IDEAS & TOOLS FOR QUALITATIVE RESEARCH
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SUMMER 2006
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
14 24 SCHOOLS OF THOUGHT Creative Problem Solving and Qualitative Research • Martha Guidry describes how the different disciplines of creative problem solving and qualitative research can dovetail and augment each other.
24 FEATURE STORY Moderating in a Second Language • Bilingual? Guylaine Ally- Bakerdjian and Mark Lovell share some of the challenges involved in moderating in a second language and share what it takes to make it work.
8 FROM THE EDITOR-IN-CHIEF A Heart-Felt Thanks to Our Respondents • 34 QUALITATIVE TOOLBOX Lana Limpert salutes the courage and willingness of Murphy's Law of Group Dynamics… What to qualitative research participants. She also introduces Do When “Whatever Can Happen” Suddenly Duane Berlin, the newest member of the VIEWS team. Does • Sharon Livingston shares tips on how to diffuse the potent negative impact of a “Super Grumpy” when he shows up in your research study. 10 FROM THE PRESIDENT The Creative Power of Diversity • Although QRCA members have much in common, they are also 46 QUALITATIVE TOOLBOX quite diverse in demographics, career backgrounds, Ethnography Revealed, Part 2 • In this second specialties and, especially, opinions. Jeff Walkowski, article from an experienced anthropologist-moderator, QRCA’s president, notes how that diversity results in Ava Lindberg reveals the step-by-step secrets of exceptional creativity. conducting authentic ethnography.
Editor-in-Chief: Lana Limpert, [email protected] • Managing Editor: Monica Zinchiak, [email protected], and Susan Sweet, [email protected] • Design/Art Direction & Publishing: Leading Edge Communications, LLC (615) 790.3718 [email protected]
FEATURE EDITORS Book Reviews: Gregory Spaulding, [email protected] • Business Matters: Abby Leafe, [email protected] • International Research: open • Industry Calendar: open • Qualitative Toolbox: Sharon Livingston, Ph.D., [email protected] • Schools of Thought: Bonnie Perry, [email protected] •Targeted Marketing: Judy Langer, [email protected] • Tech Talk: David Van Nuys, [email protected] • Travel & Leisure: Mary Beth Solomon, [email protected]
4 QRCA VIEWS SUMMER 2006 www.qrca.org
• TABLE OF CONTENTS •
CONTINUED
SUMMER 2006
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
64 TECH TALK 56 Is It a Cell Phone or a Swiss Army Knife? • Cell phones are increasingly able to do a lot more than just make and receive phone calls.
72 BUSINESS MATTERS The Top Ten Issues in Research Services Agreements • Clients are increasingly requesting that their research suppliers sign services agreements. Navigating these agreements successfully depends on knowledge of what to look out for to protect your best interests.
80 TRAVEL & LEISURE Small to Mid-Sized Markets: How to Spend Your Downtime • Researchers increasingly opt for some of the smaller, less-familiar markets that are representative of a region but have fewer “experienced” respondents. If you happen to find yourself with some downtime in Kansas City, Columbus or Austin, Mary Beth Soloman has a few suggestions for what to see and do. 56 TARGETED MARKETING Tapping Into the Power of the Black Female • 90 BOOK REVIEW African-American women are primary decision-makers Marketing Your Services: A Wealth of in many product/service categories, including high- Reviews • Marketing consultants sometimes need ticket ones like real estate, financial planning, a kick in the pants to market their own services. automotive and travel. In fashion and beauty, where Greg Spaulding compiles reviews of five business they are often trendsetters, they embrace their own books designed to do just that. style and body image. 96 INDUSTRY CALENDAR
97 EDITORIAL GUIDELINES
98 INDEX OF ADVERTISERS
visit QRCA online at www.qrca.org
6 QRCA VIEWS SUMMER 2006 www.qrca.org
• FROM THE EDITOR-IN-CHIEF • A Heart-Felt Thanks to Focus Group Respondents
s this latest issue of QRCA VIEWS is being prepared, a few thoughts come to mind that relate to this issue and to our work as qualitative research consultants. Specifically, I find myself pondering the rich payoff of the A seemingly endless travel that we do, the all-important respondent and a trend that is making our jobs just a bit more complicated. There is a better-than-average chance that you are reading this issue of QRCA VIEWS on an airplane. As practitioners and clients of qualitative research, we spend more time than the average bear packing, getting to airports, schlepping our way through security and sitting for hours in metal contraptions that zip us across the country and, increasingly, around the world. Our days are often filled with taxis, check-in kiosks, hotel rooms, restaurant dinners and good night calls Lana Limpert home to our families. More than most, we're familiar with airport layouts, GfK STRATEGIC MARKETING ground delays, frequent-flier and hotel points. THE QUALITATIVE INSTITUTE™ Few things would entice me to undertake such a livelihood that requires these Bala Cynwyd, PA demands, except the privilege of meeting with and seeking information from [email protected] countless fellow citizens who show up (at times, in inconvenient places) to tell me what matters most to them about a particular topic. Despite the jet lag, the exhaustion of long days in strange cities and a schedule that keeps me from eating, sleeping and exercising as I normally would, I feel fortunate to have My hat is off the opportunity to be witness to a small slice of so many people's lives. Not long ago, an older gentleman told me his wife had had a major stroke to all of our eight months before and that he had left her alone for the first time to attend my respondents who focus group. My hat is off to him and to all the other respondents for their courage, whatever the reason, and willingness to share their stories. Without them, we could share their stories not do our work. One small piece of QRCA's Guide to Professional Qualitative Research Practice reminds us to "thank respondents for their participation and with us, without contribution." Join me, next time, in making that thank you especially heartfelt. whom we could A sign of the times is the proliferation of master service agreements. Competently navigating these agreements is necessary to protect everyone's best interests; not do our work. however, the process can be time-consuming and is often confusing. In this issue, Duane L. Berlin provides his considerable expertise in bringing our attention to important factors to keep in mind when engaging in a service agreement. I am delighted to announce that Duane will be a regular contributor to QRCA VIEWS, covering other topics within the legal domain of qualitative market research. Duane has served as CASRO's General Counsel for the past six years, and he is a member of CASRO's Government and Public Affairs Committee and Internet Research Task Force, as well as the founder of CASRO’s General Counsel Forum. He is also a principal author of revisions to CASRO's Code of Standards and Ethics for Survey Research, the CASRO Privacy Protection Program and CASRO's Model Forms of Contracts and Agreements. Duane is the principal and managing attorney of Lev & Berlin, P.C., a Connecticut-based law firm. Welcome, Duane, to the QRCA VIEWS team!
