to-do elite. Unfortunately, that probably have more experience working Brand names don’t always work in all segment was both small and well- with culturally and linguistically diverse languages (the famous example being established with the market leader. populations within the US. This may give the Chevrolet Nova which failed in Instead, the vast majority in the lower the US researcher an advantage when Brazil since “nova” in the vernacular socio-economic classes presented a dealing with international clients, col- meant “does not go”). Further, one only better entry opportunity. While unit leagues, suppliers, and respondents.

Don’t succumb to American provincialism. If you are going to work overseas, try to be as world-wise as you can. If you don’t speak French, at least learn to say, Je suis désolé, mon français n’est pas très bon.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 17 n BUSINESS MATTERS n

TAKE-AWAYS FROM STRATEGIC PARTNERSHIPS THAT CAN ENHANCE YOUR QRC BUSINESS

18 QRCA VIEWS FALL 2018 www.qrca.org ecently, I spoke with a seasoned market research colleague about the challenges she faces with client engagement. She expressed frustration that her client had decided to reduce the number of research By Jonathan Ziegel Rinitiatives she conducts to only one per year, leaving my colleague n Engagement Strategist feeling more disconnected from her client’s business. We decided n Eagle Vision n New York, NY to co-create a proposal to enrich her service offering; we began by n [email protected] putting together a yearlong plan to better partner with her client. Essentially, we will take turns deriving insights from each other’s work to continuously engage and aid her client.

Specifically, we plan to: media and communications. Working • Expand the research she is doing for together, we will be able to arm compa- shopper insights by breaking out and nies with the insights and knowledge to identifying channel specific insights help them realize their potential. • Leverage those insights to inform an expanded multi-channel campaign Defining the Role of Your Strategist • Mine the research insights in three- First, let’s define a “strategist.” By month increments once our client’s itself, it’s a broad term that can refer to company launches its multi-channel someone who performs brand planning, campaign (three months is long digital, channel or experience planning, enough for a significant amount of content strategy, even data and analytics data to be collected) strategy. Competing in today’s business • Recommend additional market world requires an understanding of a research initiatives to arrive at deeper company’s core values and services, as and better understanding of people’s well as where and how they are commu- channel-specific behaviors nicating with their customers. The right • Refine and build out a multi-segment mix of various strategic partners can strategy and research initiative that complement your market research offer- focuses on goals, communications, ings to help inform and organize your channel activation, and outcomes clients’ marketing programs: over time • A brand planner can help a company determine its identity, core values and This article discusses the added value communications program so that it you can bring when partnering with can more clearly articulate its offering other strategic consultants. By partner- to both existing and potential custom- ing with an engagement strategist, my ers in the marketplace. The right plan- market research colleague has posi- ner will help a company know itself tioned herself as part of a go-to team better than anyone and not allow who can help her clients understand and others (i.e., competitors, unsatisfied capitalize on their customers’ behaviors customers, Brand Vultures, even mis- in a variety of channels across a mix of informed Loyalists) to ill-define it.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 19 Expanding Your Market Research Offering with Strategic Partnerships CONTINUED

By partnering with an engagement strategist, my market research colleague has positioned herself as part of a go-to team who can help her clients understand and capitalize on their customers’ behaviors in a variety of channels across a mix of media and communications.

We worked with a company that management topics. The brand’s com- to flood the market with content at a was losing market share to a competi- mitment to innovation, partnership, certain time or when to roll it out over tor with a comparable service offer- and growth was demonstrated in the an extended period, or both. The right ing. A quick analysis showed that the tone and information provided strategy will also include a plan for the competitor had improved its satisfac- in the forum, helping it to connect optimal sequence and cadence of your tion scores by promoting its customer better with its audience. client’s communications program. service programs. We then set in • An experience strategist will help con- One point of clarity: content strat- motion a program to partner with and nect the dots on your communications egy and copywriting are distinct ser- activate Digital Influencers to speak to and channel strategies. This person can vices. The strategist will typically pro- the white-glove service they received help you look at the whole ecosystem vide a briefing to the copywriter on from our client’s company. Within and account for its data, interactions, the goals, tone, and channel of the three months, our client had sur- and user experience to help your client copy to be prepared. While one passed its competitor in this category’s execute its brand plan. person can handle both responsibili- satisfaction scoring. • A content strategist will focus on ties, the content strategist is usually • Once brand planning is complete, a defining the best messages for each different from the copywriter. channel strategist can help a busi- channel. Content that is prepared for • A data or analytics strategist helps ness determine where and how to Twitter will differ from content that is figure out how to evaluate its compa- best relay its messages to customers. created for YouTube, LinkedIn, a web- ny’s marketing program. This strate- In this phase, a digital strategist site, brochure, or CRM program. Your gist determines the questions to (which is a subset of a channel strate- content strategist will recommend when answer, critical success factors, and gist) can build a strategy to help a company communicate the right messages in the right online channels at the right times. Have you ever clicked on a link and then found that the corresponding landing page had nothing to do with the information you were interested in? One of our clients was failing to connect with its younger online customers, specifically millennial professionals. These customers did not feel connected to the brand or the content it was producing. We recommended and built an online peer-to-peer forum for this target audience to communicate with each other and with seasoned professionals regarding

20 QRCA VIEWS FALL 2018 www.qrca.org are provided with little to no context of the larger business needs or goals. Additionally, several stakeholders across a client organization’s hierarchy are weighing in on your project from the C-suite executive who needs the data to inform a business decision to the marketing executive who is charged with conducting the research to support that data request. In this context, it can be difficult to contrib- ute added value, and you find communications end once the research is completed. This situation, however, can be avoided by enhancing your current market research offering with the help of a strategic service professional. There key performance indicators (KPIs) Build a Client-first Relationship are certain characteristics to look for in that are critical to building an evalua- By increasing the value of what you the right strategic partnership, including tion model. For example, to answer offer your clients, you are putting your industry knowledge, relevant experi- how well a landing page is working, a relationship with them first. You can use ence, timely availability, and costs. success factor might be conversions your partner’s expertise to anticipate (and (from click to purchase) and a corre- pitch) what else might help your clients Where to Find Your Strategic Partner sponding KPI could be the number of grow their businesses while continuing to Finding the right strategist may take a shopping cart page abandonments. support them through research. little time: you can research them on This strategist also identifies which Building a strong reputation as a client- LinkedIn, hear them speak at various con- data sources will provide the right first business partner is the first in a ferences and summits, or reach out to col- insights, confirm functional dataset inte- series of steps to business success. This leagues for referrals. Be specific in what gration, and ensure data integrity. He or means thinking, anticipating, and acting you’re looking for so that you can find a she picks the primary and secondary in the best interests of your clients and partner that best suits you. The right strate- metrics to help assess a current campaign their customers. That reputation is essen- gist can add value to your business by and optimize its future iterations. The tial to generating buzz and referrals. keeping you updated and involved with strategist then presents the campaigns’ Unfortunately, many market researchers various initiatives, which can increase cus- findings in a dashboard that is both visu- are often brought aboard projects to tomer engagement and retention, boost ally compelling and informative. address a certain specific area of focus and sales, and develop longer-lasting loyalty.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 21 n LUMINARIES n

A Conversation with Dan Pink By Kay Corry Aubrey n Usability/UX Researcher n Usability Resources Inc. n Bedford, MA n [email protected]

Dan: My argument has always been that tion about your customers, et cetera, but you want to have both. For instance, ultimately you have to be able to speak you could take all of my quantitative to them in some way if you’re going to data about me like my height, my use those insights to try to get them to weight, my cholesterol level, and assem- buy your products or service. The ana- ble all of that into a data profile of me. lytics alone won’t do that. You have to be That would absolutely give you some able to speak to them in their own lan- insights about who I am, but you can guage, and that’s where qualitative round off those insights if you actually research can bear fruit. So we have con- have a conversation with me. Today we text, we have translation. have such great analytic tools for data The third thing qualitative research and a whole array of things. You don’t offers is insights that you weren’t looking want to abandon those. But you don’t for. With data analytics you’re asking very want to rely exclusively on the [quanti- specific and tightly framed questions tative] tools because they don’t give you designed to elicit certain kinds of an Pink is one of America’s most the full picture. Qualitative research responses. I’m a big fan of quantitative celebrated and successful doesn’t give you the full picture either. research. I think it’s extremely important, authors. His books include Free What you need is both. but it doesn’t do as good a job at yielding DAgent Nation, A Whole New things that you’re not looking for in a way Mind, To Sell Is Human, and Drive. When Kay: How do you feel qualitative research that qualitative research does. In qualita- we spoke he had just published When: fits into the overall picture? tive research, when you talk to the human The Scientific Secrets of Perfect Timing. Dan: Qualitative research gives some- beings, when you’re watching them or Dan’s books make current social science thing scarce in a world of abundant accessible and show how to leverage doing ethnographic kinds of research this science to improve one’s life. In this information, numbers, and analytics. It where you’re watching them behave in interview, Dan and I talk about When and gives you context. We are, in general, certain situations, people do weird idio- the qualitative research skills he lever- information data rich, but context poor. syncratic things. They go off on tangents. ages in his work. The only way to understand analytics is They do things that are illogical. In many to have them in some kind of frame, cases those are deep, deep veins of Kay: In a world where technology produces some kind of context. insight. With qualitative research you can vast amounts of consumer insights, is there Qualitative research is a translator of often ask more open-ended questions, so still a place for face-to-face research? sorts. You can have quantitative informa- those open-ended questions can actually

