Spring 2002

A Publication of the Qualitative Research Consultants Association, Inc.

Online Qualitative Research: A Virtual Odyssey By Pierre Belisle, Gillian Humphreys and Joanne McNeish

I. Background groups (aka “virtual” or “online” groups) are the research How do online research methods adaptation of the chat room. It is a “window” where partici- differ from offline ones, and what pants “see” and respond to each other (via typed messages on a adjustments do researchers have to make scrolling stream of text). In the research version, there is an in technique? How are online results observation “room” (a chat window) in which observers can different, and is this difference a good see their own comments and those of the participants, but are thing? unable to communicate with the latter except through the moderator. To address these questions, we used the occasion of conducting qualitative What is a Virtual Bulletin Board (BBS) Group? research on product positioning and BBS groups are the research adaptation of the bulletin benefits for a new web-based service board (BBS). In a standard BBS, participants compose mes- from Canada Post called PosteCS. We sages and post replies on a “virtual” bulletin board. Replies are used three techniques: threaded together, and daily visits to the BBS show new messages posted since the last log on. For research, BBS groups are set up on a specific topic. Chat room focus groups…are the Participants agree to log on daily for a specified number of research adaptation of the chat room days. The moderator posts questions at a specified time each day, and participants then answer these at their leisure. All messages remain for the duration of the group, so there is somewhat less urgency in answering or in being concise. The 1. A face-to-face (FTF) mini-group allowed us to observe reactions, and continued on page 4, col 1 gauge if a better understanding of the service’s features and operations needed to be addressed. 2. A virtual chat group was an efficient way to assess alternative names Catch the Changing Tide with in an online context (in which this service’s name would be used). the Power of Partnership— 3. An extended virtual bulletin board Toronto Conference 2002 (BBS) group gave insight into the By Mark Lovell & Michelle Massie, 2002 Conference Cochairs usefulness of PosteCS by allowing participants to experiment with the service online. Why Attend? What is a Chat Group? It’s an ambitious theme. The qualitative world is changing, A chat room is where Internet- so make this your opportunity to master the art of partnership connected participants log on and type and get on the crest of the changing tide. Say to yourself “I am answers to questions, which are sent to a not an island” and come to the 2002 Conference in Toronto scrolling “text stream” that is visible to from 23-26 October to get to grips with these topics: all. The interaction is in real time • Building understanding and partnering with clients, to turn (synchronous), and observers can view from moderator into indispensable consultant. the text stream without making their presence known. Chat room focus continued on page 10, col 1 2 QRCA Views

Looking Back… Looking Forward

As I thought about this issue of Relationships drive the QRCA Views and what I wanted to communicate engine. We learn from one another. We to QRCA members, I realized that this is laugh with one another. We share with my last column as QRCA President. I one another. We serve with one another. hope that you will forgive my irresistible These types of synergistic relationships urge to share some personal comments at are rare. Through them, QRCA will this time. become stronger and we, as individuals, The three years that I have served as will become enriched. President have been the most challeng- Because of my relationships ing, fulfilling and exciting times in my through QRCA, I have been greatly professional career. I have grown enriched. I have had the opportunity to personally and professionally in many know people whom I admire on a ways. QRCA has had some incredible personal as well as a professional level. successes and some times of difficulty. Because of my involvement with Overall, QRCA has grown and changed. QRCA, I have been enriched and will I think for the good. never be the same. QRCA has allowed me to be My hope is that you will not read involved in something bigger than this as simply a farewell but as a myself. Pat Sabena, former President, QRCA President, Jim Bryson testimony. If you want to make a once told me to always remember that difference or, even more importantly, if QRCA’s charge is to improve the you want to give to something greater industry, not the organization. Those than yourself and be enriched by wise, were wise words that I hope we have experienced and compassionate • Industry Leadership heeded. Undergirding that advice has colleagues, get involved with your been QRCA’s own mission to promote • Education QRCA. It’s a cliché but it is so true: professionalism and ethics in qualitative • Member Involvement you really do get more out of it than you research. I’m so proud to be a part of an • Globalization put in. I know I have. organization that does so much to • Technology Proud to be serving with you. improve our profession. • Membership Expansion Personally, I have never been involved with a more caring, more Jim Bryson These initiatives will lay the professional, harder working group of groundwork for QRCA to become even people. People who join QRCA seem to stronger in its primary mission of have a passion for other people, for the bettering the industry. These initiatives industry and, significantly, for QRCA are the skeleton on which QRCA will itself. I have come to admire and respect build over the next few years. so many of you that it has been a tremendous honor to be in a leadership QRCA will grow even stronger. position with such incredible people. QRCA will increase its impact on our profession. QRCA will become more Even more exciting than looking at Be sure to look for than its founders dared to dream. QRCA the past is looking at the future. QRCA is will continue to nurture its members. I impacting our profession and is poised to additional important know this not because of a strategic plan have an even greater impact in the near or a vision statement or any program. I future. QRCA’s Strategic Plan outlines conference information know this because QRCA is all about six major initiatives that will be empha- relationships. sized over the next two and a half years. on pages 26 and 31. QRCA Views 3

An Open Letter to QRCA Members came to the conclusion that this is not By Alice Rodgers, Coordinating Editor and Chair of the Newsletter Committee Reyn something we want to do. Kinzey, Editor and Co-Chair of the Newsletter Committee We did not make this decision lightly. As some of you may know, Alice is considered to be the founding editor of Dear Fellow QRCA Members: Views* and Reyn has devoted a great As some of you may know, Views deal of his time to Views. We both care a will be changing. After this issue, Views great deal about the future of Views and will begin to evolve into a new format. of QRCA as an organization. On behalf of the newsletter committee, Each of us has some misgivings we would like to thank you all for about this change; although we both submitting articles to Views and for expected that at some time (probably in being part of our readership. the fairly near future), Views would To give you a bit more information evolve and might include some kind of about what is happening, we are sharing electronic communication; however, we portions of our letter to the QRCA Board did not expect that to happen in 2002. of Directors (with some additional Nevertheless, the primary reason for explanations) with you: our decision is that, quite frankly, we Over the past few weeks, through believe that accomplishing these goals emails from Susan Sweet (our Board will require a tremendous amount of Liaison) and Jim Bryson (President of energy and time. Neither of us feels QRCA), the board has shared with Reyn capable of making that kind of commit- Kinzey and me, as Co-Chair and Chair ment at this time. of the Views Committee, the board’s Alice Rodgers, Newsletter Chair So, the two of us have decided to future vision and goals for Views. We resign from the committee, effective with realize that the exact vision is still the publication of the Spring 2002 issue evolving, but, in general, the goals seem of Views. to include an electronic version of Views We have enjoyed our time with emailed to members once a month and a Views; we wish the board the best of luck quarterly publication that would be in accomplishing its vision and goals; intended for both members and the and we will certainly make ourselves general research community at large available to the new editors, if they (possibly on a subscription basis). should care for our advice or experience The quarterly publication would be with any problems. 40 or so pages printed on high-quality Sincerely, glossy paper with four-color printing throughout. It would be more like a Alice Rodgers Reyn Kinzey professional journal than the current Views. It would include more profes- *This is listed on the masthead, sional content, such as case studies and because the 96-97 QRCA Board of articles on methodology. The publication Directors voted to include that notation would probably be outsourced to a on all future Views. publisher and would probably include advertising. We also wanted to share a portion of Alice’s letter to the Newsletter Commit- The board asked our recommenda- tee telling them of these changes. We tions about how these goals might be Reyn Kinzey, Newsletter Cochair hope you will read this and think accomplished and wanted a plan by seriously about volunteering to become a February 15. Views Committee member or a member However, personally, Reyn and I of some other committee. Both Reyn and had to first ask ourselves if this was I have very much enjoyed our involve- something we wanted to do. ment with QRCA throughout the years – After a number of long conversa- especially our time with Views– and tions, emails, and one face-to-face that’s because we became involved. meeting in Bethesda, both Reyn and I continued on page 13, col. 1 4 QRCA Views continued from page 1, col 3.

…A Virtual Odyssey • Their names were uploaded and interaction is asynchronous, using messages that remain visible to everyone. Observ- software generated a user name and ers can view the messages, but cannot interact with participants. password for each, which were included in an invitation email. A final reminder email was sent the II. Research on Research: FTF vs. Online day before the start of the virtual Each of the three approaches used almost identical discussion guides and group. recruitment specifications. This enabled researchers to: Some characteristics of the online • Explore the degree to which virtual qualitative differs from FTF, in terms of both recruiting process are: performance (quality and quantity of information, degree of interaction, etc.), • An online panel provides a greater and; the conclusions they suggest. number of potential respondents • Determine how low incidence participants drawn from an online panel differ than a recruiter’s list. However, a from those found via traditional qualitative recruiting. panel is a finite resource, while • Discover if such participants were interested in being part of a PosteCS offline recruiters can supplement evaluation panel. with ‘cold’ calls. Comparative Methodology • Panels provide demographic and behavioural data that allow a more Comparing qualitative research methods is a challenge, so we opted for two precise pre-selection. approaches: • It requires ‘quantitative’ discipline. •A brief quantitative comparison of outputs (words). The original number of participants •A qualitative analysis of each method and its strategic implication. By was too large for a mass email and pooling all researchers’ observations, we learned that the three methods produced thus required that participants be very similar recommendations for some objectives, and very different ones for others. randomly selected. In addition, the number of email-outs required Quantitative Analysis database management to ensure that Word Counts (participants only) Chat BBS FTF the right participant got the right # participants 5226 letter. • Typically, recruiting live via # citations 310 975 335 telephone seeks a show rate of 8 for # words 3147 20722 9554 11 recruited (72%). In our sessions, # citations/participant 62 44 56 show rates were lower (52% in the chat session and 43% for the # words/citation 10 21 29 bulletin board). # words/participant 629 942 1592 • The analyst becomes more closely # characters 13862 95310 39910 involved with the details of recruiting. # characters/word 4.4 4.6 4.2 Over-Recruiting Real time (minutes) 90 DK* 106 Agreeing to participate in a virtual Words/minute 35.0 DK* 90.1 session requires less commitment than * BBS time is variable FTF, especially since incentives are less. This suggests the need to over-recruit (e.g., 2:1, or 14 for 7 to show).Given III. Virtual Qualitative: Logistical Issues this, one online recruitment strategy is to A. Before The Sessions give a partial payment to excess partici- pants, while those who continue with the Recruiting process are paid the full incentive. The participants were all experienced business users of the Internet, and worked Confirmations in a target industry sector. Participants in the FTF session were recruited from a respondent database while those in the virtual sessions were recruited from an online One way to bolster show rates is to panel, as follows: send emails that remind and motivate. Qualitative researchers may well have to • Panel members received an introductory email, that provided a link to a take lessons from direct marketers on screening site. This resulted in 377 qualified participants. how to craft a compelling offer. • Some were then advised via email of the details of the online research. A total of 81 participants indicated their availability and interest. continued on page 6, col. 1 QRCA Views 5

ARF Annual Conference: April 8 - 10, 2002 By Lynn Greenberg

his year’s Advertising Research Foundation [ARF] Conference will be exciting for QRCA, as we will be participating in Tseveral ways. Presentations First, recognizing our role as leaders in qualitative research, the ARF has invited us to present in the main program of its annual conference. This effort is being led by Nancy Farkas, with help from Judy Langer and Lynn Greenberg. The topic is entitled “The New Normal – Understanding the Consumer in Uncertain Times”. The premise is that Americans have had to deal with major dislocations in the past year that have shaken their sense of security, such as the recession and the terrorist attacks. Their values, lifestyles, and spending may or may not have changed. QRCA’s presentation will provide a better understanding of the consumer mindset and behavior with implications for marketers.