8 QRCA VIEWS SUMMER 2006 www.qrca.org QRCA 2005–2006 Qualitative Research Consultants Association (QRCA) serves its members in the industry through Officers and Board education, promotion and representation. The statements and opinions expressed herein are those of of Directors the individual authors and do not necessarily represent the views of the association, its staff, or its board of Jeff Walkowski directors, QRCA Views, or its editors. Likewise, the PRESIDENT appearance of advertisers, or QRCA members, does Alison Murphy not constitute an endorsement of the products or services featured in this, past or subsequent issues of VICE PRESIDENT this quarterly publication. Copyright ©2006 by the Joel Reish Qualitative Research Consultants Association. QRCA Views is published quarterly. Subscriptions are TREASURER complimentary to members of QRCA. Mark Michelson POSTMASTER: Send change of address notification P.O. Box 967 SECRETARY to QRCA, P.O. Box 967, Camden, TN 38320. Postage guaranteed. Third-class postage is paid at Franklin, Camden, TN 38320 Mark Herring TN. Printed in the U.S.A. Reprints and Submissions: DIRECTOR QRCA Views allows reprinting of material published Tel (toll-free in N. America): Christine Shields Kann here, upon request. Permission requests should be 888-ORG-QRCA directed to QRCA. We are not responsible for DIRECTOR unsolicited freelance manuscripts and photographs. (888-674-7722) Sharon Livingston, Ph.D. Contact the managing editor for contribution Tel (International inbound calls): information. Advertising: For display and classified DIRECTOR 731-584-8080 advertising rates and insertions, please contact Mark Lovell Leading Edge Communications, LLC, P.O. Box Phone: 731-584-8080 DIRECTOR 680142, Franklin, TN 37068-0142, (615) 790-3718, Fax (615) 794-4524. Deadlines are the first of the Fax: 731-584-7882 David Van Nuys, Ph.D. month prior to the following month’s publication. DIRECTOR (Example: August 1 for the September issue.) Email: [email protected] Subscriptions are free to members and are available to Mike Jenkins www.qrca.org buyers upon request. CHIEF OPERATING OFFICER
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 • FROM THE PRESIDENT • The Creative Power of Diversity
members are a special breed. I am often in awe of the energy and spirit that our member/volunteers bring to this organization. The QRCA amount of time that some of our members put into QRCA is not only staggering — it is downright contagious. When I get wrapped up in my own project work and put QRCA business on the back burner for a few days, I return to QRCA activities with a zeal that makes me wish that I didn’t have project work to worry about. Like many other members, I realize that one of the benefits of membership is the generous, creative camaraderie that exists in our organization. QRCA members have much in common. For example, we are all naturally inquisitive; we are all fascinated by people and their quirkiness, as well as their commonalties. We all have the same basic professional skill set, and we probably share similar perceptions, Jeff Walkowski opinions, beliefs and attitudes about our work. QUALCORE.COM, INC. While we have a lot in common, I am often struck by the diversity of our members. Minneapolis, MN We are diverse in so many ways. [email protected] • Demographic diversity While 84 percent of our members reside in the United States and 8 percent come from Canada, the remaining 8 percent represent 26 other countries. Although we do not have records of the age of our members, I know that we have members in their 20s and members in their 70s. (In fact, we have at least one two-generation family The amount of among our members!) time that some of • Varied backgrounds our members put There are some graduate programs in marketing research, but there is no academic degree program in qualitative research. Thus, our members came to the profession into QRCA is not from widely divergent areas. Consider the backgrounds of QRCA’s current board of only staggering — directors — some have been involved in some form of marketing research for their entire professional careers, while others transitioned to qualitative marketing research it is downright after stints in hospital administration, radio broadcasting, higher education, social contagious. program evaluation and product management. • Scope of research Some of our members focus exclusively on qualitative research, while others practice both qualitative and quantitative research. • Specialties Within the qualitative realm, some members specialize in research for certain industries (for example, food products and pharmaceutical); some specialize in particular techniques (ethnography, projective techniques and brainstorming are examples); some focus on demographic groups (age groups and ethnic groups, for example); and some specialize in different ways of conducting qualitative research (in-person, online or over the phone). In addition to all of this variety, another kind of diversity is at the heart of who we are — a diversity of opinions about our profession and our organization. Give these professional questioners and listeners a topic related to their craft or about QRCA, and they cannot wait to share their opinions. Discussions on general issues like the state of the industry or on internal issues like membership expansion or credentialing are often spirited and are sometimes hotly debated. There are typically strong opinions on all sides of many issues. There is no doubt that QRCA members are passionate about their work and about QRCA. Yet, at the same time, our discussions typify the best qualities of a qualitative research interview or discussion. We are a diverse group, and we embrace that diversity. It has been said that where there is diversity, there is also creativity. To match the diverse needs and interests of our members, a wide range of member-run committees
10 QRCA VIEWS SUMMER 2006 www.qrca.org
From The President CONTINUED
provide creative outlets for our members who are looking members. A subcommittee has been working on not only for professional growth opportunities but also reviewing and repackaging older materials (conference for ways they can help the organization and the profession. proceedings and other white papers) that are still Here are but a few examples of the creative spirit relevant today, to make them more useful to members. within QRCA today. QRCA is made up of proactive doers who delight in • Our annual conference (Atlanta, September 27-29, engaging with others and finding solutions to problems. 2006) promises to be another great one. The volunteer We are populated by a diverse group of active professionals team working on this conference has exhibited who really care about the organization and the profession. creativity from Day One, in terms of the theme of QRCA members who are reading this are nodding the conference and including some departures from their heads in knowing agreement. Those who are not previous conferences to make it a truly unique and yet members but who are eligible to become members professionally fulfilling experience. Check it out at will find my description of our dynamic organization www.qrcaconference.org. attractive and will go to www.qrca.org, click on “How • This very publication (QRCA VIEWS) continues to to become a member” and complete the Information improve with every issue. Did you know that most Request Form to get the membership-application process started. of the articles and the bulk of the editorial muscle Finally, I hope that qualitative research buyers will are volunteer-driven? be encouraged to seek out QRCA members for future • Our website (www.qrca.org) will be going through projects. Why? Because QRCA members are more likely a major overhaul this year to keep it up-to-date and to look upon their work as more than just a job; they make it more useful to both members and non- are more likely to be actively involved in the continued members. While outside vendors are used for their push to raise the level of professionalism of the qualitative technical expertise in web design, the content, look research industry. and feel are developed by our member volunteers. Enthusiasm, intense curiosity, creative problem solving • The new Education Committee is charged (and and diverse perspectives make up the backbone of QRCA. charged up!) with developing and providing more These are our strengths. And they will continue to serve educational opportunities for members and non- us and the profession well for many years to come.
Digital Audio focuscope – Oak Park DVD/CD Recording 1100 Lake Street, Suite 60 P.D.A. Research Oak Park, IL 60301 Mock Juries Focus Groups / One-On-One’s focuscope – Chicago Medical / Executive / B2B 515 N. State Street, Suite 1920 Chicago, IL 60610 Field Management Usability Labs Video Conferencing / Web Conferencing 708-386-5086 (T) • 708-386-1207 (F) Living Room Style Set-Up www.focuscope.com Wi-Fi & High Speed Internet Access
• SCHOOLS OF THOUGHT •
Creative Problem Solving and Qualitative Research
B Y MARTHA E. GUIDRY Consumer Reactions • Avon, CT • [email protected]
hen a client wants to use the tail end of a focus group as an idea- generating session with consumers, qualitative research consultants (QRCs) are faced with a challenge. Although the primary intent of W the research may be to understand a particular product or marketing Qualitative research challenge, moderators are often asked, “Can we ask the respondents to give us ideas to make it better?” or “Can’t we just ask them, since we’ve got them in relies primarily on the room anyway?” Although many practitioners have attended one (or many) of the Creative “convergent thinking” Problem Solving Institute (CPSI) conferences and understand the ideation and asks participants process, confusion still remains as to how the disciplines of Creative Problem Solving (CPS) and qualitative research actually dovetail. The framework on the to evaluate, judge, next few pages offers a useful guide to understanding and better communicating discuss the issue at how and if ideation fits into the research process. hand and (usually) narrow down a number of options into a favored subset. In CPS, idea generation focuses primarily on “divergent thinking,” which is effective only in environments ripe for the productive generation of many possibilities.
14 QRCA VIEWS SUMMER 2006 www.qrca.org CONTINUED Schools of Thought
Overall, qualitative research focuses on gathering information, reporting facts and soliciting reactions from a pre-selected group of individuals with some similar characteristics, behaviors and/or attitudes. According to the authors of Moderating to the Max, qualitative research is all about “what is,” while idea generation or CPS is about “what could be.” Other practitioners support this same line of thinking, stating that qualitative research is about the “truth," while CPS is about the “possibilities.” Regardless of how it is articulated, qualitative research focuses on the current reality for the respondent. A respondent might be asked: “What is your experience with a product?” or “What are the biggest challenges in this situation?” or “What are your feelings about this brand?” Qualitative research relies primarily on “convergent thinking” and asks participants to evaluate, judge, discuss the issue on hand and, usually, narrow down a number of options into a favored subset. In CPS, the idea-generation portion of the model focuses primarily on “divergent thinking,” which is only effective in an environment ripe for the productive generation of many possibilities. Unlike convergent thinking in a typical qualitative project, divergent thinking relies on Two Distinct Disciplines, deferring judgment, generating a large quantity Yet Complementary of ideas rather than narrowing down the options First, a clear definition of each discipline is essential and seeking wild and crazy ideas, rather than to analysis and understanding. Although the process those driven from an individual’s own experience of solving problems has been around for centuries, or interaction with a product or service. it required the thinking of Alex Osborn and Despite these fundamental differences in the Sidney Parnes in the early 1950s to make the goals and outcomes of qualitative research vs. a problem-solving process an explicit, rather than CPS session, practitioners agree that qualitative an intuitive, process. research can play a role in the CPS process. A As it exists today, CPS consists of three basic working model of the relationship between the building blocks: Explore the Challenge, Generate disciplines is outlined in Figure 1. Ideas and Prepare for Action. Simplified, these broad phases integrate a disciplined approach of diverging and converging within each step of the Figure 1: process to help participants solve a problem or Relationship of CPS to Qualitative Research challenge. Using CPS, an individual or team frames the issue to ensure that the correct problem is being solved, generates ideas to identify many potential solutions and finally narrows down the ideas and makes them into actionable plans (Parnes, 1981). Qualitative research, as defined by the CPS Tools* QR Qualitative Research Consultants Association (QRCA), is designed to reveal a target audience’s range of behavior and the perceptions that drive behavior with reference to a specific topic or issue. Qualitative research uses small groups to guide and develop the construction of hypotheses * with different motivations that are descriptive, rather than predictive.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 15 Schools of Thought CONTINUED
qualitative research with creative output. Figure 2 (Davis) illustrates that three out of the four essential characteristics required to be creative are missing in a typical qualitative setting: Person, Process and Press.