22 QRCA VIEWS FALL 2018 www.qrca.org “Qualitative Research gives something scarce in a world of abundant information, numbers, and analytics. It gives you context.” lead you to places that you didn’t expect to that?” that can open these other veins. Kay: Have you noticed trends in social sci- go. Often those places end up being a As a journalist you can’t plan for seren- ence research that might be of interest to the complete waste of time, but some of them dipity, but I think there’s a way to design market research world? end up being sources of unexpected your process to allow for it. Dan: One of the biggest trends, obviously, insight and delight. is Big Data. But I actually think that the Kay: How would you suggest helping par- biggest trend I’m seeing out there, the Kay: What are some ways to find those places? ticipants stay emotionally engaged on a most powerful one, is A/B testing. A/B Dan: I ask one particular question, “Is long-term project? Do you think some of the testing can give us some really, really, there anybody else you think I should principles you explore in Drive, which deals really great input. It’s obviously easier to talk to?” When I’m doing a piece of with human motivation, can be applied to do online. If I make the button blue or I research I’m so in my own head. The working with research participants? make the button red, what happens to the person I’m talking to might have a Dan: Letting people know why you’re propensity of people to click on it? The completely fresh take on my topic. doing something or why they’re participat- concept of A/B testing is really powerful. When they suggest, “Oh, you should ing is extraordinarily important. So people To me it’s another tool we can use to talk to my doctor,” and I would never go, “Oh, I understand that,” which can be learn and discover stuff, and it’s not limit- have even thought to talk to a physician very motivating. “Oh, that’s why you’re asked to purely online work. or someone like them, that’s part of it. ing me about whether I have a cat or not.” That can lead you. Sometimes you can’t reveal what it is Kay: How would A/B testing work in a The other thing with qualitative you’re searching for, but the extent to qualitative situation? research—really, really listening is which you can gives people context for Dan: Let’s say you have 200 participants, extremely important. I know that sounds what you’re doing. This helps them under- and one of the things you’re trying to find simplistic and perhaps self-evident. With stand how they are helping you make out is what kind of jackets they wear in qualitative research or narrative journal- progress. If they learn something from the the winter. Or how they choose which ism, if you listen you can ask questions process as well, that’s reinforcing. Inviting jacket to wear in the winter. You could do that you didn’t come prepared to ask. I them to ask their own questions, within an A/B test where you ask 100 of them think that’s much harder. It’s not impos- the boundaries of the research, is also one way and 100 of them another way sible in quantitative research, but it’s valuable. In this way you make them full and compare the results. You can ask 100 harder in the moment in quantitative participants rather than vending machines people how do you choose what jacket to research, so it’s being able to listen and for answers. As much as the situation wear, and then you ask another 100 peo- follow up or even say, “What do you allows, offer them any kind of insights on ple how do you choose what coat to wear mean by that?” or “What’s an example of what you have found out. just changing the word jacket and coat,

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 23 Luminaries Interview with Dan Pink CONTINUED

and seeing if that elicits any kind of dif- which we can rearrange our schedules to Kay: That’s pretty neat. What have ference. Or you could do it like this. Let’s put certain kinds of work in certain kinds you learned about how groups of say you have 200 participants. You can of periods of the day will allow us to per- people synchronize? do 50 asking Question A, 50 asking form at a higher level. So that’s an enor- Dan: There are certain kinds of groups Question B, look at your results and say- mously important thing. There is a lot of that need to synchronize in time with ing, “Oh, wait a second. Question B is a good evidence about breaks. The science each other. A choir has to do separate more powerful question,” and then you of breaks is where the science of sleep was acts, but in time with other people. A ask Question B to the remaining 100. 15 years ago. We didn’t start realizing rowing team or even certain kinds of until about 10 years ago just how import- delivery services are coordinated in that Kay: That’s a pretty cool approach. You’ve ant sleep is to our overall well-being, and same way. So how human beings syn- just published a new book. Would you I think we’re at the similar point now with chronize with each other ends up being please tell us a little about it? breaks during the day. pretty interesting, reasonably complex, Dan: Sure thing. It’s called When and it’s There’s good research showing that but also, I think, opens up some broader about the science of timing. My argument we have to have breaks. Taking breaks is insights about who we are. For instance, is that timing is much more of a science part of our performance. It’s not a devi- one of the things that synchronized than we realize. There is a huge amount of ation from our performance; it’s part of activities like choir singing shows is that research out there that allows us to make it. There’s other evidence showing how it actually is a huge mood booster. It systematically smarter, more evidence- certain kinds of breaks are much more makes people feel better. Choral singing based decisions about when to do things. restorative than others. You’re better off has a physiological effect. If you take If we use that science, we can actually taking a break when you’re moving somebody’s blood work before they sing improve our mood and improve our per- rather than when you’re stationary. in a group, and then take it afterwards, formance. While many of us believe that You’re better off going outside to be their immunoglobulin levels, their ability timing is everything, we tend to make our near nature rather than staying indoors. to fight infection, have improved. In timing decisions in a haphazard way. We You should be fully detached rather coordinated activities people will have a tend to focus on what we’re doing, how than semi-detached. You can use some higher pain threshold. They’re more we’re doing it, who we’re doing it with. We of that evidence to take better breaks. likely to do good—so there’s something take this question of when we’re doing There’s all kinds of great stuff on how very powerful about human beings syn- stuff and put it to the side. There’s a lot of beginnings affect our behavior, how the chronizing with other human beings. research showing that the “when” question midpoints affect our behavior, how the is often as important as the how, who, or endings affect our behavior, and how Kay: The message of When sounds simple what questions. groups synchronize in time. The goal of but profound. the book really is two-fold. One goal is Dan: Sure. I hope so. Kay: What are some of the factors involved to have people take questions of “when” in making the right timing decision? more seriously because researchers really Kay: Well, this has been a great conversa- Dan: The whole book is devoted to the have solid material set on our health, our tion! On behalf of QRCA VIEWS magazine, many different timing decisions in the well-being, on our performance. The we really appreciate the time that you’ve course of the day. Time accounts for other goal is to offer people a few very taken. Thank you so much. about 20% of the variance in performance specific practical things that they can do Dan: Of course, my pleasure, Kay. on most work tasks. So, the extent to to improve their own lives.

Inviting them to ask their own questions, within the boundaries of the research, is also valuable. In this way you make them full participants rather than vending machines for answers.

24 QRCA VIEWS FALL 2018 www.qrca.org QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 25 n ONLINE QUAL/TECH TALK n

Tinder Dates in a Week?! New Age Recruiting and Methodologies Are at Our Fingertips

As the qualitative market research industry evolves, we have ample e were born to connect. choices for our third-party partners who provide us with recruiting Some of us find it easy databases, interview facilities, and trending algorithms to understand social influencers and online voices. This is all great; however, as our to walk up to a work gets more streamlined, it’s easy to forget the value of a natural, complete stranger and genuine conversation. W The origins of Facebook started with the desire to decide “who’s hot or strike up a conversation, whereas others not” within college communities, but as we know, now it’s created a mas- would avoid it at all cost. However, I’d sive social platform enabling us to share, connect, and express ourselves. bet for most of us, once the discussion As social platforms grow and expand their offering, new niche platforms pop up. Take Tinder—the true “hot or not” app, swiping left or right to has started, it’s smooth sailing. find true love. Okay, maybe not true love, but you get the idea.

26 QRCA VIEWS FALL 2018 www.qrca.org By Tory Gentes n Immersive Ethnographer Take the following platforms: Washington, it’s tour guides, kite surfing, n The Palmerston Group n Denver, CO • Meetup.com and white-water rafting. In my home n [email protected] • Couchsurfing.org state of good old New Hampshire, you’ll • Tinder see a lot of John Deere, flannel, and • Facebook beards. For $15 a month, you can swipe • Instagram in any city, not just your present location. • Workaway.info • Uber • Shapr • Snapchat • Reddit • Amazon or Goodreads Book Reviews

How many of these have you inte- grated into your projects? Maybe two or three; why not all? Maybe you use a few of these for your personal life, but there are many ways to use these platforms to recruit highly qualified respondents or integrate your experience into your proj- For those a little more daring, ect methodology. Most of us know these Tinder can help you set up a revolving social apps, but using them for research door of intercept interviews. Pay for a is an entirely different story. coffee or a beer and you’ll likely find people willing to meet you at a local Tinder café for a 30-minute chat. Let’s start with Tinder. Okay, maybe you’re not in the dating game, but you Goodreads.com don’t need to be to gain insights Tinder Ever thought about book reviews has to offer. I use Tinder when traveling. not just being about the book? Pick the It’s a fantastic resource to find someone topic, find the book, and start digging local to the area who wants to hang for through reviews. Posters will not only the day and show you around. That’s an comment on their feedback for the obvious use case for getting insights book, but they will also give insight about a location you might be studying, about their attitudes or perceptions but what if you don’t want to actually around the topic itself. This is a fantastic What does this have to do with quali- meet up with someone? After countless resource for projects with a challenging tative market research? mindless swipes in a specific region, you topic, where social commentary might Millions of dollars are spent on recruit- will start to notice a trend. Look at what not be so plentiful or the online coming through traditional methods, which for the bachelors/bachelorettes are posting in munities are tougher to break into. For many market research studies is a neces- their profiles; what pictures they used; example, on the topic of retirement sary investment. As we get in the trenches what they’re wearing; look at the context investing you will find plenty of with our research projects, we often forget of their photo. Taking multiple swipes Facebook groups with folks discussing the value of walking out the front door and into consideration, you will likely see their thoughts about the matter; how- just saying, “Hi.” Our everyday lives are trends that give insight into the flavor of ever, the groups are often closed and can living and breathing focus groups. that location. In Summit County, be challenging to enter. With book We can integrate social tools into our Colorado, it’s ski bums, Go Pros, and reviews, you will discover similar con- daily routines and work in powerful, gen- adventure. Near the Salmon River in tent that’s publicly posted. uine ways.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 27 10 Tinder Dates in a Week?! CONTINUED

project and are interested in talking to people about (insert topic). Name the place, give the timeframe, and offer a casual incentive (pay for their food or drink). As with Tinder, you could set up a revolving door of intercepts without even leaving the café. To take it a step further, you could host a meet-up via Couchsurfing.org. You can post the event, description, and call for those who might meet the criteria of the topic—boom, you’ve got a real-life focus group without the one-way mirror.

