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Views Fall 2018 FALL 2018 VOLUME 17 • NUMBER 1 FALL 2018 QRCA TABLE OF CONTENTS VIEWS 30 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. 42 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 prac- tices 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 cus- tomers 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 guid- ance, 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.
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