Figure 2: 4 P’s of Creativity Fit with Qualitative Research
Press
Both CPS and qualitative research can be Product Person done independently of each other, as well as to augment the outcomes from either discipline. In addition, a number of tools can be used in both Process qualitative research and CPS (as illustrated in the dark purple section of figure1); however, the intent and purpose of each tool varies depending upon the discipline employed. In a typical qualitative setting, people are Working Together purposely recruited to be representative of Let’s first focus on how qualitative research can the general population. For the most part, augment virtually any step in the CPS process. respondents who meet the study criteria cannot In the first stage of CPS, it is critical to clearly be adequately screened to ensure a good mix of frame the challenge or problem through the ideators. Unless the QRC does the recruiting exploration and mining of all the available (which is unlikely), he or she relies on somewhat data. Qualitative research is a natural fit for unskilled “telephone dialers” to find the sample. exploring the perceptions, opinions, beliefs and In addition, the participant is not trained in assumptions about any topic with a specific creativity or creative problem solving. As well, target audience. the Process in qualitative is deliberately convergent. For example, if a company desires to develop The discussion guide is structured to broadly a new type of razor, then a focus group might approach the topic area, then move to more serve as one conduit for soliciting feedback on specific areas during the interview. In addition, the consumer’s current experience. Armed with techniques selected by the QRC are meant to this information, the team can supplement any gather data and/or converge on ideas, rather qualitative learning on the topic with additional than diverge for idea generation. quantitative study output, consumer 1-800 feedback Furthermore, the Press (or environment) in or usage data. All this information provides a qualitative is usually not set up to be playful or rich context to understand the opportunities in uninhibited; although there are exceptions to their new-product development efforts. this rule, it is not the norm. The time allocated In the second stage of CPS (idea generating for respondent interaction in a qualitative setting, and converging on the high potential ideas), ranging from thirty minutes to three hours, is qualitative research again can play an important generally not enough to adequately train a role, BUT only in the convergent phase. Given a respondent in the creative process. subset of lead ideas, respondents can easily Additionally, the client has specific expectations communicate relative appeal and help prioritize on the content delivered by the research. As such, ideas for the team. Through various interviews, techniques selected to produce such content are virtually all the practitioners in the field state different from those in a typical CPS, where that focus groups or other qualitative settings the group sets the agenda and directs the course are not the appropriate forum to generate ideas of action. for a variety of factors. Finally, the only area remaining in this Scholarly research typically evaluates framework is Product, or the creative output. creativity in the context of the “four Ps,” which Absent the other conditions for a creative provides a helpful framework to assess the fit of context, the natural inclination is to evaluate
16 QRCA VIEWS SUMMER 2006 www.qrca.org product rather than enhance an idea or output. In the final stage of CPS, qualitative research can be used to effectively evaluate an action plan. Similar to converging on a number of different ideas in Phase 2, respondents can help select the most effective elements of the final plan by providing feedback on a variety of options. Again, respondents would not develop an action plan for the challenge at hand, but instead they would provide guidance to identify the strongest next step or issues that might inhibit the effectiveness.
Implemented Separately As suggested, qualitative research and CPS can co-exist and complement each other; however, they can clearly live on their own. As identified in Figure 1, a large scope of projects could fall outside the realm of qualitative and be ideally suited for a CPS ideation session (as noted in the blue segment). If a potential client requests that a QRC ask respondents to generate ideas in a session, most practitioners agree that a well- designed idea-generation session or CPS may be more appropriate. Even at firms specializing in an accelerated concept-development process that integrates idea generation with qualitative research, the ideas are generated by “trained brains” or “trained consumers” PRIOR to the qualitative research. The respondents in a focus group setting are never asked to generate the ideas, only to evaluate and judge the ideas to help the concept-development team craft stronger ideas. In contrast, many qualitative research projects don’t need CPS (red portion in Figure 1). Many projects don’t require solving a problem or coming up with a new idea. To name just a few areas, these could include Schools of Thought CONTINUED
understanding a brand image, exploring usage of a product in context or just getting closer to the consumer experience through observational or ethnographic research.
Shared Tools Both CPS and qualitative research share some common tools as identified in Figure 1; it is critical, however, to understand that although the same “tool” or “technique” may be used in both disciplines, the motivation for using that tool/technique is different. Let’s look at three examples: metaphorical tools, laddering and an excursion. In a qualitative setting, projective techniques or metaphorical tools (such as pictures or metaphors) are generally used to explore imagery or personal reflection on an experience, brand, product, issue or topic. For example, a respondent may be asked to create a collage that expresses how she feels when she is having a “bad hair day” or complete the sentence of “When I have a bad hair day, I feel like __.” In contrast, when a picture is shared in CPS using the forced- connection technique, the intent is to generate new ideas based on the linkage to this picture or object unrelated to the problem or challenge. The facilitator might ask, “What ideas do you get for solving this problem when you look at this?” Clearly, the outcome of using this tool
18 QRCA VIEWS SUMMER 2006 www.qrca.org in these two contexts produces different output. In qualitative research, the technique of laddering is generally used to explore the links between the basic attributes or benefits of a product or service to the feelings and associations they convey. For example, a typical project might ladder from the functional benefits of a laundry detergent (cleans my clothes, removes stains, etc.) to a higher-order emotional insight that the detergent “gives me pride in having my kids looks their best.” In contrast, a laddering exercise in a typical CPS is a divergent activity to identify new and different ways to articulate a problem statement, rather than to identify an insight. Often, an excursion helps participants in a qualitative setting recollect their experience with greater detail and feelings than they could with typical Q&A. A QRC would narrate a script related to the topic, such as waiting for a prescription at the pharmacy. The participants would “relive” the experience ALL NEW ! through the excursion, which would enable them to provide more vivid details about Suburban Associates introduces experience. The moderator might ask: “What was easy?” North Jersey's newest focus facility. or “What was challenging?” or “How were you feeling?” • Larger Conference/Display Room During a CPS session, a similar • Larger, tiered viewing room for 15 excursion would be targeted at generating ideas to fix the • Wireless internet access challenges faced while waiting • DSL broadband access for usability labs for a prescription, not gathering • Recording on VHS, CD-ROM, or DVD the data about the experience. • All recruiting on site • Located in upscale Bergen County
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Role Differentiation the right stimuli to get the content desired by One final aspect to consider is the role the client. In addition, the moderator writes differentiation between a moderator of a summary report on the findings from the qualitative research and a facilitator of CPS. research, which is entirely about content Typically, a moderator is expected to be resulting from the feedback. responsible for both process and content. The In contrast, the facilitator in CPS is responsible moderator is given specific client objectives, for process only. The client and resource group and not only does she craft and manage the are accountable for the content. If, during the discussion process, but she is also responsible CPS process, it is determined that a new problem for asking the appropriate questions or using or challenge might need to be addressed, the client determines if the resource group changes the objective and pursues different content in the actual session. So how do you decide FOR 25 YEARS,THE FOLKS BEHIND whether you are doing qualitative research or idea THE MIRROR HAVEN’T JUST LISTENED. generation with CPS? Although THEY’VE TALKED. many practitioners suggest a line of separation, Jean Bystedt summed it up quite eloquently. She explained, “When you stop “O’Hare in Focus’ performance consistently collecting data, it is no longer ranks them in the top echelon of my favorite qualitative research. When you facilities in the U.S.” try to make something better, it’s CPS.” -Casey Sweet, QUESST Qualitative Research Special thanks to the “#1 recruiting company throughout the following practitioners, with country … always getting the job done experience spanning moderator right and with reliability!” training at RIVA, field moderating, CPSI training, -Donna Siegfried, Fundamental Research Group, Inc. CPSI participation and creativity/CPS facilitating, “They are professional, dedicated, who willingly provided insight and dependable … willing to do and ideas toward this article: anything to get the job done.” Rosalia Barnes, Jean Bystedt, Jane Goldwasser, Debbie -Sharon Lally, Harris Interactive Gowan, Lynn Greenberg, Laurie Kirsten, Siri Lynn, Maureen Olsen, Deborah Potts Ask anyone. No one delivers convenient access, spacious comfort and Susan Robertson. and outstanding client service like we do. We've been delivering that customer-first dedication since we opened our doors 25 years ago. Maybe that's why O'Hare in Focus is Chicago's premier focus group Bibliography center. But don't take our word for it ... take our customers'. Bystedt, J., Lynn, S. and D. Potts, Ph.D. (2003) Moderating to the Max. • Just minutes from O’Hare International Airport • Member of FocusVision Network Ithaca, NY: Paramount • Three spacious conference rooms • Fully equipped test kitchen with • Spacious viewing rooms with wall-to-wall, freezer storage Market Publishing, Inc. one-way mirrors • Experienced staff of in-house recruiters • High speed internet with wireless • Highly qualified moderators available Davis, Gary A. (2004) • Professional video/audio equipment Creativity is Forever. (5th ed.) Dubuque, IA: Kendall/Hunt Publishing Company. 1011 East Touhy Ave. Des Plaines, IL 60018-5808 Parnes, Sidney J. The Magic of O’HARE IN FOCUS 847-299-6636 • Fax 847-824-3259 Your Mind. (1981) Buffalo, NY: A division of Irwin Broh & Associates email: [email protected] Creative Foundation, Inc. www.ohareinfocus.com www.qrca.org