Uber or Lyft Couchsurfing.org tic perspective about your topic. Hosts Today, we all likely use these apps, but Couchsurfing.org has been around for fill out extensive profiles so you can have you ever thought to incorporate your years with the intent of connecting travel- learn a lot about them before you even mindless transport into elevating your ers and hosts for a genuine exchange of request your stay. However, with more insights on a project? Use Uber Pool— culture. Travelers have access to free places travelers compared to hosts, you must again a revolving door of potential to stay and hosts are excited to show them be intentional about your request. Hosts respondents, who in my experience have around. With over 15 million users and want to see that you did your research been more than willing to share their 400,000 active hosts around the world, and truly want to stay with them. thoughts and feedback on various topics. there’s a database ripe for interaction. Popular hosts will hide “Easter eggs” Don’t forget, the Uber driver is likely from For some perspective, I traveled the within their profile, for example some- the area and holds an extensive amount of world for a year and a half but only thing like “mention future friend in knowledge. Heck, ride around with some- stayed in a hotel for about ten of those your request.” This way, they know you one for a few hours and play Cash Cab nights. I’ve stayed in the shacks of Africa took the time to read their profile in (like the TV game show)—insights style. and rooftop flats in Bangkok. I’ve full. If you don’t mention “future friend,” watched Couchsurfing.org evolve over you can forget even being considered. Instagram time, and just like any community, it For those not comfortable with stay- We all know Instagram, but do you comes with its own unspoken rules. ing in a stranger’s home, there are other use it for more than just posting a selfie Semantics matter, authenticity matters, tools on the platform. Consider using the or that delicious lunch you ate? and timing matters. discussion boards, where you can post a Instagram is a powerful portal to see There are a handful of ways to inte- question to the local community (based how “public” potential respondents are. grate Couchsurfing.org into your proj- on location), seeking advice or request- Follow me on this journey—it involves ect. The obvious one and for those a ing a coffee meet-up at a local café. Be multiple platforms. Let’s say you have a little more daring, consider staying with authentic with your request; while you challenging or sensitive topic, for exam- a host rather than your go-to hotel. Yes, don’t need to share the sponsoring com- ple, pharma or health care. Take a disease you’ll miss out on collecting more loy- pany of the research, you might want to such as Crohn’s disease. You need alty points, but you will gain an authen- at least be clear you are working on a recruits. Start by going to the website for a well-known hospital that treats Crohn’s disease. Navigate to the patient testimo- Most of us know these social apps, but using nials, which normally include the them for research is an entirely different story. patient’s name. Take that name and punch it into Instagram to find their

28 QRCA VIEWS FALL 2018 www.qrca.org We all know Instagram, but do you use it for more than just posting a selfie or that delicious lunch you ate?

account. Check if their account is public real people. Add your personal flair to and a bonus if they mentioned their con- your project to elevate your report. For dition in their Instagram bio. If they are at example, I love to snowboard and have least public, it’s safe to assume you won’t access to chairlifts in my backyard that act offend them by sending a private message. as the perfect IDI chair. Ditch your friends With this example, be upfront and clear on your next chairlift ride and start a con- about your intentions and gauge their versation. For one project, the demo- interest in participating. If they are not graphic was millennial men and the land interested, the work doesn’t end here. of ski bums was the perfect venue. Keep They likely have a network of patients your camera and audio recorder close and similar to themselves, and there’s a good see if your new chairlift friend is willing to chance they might be part of a closed shed some insight. They can’t go any- patient group on Facebook. Here’s an where, they are not preoccupied, and it opportunity to gauge their willingness to makes the time go by faster. The visuals help you get into that group or post on are a bonus in your report. your behalf (which is the preferred option). Through this method, I’ve gained In Summary access to closed groups that I would have Get outside and do what you love. otherwise never stood a chance to enter. The examples and ideas are endless, and it only takes a little courage and social Extra Sauce fuel to just get out and say “Hi.” While I We work in one of the coolest indus- thrive on the street intercept, these social tries in the world. We get to travel the tools can help facilitate a soft intro for world and talk to strangers. Don’t forget to traditional qualitative research. add that personal component to your I encourage you to think about what you research. Think about your passions and do every day and find the overlaps with things you love to do. Qualitative research our research. The world wants to talk. shouldn’t feel like a “study.” It’s real life. It’s You just need to initiate.

Ditch your friends on your next chairlift ride and start a conversation.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 29 n SCHOOLS OF THOUGHT n

TAKING THE MYSTERY OUT OF CO-CREATION SESSIONS

ave you experienced the situation when the client’s team is stacked and sends the research team loads of ideas that just don’t work? This is exactly the moment to take a step aside and look at the situation from a fresh perspective. HIt is time for a co-creation session. Co-creation sessions bring together By Hana Kloucková a mix of stakeholders for the purpose of identifying new and creative n Owner & Innovation Scout n CONFESS Research ideas for the organization and its products/services. We have been n [email protected] working on co-creation sessions for the past seven years, and over this & Petra Víšková n Managing Director time we have developed a number of tips and tricks which have proven n CONFESS Research to work well for us when running these sessions. We’ve also learned n [email protected] what doesn’t work well for co-creation and what’s best to avoid. So, fasten your seat belt and let’s go on a journey of co-creation.

30 QRCA VIEWS FALL 2018 www.qrca.org When to Use Co-Creation the theme from the audience), a movie This task has uncovered great exam- We suggest holding a co-creation director, and a well-known beauty ples of how brands in commodity cate- session under the following two scenar- YouTuber. Why them? They all are suc- gories were able to create breakthrough ios: when clients provide their research cessful storytellers! And we needed ideas. For example, we learned how the brief looking for some innovative solu- good story ideas for brand positioning ZEWA brand came up with a flushable tions (and are hoping that as well as campaign ideas. paper roll which is left when all the regular respondents will create it them- Of course, we combined them with paper is used up. In a different category, selves), or when the brand team is strug- marketing experts, digital agency folks the Zapa Beton company, which pro- gling with internal development and and production site managers (who can duces cement and ready mixed concrete, can’t seem to move along. talk for hours about the quality of the painted all its vehicles and factories with Here are some of the key moments spring water and its delicious taste). But fairy-tale characters, shapes, and colors. when we’ve used this approach: believe it or not, the best ideas came As a result, passing motorists and their • Crafting new product ideas and from the storytellers who could see the kids get excited when they drive by the concept development brand from very different and Zapa factory or pass their cement trucks • Searching for new strategic benefit mind-opening perspectives. on the highway. • Generating out-of-box communi- Another key question is whether and After 30 minutes of presentations, the cation ideas how to involve the internal team. On one client team turned to us and said, “If they • Profiling target groups and personas hand, you need them in the session to be can do it, we can as well.” What a feeling • Exploring promotional ideas part of the development and feel owner- of satisfaction and a great starting point to • Ideating brand names ship of the ideas. On the other hand, come up with some big ideas! • Coming up with retail innovations their thinking is often very limited as • Designing customer touchpoints they tend to stay “inside the box” with • Where a fresh point of view and cre- existing ideas and an “we always do it ativity are needed like that” approach, which can limit the outcome of the entire session. So what to Getting Ready Is Half the Success do? It can be solved many ways—but one All the magic of successful co-creation way, which worked best for us, was con- starts long before the actual event. Plan nected to a very well-phrased pre-task. your session at least 3-4 weeks ahead as you Here are some additional tips for need to answer several major questions: Magic of the Pre-Task designing the pre-task. First, think WHO – which participants will make Imagine that the clients could come through your task design strategically. your session a real success? up with new ideas on how to talk about Keep your task simple; one question to PRE-TASK – make people think their mineral water brand. But they also answer is enough. To get the most out of before the workshop—it really pays off. have the feeling that the water category is the pre-task, focus it directly on the issue WHERE – select a location to inspire a total commodity market where nobody you want to solve. And be sure to leave and energize participants. can differentiate anymore—quite a hard time for participants to present their mindset in which to run a successful work so that everyone feels they got their Who Should Participate? co-creation session and come up with one minute of fame. Consider inviting people with a breakthrough thinking. non-standard profile, who are connected Now imagine that you give them a Where to Run the Session to the session topic in less direct ways. pre-task to come up with examples on The right venue choice can make a When we led a session focused on brand how any brand from any category suc- huge impact on the outcome of the ses- positioning for a well-known mineral cessfully differentiated itself within a sion. We always try to avoid running the water brand, looking for ideas on which commodity market. You open the ses- session in the client’s office; instead, we try the future campaign should be based, we sion with that and let everybody pres- to bring the team to a place that stimulates invited an eclectic mix of people such as ent and show their examples from cate- creativity and out-of-the-box thinking. a “slammer poet” (somebody who cre- gories like toilet paper. (What can be a Examples that proved to work well for ates poetry instantly on stage based on bigger commodity?) us are business incubator offices for start-

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 31 Taking the Mystery Out of Co-Creation Sessions CONTINUED

ups (which often rent the conference b) Dixit Cards Toolkit. We love using Make the Output Visual—it Sells rooms and the vibe is very young and table games for facilitating the co-creation When the creativity part of the ses- fresh), or a yacht parked on the river sessions. For example, Dixit cards, which sion is over, a big part of the work is still offering an outside area for breakout ses- can be bought in many toy stores or book waiting to be done. Do not let the client sions (fresh air stimulates thinking, so shops, can inject inspiration into any team leave full of feelings and ideas that why not use it?), or a cooking studio to workshop or co-creation with their truly vary from person to person. Now it’s run a hands-on cooking session when inspirational visuals. Here are some time to get them quickly on the same developing ideas for new product develop- options on how they can be used: page and to provide them the tools that ment in the syrup category. It can be any- • Introduce Yourself: Select one or two will help them sell the co-creation out- where; just be careful that the place works cards which best characterize you and puts internally. Otherwise, all of the great for the group’s meeting purpose. The place use them to introduce yourself. ideas created might end up on the shelves has to have enough space to move around, • Visual Emotions: Choose the card collecting dust. allow for teams to break out into smaller which best describes your feelings One solution is to invite a sketcher to groups, project stimuli on the wall, etc. about this ad/product. join the session. Have them draw pic- The creative feeling of the space should • Encrypted Message: Take one card tures of ideas that were mentioned— not be at the expense of its functionality. with an encrypted message; decode it you’ll discover that being able to visualize for how to talk about brand X. ideas can be a fantastic help. With your Creative Tools to Get the Max clients, pre-select the pictures and, over Out of the Session the next day or two, create a picture deck To stimulate the team’s creativity, you of the ideas and solutions they want to need to prepare the portfolio of tools that take to the next step. The picture deck you will use during the workshop. We makes it easier for clients to share inter- usually prepare 8-10 creative techniques, nally and to sell their ideas to manage- but often use just 3-4 of them during the ment. Clients love how this makes their session. We have all of them ready with life easier! We promise. short instructions on prepared slides, but To sum it up, here are the three key the final selection is done during the ses- c) Get into their shoes—use target tips on how to bring ideas to life and sion once we get a feeling of the team’s group profiling that your team will ensure clients understand the real benefit creativity, openness, and fit with the love. Over many target group profiling of running a co-creation with you: technique. Here are some examples, exercises, we realized that pictures of • Involve the client and make them feel which proved to work for us: real people’s faces limit the ability of the like they created the idea! a) Destroy the old brand to discover team to relate to different segments. • Distill! Do not overwhelm the client the new one. This ritual destruction of the Sometimes you love the person you see, with all the ideas. brand works well when the team needs to sometimes not, and all this gets pro- • Make it visual! It helps to sell it get a fresh perspective. It can be quite a jected into the outcome. That is why internally. painful exercise for brand or marketing article co-author Petra came up with her managers who feel strong ownership of own brilliant idea to use pictures of legs Lessons Learned the brand, but it helps to create space for with shoes to open a wider space for We want to share a few lessons we new ideas. The graphic shown highlight- imagination and help participants relate learned from tough co-creation sessions. ing the Starbucks brand is an example of to any consumer segment. Here’s how it 1. Think up-front about the seating how this exercise could be used. works. Prepare your own set of pictures plan—one of our worst experiences in of legs with different shoes and use it to facilitating a co-creation session came get a better understanding of the target from seating a young beauty YouTuber group your brand should be after. beside an experienced marketing man- Participants are asked which is the most ager, who had led the brand for 20 years. promising target group for Brand X, and Both opinion leaders provided a bunch explore why. Or, who would never use of great ideas, but it made the marketing Brand Y and why? manager run away in the middle of the