QRCA has also purchased a presen- will also be published in the June issue qualify for the ARF member rate ($970- tation slot at the conference for Monday, of Quirk’s, with articles planned for $1,170 for the full conference, depending April 8th from 5:30–6:00 PM. Jim other publications with the help of the upon date of registration or; $620 - $720 Bryson will be making a presentation Communications Committee. for one day only). Entrance to the entitled “Promoting Excellence in Booth Exhibit Hall is free, so you do not need Qualitative Research.” This will be a to sign up for the conference if this is all modified version of last year’s presenta- QRCA will again have a booth at the you will be attending. Visit the ARF tion, one that is more client specific. This Research Infoplex Exhibit Hall. This website (www.thearf.com) for more presentation will also be on QRCA’s year we have been able to move it to the information. website, and copies will be distributed. more heavily trafficked main floor (booth #228). It will be open Tuesday, If you are not registering for the Publication April 9th 11:00 AM to 6:00 PM and conference but would like to attend Jim Nancy Farkas is coordinating and Wednesday, April 10th 9:00 AM to 2:00 Bryson’s presentation which is at 5:30 analyzing the efforts of over 30 members PM. We still need volunteers to staff our PM on Monday, April 8th, please email who have volunteered to complete a booth, which is a great way to meet and Lynn Greenberg by March 28th multi-part survey through a broadcast greet conference attendees as well as ([email protected]) for a complimen- email. First phase results were due on spend time with fellow members. Jim tary pass. Please note that you cannot February 15, with follow-up consumer Loretta has volunteered to serve as the attend “The New Normal” presentation and moderator comments due March coordinator for booth staffing, so please on Tuesday, April 9th unless you are a 11th. Nancy and Lynn will present contact him at [email protected]. paid conference attendee. However, we encourage all to attend this year’s results on Tuesday, April 9th at 4:00 – ARF Registration 5:30 PM. Judy will be presenting results conference, as it is a great way to keep from a separate RoperASW study. The By now, all QRCA members should abreast of industry developments and full presentation deck will be on both the have received a brochure from the ARF network with client prospects as well as QRCA and ARF websites. Survey results about the conference. QRCA members fellow members. ■

Special CPSI Program By Irv Merson As many QRCA members know, the Creative Problem Solving Institute [CPSI] provides a unique opportunity to learn about creativity, group process, and facilitation skills. This year, an 18 hour workshop, “Transforming Client Relationships” will be one of the many CPSI programs you can choose. This special immersion workshop, within the overall CPSI week program, should be of interest to qualitative research entrepreneurs, as it is designed to create effective strategies for building and solidifying client relationships. If you want to do this, be sure to sign up for this specific workshop when you register for CPSI. In addition, a discount is available to QRCA members who plan to attend the 48th annual Creative Problem Solving Institute in Buffalo, New York, June 16-21, 2002. The Creative Education Foundation has set the fee for QRCA members at $1,025 plus room and board. This represents a savings of $174 over the regular $1,199 fee. You can call 1-800-447-2774 to register, or to get more information. Please identify yourself as a QRCA member when you phone. ■ 6 QRCA Views continued from page 4, col. 3 …A Virtual Odyssey Geographic And Gender Quotas Non-Cash Incentives tion of emotions may be more difficult The anonymity of the online There may be an advantage in online.] environment allows the researcher to replacing cash incentives with some Same/Different Skills assemble more heterogeneous partici- other form of online tender (such as Many offline qualitative skills are pants than one would in a traditional online gift certificates) to facilitate the portable to the virtual world, and non- focus group. This, and the relatively fulfilment aspect of online qualitative moderating skills (problem definition, lower cost of recruiting, suggest an research. analysis, and report writing) are com- opportunity to establish more far-ranging Deliverables pletely portable. Even moderating skills, quotas than are reasonable in FTF and such as knowing what questions to ask, ensures greater representation by Transcripts from the face-to-face how to phrase them, and when and how enforcing more complex quotas. sessions were available four working days following the session. Those from to probe transfer well to the virtual B. During the Sessions the virtual sessions were available environment. However, some moderating Group Interaction immediately afterward and identified by skills are not needed online. “Perfor- speaker. mance skills” (the enquiring eyebrow, Virtual qualitative research is more the inquisitively cocked head, and the like conducting parallel individual imperious “stop right there” hand) interviews than a true group moderation IV. Observations/Implications/ simply do not work in an environment process. This suggests the need to Conclusions where text is the only channel of develop techniques enhancing the group communication. process. More Words Online Walk the Walk and Talk the Talk Question Formats The five-day BBS approach yielded nearly three times the number of New skills have to be learned and One of the characteristics of a chat citations than did either the chat or the new tools acquired. Keyboard skills are room is a scrolling text stream in which FTF sessions (see chart on page 4). critical in real-time chat groups. Reliable the answers are not linked directly to a These BBS citations comprised over computer systems and fast Internet question. This suggests the need for 20,000 words, about twice the volume access are also important, as is the ability technical innovation to strengthen this generated by the FTF session, and nearly to download and install the various link. Another characteristic of chat seven times that of the chat session. FTF applications and plug-ins that are often rooms is that the moderator’s question is participants were more voluble (on the subject of virtual qualitative research. often followed by a long period of average, 30 words per statement versus One QRCA member thought he had “silence” as participants compose and 20 for BBS participants and only 10 for wasted years hanging out in chat rooms post their replies. We may need to “chatters”). There is also more “dead air” and on bulletin boards, but this helped develop new approaches to questioning, in a chat session (on average, 35 words him develop proper “netiquette”, and such as follow-up probes being launched per minute versus 90 in FTF). become fluent in the acronyms and at the same time as a general question. “emoticons” that are the Internet’s body Comprehension (e.g., “Jennifer, what did you mean by language. [IMHO, you must at least ‘unhappy about that?’ Everyone, what Understanding the concept was not know what LOL and ROFL mean ;-) ] * are some other words to describe the affected by method, but price was. * Translation: “In my humble concept?”) Online, the service was seen as expen- opinion, you must at least know what sive, while FTF participants saw it as “laughing out loud” and “rolling on the inexpensive. Brand image also varied. C. After The Session floor, laughing” means. And don’t take Online participants saw the brand as this too seriously.” The last sentiment is More Interaction With Participants positive and desirable, while fewer FTF conveyed by a winking smiley or participants felt this way. Online work involves more work emoticon, read by turning the page with participants directly, both in Writing vs. Speaking sideways. recruiting and in follow-up. For instance, Online participants type their participants contact the moderator to Where Nobody Knows Your Name answers and do so carefully, forcefully, ensure that the panel agency has their It is liberating to know nothing and honestly. They reveal more of correct address. This increased time about how people look, sound, or even themselves through writing than FTF should be reflected in costs. There is also smell like. Some other recent virtual participants do through speaking. It may a greater danger of loss of moderator groups were with participants who be that online participants are inherently privacy. This should prompt professional mentioned that they “had a problem with more expressive, or that writing allows organisations to publish and promote weight.” Not being able to see them one to better communicate concepts and rules and guidelines for online qualita- allowed the researcher to focus on their emotions. [Note however that modula- tive research. continued on page 8, col. 1 QRCA Views 7

Jumpstart Your Groups By Alison Murphy handout but it can come in handy with a small group setting it’s harder for a particularly quiet group, or when you’re participant to sit back and let the others in need of a quick transition between do the talking. It’s also harder for a re you continually searching for topics. I find it’s most valuable when dominator to dominate. Because I recruit the latest and greatest in writing the report, as it provides a recap fewer participants, I tend to pay them A projective techniques? Con- of attitudes toward the topic. more. A higher incentive gives me more stantly challenged by clients to “go Idea #3 – Take A Crack At A Non- leeway to schedule slightly longer deeper” to really understand the true groups (if needed) and to ask participants essence of a brand? Looking for a means traditional Introduction. Try this with consumer groups. Rather than go around to bring in pictures or do other types of of unlocking secret motivations driving homework assignments. consumer choices? Me too. But that’s not the room and have everyone introduce what this article is about. themselves, start the conversation with Ideal #6 — Include A Team the topic at hand. “Everyone here Exercise. This is my favorite activity and Instead I’m focusing on 8 easy-to- exercises five or more times a week. something I strive for in almost every implement, creative ideas (some might Let’s begin by talking about your group. There are a million exercises. call them interventions) you can begin exercise schedule . . . “ Have the teams create the “ideal” using immediately to jumpstart your next This introduction is not viewed as (product, package, service). Give them project. Why 8? Because that’s how big pieces of paper (those Post-It easel many I could think of before the closing the dreaded “icebreaker” and thus bypasses the traditional, and somewhat sheets are great) with crayons and deadline. I’d love to grow the list and colored markers. Have the teams challenge each of you to email me an boring introductions. Participants “hit the ground running” since this directly “present” their “ideal” (product, package, idea. We can even host a test drive at the service) to the group and probe accord- annual conference. addresses the relevant topic. Not only does this immediately engage the ingly. This generates tons of fun for the Idea #1 – Show and Tell. You loved participants, it saves time and clients participants and terrific insight for the it as a kid, why not include it as part of love it because the learning is immediate. client. You can also scan the sheets into your design? Have participants bring in Don’t worry about not getting to know the report and it becomes a highly visible their favorite pictures (relating to the the participants. They manage to way to present findings. topic). This exercise works especially introduce themselves and weave in their Idea #7 – Give a Dominator A well with affinity groups (e.g., life story throughout the session. Timeout. No kidding. It’s a concept snowmobilers, boaters, pet owners, everyone understands. “Bill, I’m giving moms with kids, etc.). The pictures serve Idea #4 – Experiment With Another Non-traditional Introduction. you a timeout and I’ll let you know when as great stimulus during the discussion, you can jump back in.” A moderator in and I’ve even had clients come into the Try this with business-to-business groups. Instead of having participants my office once told a Chicago cop to eat focus group room to get a closer look. In a cookie and take a 10-minute timeout. some instances, participants have introduce themselves with their name, deliberately taken pictures to highlight job title, etc., have them introduce Idea #8 – Treat Participants as something they want to bring up in the themselves by way of what they do Guests. This is not accomplished by interview. outside of work. For example, “Hi, I’m serving hard, stale Walgreen’s cookies. Alison and I own a small market Crisp, homemade cookies would be nice Idea #2 — Make Hay with the research firm. But what I really do is following fresh deli sandwiches, the kind Pre-Group Wait. Use the pre-group cook. I read cookbooks like novels and I the back room would want to eat. Top it wait to warm up your participants. Give tour grocery stores when on the road.” off with nice napkins, bottles of water, them a very simple, self-administered It’s an opportunity to put participants at and real cups (as opposed to Styrofoam). handout which asks two questions: ease by signaling that it’s appropriate to A short break during the focus group is 1. What are the three best things about be themselves, and to let their personali- always appreciated. This not only allows ______(insert topic, brand, ties shine through. It’s also great for you to refill drinks and snack, but also product)? internal meetings, because it provides an gives participants a chance to stretch, use opportunity to learn something new the restroom, and reboot their brains. Do 2. What are the three worst things about about a colleague. this and they will be happy to drown you ______? ■ Idea #5 – Host Smaller Groups. with their insight. The Best/Worst handout encourages Forget mini groups. Make all of your participants to dive immediately into the groups smaller. Recruit eight for six to topic, which builds confidence and show. The fewer the number of partici- alleviates the stress of the unknown. pants, the deeper the conversation. In a Most of the time you won’t discuss the 8 QRCA Views continued from page 6, col. 3 …A Virtual Odyssey comments, and not their girth (which whose possibilities will become even 5. Get used to quantitative PC tools like might have influenced the analysis). more apparent as its use grows. Although Excel and Access: you’ll need them to Virtual qualitative research would thus we began this journey in an effort to handle the massive amount of qualitative work well with sensitive groups, such as determine which research “monolith” is “data” you will gather online. the disabled or those with other medical more suitable than others, we discovered 6. Recognise the expertise of direct conditions. value in all of them (especially the value marketers: you will need it to convince Brings the World to You in using all of them together). participants they should come to your online sessions. Virtual qualitative research may do We look forward to more applica- away with the need to repeat similar tions of online and offline research For Buyers of Qualitative Research techniques and to the development of sessions in different cities. Why conduct 7. Fish where the fish are. If your new functionalities for online research groups in Halifax, Toronto, and customers are online, you should be too. Vancouver when two chat sessions with (such as online IDI’s). We also hope 8. Online groups demand more of participants from across the country can online research facilities incorporate everyone, including clients. You will provide a national perspective? both qualitative and quantitative need to be more involved in the process. For Recruiters 9. You may face competition from Virtual qualitative is an exciting new owners of online (quantitative) panels, as addition to the researcher’s toolkit, they realise they can use them for recruiting as well. Your assistance is required to help manage the recruiting and fulfilment tasks. Time Conquered techniques, so that we can look forward For All BBS groups are asynchronous. to a rebirth of qualitative research. 10. Online qualitative research requires a Participants log on, read messages, and Towards that end, we have compiled our mix of new and existing skills, knowl- post them at their convenience. This Top 10 List for Virtual Qualitative edge, and resources. Combined with suggests applications across time zones Research, as follows: current techniques, it offers an opportu- and with hard to attract audiences (such Top Ten List For Virtual Qualitative nity for new and exciting discoveries in as IT managers and professionals). This Research qualitative research. also generates higher levels of interest For Moderators The Authors and participation among those who would normally not interact live, 1. If you only find out answers to what • Pierre Bélisle is President of Bélisle increasing the chance of new discoveries you already know, you shouldn’t be Marketing Limitée in Quebec. and insights. doing qualitative research. Member of QRCA, AQR, and PMRS. Richer Data 2. Diversify your portfolio of qualitative approaches for any given project. • Gillian Humphreys is a Vice The research resulted in a richer data President of NFO in Toronto (NFO 3. Online is just another qualitative tool, set, either because it was online, and/or; CF, NFO Interactive Canada, and but well on its way to becoming the because we used multiple lines of Canadian Family Opinion). hammer of the bunch! enquiry. Member of PMRS, British MRS, Conclusion 4. Be nice to quantitative researchers: and Canadian Survey Research you need their expertise in crafting Council. Virtual qualitative is an exciting new written open-ends. addition to the researcher’s toolkit, one • Joanne McNeish is Marketing Research Director, Canada Post, Ottawa. Member of PMRS, editor of Imprints and Editor-in-Chief of PMRS Press. ■ QRCA Views 9