• QUALITATIVE TOOLBOX • Moderating in a Second Language
B Y G UYLAINE A LLY-BAKERDJIAN Marketing Guylaine Bakerdjian Inc. • St-Hubert, QC • [email protected]
AND
M ARK R.C. LOVELL Lovell Group • Westmount, QC • [email protected]
o, you have a project in several North American cities and a couple of the groups are in Quebec. Maybe the thought crosses your mind to conduct the French S groups yourself, rather than subcontract the Quebec groups to a local moderator. If you want to, go ahead. There's nothing to stop you. We should be the last people to dissuade you, since most weeks of the year we operate both in English and in French. However, here are some points to bear in mind before you begin. Many of the issues described in this article also apply to anyone who is about to choose a second moderator. We're not talking about only French and English, either. In North America, groups are conducted in Spanish every week of the year. Italian? Less common, but it happens. The other day, there was a request for Punjabi groups in Toronto. Chinese dialects are increasingly used in focus groups in some Canadian and American markets. Arguably, our advice even applies to QRCs working in markets where English is stretched further than most moderators imagine, in parts of Newfoundland, for example, or wherever "ghetto" is spoken.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 25 Moderating in a Second Language … CONTINUED
The Baby Steps • Helps capture the essentials of a respondent's 1. Word recognition; linking words with comments, as well as the tone or strength of things and actions feeling that accompanies them. 2. Translation Speed 3. Imitating sounds • Allows the moderator to generate a rhythm 4. Articulating words and expressions, as well appropriate to the kind of respondents as learning the right contexts for them around the table and the kind of subject 5. Identifying words and expressions when matter (e.g., faster rhythm and greater used by others animation when young adults are discussing 6. Mastering intonations and gestures, bars and drinking; less so when older folks appropriate to different contexts are discussing cholesterol). 7. Developing formulas for dialogue and for • Ensures picking up on sidebar remarks, maintaining dialogue processing them mentally and following up on them when they seem really pertinent. To be able to moderate, you need to go • Keeps everyone involved and minimizes much further than the Baby Steps. A few boredom. mistakes are pardonable, but the level of Flexibility accuracy in both speaking and listening must • Means that the moderator can adapt the be high for a comfort level of discussion to be language to suit different levels of vocabulary reached. Moreover, adequate speed is required and intellectual capacity. for discussion to be comfortable for all parties. • Lets the moderator probe more deeply, Then there is the need for flexibility, without beyond the first couple of superficial answers. which a moderator is locked into one or maybe two ways of approaching an issue or Acquiring accuracy, speed and flexibility is putting a question. As these three factors sometimes considered a sign of "having a flair for become stronger, a moderator begins to make languages." A more precise way to look at it is meaningful progress. to talk of fascination. Determination to get into The seven steps above are interlinked. the feel and spirit of a language is more often Different people will take them in different motivated by pleasure than by sheer obligation. orders. But these are the bare essentials. If a For instance, if you parachuted into a desert, person misses out on any of them, success at meeting nobody but Bedouin, you would learn speaking another language is hard to achieve. their word for "water" pretty quickly (or else, Note that translation is quite separate from you’d collapse). However, if you are intrigued by speaking or, for that matter, from listening. the way they talk to each other, by their rituals In fact, straight translation is often and taboos, by their value systems and by their inadequate. Adaptation to local norms is usually many words for the sand and what it can do, it required, as well. In Quebec, instances of "French shows that you are fascinated. You begin to love French" (i.e., expressions emanating from learning Bedouin. If they like you and help you, Europe) have provoked misunderstanding, even you'll become a Bedouin linguist. They may even gales of laughter, when presented to a focus group ask you to run a focus group for them. without preliminary vetting and adaptation. A Learning to walk is obviously crucial. To concept or even a question written in Paris may advance to the point of becoming a qualitative be understood in Montreal, but it may sound a research consultant in another language, though, little odd. The reverse is also true. When a concept requires some cultural immersion, not just is adapted with attention to local idiom, the mastery of words and phrases. You have to run oddity disappears. as well as walk. How do you know that you are ready to run? At this stage, somebody working in a second Learning to Walk language may experience some strange things, Accuracy such as thinking and dreaming in that other language. When this starts to happen, it can seem • Allows for conveying the right idea, whether as if the mind has been infiltrated by foreign agents. in phrasing a question or in answering a It doesn't happen all at once. The first signs can respondent's question about a concept, a occur while working on a written document and product or an ad, etc. feeling that a point or an argument comes more • Avoids misleading respondents about the easily in French than in English. You can be subject matter, areas of concern or the way a giving a presentation and suddenly forget that particular exercise is to be done. half the audience, perhaps, cannot appreciate
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what you are saying when you stretch for a better explanation, so you provide it in French. This can cause problems; sometimes, you risk being dismissed as pretentious by the unilingual members of your audience. Everyone has dreams. If you're a qualitative research consultant, chances are that you'll have anxiety dreams now and then. A bilingual moderator may transpose these into another language. A typical one involves trying to get to a facility in a strange city, with time running out: you ask for directions, conversing with local people, and you still cannot find the right room, or the right stimuli, or the right respondents. Starting to think and dream in a second language can be considered as evidence of true immersion in it. The initial fascination has reached a point where you are beginning to live it through. Participation in the culture leads to greater sensitivity, which in turn fuels understanding. What the following chart says is that you must know something about the people, the place they live and their values and habits if you are going to consult, as opposed to simply handling a group
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 27 Moderating in a Second Language … CONTINUED
Breaking into a Run
CULTURAL SENSITIVITY TO: UNDERSTANDING • curiosity • tone • what lies behind • awareness • hesitations the responses • respect • variations within • how a product/concept/ • update a population ad/issue (etc.) fits • “insider” references or doesn't fit in the cultural context • how to explain this to a client
as part of a string of different discussions. This The above are just a smattering of points that does not mean posing as an expert. There is still are mere curiosities outside Quebec, but they are plenty of room for the time-honored disclaimer still important to recognize inside. For example, "I don't know much about … (cooking pasta, one of us once tested a peanut-butter commercial cleaning windows, treating herpes, whatever…); featuring a priest. Some in the groups were it's you who are the experts. Please tell me reminded of “La grande noirceur,” and the something about it …" respondents then took sides in a hard-hitting What is important is to have an idea of what sociological debate. might come up as cultural reflections, to be on English words are often adopted, but they the lookout for them and probe tactfully don't necessarily carry the same value. A well- wherever it makes sense. For example, it helps known four-letter expletive provokes much less to know in Quebec that: reaction than its English equivalent. A 12-year- • Over 30% of the movies watched do not old ketchup user was once asked what she felt come from Hollywood. about an American test commercial (shown to • Anyone aged 18 can buy beer or wine in a the group): “C’est beau mais c’est bien fuckant, bar or a corner store. monsieur,” was her entirely innocent reply (“It’s • Students are more likely to eat poutine than nice, but it’s really confusing, sir.”). For a hamburgers or hot dogs. rundown on real French swear words, contact • Basketball is only of marginal interest, except the authors privately. at some high schools. Care is required with words that look familiar • “La grande noirceur” (literally “the great but offer traps for the unwary. “Casserole” is a darkness”) refers to the era when there was good example: it’s a stew or ragout in English, tight religious control over publishing, but it’s just a container to put into the oven in entertainment and even private lives. French. “Jumper” is another: generally, in Quebec, • “Le refus global” (literally “global refusal”) a jumper is a female dress with a halter-top. Be was an open letter in the 1960s, primarily careful of “mon chum,” too: depending on the arts-driven, refusing acceptance of that context, this could be a girl’s steady boyfriend religious control. or a recycling of the somewhat passé English expression for pal. Teenagers’ franglais is often closer to the original English than older people’s. For instance, when they say “C’est full cool,” that’s what they mean.