32 QRCA VIEWS FALL 2018 www.qrca.org Consider inviting people with a non-standard profile, who are connected to the session topic in less direct ways. Why? They all are successful storytellers!

session as it was hard for the manager to facilitator talks, another one thinks what • Carefully select the participants and accept such a different point of view. technique to select next to get even better don’t be afraid to use people from Fortunately for the client, the brand ben- ideas or how to react to a specific situa- less common professions that link efited from the session enormously and tion. It pays back enormously and it’s to the topic. was rewarded by global headquarters for worth the money for the client. Only once, • Design a pre-task that will help you its successful young-audience-focused due to budget reasons, did we let the client bring the team to “aha” moments and marketing plan; the bad part for us was push us into running the session with only energize them to be creative. that we lost our client. one facilitator and their own note keeper. • Pre-select the number of creative 2. Avoid bringing in real consumers Carrying the full load exhausted the sole techniques you will be using during during a session that started earlier with facilitator. His exhaustion infected team the session. the internal team and experts. Just the fact members and limited their ability to come • On the day of the session, keep a smile that there are things on the table and it’s up with real breakthrough ideas. and fill the room with energy to make obvious that some people were discussing all participants enjoy their day. the topic before consumers came in makes Co-Creation Sessions in Summary • Involve an idea sketcher to visualize them feel uncomfortable and less produc- So, let’s sum it up. Here are the key steps the outcomes during the session and to tive during the following session. Start the to take for a great co-creation session: obtain participants’ feedback on the session with all participants (internal sketches for fine-tuning. team, external experts, consumers) at the Before and During the Session same time or start with consumers and • Find a soulmate facilitator with whom Session Debrief bring in the experts later, as the experts you like to work and feel that you are • Run a debrief with clients before the can usually handle arriving late. on the same page. end of the session and let them identify 3. Use two experienced facilitators for • Look for an inspirational setting that the key ideas that resonate most. each session. It gives you “two brains” energizes people and is fully functional • Distill the ideas for the final report; working, which means that while one for the session. do not overwhelm the client with all ideas. • Make the report visual as it makes the internal selling much easier.

As you explore this facilitation technique, remember that it all starts with the brief from your client. Once you spot the opportunity for a co-creation session, make it part of your proposal. It’s highly likely that your proposal will be different than other researchers’, as not everyone is skilled at co-creation. Also, once you do it, you’ll have a lot of fun and inevitably get much closer to your client while bringing them fantastic ideas for their business. And this is why we all do research, don’t we? So good luck and have a lot of fun.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 33 n TRAVELWISE n

By Robin Maurice Wedewer n President n The Wedewer Group and VetMEDResearch n Metro Washington, DC n [email protected]

DESTINATION: avannah is a city of mosts— most historic city, most haunted city, most beautiful cemetery, most beautiful QRCA ANNUAL CONFERENCE Sstreet. The list goes on. Combine the JANUARY 30-FEBRUARY 1, 2019 most charming location with the most education-packed QRCA conference Savannah program, and you may call it the most enjoyable professional development experience of your career.

The Historic Past Established in 1733, historic Savannah is known as America’s first planned city. The design is based on the Oglethorpe plan, after James Oglethorpe, founder of the Georgia Colony. The plan’s building blocks are a series of squares. Off each square were churches, schools, government or other civic buildings set on trust lots. Four “tythings,” each with ten residential lots, were arrayed to the east and west of the square. Ward butted against ward to create a series of 24 park-like squares. Today, 22 of the squares remain and serve as the defining feature of the city. Oriented on an orderly north-south and east-west grid, the squares serve as public parks and gathering places, with many of the original civic buildings and historic residences preserved.

34 QRCA VIEWS FALL 2018 www.qrca.org This beautiful city has weathered the highs and lows of history. The city survived British occupation in the Revolutionary War. Later, Savannah flourished through the cultivation of cotton and rice, made possible when Georgia legalized slavery. The city survived two major fires, in 1796 and 1820, which burned large por- tions of the city, and escaped General Sherman’s Civil War March to the Sea, when local authorities wisely negotiated a surrender that spared the city. The city has rigorously protected its historic past and can now boast one of the largest historic districts in America. More than 40% of Savannah’s 2,500 buildings inventoried have architectural or historic significance, according to the Savannah Historic Foundation. Eastwood. Stroll the more than 100 The Vibrant Present Many cobblestone streets survive, and acres of graves shaded with towering Today, Savannah combines its historic the squares branch off to streets and alleys oaks draped in Spanish moss. past with a thriving present. The city is that lure explorers into the Spanish moss- Take a 20-minute car ride to visit home to the Port of Savannah, one of the draped residential areas where you can Wormsloe Historic Site to experience the East Coast’s major seaports, and has a gawk at stately, ivy-covered mansions. Spanish moss-draped avenue that leads significant manufacturing presence with Take your camera to capture the myriad to the tabby ruin of the oldest standing companies that make everything from jet architectural styles. Peek through garden structure in Savannah, the home of aircraft and truck trailers to paper prod- gates to catch glimpses of immaculately- Noble Jones, who was among the first ucts and baked goods. kept secret gardens. settlers in Georgia. Talk with costumed Eleven thousand students and faculty If you want a guided tour, there is no interpreters, walk the nature trail to the from more than 100 countries attend shortage of walking and driving tours, marsh, and explore history at the school in the historic district at the led by colorful locals, each with a unique museum of artifacts found at the site. super-hip Savannah College of Art and spin. There are specialized architectural If your schedule permits, take the Design, referred to as SCAD by the tours, garden tours and more than a 20-minute drive out to Fort Pulaski locals. They shake up this Southern city dozen walking and driving companies National Monument, where military with a vibrant and youthful fashion that feature all varieties of ghost tours, invention was tested during the Civil sense. Their artwork can be seen in sur- from kid-friendly tours to cemetery War by the Union Army, which used prising places around the city. You can tours and ghost-themed pub crawls. rifled cannons against the masonry forti- even take some art home when you shop fication during a 30-hour siege. at the ShopSCAD store on historic Bull Where Nature Meets History If the weather is mild, head out past Street, just a 20-minute walk from the If cemeteries aren’t usually on your Fort Pulaski to Tybee Island to breathe conference hotel. touring agenda, make an exception for the fresh sea air, walk on the sand and And speaking of shopping, Savannah Bonaventure Cemetery, located on a see the location of a bit of quirky history. is a treasure hunter’s paradise. The his- scenic bluff of the Wilmington River It was in the waters off Tybee that an Air toric district is packed with unique and called one of the world’s most beau- Force B-47 crashed in 1958 and lost a boutiques and antique shops. Favorites tiful cemeteries. You might know the 7,600-pound Mark 15 nuclear bomb. include the Paris Market and Brocante cemetery from John Berendt’s book While you’re there, get your souvenir design concept store and 24E Design Midnight in the Garden of Good and Evil bomb sweatshirt and eat with the locals Co., which sells home décor that or the movie directed by Clint at A-J’s Dockside Restaurant. includes quirky one-of-a-kind items

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 35 Destination: Savannah CONTINUED

muffins, and biscuits family-style at Our Conference Hotel Mrs. Wilkes Dining Room, a Savannah The conference hotel, the Hyatt Regency landmark dating from 1943. Take in Savannah, is located on Bay Street in the Jones Street, named by Southern Living heart of Savannah’s historic district, just 20 magazine as the most beautiful street in minutes from the Savannah/Hilton Head North America, on the 20-minute walk. International Airport. You can also fly into What’s a Southern city without bar- Jacksonville International Airport in beque? There’s B’s Cracklin’ Barbeque, Florida, but it’s a two-hour drive to the a classic low-frills barbeque joint. hotel. Bring your swimsuit to take advan- Another option is Sandfly, which tage of the hotel’s heated indoor pool. And boasts Savannah-style barbeque, a mus- don’t forget your sneakers so you can keep tard-based sauce. Ask any local and up with your fitness routine in the hotel’s they’ll give you their own opinion fully-equipped 2,000-square-foot gym. If about the best local barbeque. yoga is more your speed, try the Hyatt’s The Grey is a surprisingly stylish YogaAway, a program that offers in-room place for dinner in a converted bus yoga equipment and videos on demand. station ticket room. Cotton & Rye is a When you’re ready to explore, you stylish whiskey bar with a suitably won’t have to go far. The hotel has direct Southern menu that includes shrimp access to River Street, the cobblestone and grits, red beet tartar and a fabu- street that runs along the length of the made from airplane parts. Bright lous stuffed Carolina trout. Garibaldi Savannah River waterfront area. Old cot- Southern fashion reigns at Spartina Café is an elegant restaurant located in ton warehouses have been repurposed to 449. Go Fish Clothing and Jewelry Co. a former firehouse. And Alligator Soul house chic boutiques, brew pubs, antique has fun casual clothing. And Goorin is a local favorite, with a menu that shops and galleries. Bros. is where you can get your wide- relies on Southern-sourced foods. You We look forward to seeing you in brimmed straw fedora, complete with a won’t go hungry in Savannah! January in beautiful, historic Savannah! grosgrain hatband.