Splinters from the Board • The Kudos program to show By Gillian Tuffin, Secretary QRCA’s appreciation for all its volunteers with a tangible The Major Plank! memento. he QRCA Strategic Plan has been the focus of your Board’s efforts for the • Policy for allowing retired members past year and a half. As you may recall, there was a formal Strategic Planning to maintain their QRCA T process initiated by President Jim Bryson in 2000, with a specially instituted membership. Strategic Planning Task Force facilitated by Mark Herring. They reported back to the • Approval of QRCA’s newest 2001 Board. That Board took the six planks of the plan and approved the six goals Chapter, Western New York State. (planks) of the Strategic Plan: Membership figures are also 1. Leadership 3. The Technology Committee to examined each month, with Executive 2. Education incorporate Web, Delphi and General Director Jacqui Martin reporting spikes 3. Globalization Technology issues to more effectively or troughs in membership figures and 4. Membership Involvement harness technology for the organization. providing year on year comparisons. 5. Technology 4. The Ad-Hoc International All QRCA Board members have an 6. Membership Expansion committee has become the Globalization active liaison role with at least one The incoming 2002-03 Board is Committee, reflecting the importance of QRCA Standing Committee. The developing an implementation plan to the global perspective of QRCA. benefits: transform these 6 planks into a platform In addition, the Strategic Plan has 1. This ensures that the Committees that will move QRCA closer to our provided all existing Standing Commit- are aware of the Board perspective on objectives of leadership and enhanced tees with clearer direction, an expanded issues that they are addressing, and the member value. Dorrie Paynter (Vice- mandate, and even greater workload. The Board member can provide guidance. President) established 6 separate sub- Board will be monitoring progress and committees, one for each of the planks. 2. The Board member is in a better we will be reporting back on a regular Each is chaired by a Board member, and position to present Committee issues to basis (although members should begin to each developed action steps and the Board for approval. see results for themselves soon!) timelines for the successful achievement The liaison process is working of the goals in its particular plank of the Other Splinters and Shavings! particularly well, resulting in speedier platform (within a three-year timeframe). The Strategic Plan was an added decisions and actions. A comprehensive document was pre- responsibility, on top of the normal Hopefully, this column has given sented to the Board for approval at the things that your Board undertakes each you some insight into the activities of October Board meeting at the Chicago year. A major, annual task is Budget your Board and the work they do for conference, where it was passed unani- Approval. The 2002 Budget was you. I will be updating you on more mously: approved by the Board in December, planks, splinters, shavings and sawdust The Board will review progress on a after weeks of tireless work by Treasurer in the future. Meantime, if you would quarterly basis to ensure the plan stays Elaine Gingold. The economic climate like to get involved in QRCA, email on track. The creation of the Strategic plus the events of 9/11 dictated caution Jacqui Martin at [email protected] Plan, and the acceptance of its imple- and all committees, including the Board, and she will put you in touch with the mentation plan, heralds a major advance- saw budget cuts. The onus is now on right committee. ment for QRCA. But the real work of Committees to find creative ways to PS: Dorrie’s Baby translating the action steps into reality is achieve their expanded mandates with just beginning. As a result of the Strate- smaller budgets. Elaine keeps the Board The newest splinter to report upon is gic Plan, new additional Standing apprised of the financial state of the the arrival of Muriel Elizabeth Pollock, Committees of QRCA have been formed: QRCA nation in her monthly Board born December 28th to Dorrie Paynter meeting reports. (Vice President) and Steve Pollock. 1. The Education Committee, to Muriel attended the first Board telecon- enhance educational opportunities for The agendas for the monthly, two- ference with Dorrie in January. What a members, to work with the academic hour Board teleconferences largely way to increase membership! Congratu- community to investigate qualitative reflect the policy and procedural issues lations to Dorrie, who managed to research courses, to inform members of that Committees bring to the Board. successfully oversee the Strategic qualitative research course offerings, and Recent examples include: Planning Subcommittees, chair one of encourage more interaction with the • Policies for inviting members of the the six Subcommittees, manage the academic community. Press to QRCA’s annual development of QRCA’s new database and rejuvenate Chapter and Committee 2. Association Relations Committee Conference. Quarterly Teleconferences and communi- to work with other industry associations, • QRCA advertising in industry cations generally, while spending four like ARF, AMA and MRA to achieve publications. months on mandated bed rest before her common goals. baby was born! ■ 10 QRCA Views continued from page 1, col. 3 Catch the Views: Over the Top Changing Tide… By Jim Bryson • Partnering with juniors for mentoring, training up, spreading In January, the QRCA Board of Directors approved a new direction for Views the load, and strengthening and that will transform this association’s newsletter into an industry-wide publication increasing your business. that showcases QRCA and the expertise of its members. • Forming alliances within a market; Over the past 16 months, the Views Committee, under the outstanding leader- across-disciplines; across regions ship of Alice Rodgers, has been working to resurrect and upgrade Views. They have and countries, or; with several led us in providing more content and “meatier” information on QRCA events. They ethnic or language groups for have also upgraded the paper and graphics, including the new masthead on this multicountry studies. issue. Their work has been tireless and has positioned Views to fit neatly into the • Developing partnerships with field strategic vision of QRCA to show industry leadership and improve member value. and facilities to minimise risk and Views will expand to become an industry publication, serving QRCA members maximise success. but available to nonmembers as well. It will be designed to contain relevant • Harnessing the right kind of information to the researcher practicing qualitative research. technology to suit your style and to As an industry publication, the newsletter will be transformed into a magazine reach out to more clients. for the practitioner. Views will be printed on high quality paper with four-color • Developing a quali-quant capability printing throughout. It will contain feature articles that focus on the practice of for positive partnering (versus qualitative research. Views will be a first class publication that will focus on the negative rivalry). practical application of qualitative research, but also appeal to clients and suppliers • Your respondents need to become across the industry. your partners (consciously or not), In addition, QRCA will publish a smaller, internal newsletter in electronic or both short-term to make the most of print form that will contain all of the organizational news that the newsletter now your project and long-term because provides. the industry needs public respect The Board is extremely excited about this direction and the potential impact the and commitment. Views magazine will have on the industry. Views will showcase the strength of See Call for Papers on page 26 and see QRCA: the education and application of professional qualitative research. Conference Help on page 31. ■ Views will continue to be formed and edited by a committee of volunteers, working with an independent publisher. If you are interested in participating in any way, please contact Susan Sweet, the Board’s liaison to the Views committee ([email protected], 312-944-1837). ■

In Memoriam Louise Bahns It is with deep shock that we report the death of Louise Bahns in a hiking accident whilst on holiday in New Zealand. Louise was a highly popular person amongst her international research peers, readily generating friendships around the world through her enthusiasm and positive attitude. Hailing from Canada, Louise started her research career in Japan at Lyncs Inc. She relocated to London in 1996 and joined Pegram Walters International where she became Research Director. In 1999 she joined Yahoo! where she was appointed European Research Director. Louise was an active contributor to many conferences and seminars, especially as pertained to on- line research issues. My memories will always remain of someone whose star burned brightly, being well-loved and highly regarded by everyone she met, and who had an enviable zest for fitting as much into her life as possible. Her positive spirit and her eagerness for everything that came her way lit up the lives of all those who met her. It is my hope that we can retain the positive spirit and memories which I believe Louise has left behind in all those who knew her. Julia Gartside-Spink QRCA Views 11

Everything You Always Wanted to Know about QRCA Committees, but Didn’t Know Who to Ask

Views is pleased to provide the final in the series of articles about various QRCA committees, so you can learn how a lot of things get done in QRCA, and how you too, can become more involved. QRCA’s research shows that members who get more consultants and field service providers. involved in the organization feel like they get more out of it. The QRCA Board of The committee further serves the QRCA Directors encourages everyone to get involved. You’ll be glad you did!! membership by: This issue profiles the remainder of the committees not profiled in the Winter • Providing information and 2001-02 issue of Views. Accordingly, information about the Communications education about qualitative field Committee and the Educational Resources Committee (formerly the Library Commit- service issues (such as best tee) is on page 25 of that issue. Note that information about the Newsletter Commit- practices and problem resolution) tee that was published in that issue as well is now outdated. For information about • Publishing the City List (edited by plans for the new Views, please contact Susan Sweet, Doyle Research Associates, Sybil Broh), a comprehensive Inc., 919 N Michigan Ave - Suite 3208, Chicago IL 600611-1675; phone: 312-944- listing of markets and members 4848; fax: 312-944-4159; email: [email protected] who have worked in them. This lets QRCA members know who to 2002 Conference Committee • Sponsorship Team. Help the contact for information on field Sponsorship Chairs contact focus The number of member-volunteers services within these markets. group facilities to secure their who contribute to each conference easily • Exploring current issues and commitment to be financial exceeds 100. There is a wide range of problems impacting qualitative sponsors of the conference. positions to fill, including leadership and fieldwork. non-leadership positions. Some positions Members of the Field Committee are require little preparation and effort, while Facilities & Services Directory Sybil Broh, Camille Carlin, Dennis others are more labor-intensive. Here is a Committee Guiver, Warren Goldman, Judy Langer, partial list of the subcommittees that This committee produces the annual Jan Lohs, Sally Lund, Anndel Martin, always have non-leadership position Directory (online and paper editions). Dan Morrison, Andrea Schrager, Merrill openings: This is a Directory of paid listings and Shugoll, and George Sloan. We would • Speakers: Share your knowledge/ display ads from facilities and ancillary love new members, so contact Judy expertise with your peers. Put services. It is a major source of revenues Langer ([email protected]) or Jan Lohs together a panel presentation, for the QRCA, and it also helps the ([email protected]) conduct a breakout session, or lead qualitative research profession in general. a round table discussion or hands- International Committee on workshop. Extensive database management and This Committee’s mission is to • Registration Desk Helpers. Help out mailings are involved. This effort is provide outreach and collaboration with at the registration desk. Greet headed up by Pat Sabena and supported international qualitative researchers and people and provide them with by Jill Fontana and Denise Teeters organizations, in order to grow the materials they require for the (QRCA-funded freelance administra- membership and the influence of the conference. tors). We are willing to train anyone who QRCA worldwide. It meets as needed to is interested, so contact Pat Sabena at • Guardian Angels. Provide support support chapter inaugurations, interna- [email protected] to someone who has never attended tional conferences, etc. Pat Sabena, Hy a QRCA conference. Show them the Mariampolski, and Kendall Gay are ropes. Field Committee always looking for new members, so • Hospitality Team. Provide please contact Pat Sabena additional support to attendees to The Field Committee promotes ([email protected]) help make the conference accuracy and honesty in recruiting and Journal of Advertising Research- experience as pleasurable as professionalism in the use of field Special Section possible for everyone. facilities and the treatment of research • Room Monitors. Introduce a respondents. Its role is to raise industry The Journal of Advertising Research speaker, remind attendees to standards in matters related to “the (JAR) is a bi-monthly publication of the complete an evaluation form, and field,” and; to cultivate strong partner- ships between qualitative research collect the completed evaluations. continued on page 12, col. 1 12 QRCA Views continued from page 11, col. 3 Everything You Always Wanted to Know… Advertising Research Foundation (ARF). • The “Value Added Member Benefit • In conjunction with the Web As an archival journal, JAR accepts Program” (VAMBP) to offer Committee, setting up a separate papers that are well grounded and discounts on business and personal section on Delphi to address online innovative enough to be read and cited services. issues. for years to come. JAR has set aside a • Non-renewal surveys to understand Special Section for QRCA. This special why members leave the Professionalism Committee section is a way in which QRCA can organization. play a leadership role in the qualitative The Professionalism Committee • Examination of potential new research profession. We encourage exists to increase knowledge and membership categories for retired members to submit papers that will make understanding of qualitative research and members and Academics. a recognized contribution to the to identify, protect, and promote its profession’s “body of knowledge.” To In addition, MemCom also handles proper use. The Committee has devel- date, two interesting papers have been the annual Election for the QRCA Board oped and promotes Professional Stan- published in JAR as a result of this of Directors, membership renewals, and dards for qualitative researchers. As collaborative effort between ARF and the publication of the yearly Membership ethical behavior is part of professional- QRCA: Directory. We are a very active commit- ism, the Committee monitors and tee and are always looking for new updates a Code of Ethics for qualitative • One by a pair of business school people. Contact Gillian Tuffin (416 488 researchers, and addresses members’ professors who conducted IDIs with 7998 ext. 229 or ethical concerns on an ad hoc basis. The brand managers about snafus in [email protected]) or Committee seeks to promote profession- setting advertising budgets. Elaine Gingold (301-493-8634 or alism in many ways, including: • One was a review (co-authored by [email protected]). QRCA member Karen Wimmer and • Making a presentation of the an anthropologist colleague) of a Professional Standards (and an book on observational/ethnographic Online Qualitative Research Task associated instrument for self- marketing and advertising research. Force: Phase 3 assessment) at the 2001 QRCA conference. To submit a paper or for more The objective of this Task Force is information contact Pete DePaulo (215- to investigate the emerging area of online • Making a presentation on ethics and 362-5574 or qualitative research, in order to educate dispute resolution at the joint [email protected]). members and offer guidance to the QRCA/AQR conference in Paris (as QRCA Board. Phase 1 and Phase 2 well as at related presentations at accomplishments included: several other QRCA conferences). The Membership Committee • Monitoring and assessing other • Extensive secondary research organizations’ approaches to The “MemCom” is one of the most (reviewed by multiple members). A certification, especially the AMA’s active QRCA committees, and is integral list of the most substantive articles Professional Certified Marketer to achieving our vision statement to is posted on the QRCA Website. “provide and clearly communicate a initiative. • Contacting other research strong membership value that encour- Inquiries regarding membership organizations (e.g., AMA, ages new members and retains current should be directed Chair J.R. Harris ESOMAR, ARF) to determine their members.” (Brokenbo@compuserve.com), or Vice- policies regarding online research. Chair Bob Kahle To this end, some recent and on- A brief description and list of these ([email protected]). going MemCom projects include: organizations’ websites is on the • Membership surveys to determine QRCA Website. areas of member satisfaction and • Development of a list of all QRCA-ARF Relations Committee “virtual” facilities for the Facilities dissatisfaction. The QRCA-ARF Relations Commit- and Services Directory and • The “Each One Reach One” new tee was recently formed to promote Conference Committee, so they member program to encourage synergy between the two organizations could offer them paid promotional current members to introduce and to achieve greater visibility for exposure. qualified non-members to the QRCA. The ARF (Advertising Research organization. • Creation of an extensive FAQ Foundation) is the key association for the • The “Welcome Wagon” program to section to be posted on the QRCA advertising research community in the ensure new members feel at home Website in the spring of 2002. U.S., and it is expanding globally. right away and have someone to Members include Fortune 500 corpora- answer their initial questions about QRCA. continued on page 14, col. 1 QRCA Views 13 continued from page 3, col. 3 An Open Letter… Dear Views Committee Members: Many thanks PLEASE KNOW that QRCA’s success is in large part because of its volunteers. to these It is folks like you who keep this organization going and contribute mightly to its zest. contributors: I would like to encourage you all to consider continuing to be a part of the new Views team. I am not sure if there will be two teams — one for the monthly EViews Pierre Bélisle, Lynn Bolnick, newsletter and one for the quarterly publication or whether they will be combined. Lisa Brown, Jim Bryson, Susan However, there will be plenty of opportunity for you all to contribute. If you are Corbelli, Wendy Dodek, Su interested, please contact Susan Sweet - her email is: [email protected] Dunlap, Julie Gartside-Spink, Allison Glackin, Lynn QRCA and Views have been a major part of my life on and off for many years. Greenberg, Scott Hayward, Mark Because of that I have had the pleasure of meeting and working with colleagues — Herring, Gillian Humphreys, several of whom have become among my closest friends. Karen Karges, Bruce Katcher, Getting involved with QRCA and Views has been enormously beneficial in many Reyn Kinzey, Lana Limpert, ways – my career, my growth and especially the friendships. PLUS - it’s quite special Peggy Allen Lizaur, Mark Lovell, to belong to an organization that is striving to improve the profession and become the Michelle Massie, Lisa Gaines best it can be - wonderful and lofty goals. McDonald, Joanne McNeish, I wish you all much success in your endeavors and really hope you will continue Jeffry Mead, Irv Merson, Alison to stay involved in QRCA and/or Views. You each have an enormous amount to Murphy, Mimi Nichols, Mindy contribute! ■ Predovic, Alice Rodgers, Pat Sabena, Gilliam Tuffin, and Jeff Alice Rodgers Walkowski Pictures in this issue were taken by Reyn Kinzey and Pat Sabena. Joint MRA/QRCA Task Force on Confidentiality By Mark Herring