Nobody Operates in a Vacuum You are always being observed by others. Different cities may react in different ways to a moderator who is obviously a non-native speaker.
Translation is quite separate from speaking or, for that matter, from listening.
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There are various reasons for this, first of all political. • In some parts of the U.S., a French accent was suspect, even a strike against a person just before and after the invasion of Iraq. • In some parts of western Canada, a French accent
Participation in the culture leads to greater sensitivity, which in turn fuels understanding.
has often been a strike against a person. • In some Quebec cities, an English accent can be a liability, depending on the local strength of feeling about the current federal/ provincial situation. Another factor is homogeneity. In a multi-cultural city, the arrival of a foreign accent (the moderator’s) is merely another expression of plurality. The closer-knit that a community is in terms of ethnic background, the more suspicious they may be that someone is presuming to be “one of them” without first issuing a disclaimer. Are they listening to you or your accent? This is a bilingual moderator’s pet fear — perhaps the respond- ents are so intrigued by an accent that they stop paying close attention to what is actually being said. This can be a liability in certain circumstances. English accent, speaking French: • If the subject is political or related to taxes, inter- provincial rivalry for company headquarters, etc. Moderating in a Second Language … CONTINUED
French accent, speaking English: We are what we are. There’s no point feeling • In a “redneck” anti-French area. Conversely, apologetic about an accent — the attitude in an area where a feeling that French accompanying it is what counts. cuisine is superior, encourages exaggerated enthusiasm for whatever concept the Cultural Triathlon: moderator shows. Running, Swimming and Cycling Adding other disciplines to basic running In fact, “accent anxiety” is most often an requires some effort. Sometimes it happens by overreaction. Any moderator’s first concern chance, by being brought up in a bilingual home must be to show interest in what respondents or by having close school or college friends from are like, what they do and what they have to say the other culture. However, it’s important to about it. If your moderating style communicates keep up-to-date with how the other culture has “I’d really like to know more: please explain to been developing. (Imagine someone who lived me,” then it wins a positive response regardless for years in America but left for China a month of accent. or so before 9/11.) Keeping up-to-date is crucial. Intonation may be more important than Sometimes, a crash course is necessary. Here are accent. Note that Quebec French often has an some things that can help: inquiring tilt towards the end of a phrase, close • Read local media. (Which issues do they (but not identical) to “uptalk.” This is a polite care about?) way to speak in Montreal or Quebec City. A • Watch a TV show or a movie (preferably Parisian intonation is quite different, sometimes in the local accent). coming across as brusque, putting Quebecers on • Listen to local radio (talk shows, news). the defensive. • Visit some blogs. But here we are going further than just language. Regional accents and intonations have their particularities, too. A Southern voice There is no point feeling may seem unnecessarily polite in New York. apologetic about an accent A machine-gun delivery may need toning down in the South, to establish some rapport. — the attitude accompanying it is what counts.
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• Call in at a couple of bars. • Talk to people who meet lots of others but have time to talk: taxi drivers, market stallholders, local recruiters and facility owners. (However, pick your moment!) • Stay at a B&B and talk with the family. • Contact a QRCA member who knows the region and the language. Depending on the situation, these will allow you to pay attention to body language, intonation or both. Irony is sometimes hard to detect in certain languages and in certain accents. (Think of “British dry humor.”) Your eyes and ears need some direct experience in order to track this down, as well as any other overtones that can influence communication. It is a privilege to be asked to do somebody’s qualitative work. Even in your own native language, you are being trusted to enter into people’s thought processes and to report back on them. When you are asked to do this in a second language, an even bigger responsibility is being conferred. You may be asked to supplant a local moderator: the trade-off is between your skill and experience and the possibility of saving on travel costs. If you are working in two languages, you are being relied on to compare and contrast: there is another trade-off here against having a second point of view. The added responsibility is exciting and motivating. It makes you determined to perform. Finally, how do you feel about the people you are interviewing? Do you like them? Do you disdain them, perhaps just a little? If you are the least bit judgmental, you can be sure that this will show through, on some subtle wave- length or other, however good your language skills are.
• QUALITATIVE TOOLBOX •
34 QRCA VIEWS SUMMER 2006 www.qrca.org Murphy’s Law of Group Dynamics … What to Do When “Whatever Can Happen,” Suddenly Does
B Y S HARON L IVINGSTON, PH .D. The Livingston Group for Marketing • Windham, NH • [email protected]
ou know Murphy's law — the idea that whatever can happen, will. Just this week, I was reminded of a time that Murphy's l aw struck again. Literally! What reminded me about it was this week’s marathon of groups and still another Y exciting moment on AA (not Alcoholics Anonymous, but American Airlines). No matter how I tried to squish it, turn it, wheels first, handle first, sideways or upside down, my certified, regulation roll-aboard would not fit in the overhead, just no way. Nor would it fit under the supposedly regulation space under the seat in front of me. The flight attendant with the frazzled, high-pitched, squeaky voice told me I had to check it. She also told me I had to take it out to the gate, but of course there was no time to do that. I wouldn’t get back on the flight. To the dismay of my fellow passengers lined up behind me and quite a little frantic myself, I hurriedly opened my bag, wrenched out my boots, my three hardcover books (including focus group-bashing How Customers Think) and an awkwardly shaped dispenser of progesterone cream (how mortifying), all of which were preventing squishage. With those items sprawled over my seat and that of my seatmate (who never spoke to me through out the four-hour flight), I was finally able to compress the bag enough that I could squash it into the compartment. After I stowed my boots, books and embarrassing bio basics, I settled into my seat and couldn’t help but recall another Murphy moment a couple of years ago. Murphy’s Law of Group Dynamics … CONTINUED
I was on another plane. My 14-pound Think Pad was on my lap. (Don't ask me why I have Moderators say they most such a heavy laptop. Pretty ridiculous, I know. dread an encounter with an But I like having all the bells and whistles of a desktop in a laptop with a big screen. Gives me irate, attacking respondent. a little extra exercise, I guess.) Anyway, Dennis, While he is probably not our very pleasant flight attendant, told me he would have to stow it overhead for take off, likely to appear very but he would give it back to me once we were allowed to use electronic equipment again. And frequently, the most feared boy, did he ever give it to me. About 20 minutes respondent is the into the flight, I caught his eye and asked if this would be a good time to get my computer. "No spontaneously erupting problem," he smiled. Famous last words! Dennis opened the compartment, grasped the "Incredible Hulk" who computer and… proceeded to drop it on my head. threatens to destroy the Major OUCH! I saw stars and heard Tweety birds singing. It crashed onto the top of my head group process by explosively and then clunked down onto my left thumb on its way down to attacking the big toe on my regurgitating his intense sandaled foot. People around me lurched in their rage at the leader and the seats. Dennis ran for an ice pack. It hurt. other members of the group.