And then There’s the Food! Your Southern food experience can 10 Destinations within 10 Minutes begin at breakfast. Head over to the With its orderly grid street design and an average January high of 60°F/16°C, Breakfast Club, whose motto is “the leg- Savannah is delightfully walkable. Here are 10 destinations and activities within endary way to start the day.” Take one a 10-minute walk of the conference hotel. look at the menu and you’ll understand why it’s legendary—boneless grilled pork • Have a passing local take your photo as • Sample Savannah’s most famous ice chops topped with onions, Philly steak you sit on the park bench just like Forrest cream for 100 years at Leopold’s Ice omelet, tilapia with grits and boom- Gump at Chippewa Square. Cream. 212 E. Broughton Street. boom sauce. This is breakfast! If that’s • Take in some art at the restored family • Enjoy fine dining at The Olde Pink too much, make your way to the Foxy mansion, Telfair Academy of Arts and House, located in a renovated Sciences, one of the South’s first public colonial mansion that is, well, pink. Loxy Café for an horchata latte (Mexican museums. 121 Barnard Street. 23 Abercorn Street. sweetened milk with a double shot of • Tour the mansion that was the birthplace • Stroll Wright Square, the second—and espresso) and some fresh baked goods. of Girl Scouts founder Juliette Gordon some say most beautiful—of Savannah’s If you have lunchtime cravings for Low at 10 East Oglethorpe Avenue. 24 squares. fried chicken, mashed potatoes, and • Shop at the Paris Market and Brocante, • Get your Southern food fix at Paula biscuits, then Savannah will be your the design concept store that is like visit- Deen’s The Lady & Sons. 100 West dream city. You can eat fried chicken, ing a museum—but you can take things Congress Street. cornbread dressing, sweet potato souf- home. 36 W. Broughton Street. • Go for a run in Forsyth Park, the flé, black-eyed peas, okra gumbo, corn • Learn about honey with a guided tasting 30-acre city park in the heart of the at Savannah Bee’s honey bar. 104 West historic district. Broughton Street. 36 QRCA VIEWS FALL 2018 www.qrca.org

n TRENDS n

By Shaili Bhatt n Sr. Research Director n C+R Research n Chicago, IL n [email protected]

XENNIALS, A HYBRID GENERATION

an you think of a moment in history or pop culture 1983, to be sandwiched between Millennials and Gen X. Several sociol- that shaped your world view? In what ways did it affect ogists and bloggers claim to have you? It’s fascinating how indirect events and cultural invented the term Xennial—the term trends can influence our individual needs, actions, and is essentially a mash-up of Gen X and C Millennial. But the experiences that emotions—andC in this piece, we will examine Xennials. have shaped Xennials prove to run much deeper. Xennials are the last generation of In the past, Xennials have been casu- that never seemed to entirely correspond children that grew up without the ally studied and depicted as older with this group’s experiences and out- Internet just prior to the turn of the Millennials, and as you might have look. Experts have identified Xennials, a century. Sounds like the start of a dys- noticed, this was a generational analysis microgeneration born between 1977 and topian eBook, but it’s not all that bad.

38 QRCA VIEWS FALL 2018 www.qrca.org Oregon Trail simulated the brutal realities of pioneer life; many children of the ‘80s played it in school.

• Listening to “Weird Al” Yankovic song parodies. • Intensifying environmental concerns about recycling and the conservation of natural resources. • “Personal” desktop computers with an old-style monitor were often shared with their family. There were no lap- tops, flat-screens or tablets yet! Apple was only known for making computers. • Silicon Valley was just getting started, and technology was changing aggres- sively during their formative years.

Perhaps you’ve noticed throwbacks in As a generation that experienced the Over the years, Xennials have pop culture, including movies like world in an analog childhood, but likely embraced the improvements and chal- Guardians of the Galaxy with its oldies went on to find an online job in a digital lenges of the digital revolution—and still soundtracks and Ready Player One, bridg- adulthood, this cohort has a unique do, during our Information Age. From ing the divide of virtual reality and reality hybrid point of view. In the broadest of homemade mix tapes to the equally (also full of 1980s references). Accurate, strokes, Xennials tend to be open to new sweet rewritable CDs (CD-RWs), .mp3 niche throwback references and branded technologies and understand the rewards playlists, WinAMP and streaming ser- reboots are eye-catching, often triggering from embracing lifelong learning and vices; from VHS to LaserDisc and DVD feelings of surprise, nostalgia, and gratifi- change. Their perspectives are usually to Blu-ray and digital content; from Tron cation among Xennial audiences. less cynical than Gen X, although they and War Games to The Matrix and the With personal desktop computers at are more materialistic and have had latest CGI blockbuster; from flea mar- their fingertips, Xennials communicated more access to choices and options in kets to eBay; and from Altavista and Ask with AOL IM and ICQ, and started to their lives than Millennials. Jeeves to Google and Wikipedia. learn texting and online multiplayer Xennials were born into a time of Xennials are instinctively bridging the gaming. They figured out the wrongs paradigm-shaking televised news broad- divide between Millennials and Gen X and rights of social media and broke in a casts, which for many, became their foun- with their unique proclivity to embrace new era of communication for the youth dation. In grade school, they saw the the best of analog and digital technolo- just a few years beyond them. It was a Berlin Wall come down, and they recall gies without a second thought. time to exercise plenty of acronyms as footage of San Francisco Bay Area’s earth- digital shorthand, including TMI, LOL, quake damage of 1989. They experienced More Xennial childhood/teen notables: LMAO, A/S/L, TTYL, with early uses of the home front of the Gulf War (Desert • Crunchy hair and tying a flannel shirt text-based emoticons that later evolved Shield and Desert Storm) with the first around your waist. into the emojis we know today. (In quali- live news broadcasts from the front lines. • The Breakfast Club, Home Alone, The tative research, as you might already, go As teens, they felt emotional aftershocks Princess Bride, and, for some, the mar- ahead and incorporate emojis into a rat- from the Oklahoma City bombing and athon coming-of-age story Anne of ing scale or projective activity!) the death of Princess Diana. Many of Green Gables that aired on PBS. Many Xennials have a passion for them also remember the Lewinsky scan- • In addition to The Wonder Years and video games with storylines that empha- dal and the tragedy at Columbine high reruns of The Brady Bunch, they size survival themes and alternate reali- school. This was an era where live factual watched Beverly Hills 90210 or ties, serving as a source of escape. As accounts and survival stories were Dawson’s Creek and the unscripted schoolkids, they played a game called expected and appreciated, preceding reality of MTV’s Real World. Oregon Trail in computer labs, simulat- scripted reality TV programming that • MTV broadcasted music videos pretty ing the brutal realities of pioneer life in a grew more permissible by Millennials. much 24/7 until college. covered wagon. Points were awarded for

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 39 Spotlight on Xennials CONTINUED

the number and health of surviving fam- pendent young adult lifestyles. This mind—it has the shape and feel of an ily members, remaining possessions as experience is different from Millennials, ordinary pencil, but when paired with an settlers, and cash on hand; the total who were forced to graduate into an iPad Pro and its compatible app, it can number of points could multiply in cor- even weaker economy with fewer jobs in replicate the simplicity and accuracy of a relation to your pre-journey profession the Great Recession and had impossibly pencil while offering infinitely more ver- (i.e., nothing for bankers; carpenters or large student loans as they completed satility, pressure sensitivity, sizes, and farmers doubled or tripled their scores, multiple degrees to stay competitive. digital programmability. respectively). Several years later, they Although Millennials are known for In qualitative market research, both dig- enjoyed playing PC games like Carmen delaying home ownership out of finan- ital and tactile product innovation work Sandiego, Duke Nukem, The Sims or cial necessity, Xennials are more likely to especially well with live in-person inter- Half-Life at home. This pastime has pio- be homeowners today; many of them views, or even webcam interviews, to pro- neered the way for Millennial and other have moved on to start their families, vide greater depth on their sensory prefer- older counterparts to join the fun. As so albeit at a later age than their parents or ences and features that stand out. It also many Xennials transitioned from Gen X counterparts. allows clients to execute a more serious Nintendo and Sega Genesis to Sony Xennials forged trails (more than the confidentiality/NDA that is often needed PlayStation and Xbox, they now aspire to Oregon one) for their parents and younger for concept testing. At the end of a rich immerse themselves into virtual reality, siblings because they saw the potential of session, Xennial consumers may even all of which has shaped the possibilities even the simplest of technology. They were thank researchers for giving them the of their world view. among the first to search for internships opportunity to share their individual feed- Notably, this was the last generation of and jobs online without a printed hard back outside of an impersonal survey. children before the September 11 attacks. copy résumé, opting to post their qualifica- Market researchers are designing their This event is imprinted on the memories tions on websites or attach a Word docu- research to get the most from Xennials of Xennials, being college students or ment or PDF file. Expensive creative port- by capitalizing on their affinity for the recent grads at the time; they remember folios were scanned and reformatted for digital world. With digital ethnography exactly where they were when they heard quick digital consumption. and journaling, market researchers can the news. While Xennials’ childhoods Many Xennials grew up with a Casio harvest Xennials’ experiences and needs, were not touched by September 11, 2001, or Seiko watch on their wrist—digital even in the most established categories, this event and the years of complex watches that could do more than serve to uncover opportunities and explore recovery that followed are perceived to as a timepiece (e.g., stopwatch, calcula- possible disruption. have impacted their early adulthoods. tor, early memory storage devices). The value of Xennials is in how they Business hiring imploded after These are the same consumers who have bridge Millennials’ and Gen X mindsets, September 11, and was slow for a few progressed in their choice of timepieces, expectations, and needs. This makes years, which stifled the start of Xennials’ wearing smart watches and fitness track- them a unique and efficient target for careers upon college graduation. This ers; the more fashion-conscious may don foundational category exploration and appears to be the era that ushered in our an affordably-crafted MVMT watch, new product innovation, which can current gig economy for temporary posi- which is effectively disrupting the luxury greatly assist in building an overall tions and independent contractors. Even watch industry. broader audience buy-in. now, should researchers continue to clas- Despite their innate curiosity for tech- Xennials can bridge the gap between sify employment for all consumers under nology, Xennials also find themselves the analog and digital worlds because full-time, part-time, and homemaker cat- seeking more tactile experiences. They they grew up this way. So often now, egories? These types of classifications are are especially drawn to familiar tools marketers lump them in with their elder like a mullet, popular yet dated. that are taken into the digital world, or younger peers—but I embrace the While some Xennials may have where more is possible; this is a unique point of view that they have a lot to offer returned to live at home for a year or mindset intrinsic to Xennials that sepa- on their own and deserve unique mes- two after college, many of them stabi- rates them from Gen X and Millennials. saging and mentions as trailblazers. lized relatively quickly into their inde- For example, an Apple Pencil comes to