The alliance between the MRA and QRCA started with an exchange column in Once the task force has identified QRCA’s Views and MRA’s Alert in 1992 and expanded with the formation of the the highest priority security issues, MRA/QRCA Joint Committee in 1996 (and a more formalized exchange of articles recommendations and/or best practices between associations called, “Bridges” in 1996. This alliance has given birth to a new for both qualitative researchers and Task Force charged with the responsibility for exploring confidentiality and security facilities will be developed. issues common to the two organizations. The need for the task force arises from the MRA and QRCA members who absence of any clear industry guidelines for the proper handling of sensitive informa- wish to offer feedback should attend tion (whether by the market research professional, the facility, or others), and; much chapter meetings and/or email at least anecdotal evidence that security breaches are a recurring problem in the industry. one proposed solution to Task Force Initially the task force hopes to identify those security breaches that QRCA and Chair Mark Herring MRA members perceive to be most problematic. Such feedback will originate at local ([email protected].). Other and regional MRA and QRCA chapter meetings. Members will be asked to share Task Force participants are Becky Day their views on facilities’ responsibilities for maintaining confidential information (liaison to MRA/QRCA joint commit- during various stages of the research process, including: tee), Nancy Farkas (QRCA), Elaine • Recruiting Herron-Cravens (MRA), Jan Newman (QRCA) and Mary Swart (MRA). ■ • The greeting and reception process • In the back room and client lounge • While taping and monitoring • At the conclusion of the project • The moderator’s role in maintaining the confidentiality of a project 14 QRCA Views continued from page 12, col. 3 Everything You Always Wanted to Know… tions as well as advertising agencies, In 2000, the priorities of the 2. As QRCA’s “window to the research companies, and media compa- committee were to act as liaison between outside world” (e.g., potential members, nies. the respective associations on qualitative clients, and other marketing and research QRCA’s current involvement is issues (a function the new Alliance may organizations). centered on two conferences: the take this over, as explained in a related The long-term objective of the October “Week of Workshops” and, the article on page 13 of this issue), and to Website is to establish QRCA as “the” Annual Conference. QRCA members are focus on policies and issues impacting online industry resource for qualitative entitled to attend both events at the ARF members of both associations. The research, but the role of the committee member rate, regardless of ARF member committee currently has 4 Task Forces: members is in transition. During 2001, status. For several years, QRCA has had 1. Contracts & Agreements, to the WebCom overhauled our Website to a booth at the Annual Conference’s define contract policies. make it more user-friendly, and serve as research trade show, which has been 2. Holds & Cancellations, to the foundation for future expansion. As updated with new materials and a determine how the various parties such, members have been involved in demonstration of our Website. At last involved handle holds and cancellations, evaluating design prototypes as well as year’s Conference, QRCA gave a so each may improve their internal the functioning beta site. presentation entitled “Promoting practices and negotiate from a common The role of WebCom members in Excellence in Qualitative Research” that understanding. 2002 will be to serve as liaison with was very well received. QRCA commit- 3. Security & Confidentiality, to other committees and the Board to insure tee members are now working with the that the site content is kept current. ARF to implement changes for the 2002 define areas of responsibility throughout a project. Members will “own” assigned portions Conference and will be further modify- of the Website (e.g., library, calendar, ing QRCA’ s booth and presentation. 4. Bridges Workshops, where member database, etc.) and work as Other committee activities include moderators are invited to discuss issues liaison with chapter chairs, committee participation in the ARF Qualitative with facility owners at conferences. chairs, and Board members regarding Research Council and other seminars. Current Joint Committee Members content that must be incorporated into There are also plans for a joint qualita- are Betsy Bernstein, Becky Day, and their portion of the site. They will also tive research project at a later point in Anndel Martin from the QRCA, and; communicate with the WebCom Co- time. Harriett Huntley (Taylor Research), Sue Chairs to facilitate changes, address Volunteers are needed to help plan Nielsen-McAdams (Herron Associates), needs, and help develop the strategic for the 2002 Conferences, including and Merrill Shugoll (Shugoll Research) direction as we expand the site (includ- updating and staffing our booth, and from the MRA. The task forces are ing the integration of new functionality preparing our presentation. The next looking for volunteers, so contact Anndel and features). The benefit of being a Annual Conference will be held April 8– Martin for more information member is to be in the forefront of 10, 2002 at the New York Hilton. If you ([email protected]). QRCA’s expanded use of this technol- are interested, please contact Lynn ogy to shape our image to the outside Greenberg ([email protected]). world. Web Committee As the site launches, we may need a The primary responsibilities of the QRCA /MRAJoint Committee little extra time from you to get the site WebCom are maintaining and enhancing running smoothly, but as things settle The QRCA/MRA Joint Committee the QRCA Website, and managing the down, you’ll need to allocate only about was formed in 1996 to enhance the Delphi Forum. Strategically, the Website 3 hours per month. There are no special relationship between moderators and serves the organization in two ways: computer or programming skills re- facilities by: 1. As a communications and quired, so contact Martha Guidry • Exchanging ideas information source for QRCA members. ([email protected]) or Susan Saurage- ■ • Promoting dialogue Altenloh. • Creating a common understanding • Improving the quality of work by identifying “best practices” in areas Visit QRCA on the of mutual interest. Web at www.qrca.org QRCA Views 15

Managing the Virtual Back Room By Jeff Walkowski, Co-Chair, QRCA Online Qualitative Research Task Force

s with face-to-face and telephone groups, qualitative researchers need to as to which question an answer may manage a seemingly countless number of activities through the course of an apply to.” A online qualitative project. One of these activities is “back room” manage- Observers will likely need to be ment (i.e., setting expectations for client-observers and establishing protocols of reminded/reassured several times that behavior in the virtual back room) that will maximize the value of the online discus- nothing they type will ever be seen by sion session. This article offers tips to aspiring, new, and experienced online qualita- any respondent. If possible, prove this by tive research professionals. Thanks to members of the QRCA Online Qualitative having observers watch two side-by-side Research Task Force (cited below) who contributed to this article. PCs, simultaneously showing the respondents’ and observers’ view of a demo group. What’s It Like? Especially for first-time observers of For those who have not visited a chat room or message board that has been real-time chats, encourage clients to designed specifically for qualitative research, some background is necessary. Here are divide into teams and have each team some basics about the observer experience, and how the moderator and observers “share” a PC to watch the chat. This interact during an online session. stimulates more dialogue among • Most virtual facilities are password protected. Clients are typically assigned observers. From an observer-manage- passwords that identify them as observers. ment perspective, it also minimizes the • When an observer enters the correct passwords, he/she is electronically shuttled amount of online chat taking place to the virtual observation room. among observers, and gets them to focus • Respondents never have a clue that there are observers, except when the more on what the respondents are saying. moderator discloses this information at the beginning of the session. Once the group begins there are • Clients may observe independently of each other (at their own PC), or they may other back room issues that the modera- team up with other observers and share a PC to watch. tor will need to deal with. For example, • Observers can log in from anywhere. every observer is capable of sending messages to the moderator. Given the • Observers can communicate with each other online. However, nothing that an ease with which this can be done, the observer types is ever seen by respondents. moderator could potentially become • In some real-time chat facilities, the moderator has a split-screen, showing the deluged with messages from the back respondents’ discussion on one side and the observers’ discussion on the other. room. As is done in face-to-face and Here, it is the moderator’s responsibility to monitor the back room discussion to telephone groups, an effective approach spot messages (for example, suggested probes) intended for him/her. is to designate one of the observers as • In other real-time chat facilities, the moderator can view only one discussion at a the only one to pass messages to the time. In this case, observers communicate with the moderator using a type of moderator. According to Monica instant-messenger where it is the observers’ responsibility to get the attention of Zinchiak (another Online Task Force the moderator. member), “I arrange with the observers beforehand that we have one person Observer Management Tips dedicated to communicating with me during the group. This not only reduces Even before the group begins, there are several client-observer management my distraction from the possibility of activities the moderator can engage in. First, make sure that observers are given a multiple communications and repeated walk-through (demonstration) of the online facility. Especially with real-time chats, questions, it creates a small delay in the the moderator has little (if any) time to hand-hold observers through the process. time that the question arrives. Often I am Thus, spend time instructing observers about the mechanics of the room before the headed in that direction, or by the time it group begins. Try to schedule the demo on the same day or one day prior to the first reaches me I have anticipated the client’s group. If too much time elapses between the demo and the first group, observers are question and probed the item already.” more likely to forget what they have been taught. Having to type new questions and Stressing the importance of observer management prior to the groups, David Van probes “on the fly” takes time in a real- Nuys (a member of the Online Task Force) has several tips to reduce the stress-level time online chat. Thus, interpreting and for first-time online observers. David says, “The moderator needs to have managed re-keying messages from the back room observer expectations before the online group ever begins, emphasizing some of the can decrease the efficiency of the features that are unique to the online environment, such as the usual brevity of responses in a real-time chat, the delay in responding, and the occasional ambiguity continued on page 26, col. 1 16 QRCA Views