36 QRCA VIEWS SUMMER 2006 www.qrca.org Mini-concussion? Compressed vertebrae? Please, no, I had to write up a topline of the study I had just completed on osteoporosis. Getting off the plane at La Guardia, I found myself somewhat dazed and foggy for the next several hours. The next day, I went to the doctor and was reassured I'd be fine. What still amazes me is how I went through that trauma with virtually no residual effects. Once my neck was adjusted in the doctor’s office, the shock passed through my body. My thinking refocused. With a neck adjustment and a little rest, I was fine the next morning. It was interesting to observe the reactions of the passengers around me in the plane after the jolt of the mini-crisis was over. Everyone kept looking up as if another computer would suddenly take wing, fly out of the overhead and crash down on them. They laughed nervously about it and made jokes, but they also kept a watchful eye on the overhead com- partments, taking time and attention away from working, reading a book or just relaxing. Murphy was nodding knowingly. I'd been flying for many years and have never before seen anyone accosted by a Kamikaze computer or any other item from the overhead. Nevertheless, the passengers on the plane had become aware of the possibility that such an event could happen, so they were therefore on heightened alert, anxious that they seemed to have no safeguard in place. This incredibly rare experience, which left me feeling like the sky might actually be falling for the rest of the day, reminded me of how we group leaders and moderators sometimes fear an outburst of Murphy's law in our group sessions. Hence, we need to have precautions in place in the unlikely event that the respondent from Hell ("Super Grumpy") happens to show up on one of our projects. (Grumpy is an icon for one of the seven characters that show up in any group. Anyone unfamiliar with my metaphor that respondents in a focus group tend to assume the role of one of the seven dwarves from the classic 1800s tale can visit Murphy’s Law of Group Dynamics … CONTINUED
transformed by an impulsive temper into a giant, muscle-bound monster of fury. I'm going to digress just a bit to tell a little of his story. Unless you’re a Hulk aficionado, you probably don’t know that Bruce Banner, a.k.a. the Incredible Hulk, was a product of an insanely jealous father who murdered Bruce’s mother in a green-eyed rage over her love for her son. Bruce’s father then abandoned him and continually accused him of being evil and reprehensible for all the bad things that had ever happened. Poor Bruce stayed sane by diverting his grief, hurt and anger to the study of science. He got his doctorate in nuclear physics and went to work at a nuclear research facility, where in a heroic effort to rescue a friend, he was caught in the heart of a nuclear explosion. He mutated into seven feet, one thousand pounds of unfettered fury — the most powerful creature to walk the earth (aside from my husband Glenn, of course). The disfiguring transformation was triggered by the buildup of intense feelings and stress. When his anger was physically expressed and released during his Hulk conversion, he would then transform back to his normal easy-to-get- along-with persona. However, this was only
www.SnowWhiteTest.com for a description of all the postures people take in a group meeting Help the angry outburst and suggestions for how to handle them.) In our moderator training classes, people tell person calm down by saying, us that they most dread the possibility of an "I am sorry. Could you repeat encounter with an irate, attacking respondent who shows up without warning. While he is that? I am not sure I really probably not likely to appear very frequently, understood what you said." the most feared respondent is the transformed "Incredible Hulk" who threatens to destroy the While it may sound counter- group process by explosively regurgitating his intense relevant or irrelevant rage at the leader intuitive to invite this furious and all over the group. (Yes, I'm mixing fomentation to be unleashed metaphors — Super Grumpy + Incredible Hulk — but I'm doing it on purpose. You'll see why.) yet again, it actually has the It could happen. It's unlikely to happen. In my own 6,500+ focus groups, it has happened reverse effect. maybe 10 times. However, the unpleasant experience and idea that this wildly uncontrollable character can sabotage the group, the study and after reeking havoc around him, scaring the the image of the moderator to his or her client living daylights out of everyone in sight and leaves a leader looking up at the overhead, knocking off a few people who got him PO'd. wondering when a respondent's accidental or The point of moving from the Super Grumpy purposeful aggression might erupt in the session metaphor to the Incredible Hulk is that we can and land on his head. A little stage fright is all EMPATHIZE with the Incredible Hulk energizing and keeps us on our toes. On the because we know that underneath the fuming other hand, anxiety over unpredictable aggression façade is a good soul. Unfortunately, it’s harder without techniques for dealing with it detracts to identify with a Super Grumpy when he shows from our ability to perform at our best. up in our research, threatening to destroy us, the Let's think about the Incredible Hulk for group process and the quest for information for a minute. This is a basically good guy who is our clients. We can forget that there is a real
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person with real needs and perhaps important issues that need to be addressed for our product or category. Strange as it may seem, the best way to deal with an overly aggressive, in-your-face respondent is to dig deep inside yourself to find empathy for his or her feelings. This, of course, is very easy to say, yet quite another thing to accomplish. So, let’s review the options. (Note: It is much more complicated than saying "I feel your pain, brother!" I mean, the 1960s were over a long time ago!) To feel more centered and apart from your own emotional reactions when aggression is expressed, here’s one technique. Experience yourself observing while simultaneously leading. You can take an emotional step back from involvement in the group by imagining that you’re watching a movie; the story is unfolding before your eyes, and you can watch and think about the characters, the plot and the implications from a slightly removed vantage point. You thereby
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 39 Murphy’s Law of Group Dynamics … CONTINUED
screen and become aware of you as viewer. Our safe seat in the auditorium is now confronted by the scary beast. An icy chill streaks up our spine. Our hearts begin to race. Our eyes widen. Some will utter a frightened “huh!” If the change in the monster’s demeanor and attention comes out of the blue, the intensity of our reactions is greater. Imagine how much worse that is when an angry respondent captures the moderator's eye and blasts her with a tirade of emotion intended for the brand, the manufacturer, his parents or anyone else who has made him angry. While we can sit safely in the movie theater with just a momentary feeling of fright, in the moderator's seat we must have strategies in place for dealing with these people. Art Shulman, a friend of ours who has attended our training and learned about our Snow White Theory for dealing with the various types of characters in the group, wrote a comic tongue- in-cheek account of his version of The Hulk appearing in one of his sessions. Here's a synopsis spare yourself the stress and high emotions that and a small excerpt. Thank you Art! (Please see can distort perceptions of the findings, as well http://www.themoderator.net/article_humor.html as jeopardize your ability to lead. for the whole article. Art is really hilarious in By the way, this is excellent advice for the his presentation!) observers in the back room. As we have all Apparently, an already transformed, surly, experienced, it is often difficult for clients to Hulk-like look-a-like known as "Beast" presented hear negative and emotionally charged feedback himself in one of Art's groups (or perhaps about their brainchildren. And who could blame hypothetical groups). In the go round, he them? Their jobs are on the line. Their self- growled and snarled at the group and at Art. esteem about their own creative process, which Art silently, but frantically, tried to recall all of brought the test ideas into being, are being the interventions he had learned to employ in challenged and shot down in a moment, while dealing with difficult people. He jokingly they may have spent months or even years reflects to himself things like: coming to the point where they are brave • Slip him a Mickey? enough to expose them to their audiences. It is • Pull out a can of Mace? natural that clients are likely to take any attacks • Use the ejector seat? on their products and advertising personally, Then Art tells us that he remembered the making it difficult to listen with an open mind. seating-position behavior he learned about for It is therefore a wise idea for clients to have working with difficult respondents. He invites the safety of the movie metaphor. And it works Beast (who is sitting in the confrontational, well with the focus group setup. Watching the counter-leadership position at the end of the "movie" through the glass is a logical extension table) to switch seats with Happy, who is of the physical environment. The window is like sitting in the compliant seat to the moderator's a large screen. The seats are lined up in tiers. It immediate right. He correctly explains that the is dark like a movie theater. Many facilities even chair opposite the leader is likely to be taken by serve popcorn to encourage the sense of more a provoking, challenging character. One way to passive viewing and listening. change behavior is to literally change the However, it is a totally different situation for person's seat. the leader in the front room. The moderator In Art's “Focus Group Thriller,” he has this might pretend that she is the focusing lens of the Grumpy Beast switch his seat with Happy, the camera, but the problem occurs when the monster character most likely to support the moderator. in the movie slowly turns its head, catches the Then Art announced to the group that the topic camera's eye and focuses his fury right into the of the session was Christmas stockings, where audience’s face. We all know how frightening it upon our Grumpy Hulk uttered a thunderous is when that character seems to come off the big rumbling sound like that of a volcano about to