40 QRCA VIEWS FALL 2018 www.qrca.org QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 41 n TOOLBOX n

By Rebecca Bryant n President n Bryant Research n Knoxville, TN n [email protected]

From Cheaters and Repeaters to TRUE-BLUE Participants

Rumors hinted at it. Der Spiegel Online Corporate decision makers rightly ques- Database Diligence confirmed it. A whistle blower tipped off tioned whether they were receiving accu- In several countries like Brazil, Canada, Der Spiegel Online, one of the most rate information from their field services. Mexico, and the Czech Republic, national widely read German-language news web- Researchers faced the same dilemma. participant databases help confirm a per- sites, about large-scale cheating among This article highlights some of the son’s demographics as well as whether or data collectors in Europe. In one case, of methods used by qualitative research not an individual’s past participation 10,000 completed records in a data set, experts around the world to omit includes any incidence of cheating. In the over 8,000 were falsified by the field ser- cheaters and repeaters and to ultimately US, our independent recruiting partners vice. Imagine the impact on companies recruit true blue participants. In shar- keep track of participants and omit that needed these research results to ing these best practices, this article reported cheaters from their database. make decisions. This might include hopes to: Additionally, they track the frequency of those that manufacture medical devices, • Encourage conversation about best participation and use this information to over-the-counter medicines and pre- recruiting practices, curb repeat participation. Of course, these scription pharmaceuticals. • Foster thought about creative national associations and independent Not surprisingly, this raises concerns approaches to recruiting, and recruiters’ efforts are not foolproof because among both clients and researchers. • Promote the highest industry standards. the process depends on self-reporting.

42 QRCA VIEWS FALL 2018 www.qrca.org Using Pre-Work to Confirm Pictures also can show whether or not in several instances, we have an inter- Appropriateness for a Study someone really holds a membership or nal person who rescreens, or as it’s In countries where smartphone tech- subscription. Say you need Netflix sub- referred to locally in India, “back- nology is widely used and relatively scribers or those served by a certain util- checks” every participant. Back- affordable, prospective participants are ity company. We ask reported Netflix checking might even involve going to routinely asked during the recruiting users to show their subscription informa- participants’ homes to ensure their process to send a photo. Photo evidence tion or request individuals who say they appropriateness. A similar approach is literally becomes part of the screening use a certain utility company to send a used in parts of Latin America. process. This request might be for a pic- copy of their bill that includes their ture of a specific product in the place name. This even works with confirming More about Verifying Identity where it is kept in the home. ownership of high-end products. For In face-to-face research, we might Posed pictures of a new product dis- example, we might confirm that someone ask to see a participant’s identification played on a table raise questions about really drives a Lexus or wears a particular as they sign in. This might be a driver’s whether or not the person really uses the type of jewelry by requesting they send license or some other form of photo product and alerts moderators to instruct photos of themselves with the product. identification. This keeps the neighbor recruiters to ask additional follow-up And, we’ll be very specific, instructing down the street from sitting in for a questions or to simply omit this prospec- potential participants to show themselves properly recruited participant. Though tive participant. Pictures of a half-used inside the car or wearing the jewelry so perhaps hard to believe, this has hap- tube of toothpaste tucked away in a bath- that we can see their face. Absolutely pened to me. room vanity drawer more likely indicate foolproof? No. Effective? Yes. For both face-to-face and online work, actual use. Not only does this approach we use various methods to ensure partic- serve to confirm category and/or brand Rescreening ipants are who they say they are. We use, it also can yield wonderful insights Across the globe, it is common practice might double check a recruit via into product usage. For example, who to rescreen participants at the research Facetime or Skype so that we can see knew that floss pick users stored these facility before they come into the focus participants and verify their surround- products in the console or door pocket of group room using a simple pen and paper ings. Is their office really in their home? their cars? This single example of incor- screener. Moderators then review these Do they really have a dog? porating photo evidence of product use screeners before taking qualified partici- Also, we might recruit through social into the recruiting process, confirmed pants into the room, leaving unqualified media, targeting groups that we know later during focus groups, opened the cli- participants in the waiting area. have a high likelihood of fitting the parent’s eyes to an unknown aspect of the Even with rescreening in the holding ticipant profile our clients require. product among users. room, an inappropriate participant can get Perhaps we need to find men who have into the focus group room. So more expe- prostate cancer—there are a number of rienced qualitative researchers routinely sites on Facebook where we are likely to include questions at the very beginning of find these gentlemen. Similarly, we focus groups that help determine the suit- might go to groups on Facebook to find ability of each participant. For example, those who care for a parent with the moderator might say, “Tell us your Alzheimer’s. We are transparent in our name and one thing that you really count offer to give voice to these individuals on product X providing.” By listening and know from experience this approach carefully to these early responses, helps us to find the right participants. researchers can determine if someone is And, we might physically go to where inappropriate for the research or not. the appropriate participant is. For exam- Some of us refer to this as our sixth sense. ple, we might go to the beach to find We quickly ferret out the truth using people who are using a specific kind of seemingly innocuous questions. sunscreen or wearing a certain kind of We also routinely have our recruiters’ flip-flop. Then, there is no doubt; we see supervisors rescreen participants. And them using the product.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 43 From Cheaters and Repeaters to True-Blue Participants CONTINUED

Open-End Validation we have developed specific processes for that some in the industry say is the reason Interestingly, one of the articles written excluding inappropriate participants and field services in Germany cheated. after the Spiegel exposé called out open- to minimize cheating. Doing work well requires a certain bud- ended queries as a way to help determine get. There is an old adage in India, “if you whether or not a survey respondent is Countering the Low-Price Pressure pay peanuts, you get monkeys.” Rather real. Reviewing what people write in Blamed for Cheating than skimp on quality, it may be better to their text-box responses gives researchers Particularly in Europe, companies have pass on a bid and say, “No, thank you.” a window into the authenticity of indi- started asking those researchers who In competitive bid situations, experi- vidual respondents. For example, does submitted the best proposals to come back enced qualitative researchers put forth the response make sense in terms of the with their best price. Companies are effec- their best ideas and their best prices. question? Is the text-box response consis- tively asking top-quality researchers to After all, we want the work or we would tent with the other check-box responses? submit a lower bid on their work so that not invest time and resources into the Qualitative researchers spend our pro- the corporate entity can choose among the competitive bidding process. So, there fessional lives asking open-ended ques- most qualified companies and get a really are times when we have to respectfully tions, so it may come as no surprise that low price. It is this lowest-price pressure decline to compete if we are asked to jeopardize the quality of our work and arguably damage the industry. Doing work well requires a certain budget. There is Acknowledgements: an old adage in India, “if you pay peanuts, you get A special thanks to Think Global monkeys.” Rather than skimp on quality, it may be colleagues for their input. better to pass on a bid and say, “No, thank you.”

n PODCAST n RCA Q Podcast: The Founder of MIT’s AgeLab, JOSEPH COUGHLIN, Talks with Kay Aubrey

QRCA continues to conduct and record interviews with Joseph F. Coughlin is the founder and director of the MIT thought leaders in the qualitative research industry. These AgeLab, which for the past 20 years has focused on creating podcasts shed light on subjects of great interest to those new ideas, products and services that help people live fully whose work involves qualitative research. Podcasts of these productive and engaged lives as they age. Joseph also recently interviews are available at the QRCA website (qrca.org) published the highly acclaimed The Longevity Economy: under the Publications link as streaming audio. Unlocking the World’s Fastest Growing, Most Misunderstood In 1900 the average American lived to age 47; today this Market, which explores the insights on aging and the average has increased over 30 years to 79. By 2050, 21% of the business opportunities that he and his team have discovered US population will be over 65 and this aging trend is global. Yet, since the AgeLab was founded in 2009. outside of sleeker-looking adult diapers and products that help In this podcast, Luminaries editor Kay Corry Aubrey people when they fall and can’t get up, consumer product talked with Joseph to learn more about his work and ideas as companies have largely ignored this cohort even though their well as the innovative techniques he and his team use to learn spending power is $8 trillion in the United States alone. from older people around the world.

44 QRCA VIEWS FALL 2018 www.qrca.org

n TOOLBOX n

By Paula Rosecky n Hemispheres n Seattle, WA n prosecky@ hemispheresinsights.com

ELEVATE YOUR END DELIVERABLE THROUGH THE POWER OF VIDEO

Hearing Is More Important than Seeing lients’ expectations regarding how researchers bring The quality of your video is only as good as the quality of your audio. You can always customers to life has dramatically changed over the last add visuals to express a thought, but you decade, with video becoming a critical part of that cannot recreate a thought without ade- Cexpectation. Using video, qualitative researchers can quickly quately capturing the quote. When making decisions on equipment, make absolutely communicate insights in an impactful, memorable way, helping sure you are using the highest quality audio clients relate to, empathize with, and then to internalize insights. equipment within your budget. Sennheiser and Rode are often recommended by videographers. Systems with clip-on microphones are convenient and We have the opportunity and obligation words and their visuals make the insights inconspicuous. Affordable audio options to humanize data, especially in this time we uncover indisputable and undeniable. include Rode VideoMic Me directional of Big Data. What better way to represent The insights become amplified and more microphones for smart phones. These people than to allow them to represent memorable. Here are tips to help you professional grade microphones, designed themselves? The combination of their become more comfortable using video. for personal video cameras and personal