Info about VAMBP Value Added Member Benefit Program Who Took Use the following toll-free numbers and group account numbers to access your Photos of savings. QRCA offers the following money-saving benefits to enhance the value of membership: Studs? • Worldwide Full Teleconferencing – Citizens Conferencing – National Services By Jeff Walkowski at 1-800-530-6342. Call Account Manager, Tonya Arthur, 1-800-530-6342 x After Studs Terkel finished 43330# signing books at the Chicago • Broadcast Fax and Email – Xpedite Systems, Inc. – Call Brock Aldred at conference, a QRCA member 1-800-482-4620 x4 took some photos of Studs with • Shipping with Airborne Express. – To set up your account, call 1-800-636-2377. Jeff Walkowski, Elise Dumach, • Office Supplies – Pennywise. Call 1-800-942-3311, Online sales www.penny- and perhaps others. In the wise.com, origin code: QRCA excitement of having their photos taken with Studs, we forgot who • Flowers & Gifts – 1-800-Flowers. Call 1-888-755-7474, give your referral took the photos! We don’t know code: QRCA who to follow-up with to obtain • Worldwide Car Rental. Hertz – For reservations call 1-800-654-2200. copies of these photos. If you are Use CDP #1200090 the phantom photographer, or if • Debt Collection and Related Services – I. C. System – Call 1-800-279-6620 you have any clues about who that • General/Professional Liability – Call Steve Bray, Athens Insurance Center person is, please contact Jeff 1-800-722-0450 Walkowski ([email protected], • Long Term Disability/Disability Income Protection, Long Term Care – Call Jim or 612-377-3439). Thanks! Carow, Athens Insurance Center 1-800-722-0450

“I Just Joined QRCA and I am Deluged With Email and Mail Solicitations from Facilities, Research Companies and Transcription Services.” By Lisa Gaines McDonald, Membership Committee Member

List Rental Policy Membership committee members frequently hear this comment from new members when we make our Wel- come Wagon calls, who think QRCA sells their names, email addresses, and phone numbers. QRCA does not rent phone, fax, or email. We only rent postal address (last year QRCA rented the list 18 times, mainly to research facilities and Sage publications). Renters must submit samples of their collateral pieces, and the list is ‘seeded’ to insure compliance. QRCA both respects and honors its members so they guard your information judiciously. However, many of you choose to be listed on the QRCA web site, which is accessible to the public. You also may have listings in Quirk’s and other research directories. Companies can access your information and set up their own databases, quite independent of QRCA. QRCA Views 17

QRCA Library Name Change and Tape Sale! By Susan Corbelli

New Name offering other information services such as books, articles, In January, the Board templates, forms, tutorials, etc. officially approved the name We’ve got new tapes and faxable change of the “QRCA Library” handouts about “critical” topics to the “QRCA Educational such as Creative Problem Resource Center [ERC]”. We Solving; Ethnography; Innovative wanted to change the name and techniques; International re- image of this service to reflect search; Laddering; Lifestage the fact that it is a valuable research; On-line Focus Groups; resource for up-to-date qualita- Projective Techniques, and; tive research and other business Report Writing. information. To celebrate, we are offering $2 off tapes the price of Lower Prices any tapes (up to 3) ordered by We have reduced the prices March 29th, 2002. of new handouts, and are consid- Chicago Conference Tapes/Handouts ering pricing tapes and handouts as sets. Denise Teeters, QRCA Educational Available Contact ERC Resource Administrator We are making several improve- If you have any feedback/ideas, or ments to our services. We recently Web Based Catalog want to volunteer, please contact me at received the Chicago conference tapes [email protected]. If you need and handouts from AudioArchives. The ERC will have its catalog on the emergency information, contact Denise Please see order form on page 18 of this new website when it launches. Members Teeters (330-484-4806 or issue of Views. will be able to search by title, subject, [email protected]). She can process speaker, etc., and; be able to order tapes most orders within 24 hours. online. The ERC is also thinking about

A Giant Thank You from the Views Staff to Jill Fontana for 10+ years as Production Manager of Views—and without whom this publication would not have been possible!!!! Thanks a bunch. Jill Fontana, Views Production Manager 18 QRCA Views

Audiocassettes...recorded live at the 16th Annual QRCA Conference October 24-27, 2001 Palmer House Hilton Chicago, Illinois

■ #N102401-A01 Young and Old Talent, and the Generational Thing: ■ #N102401-A11 Panel on International Research - Linda Binder, Learning from Each Other - Pat Sabena, 2 - tape set — $23.25 Jan Lohs — $15.50 ■ #N102401-H01 Handout $14.50 - Responses to questionnaire (29 pgs) ■ #N102401-H11 Handout N/C - List of topics for panel

■ #N102401-A02 Field Committee Panel: The Respondent Point ■ #N102401-A12 Harnessing the Master Mind to Tap Into Infinite of View - Camille Carlin — $15.50 Intelligence - Mark Michelson — $15.50 ■ #N102401-H02 Handout $3.50 - “Take the Money and Run?” (7 pgs) ■ #N102401-H12 Handout N/C - Description of session

■ #N102401-A03 Mining New Markets - Profiting From the ■ #N102401-A13 Ethnography Essentials - Hy Mirianpolski — $15.50 Non-Profit Sector - Mitch Crank, Dr. Paul Conn — $15.50 ■ #N102401-H13 Handout N/C - Topic outline ■ #N102401-H03 Handout $2.50 - Text outline (5 pgs) ■ #N102401-A14 Advanced Ethnography - Hy Miriampolski — $15.50 ■ #N102401-H14 Handout $1.00 - Topic outline ■ #N102401-A04 What I wish I’d Known - Judy Langer — $15.50 ■ #N102401-H04 Handout $3.00 - Session notes (6 pgs) ■ #N102401-A15 Too Few Recruits Show Up: Bad Luck? Now What? Panel: DePaulo, Martin, Rosenthal, Kahle, Shugoll — $15.50 ■ #N102401-A05 Birth to Death and Various Junctures in Between: ■ #N102401-H15 Handout $6.00 - PowerPoint presentation (13 pgs) Exploration of Lifestage in Q R - Jean Bystedt, Diane Fraley — $15.50 ■ #N102401-A16 Analyzing and Writing Where The Air is Thinner - ■ #N102401-H05 Handout $2.00 - Session notes (4 pgs) Barbara Egel — $15.50 ■ #N102401-H16 Handout N/C - Topic outline ■ #N102401-A06 Field Committee Panel: QRCA, Building Bridges - Anndel Martin $15.50 ■ #N102401-A17 CPS - SpringQuick - Sessions I & II ■ #N102401-H06 Handout $4.00 - Case studies (8 pgs) Gregg Fraley, 2 - tape set — $23.25 ■ #N102401-H17 Handout $2.00 - CPS tools (4 pgs) ■ #N102401-A07 Reinventing the Research Wheel - Modifying the Focus ■ Group Format - Carey Rellis, Linda Binder — $15.50 #N102401-A18 Professionalism Committee Panel: “So You’re A ■ #N102401-H07 Handout $2.00 - Text/Outline (10 pgs) Qualitative Research Consultant...But How Competent Are You?” Panel: Harris, Kahle, Balch, Silverman — $15.50 ■ #N102401-H18 Handout $2.00 - Outline/ Professional standards (4 pgs) ■ #N102401-A08 How Can You Move Forward If You Don’t Know Which Way To Go? - Parker Hurlburt — $15.50 ■ ■ #N102401-A19 A Comparison of Innovative Qualitative Research #N102401-H08 Handout $12.50 - PowerPoint presentation (25 pgs) Methods - Lisa Kindig, Mary Cowden — $15.50 ■ #N102401-H19 Handout $20.00 - Power Point presentation (46 pgs) ■ #N102401-A09 Unleash the Power of Projectives - Session I Siri Lynn, Rosalia Barnes — $15.50 ■ #N102401-A20 The Cognitive Unconscious - ■ #N102401-H09 Handout $6.00 - PowerPoint presentation (13 pgs) Mike Nestler, PMRS — $15.50 ■ #N102401-H20 Handout $7.00 - PowerPoint presentation (14 pgs) ■ #N102401-A10 Unleash the Power of Projectives - Session II Siri Lynn, Rosalia Barnes — $15.50 U.S. orders add $5.00 postage ■ #N102401-H10 Handout $2.00 - PowerPoint presentation (4 pgs) International orders add $15.00 postage

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The Business Value of Emotional Intelligence By Scott Hayward [Reprinted by permission from the January 2002 issue of In Brief, the magazine of the British AQR]

he 2001 annual ESOMAR Worldwide Qualitative Research Conference was held In Budapest, a city of faded elegance and gritty Eastern Bloc decrepitude that seems T only sparingly adorned with digital technology. The cityscape has a curious, time- warp ambience, with one brave foot in the late 1990s and the other still in the Soviet era. Like the city itself, the collection of papers around the theme of “The Business Value of Emotional Intelligence” proved a mixed architecture. The best of the bunch gave insight into the intellectual, creative, or strategic role of emotion in understanding and communicating with the consumer. Others offered an emotionally provocative view of the twists and turns of the marketing research process in a particular culture. Some, regrettably, did neither.

Subjective Experience in Branding powerfully in illustrations of various Disappointing Presentations One high point was a paper by relationship traits, and the values The meeting also had its share of James Parsons and Sarah Castell on the attributed to the products involved. disappointments. Like bad architects, role of subjective (or relative) experience some contributors apparently forgot their in informing consumers’ relationships Middle East Research audience and erected impenetrable walls with brands and advertising. Subjective of verbiage through which little light of experience (perceptions, evaluations, I was also struck by several contri- emotional insight shone. Others ignored decision-making, etc.) dwells more or butions from qualitative researchers in the maxim that “one brick of humour is less exclusively in the emotional domain, more distant cultures. Dipen Mehta and worth a thousand tons of slab-poured as opposed to more rational frameworks Daksha Desai of the UAE blended sharp academic rigor”, and pummelled the relied on traditionally by researchers for humour, music, and vivid visuals in their audience with relentless monologue. Still understanding consumer truth and rapid-fire exposition of how recent social others dashed madly down so many reality. trends and cultural changes in the Middle corridors of information that, at end of East have challenged market researchers their allotted time, the viewer recalled Parsons and Castell offered up some to revise their models of consumer excellent video examples of this new little more than a blur. And some values, marketplace behaviour, psycho- otherwise excellent ideas simply got lost wave of subjectivism from pop culture graphic segments, and the like. (e.g., the film The Matrix, and recent in the translation: if it’s got to be in advertising from Budweiser and Contemporary television commer- English, it really does need to be in Guinness) that brought the argument to cials from their home market not only understandable English. life. Heady philosophical stuff, but well illustrated their points nicely, but also thought out and imaginatively presented. provided a fascinating look into how Next Year in Boston brands speak to consumers in Middle Eastern cultures (to my eye, a strange In the end, the conference, like Children’s’ Research: Fairy Tale and wonderful mix of East and West). Budapest itself generously rewarded the Archetypes Such are the “accidental” discoveries intrepid visitor willing to ignore some Another “keeper” was Viviana that make international meetings like this discomfort. But if I called the shots, the Codemo’s charting of an innovative worth the price of admission! judging of papers for next year’s approach for studying the child-product qualitative research programme in relationship called Kid’s Eye. Its guiding Benneton in India Boston should require not just submis- sion of the “blueprint” (abstract or paper theory proposes that characters from Fascinating also was the marketing classic fairy tales act as archetypes in summary), but a three-dimensional saga of an international Western brand architectural scale model of the whole children’s minds, expressing values that (Benetton) on the Indian subcontinent. can be used to study the emotional edifice (e.g., sample video footage of the The report brought to life (through presenters). This would insure a confer- relationships children form with prod- superb colour images and music) the ucts. ence “architecture”’ that we could mind-boggling historical, social, cultural, admire uniformly. ■ Her illustrations from classic and economic diversity of modern India, literature were set to music throughout, and how a brand like Benetton could which involved the listener subtly yet hope to approach this. Good stuff. 20 QRCA Views

Get Out of the Dark and Write on the Walls By Mindy Predovic

ired of clients in the backroom who joke around, mock participants, and go about their own business instead of paying attention to the discussion in front of them? Then Susannah Childers can help you get those clients involved! She pre T sented the “LearningConnet” process to the Chicago Chapter of the QRCA on February 8th, 2002. The LearningConnect process directly connects your clients with real people by utilizing graphic tools to guide conversations and organize information. This technique is rooted in organizational behavior principles and facilitates group knowledge building. Here’s how it works: Ten to twenty consumers are resents the benefits of that recruited for a 3 hour session, and idea, the bottom of the moun- divided into 3-4 mini-groups (3-5 each). tain represents the barriers, Two client team members are assigned to and the pathway through the each mini group. Since several mini- mountain represents solu- groups are going on at the same time tions. Participants call out the (each doing their own exercises), you’ll benefits, the barriers, and the need a pretty big room. solutions while the 2 client team members record these The groups utilize easel paper sized on post-it notes, which they graphic templates to direct the conversa- stick on the appropriate parts tion. There are templates for just about any of the template. marketing-related topic you can think of, From left: Susannah Childers of Ah-Ha Your work as moderator comes from new product development to brand Consulting, Chapter Co-chairs Carey mostly in the preparation and analysis of imagery. Many of the templates include Rellis and Melissa DeLuca. metaphorical drawings. For example, one the session. Your job during the session depicts a mountain range: an idea is writ- is to make sure things run smoothly. If continued on page 26, col. 1 ten in the sky. The top of the mountain rep-