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erupt, turned to him and the people in the back room, scare you with a roar and the mighty muscle that looks and, in growing ferocity, picked up a chair and flung it like he can back it up. It is a very simple technique that at the mirror. diffuses the raw emotion of this grumpy person. (And Once our imaginary respondent, Beast, released the remember, all of us have the capacity for being quite pent-up frustration that had been growing to a breaking grumpy at times, when provoked.) point, he was able to express the softer feelings and The unexpected outburst starts. Allow the respondent reasons why. to vent and finish his or her little tirade. You will feel Art says, "Then, as we all looked on, Beast sat back the attack, and so will the rest of the group. If you are down and became tearful. ‘Every December, I apply for like most people when confronted with such a strong jobs as Santa Claus. But I'm always rejected once they assault, your heart will race and you probably feel a find out I'm a professional wrestler.’ For the rest of the little frightened yourself, not unlike the shock I felt when session he was a pussycat, making all sorts of useful the computer came crashing down on my head out of suggestions to increase sales of my client's product." seemingly nowhere. With just a little luck, nothing this extreme will ever Remind yourself to take a breath. It will be over soon. happen to you when you're leading a group or meeting. You can give yourself time to think and recover from Yet, there is that nagging old Murphy reminding us that your pounding heart and dazed feeling and, at the same anything can and will happen. The sheer knowledge of time, help this angry person calm down by saying, "I am this possibility, no matter how rare, keeps us needing to sorry. Could you repeat that? I am not sure I really have an approach to handle the most difficult understood what you said." respondents, even though most groups are comprised of While it may sound counter-intuitive to invite this amiable, cooperative people. furious fomentation to be unleashed yet again, it As an important intervention for your consideration, actually has the reverse effect. It is at once both an I would like to suggest a reliable little tactic to have in extraordinarily simple and extraordinarily powerful your back pocket if Murphy and The Hulk show up and intervention.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 41 Murphy’s Law of Group Dynamics … CONTINUED
Here's why: help him be more cooperative, ask • Asking the respondent to repeat easy, object-oriented questions with what was just expressed protects regard to the content. Examples you from attempting to engage would be: in a rational conversation with • When did this happen? an irrational person (which is • Where were you? kind of like trying to get your • How did you get there? dog to teach you calculus; you'll • Who was there? just irritate him and get him to People calm down when given bark louder). Our job as the opportunity to answer simple moderator is to keep the group factual questions that have definite communication constructive, answers, having nothing to do with reasonably logical (despite their opinions. (The reason is that the need to elicit emotional opinions reside inside a person's motivation) and goal oriented. head. They are ideas one has to The overly aggressive respondent “defend,” whereas facts are usually more objectively verifiable, thus is not able to contribute to this in carrying less of a need for personal his or her initial state of anger. defense.) In contrast, asking a very • Second, the meaning and intent upset person "why?" (to which of the overly aggressive they may or may not know the respondent's communication is answer, and which certainly puts usually quite clouded by the them on the spot to defend their intensity of his adrenaline. It's position) may create more anxiety hard to decipher the marketing and refuel their upset. implications out from underneath At some point after the problem the intensity of his emotional respondent has re-verbalized his outburst. The tone of your voice or her aggression and has been should communicate genuine helped to calm down with these interest in hearing the meaning simple factual questions, you of his words. You are asking so might also acknowledge the that you can help this person problem or concern he has, then better articulate what he is repeat it to him to make sure thinking. Like the Hulk, who you (and the rest of the group) requires a build up of energy to understand the issue. fuel his fiery temper, his raw emotion has been spent. It will What works about take time, energy and a sense of this approach? annoyance and irritation to • You demonstrated that you have rebuild another volcanic respect for this respondent, as eruption. When the respondent well as the others in the group, repeats what he originally spat by accepting his reaction and out in a rage, he will now wanting to hear more. express it far more calmly with • You remained apparently calm far less feeling and agitation. and avoided counter-attacking and dismissing him. (That's hard This will give you to do when someone is attacking an opportunity to: you. During an aggressive • Recuperate, calm down, collect confrontation, it's natural to your thoughts and think of your want to fight fire with fire.) next question. • You indicated interest in finding • Invite the group to react to the out what he is really thinking, content of his message rather than and you validated him by letting to the inappropriate emotion. him know that you believe there Then, in order to further help is an important message beyond Grumpy respond in a way that will the fireworks. • You treated the issue as important to the respondent, even though it might not be so for others, showing your interest in everyone's reactions. • You demonstrated acceptance of his feelings to make it possible for him to talk without having to use intense emotional outbursts to get your attention. • You used the window of calm after the storm to reestablish your leadership in the group and take control • At the same time, you gave the other group members a moment to also catch their breath and calm down from the onslaught so you could all return to the task at hand.
Incidentally, Art is right about seating position. It's much easier for an angry respondent to assert dominance and attempt to steal the floor if he or she can make eye contact with the leader. Acknowledging via eye contact invites the other person to talk and interact. (You know how they say to avoid eye contact with a crazy-looking person when you're walking the streets of Manhattan.) So, either change his seat or change the balance of power by getting up, moving around the room and making it difficult for him or her to look you in the eye until this person has demonstrated that he or she can be cooperative. When all else fails — here’s a tip from another fairy tale — keep a pitcher of water handy to melt the wicked witch. Just kidding, of course, but it's only fair to note that Super Grumpies come in both genders. Remember, Murphy's law is very unlikely to come to pass. Most groups are comprised of people who want to be there and share their ideas, rather than hitting you on the head with a heavy metal black box.
• QUALITATIVE TOOLBOX •
Ethnography Revealed, Part 2 … The Nuts and Bolts of an Authentic Ethnography Project
B Y A VA L INDBERG SunResearch • [email protected]
nitially, most researchers, and especially new clients, present us with this challenge: Why not just do rich in-depth interviews inside the home and get in a little observing of natural behavior I on the side? Won’t results be similar to this total emphasis on pure, spontaneous observation? The answer is no. After much experience with both techniques, we find natural, pure observation far superior to traditional probing or interviews inside the home when attempting to reach a breakthrough experience. The value of our more difficult, esoteric, authentic ethnography is supported by scientific research on brain function. Physiologically, the part of the brain that does the behavior (pure, direct, spontaneous observation) is entirely different from the part of the brain that controls perception, that remembers and describes the behavior as a response to questions from a moderator or interviewer in focus groups or IDIs. If the ethnographer interviews the respondent at home using traditional probing techniques, the part of the brain that controls perception is activated, so the respondent begins to describe what is done rather than actually doing it, and ethnographic truth is unlikely to happen. Instead, a reconstructed invention of reality replaces actual behavior, even during the so-called “observation.” Essentially, conducting ethnographies as if they’re a richer, more intimate form of in-depth interview limits the potential of authentic ethnography. Given the increased difficulty and expenditure of energies going from home to home vs. a central facility, experienced practitioners may end up pronouncing such in-home “ethnographies” a less viable use of time, effort and client money. Similar results might be attained inside facilities with creative focus groups that emphasize interesting projective, emotional or archetypal stimuli.
46 QRCA VIEWS SUMMER 2006 www.qrca.org QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 47 Ethnography Revealed, Part 2 … CONTINUED
Observe More and Interview Less As much as possible, the ethnographic rule of thumb is: more, more, more observation and less, less, less interviewing. Pure observation sounds deceptively simple. Actually, it is the most difficult part of the process, rarely attempted except by an experienced ethnographer or a trained client team, because it runs against everyone’s grain to hold back and not ask questions about what is being seen… especially when the actual behavior is right there in front of the team, who have been waiting to see and experience it for hours.