46 QRCA VIEWS FALL 2018 www.qrca.org ground in the shot. If you’re talking about kitchen appliances, set the shot in the kitchen or in the dining room with the kitchen in the background. If you’re talking to teens, think about having their favorite sports gear or study materials next to them. If you’re talking about pets, definitely make sure to include Charlie in the shot! Staging can really help bring out that person’s character. One of my videographers, John Tiscornia, of John Tiscornia Photography in Seattle, Washington, also has these professional tips: • Create a basic story board or outline with each of the topics and shots needed. audio recorders, minimize background Let the participant complete a thought • Do a few practice interviews to learn noises. Check out the following links for for more compelling video. The long- how to set up your gear and improve additional information: standing QRC adage, “do more listening, your interviewing skills. Low end (for phone): Rode VideoMic Me: less talking,” comes in really handy when • Scout the interview location ahead of qrca.org/VIEWS-040 conducting a videotaped interview. When time, if time and budget allow. Mid Range: Rode VideoMic Rycote Lyre: we interrupt someone mid-sentence, it • Bring snacks and beverages to the set qrca.org/VIEWS-041 not only changes someone’s course of if you are spending a significant Higher Range: Rode VideoMic Pro: thinking, it also makes it more difficult amount of time there. qrca.org/VIEWS-042 and time-consuming to edit the thought • Test and check footage and audio levels! If taking video is central to your busi- when creating video. ness, consider the Sennheiser G3 lapel Think ahead to the end deliverable. It’s Video Open-ends wireless mic. If you only invest in one our job as video producers to guide par- When asking participants to answer thing, invest in great audio equipment. ticipants to expressing an editable quote. video open-ends (e.g., in online commu- So, after covering a topic area, ask, “How nities), it’s important to give clear Equip Yourself with Good Visual Gear, too might you summarize what you said?” instructions and questions. Unless your Outside of using your smart phone, which project is highly exploratory, the goal is is perfectly adequate for some DIY projects, Setting the Scene to give enough instruction to get a clear cameras that do a good job are the Canon Tap into your inner videographer and answer, but not so much that the person VIXIA HF R800 camcorder, the Canon HF scout the space. Videographers focus on feels confined. Specific questions we have R800 and the Panasonic G7. I also cannot the lighting and background; it consumes had success with are: say enough about using a small tripod like them. If available, look for a spot that has • “What specific brands [in this category] JOBY with a ball head. This portable piece good natural lighting. Make sure the best reflect your x, y, z values?” or of gear maintains the stability of the shot lighting illuminates the participant’s face • “What would make it easier for you to and avoids camera shake. Because it is small, rather than the back or one side, so view- shop for these products?” it is also easy to move around, giving you ers can see the main subject’s face. After flexibility to change position with it. all, a large part of bringing someone to Show and tell questions work life is fostering an environment for especially well. Getting to Editable Content authenticity. Make sure their expressions • “Show me a product that makes your There are a few things you can do and emotions shine through. life easier. Convince me of its virtues.” to make the production process go It can also help set the scene to have • A standard follow-up question is “What more smoothly. a bit of personal or relevant back- are the reasons you made that choice?”

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 47 Elevate Your End Deliverable through the Power of Video CONTINUED

While we are not video producers, one of our main goals is to bring those incredible people we call participants to life. Creating great video is increasingly a key approach we take to achieve this goal.

Giving people a time in which to even fun. The two main editing software When choosing a videographer, find deliver their answer is also helpful. Less systems recommended by videographers out how long they’ve been in the business than a minute is sufficient for many for DIY video producers such as QRCs so you get an idea of how much experi- answers. Have you ever videotaped your- are Adobe Premiere Pro (Windows ence they have. Ask: What is their pro- self talking for one minute? You can say a and Apple) and iMovie (Apple). They duction style? You want this to match lot in that short amount of time. The goal are extremely useful for organizing your vision of the end product. Most vid- here is concise, editable answers. video and also provide a lot of great eographers will have a perspective on With any luck, you’ll capture a few peo- online training tools. Other great online this. Seeing examples of their work will ple who nail it and reduce your editing resources include low-cost videography help you decide if their style matches time. If you give people too much time, classes such as those offered on your vision. you may not get a concise enough answer. creativelive.com. You may need to allow for scouting Even in a DIY video project, you can time and costs—these are associated with What to Keep in Mind In-Store add more richness by including back- prep and setup before you start filming. Videotaping shop-alongs can be tricky. ground music. Music without lyrics is In my experience it takes two to two- Having store approval is key. Since we are less distracting and often works best to and-a-half days to receive the initial edit often moving up and down the aisles create an ambiance. Be careful about for review. You may need to go back and with less control of the shot, I concen- audio copyrights. They protect the cre- forth a few times with your videographer trate on the quality of the audio and not ative work of the owner. The last thing or editor to create the final edit, espe- as much on the lighting. you need is a lawsuit! Free, legal music cially if you need client input. Again, think ahead and set yourself up sources with creative commons licenses for making the editing process smoother. If can be found at Free Music Archive or The Final Cut it aligns with objectives, make sure to stop NoiseTrade. More and more of our clients expect us along the way to review the person’s to create compelling video of their cus- thoughts and steps. Conducting an exit Beyond the Basics tomers’ authentic stories. Video delivera- interview is another great way to get clear, with Professional Videography bles are an impactful way to touch the editable content at the end of the interview. Some projects may require more pol- heart and open the mind. Our job is to ished, produced video. select the voices of those who best repre- Arrange, Revise, and Produce When using a professional videogra- sent the insights we want to communi- In the end, a great video is all about pher, make sure to allow more time in cate. Why not let those customers do the the insights—and a great edit. your timeline. You will want to brief talking through the power of video? If The work you do to prepare for editing them on your research and video deliver- you’ve been hesitant, now is the time to is just as important, and more time- able objectives. You also will want to look through that lens and press the consuming, as the editing itself. One share the following with them: record button. It may take a bit of work, guiding principle is that you’ll need • who is the audience, but the result will expand your skill set about one hour of editing time for every • what you need to communicate to and elevate your end deliverable. one minute of finished video. the audience, Always, always get timecoded tran- • what impact you want to make on the Acknowledgements: Contributions to scripts. It makes it easier to find the exact audience, as well as this article were made by Matt Collins, quotes you need. • what is your anticipated timeline Hemispheres, and John Tiscornia, pho- There are some great tools out there and budget. tographer and videographer. to help you make editing seamless and

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turn, uncovered many attributes that con- to connect to others, share ideas and truly tribute to effective group behavior, listen to each other. Culture Code gave me dynamics and decision-making in groups ideas for warm-up exercises, rapport- and organizations. building and the best body language to Once I started reading, however, I dis- employ to create these safe spaces for par- covered that the learnings are equally ticipant groups, ideation sessions, and valuable for creating good group culture in client debriefs; all times in which building qualitative research studies. As such, it a safe space quickly is key. made me think about how I could incor- 2. Solving problems together: Coyle porate Coyle’s insights into our agency’s says, “at their core, their members are ori- qualitative research work as well. ented less around achieving happiness No matter the size of a participant than around solving hard problems group that an insights professional works together. This task involves many with or the methodology or platform, the moments of high-candor feedback, culture of that group is essential to the uncomfortable truth-telling.” A key part of The Culture Code: The Secret of success of the project. Unlike robust orga- an insights professional’s job is to bring Highly Successful Groups, by Daniel Coyle, nizations that create their group over time people together to jointly solve problems. Bantam/Random House, 2018 and develop group culture along the way, This section helped me understand it’s not insights consultants and agencies must always about creating a “fun” environment Reviewed by Katrina Noelle develop culture rapidly and repeatedly but sometimes a need to create an envi- n KNow Research throughout fieldwork. Coyle’s research ronment where people feel compelled to n San Francisco, CA (and resulting book) can be used as a roll up their sleeves and come up with n [email protected] valuable source of information for all sides solutions together. of the qualitative insights profession: 3. Being an effective listener: One of within our own organizations, when lead- the most important sections of the book ulture Code: The Secrets of Highly ing client teams and when moderating covers Coyle’s view on how to listen most Successful Groups, by Daniel participant groups. effectively. As he says, “When you’re really Coyle, is a very relevant read for listening…there’s no sense of yourself insights professionals looking to C “LISTEN LIKE A TRAMPOLINE: because it’s not about you. It’s all about build both long- and short-term group cul- this task—to connect completely to that GOOD LISTENING IS ABOUT MORE tures. I initially chose the book as a person.” And that’s what a qualitative THAN NODDING ATTENTIVELY; resource for building supportive and researcher’s task is—to connect completely effective team culture within my own IT’S ABOUT ADDING INSIGHT while making others around them feel safe organization. However, once I started AND CREATING MOMENTS OF and supported, asking questions, making reading, I discovered how relevant and MUTUAL DISCOVERY.” suggestions and fostering group culture transferable Coyle’s insights are to — BOOK EXCERPT for our desired outcome: insights. insights professionals who want to create better research group dynamics within I highly recommend Culture Code: The research studies. Coyle touched on three particularly Secrets of Highly Successful Groups to Coyle provides guidance on how to relevant components of group culture: insights professionals as a way to view what build a cohesive, motivated culture based Creating safety, problem solving, and we do from a new perspective and to get on his time observing some of the world’s effective listening. thoroughly research-based ideas to create most successful organizations (e.g., US 1. Creating safe places to connect: effective group culture in all facets of your Navy’s SEAL Team Six, IDEO and the San Coyle spends the beginning of the book business. Look out especially for the con- Antonio Spurs) and interviewing their discussing the importance of safe spaces. nection-building tips his research brings to members and founders. Along the way, he He emphasizes that groups cannot func- life that can be easily incorporated into learned “what makes them tick” and, in tion without a feeling of safety from which qualitative research techniques!