Word of Mouth Word-of-mouth also has applications • Remind people of what you want for our work. By offering clients word- them to say about you through Marketing of-mouth focus groups they experience newsletters, speeches, phone calls, By Wendy Dodek real customers talking to real prospects, articles, and books. and thus gain real feedback on their • Run events, such as seminars, product. This is done by recruiting a workshops, advisory groups, and he New England Chapter’s mixed group of both enthusiastic users peer learning. December meeting featured 2 and skeptical non-users. The users are • Offer a unique product, such as a veteran QRCA member George then asked to “sell” the product to the T 1 unique specialization or research Silverman’s presentation on “word-of- non-users who, if newly convinced, are design. mouth marketing.” George launched his then asked what changed their opinions. presentation with a magical illusion to There were many tips during the George offered tips on how word-of- illustrate the “illusion” that advertising session, and of course George’s humor mouth marketing can also be used to alone sells products. He demonstrated and presence contributed to an entertain- grow our own businesses, such as: that a product’s reputation is also critical ing and informative evening. and that reputation is spread through • Get people to talk about you. Be word-of-mouth. unusual, stand out, or maybe even be outrageous. 1 George was a pioneer in the use of He asked us to name a product that telephone focus groups and most we were excited about. As soon as • Collect and use testimonials. Ask clients what they like about recently authored “The Secrets of Word- someone mentioned a product (e.g. low- of-Mouth Marketing: How to Trigger fat cake that is also tasty), the entire working with you and write down every compliment. Ask for Exponential Sales through Runaway room began asking that person questions Word of Mouth”. (e.g., what was in it? where could they permission to quote. 2 buy it?). George explained that such • Seek referrals from satisfied clients. But who still meet the target market ■ word-of-mouth is persuasive, because it Ask, “Who else should I be profile and are not outright “rejecters”. offers source credibility and substitutes speaking to who will benefit from for first-hand experience. my services?” QRCA Views 21

Creativity Tools for Moderators – An Interactive Workshop Report on the New York Regional January Chapter Meeting By Pat Sabena romise and deliver on a creativity session and they will come! That’s P what happened when the New Force Fit York Regional Chapter announced Maryanne Pflug’s presentation on Participants also learned to”Force brainstorming and creativity tools for the Fit” by connecting two apparently January 18th meeting. Although creativity different ideas, concepts, or things sessions are ideally small in scale, previously unrelated. Using this tech- interest was so high that 42 attendees nique to design, for example, the participated (and we had a waiting list in bathroom of the future, our output was case of any last-minute cancellations). prodigious, revealing, and hilarious. Claire Heffernan introduced Maryanne, and mentioned that she had Mind Mapping twice been her instructor at the Creative I have been using Mindmapping for Problem Solving Institute of the State Maryanne Pflug and Claire Heffernan at years, but I was pleased to come away University of New York, as well as being the New York Chapter Meeting. with a deeper second-step way of using a commercial instructor of moderating that technique, even on the most mun- skills. Maryanne has also been QRCA dane topics. Beyond the usual Mind- Vice President, Treasurer, and 2000 mapping brain-dump, sun-rays template, Conference Co-Chair. Maryanne recommended attaching Looking out over the decidedly staid lengths of butcher paper (or flip chart and uncreative classroom seating, paper tacked end to end) on the wall, and Maryanne immediately launched into a have respondents walk up to elaborate number of icebreaking techniques that and diagram links of attributes, benefits, quickly changed the energy as well as and emotions. I’ve since tried this out the arrangement of the room. She and found it far superior to what I was skillfully integrated the ground rules, doing, illustrating once again that even principles, and techniques of brainstorm- old dogs can still learn new tricks. ing, with insights about using these in qualitative research setting, including how to: Rapt audience Brain Writing • appease the client who wants at New York Chapter Meeting. Maryanne also spent some time on “valuable and insightful” ideas at “Brain Writing,” the silent and spontane- the end of a 90-minute focus group. ous production of ideas on paper, with • use creative techniques to give life circulation of these ideas to others who to seemingly dead focus groups. “hitch-hike” or “piggy-back” further ideation. Using this technique, the group • elicit widely divergent ideas within came up with scenarios for the focus a group setting. group facility of the future that would make our esteemed profession even more Crawford Slip Method rewarding on a day-in-and-day-out basis. In this dynamic, interactive session, (Think about light, color, size, scenic, participants charted the direction of the shape, sound and climactic flexibility!) group through the Crawford Slip Method. This generates a large number Call Maryanne of prospective topic areas (Diverging), A hint to other chapters. Call and the most intrigued ones were starred New York Chapter Meeting attendees. (Converging). Maryanne for her calendar to see when she might be able to present this session again in your area. You won’t want to miss it. ■ 22 QRCA Views

Strengthening the Foundation for 5. When changes are made in Qualitative Research recruiting or in scope of services, By Mimi Nichols provide the moderator with written notification of cost implications or scheduling changes. ecently, the QRCA hosted a meeting for members and senior level facility 6. When a project is awarded, representatives. It was related to major issues commonly experienced in the provide the moderator with one key R execution of qualitative research. The goal was to develop action steps which contact at your facility. Multiple contacts will improve the research process, and which can be implemented immediately. allow for confusion and possible Communications 1. When a project is awarded, breakdowns in communication. provide the moderator with a detailed Not surprisingly, communication 7. Re-screen respondents several confirmation of the services to be between moderators and facilities days in advance of the groups, so that provided, including your understanding seemed to be the area which produced any adjustments or replacements can be of recruiting objectives and expectations. the most “glitches” and yet allowed the made. Hopefully, this will avoid This insures mutual agreement on the most opportunities for enhancement. “nonqualified” respondents in the recruiting objectives and specifications. While we weren’t always in agreement groups. on what should be acceptable guidelines 2. Provide the moderator with a 8. When moderators come to your or standards, we did all agree that the written confirmation of the scope of facility, have your manager say “hello” qualitative research process necessitates services to be provided. Include costs; to show you care and that you are a partnership between moderators and recruiting timelines (including estimated involved. facilities. It was apparent that we share start and end dates); reporting schedules the same goals and objectives for with format and information to be 9. Finally, provide nametags, as providing quality research and services included, and; any financial requirements moderators can’t be expected to remem- to clients, and that enhancing communi- related to advances or payments. ber names! cations would benefit all. Further, we 3. Provide the moderator with timely Many of these points may seem like agreed that additional client education and proactive communications related to “no brainers,” but apparently they are would also help. any problems, issues, or key findings real issues faced frequently in the Nine Steps For Facilities during the recruitment process. qualitative research process. I urge all moderators to include these items as part As a result of this wonderful 4. When issues or problems do arise, of their standard list of expectations of brainstorming session, I came away with provide the moderator with suggestions facilities. I would also like to encourage nine steps that can be taken by facilities or options. Remember, you are the field facilities to incorporate these items into to improve communications with experts and moderators look to you for their standard scope of services pro- moderators, and hopefully they will be your expertise. vided. Let’s work together to build a become the standard. strong bridge for communication. ■

Western New York State Chapter is Along with being a celebration, this Participants expressed interest in was also a getting to know you and attending meetings as a way to network; Off and Running! planning meeting. Michelle Soto helped share ideas, issues, and success/horror By Lana Limpert by directing a playful ice breaker, and stories, and learn about new techniques. Claire Heffernan facilitated a spirited With a Yahoo! discussion board in place conversation about meeting timing, (thanks to Stan Caplan), chapter mem- Six current and six potential QRCA frequency, and topics. Our three favorites bers now have the opportunity to connect members met on January 11 to celebrate were Online, Ethnography, and Technol- between formal meetings. Nan Burgess- the chapter’s beginning. We were thrilled ogy Tools. Some of us agreed to adopt a Whitman will help in this effort by to have the opportunity to meet and meeting and either present the topic or serving as the chapter’s Communication exchange stories. Like travelers returning find someone to do so. Mary Cowden Coordinator and writing press releases from an adventure with news from the will present first on Online Research at about chapter activities. world, we were happy to talk with others our next meeting in April. With a surge of enthusiasm all who “share a language.” around, the WNY State Chapter is off and running! ■ QRCA Views 23

MRA/QRCA Joint Committee Examines Security and Confidentiality Issues A report on a Washington, DC Chapter meeting By Reyn Kinzey

he MRA/QRCA Joint Committee facilitation, more than has established a task force to moderation, tries to T examine confidentiality and synthesize attitudes, security issues affecting both moderators and Mark helped us to and facilities. The task force is looking form something of a specifically at issues that could compro- consensus: We’re mise our projects’ integrity, by exposing really most concerned data, prototypes, or even our clients’ about the integrity of identities more than they need to be recruiters and other exposed in the course of market research. facility personnel and the casual or loose The task force, chaired by Mark treatment of faxes, Herring (QRCA), includes Nancy Farkas messages, and materi- (QRCA), Elaine Herron-Cravens als left around the facility. Further, our selling corporate secrets to competitors: (MRA), Jan Newman (QRCA), and concern is not at all that we think any We’re concerned that they might, for Mary Swart (MRA). Becky Day facility personnel would willfully violate example, mention they are testing a (QRCA) is serving as the liaison clients’ integrity: We’re concerned that prototype in a test market while they’re between the task force and the Joint many of them are young and simply drinking in the local bar. And who knows Committee. don’t understand the sensitivity of what who’s listening in a bar. The task force is currently collecting we do. We’re not concerned about their And one further conclusion began to data from as many QRCA and MRA surface in our conversation: Maybe Chapter members as possible. This we don’t always fully appreciate data will be used to develop and security issues ourselves. A publish guidelines for qualitative “number of us” – pardon the researchers and facilities to moderator expression – freely incorporate into their project admitted that security concerns are procedures. pretty low on our conscious set of The DC Chapter was the first concerns. We know that they are chapter to host a meeting as part of important, but in the day-to-day this data collection process. Mark bustle of getting recruiting done, Herring, the chair of the task force, getting clients’ food orders, and who is trained as a facilitator as looking at the new creative that well as a moderator, facilitated the arrives 5 minutes before the first meeting. We shared our concerns, group, security is not as high on our which is what the task force needs, list as it should be. and, as one of our rewards, we were able Mark Herring facilitates a discussion These days, we should all know to watch Mark demonstrate some of the of security issues at a meeting better. subtle differences between moderation of the DC Chapter. and facilitation. The task force would appreciate it if other chapters would devote a meeting or Both moderation and facilitation half a meeting to discuss these issues and seek to discover as many diverse report back to the task force. Mark concerns and issues as possible, and Herring can be reached at chapter members had no trouble at all [email protected] or 610/296- filling up flip chart pages with over 20 7489. ■ concerns about security at facilities. But 24 QRCA Views

“Get To The Good Stuff” Video Marker Training Session New England Chapter Meeting By Lisa Brown

n preparing reports, every qualitative researcher has spent countless hours searching through videotapes for the “good stuff.” On January 28, the New I England Chapter learned of an alternative method called “VideoMarker”, a product that allows researchers to “mark” all the key moments of a group while they are happening. At the end of the group(s), the moderator leaves the facility with a CD with the highlighted “clips” saved in a separate file. The key benefits are efficient content management and; enhanced presentation (e.g., export clips into PowerPoint). The technology is two small, hand-held “marker” devices, one for use by the moderator and the other for use by the client in the back room. During the group, each one can mark important clips by pressing the button once at the end of the comment. Since the entire session is recorded on the CD (not just the marked passages), the researcher uses the CD to quickly locate and edit the clips. The clips are identified by user (moderator or client) and can further be identified by name or topic. Clips can have comments added, including ratings on a 1-5 scale. For example, one could sort all the clips marked by the moderator that were rated 4 or 5 and related to, for example, “quality.” Views Alert!! Overall, member reaction was positive. Some asked about additional services, such as the ability to transfer videotape to CD to search, sort, and export, and others The Post office mishandled 25- were interested in having more than two markers available (e.g., for multiple clients 30 Winter Views (conference issue) in the back room). and we were not aware of this until approximately 6 weeks after the It is important to note that the product is facility-based (i.e., the technology original mailing. The mishandled resides at the facility), so it’s not something individual moderators can buy for issues have been re-sent. themselves. There are approximately 75 facilities nationwide currently offering it. Also, the program is PC based (i.e., it does not run on MAC). Some however wanted The Post Office has apologized a portable device to be used at non-participating facilities, or for off-site research to QRCA and we are passing that (e.g., trade shows, in-store research, etc.). apology on to you. The price is $350 per focus group (or 2.5 hours worth of IDIs), up to a maximum of $1,050 per day, and is added on to the facility invoice. Clients interested in video reports have been the early adopters.

The OH/PA Chapter Looks at

Professional Competency We then reviewed the draft version By Allison Glackin of the Standards of Professional Compe- tency and the Self-Assessment Tool from the QRCA Professionalism Committee. he Ohio/Pennsylvania Chapter met on January 11 at Service Industry Re- Diane Harris was kind enough to come search Services in Northern Kentucky, who graciously hosted our to Cincinnati to present this draft and T meeting at their newly expanded (and absolutely gorgeous) focus group moderate our group of moderators (a facilities. thankless job). We hope that we provided The meeting began with introductions, moderated in a spontaneous and friendly the Professionalism Committee with manner by Judith Robinson, our chapter co-chair. She suggested we each tell the helpful input. It certainly gave each of us group about our “best holiday gift.” This turned out to be a great way to learn more the opportunity to reflect on their own about each other, as the gift stories revealed information on our families, our holiday skill levels, and to identify areas for traditions, and what we value. I have already applied this approach with respondent continued growth and training both as introductions in a project this week, where it also proved to be effective. individuals and as a chapter. QRCA Views 25

The Seven Rites of Passage for Independent Consultants By Bruce L. Katcher, Ph.D. and Jeffry M. Mead 77

ow do you know when you’ve really made it as an independent consultant? focus on price over quality usually Sure, you can look at your net income, but that often doesn’t tell the whole represent more trouble than they are H story. We believe that to be successful, your consulting businesses must pass worth. through seven major and predictable rites of passage before you can feel reasonably 7. Weathering Your First Dry Spell confident you have built a successful practice. Have you passed through them all? It is inevitable that your consulting 1. Turning Down a Full-time Job asking for referrals or through targeted business will encounter ups and downs. The acid test of your commitment to marketing. A successful consultant must Successful businesses are able to persist self-employment is turning down the know that he or she can proactively during the down turns. This may mean offer of a full time job. Until you face generate business. Doing so lends increasing your marketing activities, this test, you will not really know the credibility to your skills/services in the digging in to your savings, or fine tuning depth of your commitment. And, without eyes of potential clients and builds self- your services to meet the needs of the full commitment, your business has little confidence. current market place. Those who likelihood of succeeding. Inexperienced 4. Saying No to Business seriously consider punting will not pass consultants believe that they can use through this critically important rite of You must be able to turn down consulting assignments as an entree to passage. Economic downturns, changes business because it does not fit your full time employment. While this may in the delivery or nature of your busi- expertise, fee structure, or business work once or twice, the word quickly ness, new products and services are the model. For example, for many consult- gets out. Employers want full attention to dynamic reality of the marketplace. They ants it is very important to say no to the successful completion of the assign- will inevitably occur. Thinking about subcontracting opportunities. Such ment. your business niche and coming up with opportunities often do not pay as well counter cyclical products or services is 2. Developing a Focus and do not allow for referrals from the an example of the due diligence needed Beginning consultants often client. Saying no to business puts you in to be successful in the long term. Forging flounder because they lack a clear focus. charge of your destiny rather than being relationships with peers and competitors They are unclear as to exactly what a victim to the ups and downs of the in good times can pay off in tough times. service they provide and for whom they marketplace. Business is like a river. It’s always provide it. Developing a clear under- 5. Investing in Your Business flowing, sometimes fast and sometimes standing of the service you provide and A new computer, new telephones, a slow; sometimes near where you’re your target market is another key rite of web site, and a marketing brochure all standing and sometimes around the bend passage. Clients are wary of consultants require investments of time and money. and behind the trees. But don’t kid who claim to do everything and any- Until you are willing to invest in your yourself into thinking that it isn’t there thing. If you can’t/won’t spend the time own business, you’re not really serious because you’re not wet! to analyze what you’re good at and for about your business. When you purchase In Conclusion: whom your services have value, clients the needed goods and services to make will shy away. Establishing a successful consulting yourself successful, you are making a business is a gradual process that passes 3. Selling Beyond Your Immediate powerful statement and validating your through predictable stages. You can Circle existence as a consultant to yourself and assess the strength of your business by Many consultants begin their the marketplace. how many of these seven rites of passage practice by selling to their former 6. Increasing Your Fees you have successfully traversed. Even if employer, current business contacts, Experienced consultants have you’re an experienced consultant, these family, and friends. This is a valuable proven to themselves and to others that predictable gates can pop up in different first step and a relatively easy way to get they provide value. They therefore feel configurations at any time, even if started. Selling outside of this inner justified and comfortable raising their you’ve successfully passed through them circle is another key rite of passage. It is fees. “You get what you pay for” is a before. While you can’t stop bad things important that new sales leads emerge as reality in the marketplace. The vast from happening to you, you can plan and a result of intentional business develop- majority of clients are looking for quality prepare how you will deal with them ment efforts on your part such as by ■ first and price second. Those clients who when they do happen. 26 QRCA Views continued from page 15, col. 3 Managing the Virtual Back Room… process. David Van Nuys advises, “If, capability to communicate with the Call For Papers during a real-time group, clients come up moderator via the message board exists, For QRCA Conference in Casey Sweet (Co-Chair of the Online with a probe or follow-up question they Toronto in 2002 want me to ask, I instruct them to ask it Task Force) reports that, “Observers in such a way that I can just copy and often find it more convenient and paste their question, which saves me the quicker to talk to me on the phone or via Got a good idea? Feel the urge to time of having to retype it. So, I try to email, especially when it is their first help your fellow-members Catch teach them to send me something along board. On the phone, they can summa- the Changing Tide? Got a fresh the lines of ‘What specifically bothered rize many thoughts at once and brain- angle on partnership and synergy? you about the company’s service?’ rather storm with me about further probing.” Please email or fax your synopsis than, ‘Ask them what specifically For the same reason, and because of the by Friday April 5th to the Confer- bothered them about the company’s close physical proximity they may have ence Speaker Co-chairs: Barbara service.’ Even though it’s a small thing, to each other in an office, observers will Rosenthal and Barbara Graham. I find it helps to keep the group rolling often choose to communicate with each along at a better pace.” other in person or by phone rather than Their contact information is: within the board. Thus far, this discussion has Barbara Rosenthal: phone: 301- centered primarily on real-time chats. Casey goes on to point out that in 365-3118; fax: 301-365-3118; ; What about message board discussions terms of client management, message email [email protected]; (also referred to as bulletin boards)? boards offer a unique advantage over Brenda Graham: phone: 416-440- Bear in mind that with message boards, real-time online groups. “The beauty of 1016; fax: 416-440-1468; email: all participants visit the board at their this asynchronous format is that greater [email protected] convenience – ideally two or three times depth of inquiry is possible and there is during each day the board is in session. time to speak and strategize during the Synopses should include the Because message board groups stretch conduct of the board. With the real-time following elements: over several days rather than 90 to 120 venue the inquiry is less involved and the minutes, there is little need for instanta- pace is so fast that split second decisions • A title that will both intrigue neous communication between observers are the norm with little discussion.” Not and inform. and the moderator. Thus, ‘back room’ only can this be an advantage over real- • An outline, including a management in the course of a message time online groups, but over face-to-face “Benefits Statement” about board discussion is less critical. and telephone groups as well. what audience members can Observers of message boards can expect to gain from attending your session. converse online with each other and to Want More Info? the moderator by inserting their own • Target classification (i.e., who posts into the discussion thread. Posts by This article has covered some of the is this session most observers will typically appear within the issues involved with back room manage- appropriate for). discussion thread in a different font or ment in online qualitative research. For • Your qualifications (a brief with a different background color to further information, contact the author or bio: field experience as well make them easy to spot by other observ- any member of the Online Task Force, or as speaking experience). Note ers and the moderator. (As with real-time post your inquiry in the Online Issues that the brief bio should ■ chats, posts made by observers are never folder at the Delphi Forum. ideally be capable of being seen by respondents.) While this lifted and put straight into the conference brochure. continued from page 20, col. 3 If you do not wish to speak Get Out of the Dark… yourself, please feel free to you are frightened at the thought of responsible for coming up with the next recommend someone else, regard- letting your clients talk directly to their question or leading the discussion. less of whether they are a QRCA customers, consider this: member or not. 3) You can utilize the whole 1) Prior to the session, you will process, or just the templates when you train your clients on how to check their think they might elicit useful information biases at the door and avoid leading in your typical group discussions. Either questions. way, client teams appreciate the process, 2) The templates guide the as it allows them to directly interact with conversation, so your clients are really their customers. ■ acting as note-takers. They are not QRCA Views 27

Usability: It’s More Than Just Testing Websites By Karen Karges

It’s the night before your kid’s birthday, and you’re trying to put together a Robot Transformer. You unfold the instructions and gag when you see the number of steps involved. When you start reading the instructions, you realize that they’ve been translated from Chinese by someone who doesn’t know English very well. You kick yourself for not just giving the kid cash instead. You find a website address on the The Upper Midwest Chapter of the reasons: to improve the quality of the package of your favorite Lavender soap MRA sponsored two usability testing customer experience, to uncover prob- you can usually get only in Paris or seminars (January 25 and February 1, lems or difficulties in usability, and to Provence. You are thrilled! When the site 2002), at a local facility with a usability redesign systems (websites, instructions, pops up, you see pictures of beautiful lab. Jeff Walkowski, Marilyn Rausch, software) to improve usability. He lavender fields, but no soap. You look all Jean Nordgren and I each attended one discussed several usability research over the site but can’t find the soap. of the two sessions. The presenter was techniques familiar to qualitative After 20 minutes, you click on “Toilet- Dean T. Barker, president of Interface researchers. Architecture, a local consulting firm ries” and there, at last, is the soap you • Field observation or ethnography love. Then you try to order it. You finally specializing in customer experience • In-depth interviews give up and book a trip to Paris. research and user interface design for websites and software applications. He • Discussion groups As you download your new database says usability testing is one component • Surveys software, you can’t wait to get all of your of usability engineering, which considers client information in one place. But Barker also talked about some human factors in order to design usable before you can start entering names and additional techniques which may be less products (e.g., websites, software, addresses, you need to set up a template known to most of us: instruction manuals). Quoting from “The with spaces for name, title, address, Free On-line Dictionary of Computing,” Participatory Design Sessions: In phone, email, etc. Looking at the screen, Mr. Barker defines usability as “the “Usability Engineering,” Jakob Nielsen you can’t figure out how to start. You effectiveness, efficiency and satisfaction (one of the early experts in this field) consult the manual and find 68 pages of with which users can achieve tasks in a says that since users are not designers, it small print about setting up templates. particular environment of a product.” is often difficult for them to create ideas The software goes back on the shelf, High usability means a system is easy to from scratch. But he says users can react never to be used again. learn and remember, efficient, visually to concrete designs and talk about what These are just three examples of pleasing, fun to use, and quick to recover they like and don’t like, or what won’t product designs that failed to include from errors. work in practice. In a participatory usability testing in the engineering design session, potential users view Barker noted that usability is related process. The end result: products that various designs in a form they can to several disciplines, including: consumers cannot use. understand, such as a prototype. In • Ergonomics/human factors earlier phases when prototypes are not I recently learned from a colleague • Design available, website screen designs, or in human factors engineering that the even paper and pencil drawings, can be • Engineering way I defined usability testing was far used to prompt discussion. Respondents removed from the way human factors • Social and cognitive psychology look at these and indicate their likes and engineers define it. Later, when I read • Computer science dislikes, and how they would improve Reyn Kinzey’s article on usability testing • Artificial intelligence the design. in the winter edition of Views, it was like • Marketing research déjà vu. He said a lot of human factors Walk-throughs: In “A Practical engineering design types would take a He says usability engineering and Guide to Usability Testing,” Joseph S. pretty dim view of what we qualitative marketing research share several areas of Dumas and Janise C. Redish describe a researchers call usability testing. Equally commonality. “We’re both a part of walkthrough as a peer-group review of a interested in the topic, Jeff Walkowski product development. We’re both technical product. Walk-throughs can be and I set out to learn more and see if we involved in market introduction, market used to review specifications, designs or really knew what we were talking about. growth, market maturity and decline. We programming code. During a walk- While planning a panel discussion for share clients and projects, facilities, through, the product-development team our Minnesota chapter, we received an research techniques, terminology and literally walks through the specifications invitation to a usability seminar from the goals, and last but not least—custom- or program code one step at a time local MRA chapter. We decided to check ers!” looking for bugs. it out before continuing our own investi- Why do we conduct product continued on page 30, col. 1 gation. evaluations? Barker lists some key 28 QRCA Views

Welcome New Members Members should be principals or employees of independent market and social research companies. All applications are reviewed by the Membership Committee. For membership applications, contact QRCA at 888-674-7722. For questions about qualifications, contact Etta Kinney at 650-598-0323 or Gillian Tuffin at 416-488-7998.