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user being a key player in all stages of instance, many clients have advisory development (product, service, customer councils, often made up of key target con- experience, branding communication, sumers (especially in B2B). As I was read- etc.) is a given. But in reality, there are ing, I got the idea I should meet potential organizations that don’t value marketing council members in their homes/offices research or direct consumer input. This for an on-site contextual visit before they book makes the argument for why those are asked to join a council. I feel as though organizations will be increasingly left I’d be a much better council facilitator if I behind in a world where end users expect could anchor feedback in this way. Not a to be actively engaged with brands. central idea of “complete co-creation” but To start, Jansen and Pieters argue that a spark of an idea I can use. consumers/end users should be present in all stages of a set assignment. Simple “THE KEY SHIFT DRIVING THE TRAN- enough idea, but they go beyond this SITION FROM THE POWER PARADIGM and argue that we can connect with customers and derive customer insights TO THE CO-CREATION PARADIGM IS from those interactions with the ulti- THE PROGRESSIVE OPENING UP OF The 7 Principles of Complete Co-Creation, mate goal to co-create products, ser- ORGANIZATIONS. THIS REFLECTS BOTH by Stefanie Jansen and Maarten Pieters, vices, customer experiences and market- AN INTENSIFYING INTERNAL MOTI- BIS Publishers, 2017 ing programs. In addition, they argue that co-creation with end users will VATION AS WELL AS AN INCREASING Reviewed by Caryn Goldsmith require client organizations to restruc- EXTERNAL PRESSURE TO BE HONEST n Goldsmith Strategic Services ture themselves to support those new AND TRANSPARENT ABOUT ORGANI- n Los Angeles, CA offerings, reflecting a co-ownership of ZATIONAL PROCEDURES AND DECI- n [email protected] ideas. This translates into a compact between a company and its end users, SION-MAKING PROCESSES.” which in turn leads to increased user — BOOK EXCERPT loyalty and engagement. he term co-creation is suddenly The tables/graphics in each chapter are I also loved the authors’ “five Fs to everywhere, even though co-creation terrific thought-starters. One table detail- complete co-creation”: Founding, has been a long-used marketing/ ing when “complete co-creation” will Finding, Forming, Fine-tuning, and Tmarketing research tool. In The 7 work and when it won’t got me thinking Following-up. A great refresher, the Principles of Complete Co-Creation, Stefanie about the clients I’m serving and why authors highlight what’s involved in each Jansen and Maarten Pieters provide an some of them are more open to innova- step and what cues the go/no-go deci- in-depth exploration of what they term tion while others are not. sions. I can envision pulling out this “complete co-creation.” The book is well Central to the idea of “complete co- graphic and sharing it with a client, written, and chock full of co-creation case creation” is the fact that the organization saying, “We’re here and to get there, our studies and examples. must have a capable co-creator on staff or next step is this...” It provides a detailed rationale of why be willing to bring one in from the out- In addition to pulling this book off “complete co-creation” is needed, cou- side. More than that, and a main tenet of my shelf to look for an example or pled with how-tos that offer step-by-step the book, is that culturally an organization case history to use with a client when guidance for employing it. The primary must be ready to cede some of its power the need arises, I can also see gifting target appears to be client-side organiza- to end users in order for any of these this book to a client who is working tions. While qualitative researchers who endeavors to work. In my view, internal in a culture that needs to involve employ co-creation techniques may not silos (a common organizational structure) end users more consistently in their be in need of an entire book to convince can’t be posturing for power while end development processes but doesn’t them that co-creation is important, the users are talking and no one is listening. know how. It may help them to evolve book provides some interesting nuggets So, on the premise that some end-user their organization. that could elevate their practice. involvement is better than no involve- In short, this book offers a useful As a former agency account planner ment, there are many ideas in the book perspective on how to partner with con- and current qualitative research consul- that might be used to heighten the current sumers/end users for optimal market- tant, I feel the idea of the consumer/end level of end-user engagement. For place success.

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Hector Macdonald’s masterful book, outside of Peru should stop buying and Truth: How the Many Sides to Every Story eating quinoa because increased demand Shape Our Reality, uses a myriad of storytell- has made the quinoa prices for Peruvians ing examples to present a fascinating analy- skyrocket, to you should eat more quinoa sis of how we use selective facts to create because the increased consumption and stories that support our objectives, while exports of quinoa have dramatically providing storytelling guidelines for anyone improved the living standards for Peruvian who wants to become a better storyteller. He quinoa farmers. also provides us with insight into how to While we currently live in an Alice better listen, react to and question stories Through the Looking Glass world where lies that we are told, so that we are less likely to are sometimes spun as truths, Macdonald’s be misled by a story. Macdonald, an expert book is focused on building stories around in business storytelling, has spent over a truthful pieces of information and not lies. decade writing stories for companies and He identifies three different type of commu- government organizations and his examples nicators and shows how each uses stories to Truth: How the Many Sides to Every Story of business stories that achieve different achieve their goals, with the objective being Shape Our Reality, by Hector Macdonald, goals are very helpful. that we should all try to be Advocates when Little Brown/Hachette 2018 creating and telling stories: “IT IS EASY TO SAY WE SHOULD • Advocates – “selecting competing truths KNOW THE CONTEXT OF ANY Reviewed by Susan Fader that create a reasonably accurate impres- n Fader & Associates ACTIONS AND EVENTS WE sion of reality in order to achieve a con- n Teaneck, NJ EVALUATE BUT HARDER TO SAY structive goal.” n [email protected] WHICH CONTEXT IS RELEVANT OR • Misinformers – “innocently propagating APPROPRIATE. HEARING A STORY competing truths that unintentionally distort reality.” IN ONE CONTEXT WILL GIVE A sychologists Daniel Simons and • Misleaders – “deliberately deploying com- Christopher Chabris conducted a VERY DIFFERENT IMPRESSION TO peting truths to create an impression of famous study where people were HEARING THE SAME STORY TOLD reality that they know is not true.” asked to watch a video and count WITHIN A DIFFERENT CONTEXT.” P For Macdonald, a successful story has how many times the people wearing — BOOK EXCERPT white pass the basketball. During the three components: a process of change, middle of the video, a person dressed in Truth, for Macdonald, is like a bowl full casual relationships, and a trigger. He a gorilla suit walked onto the court. At of spaghetti where we pick the few strands deconstructs famous stories (e.g., Hamlet the end of the video nearly everyone to tell our story. We build our story around and The Wizard of Oz) to stress this, while could tell you how many passes were only these few strands, because picking at the same time creating new stories to thrown, but most did not remember more would make the information too show the reader how to construct around seeing a gorilla. “Selective attention” overwhelming to process, and he feels this the three central themes. caused them to not see something that selection process is “the price we pay for Truth: How the Many Sides to Every Story was literally right in front of them. When clarity and coherence.” I found his many Shape Our Reality is a very enjoyable and we observe and process information we examples of taking an event and then informative read. It provides the reader selectively focus, and we only “see” selecting different strands of spaghetti to with guidelines to evaluate the stories we some of the facts/what’s happening. By create different stories that sometimes hear, while at the same time providing new doing so we create a reality that is based appeared to support opposite conclusions perspectives on how to use truth to create on selective information. In other words, to be extremely insightful. I like his four impactful stories. He provides a different one’s reality is based on the facts one quinoa stories that show how each story perspective on storytelling from other chooses to focus on while ignoring other can bring the listener to arrive at dramati- books on storytelling that I have read, and facts that may create a different reality. cally different conclusions. This wide spec- his analysis of what makes a truthful story trum of conclusions range from everyone is definitely a book for our times.

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These authors share similar creden- ture so that they can be successful while tials. They all have blogs, have given pursuing many different endeavors. She TED Talks, have a cheeky writing style, uses a warm and encouraging tone when give the reader assignments, and have an providing a practical framework where affinity for really long book titles! multipotentialites can create a successful Barking Up the Wrong Tree: The and happy life by embracing all their Surprising Science Behind Why passions versus forcing them to choose Everything You Know About Success Is only one. (Mostly) Wrong, by Eric Barker focuses While multipotentialites of any age on what the author feels are current mis- could benefit from reading this book, conceptions or myths about what makes those at the beginning of their careers. an individual successful. Using memora- where they might still be trying to still ble stories and scientific studies to sup- figure out what they want to do “when port his recommendations, Barker they grow up,” and those who may be at explores which pathways can lead to the crossroads of a career change would success, some of which run counter to especially benefit from reading this book. current thinking. The author acknowl- In Maybe It’s You: Cut the Crap. Face Barking Up the Wrong Tree: The Surprising edges that different individuals need dif- Your Fears. Love Your Life, Lauren Science Behind Why Everything You Know ferent pathways to success and explores Handel Zander uses the drill sergeant/ About Success Is (Mostly) Wrong, many real-life situations, such as: Should take-no-prisoners approach of tearing by Eric Barker, Harper One, 2017 you play by the rules versus being a risk you down and then rebuilding you. The taker? How important is what you know premise of the Handel Method is that versus who you know? And, how you you need to confront and acknowledge How to Be Everything: A Guide should deal with the time at work versus that part of how you currently perceive for Those Who (Still) Don’t Know What the work/life balance? yourself is wrong before you will be able They Want to Be When They Grow Up, I found some other interesting to really rebuild/change. She validates by Emilie Wapnick, Harper One, 2018 insights in a discussion of why valedic- the truth of her approach by the fact torians tend not to be superstars in the that 35 universities and institutes of Maybe it’s You: Cut the Crap. real world and the role of grit in success, learning, including MIT, use this Face Your Fears. Love Your Life, i.e., the ability to convince oneself to method. Her language and examples can continue going in the face of adversity be salty, and her chapters are built by Lauren Handel Zander, Hachette, 2017 and how one could create a stronger grit around specific assignments that one is mindset. This is a fast-paced read that supposed to do. Reviewed by Susan Fader will help the reader understand ways While some may find the number of n Fader & Associates they can become more successful. writing and introspective assignments n Teaneck, NJ While Barking Up the Wrong Tree sug- onerous, it is helpful and insightful that n [email protected] gests that specialization leads to success, at the beginning of the book, the author the thesis of Emilie Wapnick’s How to Be introduces you to four different clients Everything: A Guide for Those Who with different personas, issues, and otivational/self-help/busi- (Still) Don’t Know What They Want to Be needs. The reader will probably connect ness books are popular When They Grow Up is that specialization with at least some of the different per- because many people are is not for everyone and that some people, sonal descriptors. The author then M looking for that kick in the whom she calls multipotentialites, have shares how the four clients initially pants that will lead them to greater “many different interests and creative pur- answered an assignment, why their ini- success and happiness. The authors suits in life” and do not have “one true tial responses were avoidance/wrong, of the books reviewed here have calling” the way specialists do. and then, using the Handel Method, three different takes on what the Wapnik feels giving oneself permis- how their perspectives are changed and roadblocks in a person’s life could be sion to not specialize can set one free the responses rephrased to help the cli- and use different approaches to moti- but also recognizes that a major frustra- ents move forward. I found those exam- vating the reader to an epiphany and tion for multipotentialites is how they ples to be very insightful even when not positive change. can create the proper balance and struc- doing the assignments.

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