Cindy Atlee Catherine Forrest Andrew Mockler Kohlman Atlee IPSOS-REID Berwick Mockler & Associates 4853 Cordell Avenue - PH12 1700 Broadway - 15th Floor 9 Washington Avenue Bethesda, MD 20814 New York, NY 10019 Pleasantville, NY 10570 Phone: 301/656-5525 Phone: 212/584-9279 Phone: 914/747-8581 Fax: 301/652-9141 Fax: 212/265-3790 Fax: 914/747-8077 Email: [email protected] Email: [email protected] Email: [email protected] URL: www.kohlmanatlee.com Mary Gadbois David Morrison, MBA Isabel Balboa Gadbois & Associates Twentysomething, Inc. Balboa Consulting 1013 Floral Avenue SE 181 Timothy Circle 4766 West 134th Street - #7 Grand Rapids, MI 49506 Radnor, PA 19087-4647 Hawthorne, CA 90250 Phone: 616/243-2737 Phone: 610/940-1570 Phone: 310/679-1604 Fax: 616/245-6635 Fax: 610/940-5870 Fax: 775/703/5411 Email: [email protected] Email: [email protected] Email: [email protected] URL: www.twentysomething.com Kevin Goetz Angelica Beard BBMG Entertainment, Inc. Paris Patton The Mellman Group, Inc. 8430 Santa Monica Blvd - Suite 203 Sachs Insights 1000 Thomas Jefferson Street, NW-#520 Los Angeles, CA 90069 200 Varick Street Washington, DC 20007 Phone: 323/650-3933 New York, NY 10014 Phone: 202/625-0370 Fax: 323/650-3937 Phone: 212/924-1600 Fax: 202/625-0371 Email: [email protected] Fax: 212/924-8241 Email: [email protected] Email: [email protected] URL: www.mellmangroup.com Lisa Gray URL: www.sachsinsights.com QRC Inc. Edward Bikales 10940 Wilshire Blvd. - #1600 Joel Reish Snippies Los Angeles, CA 90024 Next Level Research 450 Seventh Avenue - Suite 3803 Phone: 310/443-4187 130 Ridgeland New York, NY 10123 Fax: 310/443-4188 Atlanta, GA 30305 Phone: 212/594-7453 Email: [email protected] Phone: 404/261-9565 Fax: 212/594-7454 URL: www.qrconline.com Fax: 404/261-9566 Email: [email protected] Email: [email protected] URL: www.snippies.com Bill Gudelunas URL: www.nextlevelresearch.com David Binder Research Lyn Ciocca 44 Page Street Lili Rodriguez Wellness Resources Co. San Francisco, CA 94965 RAPID Research & Strategic Planning 157 West 78th Street - #6 Phone: 415/621-7655 160 Oak Street - Suite G-1 New York, NY 10024 Fax: 415/621-7669 Glastonbury, CT 06033 Phone: 212/787-5570 Email: [email protected] Phone: 860/657-9718 Fax: 212/787-2685 Fax: 860/657-9894 Email: [email protected] Timothy Koalzer Email: [email protected] EquiBrand Consulting URL: www.rabidresearch.com Ruben Cuellar 1100 Moraga Way - First Floor Hispanic Focus Unlimited Moraga, CA 94556 Terri Sterling 303 West Park Avenue Phone: 925/262-4015 Sterling Communications Pharr, TX 78577 Fax: 925/262-4015 1427 Margaret Close Phone: 956/797-4211 Email: [email protected] Murfreesboro, TN 37130 Fax: 956/797-4244 URL: www.Equibranding.com Phone: 615/848-6852 Email: [email protected] Fax: 615/848-6853 URL: www.hispanicfocusunltd.com Lori Malcom Email: [email protected] The Farnsworth Group Melanie Derr 6640 Intech Blvd Lynnette Van Dyke Decision Insight Indianapolis, IN 45278 Knowledge Systems & Research, Inc. 106 West 14th Street - Suite 2500 Phone: 317/241-5600 500 South Salina Street Kansas City, MO 64105 Fax: 317/227-3010 Syracuse, NY 13202 Phone: 816/221-0445 Email: [email protected] Phone: 315/470-1350 Fax: 816/221-9955 Fax: 315/471-0115 Email: [email protected] Donna McPhail Email: [email protected] URL: www.decisioninsight.com McPhail Marketing/Communications Inc. URL: www.ksrinc.com 64 Olive Avenue Gary Dreyer Toronto, ON M6G 1V1 Hugo Van Veen InFocus Strategic Research Phone: 416/535-2702 Round Table Consultancy Group BV 880 Chestnut Lake Drive Fax: 416/538-0534 Herengracht 122 Marietta, GA 30068 Email: [email protected] Amsterdam, 1015 BT Phone: 770/565-6760 Phone: 31653181002 Fax: 770/565-0852 Fax: 31200382562 Email: [email protected] Email: [email protected] URL: www.roundtable-research.nl QRCA Views 29

Building Bridges – January San Francisco Chapter Meeting By Peggy Allen Lizaur

The San Francisco Chapter stepped “out of the box” at our January 11th meeting. Instead of the tradi- tional speaker/audience format, we invited 9 local facility owners and managers to discuss moderator/ facility relationships with 20 QRCA members on the topic of “Building Bridges.” [See related article by Mimi Nichols on page 22 of this issue.] At the beginning of the meeting we were assigned to small groups to discuss case studies developed by a joint MRA/QRCA team Recruiting: (which were used in a successful seminar at the QRCA Conference last fall). After an • Start early. Give facilities at least hour, we joined forces to hear reports from each group and share ideas. The most two weeks to recruit. One benefit of important theme was communications between moderator and facility staff and this is that allows more time to test between moderator and client. Some of the suggestions for moderators are below. a difficult screener and consider Proposal Stage: options before relaxing requirements. • Add a clause indicating that changes may result in cost increases. • Listen in on a few recruiting • Include a contingency budget for overruns. interviews if possible. • Ask facilities for a detailed cost sheet including extra charges such as copying, • Manage your client. For example, equipment rental, etc. let them know if a change may Project Kick-Off: result in a cost increase. • Establish a friendly, collaborative tone from the beginning. • Share learnings from recruiting in • Provide clear, written information to the facility project manager about the scope other cities. and objectives of the project, project dates, and respondent requirements. • Create a paper trail to avoid • Review the materials carefully with the project manager and anticipate misunderstandings, especially problems. related to costs. • Let the facility know if you want feedback on the screener. (Some moderators • Avoid surprises (e.g., tell the facility don’t.) when to expect a package delivery). • Ask for what you want. Let the facility know about special circumstances or At the Facility: requirements (e.g., a new client that you’re trying to impress; product purchase; • Treat facility staff with respect. equipment; extra meeting time at the facility; list disposition; etc.). Agree how • Re-screen, using different words or frequently profile sheets will be provided and what information should be a different approach than the included on them. screener. • Develop a contact plan so the facility can get in touch with you quickly (e.g. let After the Groups: them know when you’re on the road; provide your cell phone number, or; request detailed voice mail messages). • Send a thank-you note, especially after a difficult recruit. ■ 30 QRCA Views continued from page 27, col. 3 Usability: It’s More Than Just Testing Websites

Contextual Inquiries: Also in “A Practical Guide to Usability Testing,” Dumas Barker particularly emphasizes the and Redish define a contextual inquiry as a technique for interviewing and observing last point. Too much facilitator interac- users individually at their regular places of work as they do their jobs. They say this tion, he says, has the potential to lead the technique works well in the earliest, pre-design phase, and then iteratively throughout respondent, thereby confounding results. product design and development. Usually, the facilitator briefs the partici- Usability Testing: Dumas and Redish also note in their book that there is a wide pant on the test procedure and leaves the variety of ways in which a usability test can be conducted, but that every test shares room. Later, after the participant reads five characteristics: the situation and task documents and performs the tasks, the facilitator comes • The goal is to improve usability of a product back and follows up with questions, then • The participants represent real users debriefs the participant. • The participants perform real tasks Barker also says there is a lack of • Facilitators observe what the participants do and say agreement about what usability terms • Facilitators then analyze the data, diagnose problems and recommend changes to mean. He admitted that in the vernacular fix them of usability engineering, the word, Ideally, Barker said, market research input should be built in at several points “quantitative,” means “when we show during product development, including the investigation stage, the analysis phase, the numbers,” even when the sample is not design phase (using participatory designs), throughout the cycle, and during evalua- statistically viable. He adds that as tion. He adds, however, that due to cost and time constraints, most companies only usability engineering and other disci- involve usability testing in the evaluation phase. As a result, they often end up plines work together and share informa- starting over when products don’t work as well as they should. (Nielsen makes a tion, terminology may become more similar point in “Usability Engineering:” you must talk to the individuals who will be common for all. using the system, and designers are not users. Things that intuitively make perfect sense to a designer may be completely lost on the average users. Conversely, Nielsen Usability References also notes that users are not designers.) • “Usability Engineering,” Jakob Barker defines a usability test as a controlled social-research study that employs Nielsen, Morgan Kaufmann/ formal experimental design and tests representative end users performing tasks with Academic Press, 1993 products or prototypes in realistic scenarios. He adds that a usability test is not a walkthrough or a focus group, but usually a one-on-one interview. According to • “The Design of Everyday Things” Barker, a typical usability test goes as follows: (originally published as “The Psychology of Everyday Things”), • Users are recruited and brought to a marketing research facility Donald A. Norman, Currency/ • Five to eight one-on-ones are conducted (quoting Nielsen, “Some is better than Doubleday, 1998 none.”) • A Practical Guide to Usability • 60 to 90 minutes are spent with each participant Testing,” revised edition, Joseph S. • There is little or no facilitator interaction Dumas and Janice C. Redish, Intellect, Exeter, England, 1999 ■

QRCA Members who would like to attend Jim Bryson’s presentation at the ARF Conference on Monday, April 8 at 5:30 PM can do so without charge. Contact Lynn Greenberg by March 28 ([email protected]) for a complimentary pass. QRCA Views 31

Canadian Chapter Meeting in Montreal By Mark Lovell Cast of Characters en moderators met on 14 December in my In addition to Montreal office to socialise, compare triumphs myself and the above T and frustrations, and discuss hot topics, mentioned gourmands including: and storytellers, others Holiday Cheer present were Daniel Brousseau, Sylvie Everyone was asked to bring along something “a Demogeot, François little surprising” (mostly food and drink as befits Gohier, Denise Jutasi, Montreal). Goodies included home made truffles by and Louise Leduc. Emmanuelle Chabeau, home made baklava “to die for” by Guylaine Bakerdjian, and a bottle of Coteaux du Languedoc1 from Jean Bourgault (who did not tread the grapes himself). Editor’s Footnotes For Americans & Ethnography Other Culturally Deprived Readers 1 Hy Mariampolski’s excellent exposition of ethnography (given at the Chicago Wine from “the coasts of conference) was summarised and discussed. Several of us have had experience with Languedoc”, a French Mediterranean this, and demand seems likely. But where are the clients with big enough budgets? region on the Spanish border. Long considered a wine backwater, better 2002 Toronto Conference wines from there have recently become Attention turned to the 2002 Conference in Toronto, and how to give it a truly chic and trendy by those in the know. 2 Canadian flavour. A breakfast session on poutine was rejected, but perhaps a 2 A Quebeçois dish consisting of workshop on French-English comparisons might be helpful on both sides of the French fries, gravy, and cheese curd. 3 Ottawa River. Great with a good Coteaux du Murder, She Wrote Languedoc. There was also time for some horror stories, including Joanne Egglefield’s 3 The Ottawa River separates gruesome tale about moderating a group that included a double murderer. It seems English-speaking Ontario province from that not every recruiter screens for this, nor is every respondent discreet when asked French-speaking Quebec province. to give details on “something special or unusual that you’ve done.” Interest in this subject separates America from Canada. ■ Osama bin Moderator We were talking about problems with videotapes with a translation overlay on the day that a video was released of a notorious “group discussion” somewhere near Jalalabad. Our tapes were never quite as bad as that, nor did any “moderator” ever hog the limelight so much.

Conference Help Wanted

QRCA’s Annual Conference in 2002 will be cochaired by Mark Lovell and Michelle Massie. They are looking for volunteers to help with the conference to be held in October in Toronto. Volunteers are needed for various committees. Traditionally, committees have included: Early Bird and Saturday Workshop; Hands on Workshop, Round Tables; Wednesday Evening Specials; Registration; Guardian Angels; Toronto Hospitality; Regional Marketing; and Conference Evaluations.

Jeff Walkowski has already volunteered to be in charge of Sponsorship. Thanks Jeff!! Mark and Michelle also welcome suggestions from members for the 2002 Toronto Conference. Members are encouraged to call, fax or email either of them to volunteer or make suggestions. Mark Lovell - phone: 514-937-8786; fax: 514-933-3485; email: [email protected] Michelle Massie - phone: 416-482-0120; fax: 416-482-3412; email: [email protected] 32 QRCA Views

2001-2002 QRCA Board Members Minnesota Chapter Plans for 2002 By Lynn Bolnick and Su Dunlap, Chapter Cochairs President, Jim Bryson Vice President, Dorrie Paynter The Minnesota Chapter has scheduled meetings for the following dates Secretary, Gillian Tuffin in 2002: February 11, April 12, June 14, August 9 and December 13 in 2002. Treasurer, Elaine Gingold The chapter will not have a meeting in October, unless members agree to Elizabeth Berry meet at the national conference. Diane Harris Hy Mariampolski At the February 11 meeting, Jeff Walkowski and Karen Karges dis- George Sloan cussed a joint MRA/QRCA session on usability testing. In addition, the Susan Sweet meeting featured a discussion about security and confidentiality issues. This meeting also included an “open discussion” session at the end, so For information about potential future that attendees could share information. This open discussion feature is Views issues contact: expected to be a part of all future Minnesota Chapter meetings. Susan Sweet Previously, the Chapter re-elected all the officers from 2001 to serve in Doyle Research Associates, Inc. 2002: Lynn Bolnick and Su Dunlap as Co-Chairs; Jean Nordgren as Secre- 919 North Michigan Ave.-Suite 3208 tary; and Marilyn Rausch as Treasurer. Chicago, IL 60611-1675 Ph: 718-783-3237 Fax: 718-783-2403 [email protected]

Jacqui Martin, Executive Director

Founding Editor of Views Alice Rodgers

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