Plan on an Ultra-Fuzzy Beginning to Most Ethnographies Even when the lead ethnographer is experienced in pure observation, the client research team may feel as if it is operating within ambiguity, strangeness and confusion without the comfortable support of asking the respondent questions about what is happening and why. This is why we emphasize training of the core team to suspend judgment, relax and get into the lives of consumers for a few days until internal observational consistencies homes, etc.), the team does observationals in are illuminated. We plan always on experiencing clothes they’d choose for a casual Saturday an ultra-fuzzy beginning – that place of confusion at home. and transition between knowing nothing and • Use of “soft eyes” is critical for pure formulating firm hypotheses. We train and then observation. The soft-eyes process does not re-train the supporting client team to approach each focus directly, actively or aggressively on the respondent in the way of “Zen beginner mind.” respondent and never stares. Instead, the eyes are kept somewhat downcast at all times, in Training the Core Client Team a relaxed way. The team is asked to gently as Mini-Anthropologists drop the gaze if the respondent looks at us During a special half-day session of client for approval or attention. The attitude of training in authentic ethnography, we emphasize soft eyes keeps our consumers from feeling several points that help create this open-ended as if they’re bugs under a microscope being acceptance of each respondent’s lifestyle and observed by white-coated, uncaring scientists. ultimately lead to breakthrough. • Although it may feel unnatural, given • Each team has three members, with distinct conventional rules of social behavior, the roles: a lead ethnographer and two clients. ethnographic team avoids engaging in back- The lead ethnographer shadows the respondent and-forth conversation with participants, and choreographs the entire process. One even when each and every respondent will try client fulfills the role of “visual observer,” hard – at least in the beginning – to engage noting everything seen using a checklist us in chatting. They are as curious about us format. The second client is the “auditory as we are about them. However, the lead observer,” writing down everything the ethnographer will reassure the respondents observed respondent says out loud and verbal that our purpose is to simply observe natural interactions between family members and life in their environment, not to chat or team. Essentially, three pairs of ears and three answer questions. high-functioning minds tap into each • The lead ethnographer will invite the observed ethnography’s insights. respondents to feel free to explain out loud • The team “dresses down” to avoid in as much detail as they wish what they are intimidating the consumer. Unless we’re in a doing as they are doing it, without feeling as category or region that traditionally dresses if they need any reaction from the ethnographic up (a few corporate settings, more religious team. Verbalized respondent reflections help
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the observing team better Authentic ethnography is very different from understand behaviors and motivations without traditional qualitative focus group or IDI prompting artificial or socially acceptable behavior. techniques in that it involves pure observation • To not intimidate the respondents by unconscious of natural behavior with minimal intervention controlling or aggressive body positions, the from outsiders, including the facilitator. ethnographic team members are trained to position themselves — at all times — at a level that is somewhat lower than the respondents. The team sits while respondents stand or sit. Especially when there are children, mothers, teens or sensitive respondents talking, eating or doing any form of behavior, observers find a place to position themselves outside of the main locus of activity. They may even sit, kneel and relax close to the floor when observing, to avoid overpowering the participant.
Respondents Should Be Unaware of What the Team is There to Observe Usually, all observations are conducted “blind”; the consumer is not overtly conscious of the brand or product category being researched. When the team appears for the ethnography, the respondent is simply told that “we are here to observe how people live in America… life, shopping, work, food, children, beverages, cleaning, cell phones, your family, friends and what happens, everything and anything. Do anything you would normally do during this period of time.” The team then observes — within the framework of all other products purchased and consumed in the household — where the consumer keeps the brand-in-question, specific category or product on the shelf, how much is used or Ethnography Revealed, Part 2 … CONTINUED
minutes or the first hour, respondents begin to be more natural. Since our team seems rather boring, family members start interacting with each other — they “do their thing,” without watching us self-consciously.
Hours #2 and #3 Continuing into the second and third hours, we continue to shadow the respondent and family, intuiting when or how long to observe silently vs. softly asking questions (like “What just went on?” or “What is happening now?”) to allow new insight but not change behavior. We then return to silent shadowing and pure observational mode so respondents don’t begin a running dialogue with us. This in-and-out process happens many times over the course of the four hours. It’s the hardest part of the ethnographic process, but it’s the thrown away, natural response to it and what key to identifying breakthrough insight. other products are used in conjunction with the product being researched, as well as the Hour #4 dynamics of product usage within the four- In the last hour or two, and when both client hour ethnography. team and respondent have become sufficiently relaxed, we may spontaneously participate The Four Hours of an Ethnography alongside the respondent in whatever activity There are no “typical” ethnographies, but the happens to be occurring at home, retail general flow may go something like this… environment, workplace or other location. The client team may ask a burning question Hour #1 or two, which brings them into the process In the first hour, we come into the household, without causing the respondent to begin get our materials out, allow everyone to lecturing the team about her life. become comfortable with the process and explain several times that the process is Concentrating on Shopping spontaneous observation, not an interview. When an ethnographic study emphasizes in- The client team is introduced as colleagues, store-shopping behavior, the greater number of assistants and trainees in the observational hours spent in total observation will be in the method — even if they’re high-level stores themselves. Each respondent has been marketing, research or creative executives — recruited to need to go shopping for groceries, explaining their roles casually. Then the lead clothes or other items. The respondent’s ethnographer repositions them so they’re not shopping trip is a real one; he or she had already all staring directly at the respondent. We planned to shop on this particular day and time, thank and then hand the respondent the with a real need or desire to look for the items honorarium before the ethnography begins. to be purchased. We refrain from staged This enhances permission to do anything they situations, like giving money to the respondents normally would, not fear unconsciously that to watch how they purchase a particular product certain behavior will result in nonpayment. or brand. Taking out our tape recorders, pads, pens and We also assume there will be important links digital camera, we begin to observe. We wait between the inside home environment, need as events and behavior start naturally. We levels, planning and at-home family dynamics move with the respondent, gently just before the purchase experience. In authentic reconfirming our silent observational role if ethnography, we never just show up at the store; they try to chat. instead, we always meet at the home first and In the first hour or so, we literally “hang then go out. During our half-hour or so in the with” the respondents, silently observing the home, we check pantries and refrigerator, noting family’s activities. In the beginning hours, we what is there and not there, packaging sizes, simply observe, letting life unfold as it brands, multiples or singles of an item and happens naturally in the family. Within 30 leftovers. We also watch list preparation; notice
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flyers, coupons and note items on counters; and two regions and observe two or three each of move around with the respondent as she makes the key segments within a variety of life stages, her last-minute preparations. If it’s a clothes or incomes, ages and ethnicities. Fourteen to 18 other shopping trip, we ask the respondent to ethnographies constitutes about 60 and 75 show us his or her closets, drawers and other hours of total observation. pertinent locations of items, checking to see what brands, styles, colors and sizes are there, Length of each ethnography before new items are purchased. Time inside each household or shopping We then ride in the respondent’s car to the ethnography runs between four-plus hours and store(s) of her choice, letting her talk about a half-day. We have experimented with shorter what’s on her mind as we drive. time periods but find them lacking; a minimum At the store, the team must be even more prepared to wait and watch silently as the respondent goes about the retail or supermarket experience. Prompting or showing interest in a particular product, aisle, brand or item — though tempting — may actually motivate a “false purchase” or clue the respondent into what the team’s goals are. At the end of the shopping ethnography, we ride home Not Just Another Pretty Face with the respondent, help her unpack or unload, note family Have you heard? Fleischman Field Research has joined First Choice Facilities with dynamics related to reception of owner-operated locations throughout the country. Now we can offer one-stop the products purchased and ask booking for your recruiting and focus group needs. So whether you’re thinking of any final questions from the team. New York, Chicago/Oak Park, Seattle, Portland, Atlanta, Tampa, Los Angeles/Orange County or San Francisco we’ve got you covered. We offer the same great service Optimal Methodological you have come to expect. We’ll be there to make you look good. Elements of Authentic Ethnography Against the backdrop of our pure, observational process, authentic ethnography suggests an optimal study scope to create the possibility of breakthrough findings. After years of experimentation with greater and lesser methodological elements, what seems to work And now, just for trying us, we’ll give you a great discount when you book your best is outlined below. multi-city focus groups! Number of ethnographies We’re so much more than just a pretty face! Although some anthropologists have suggested at least 20 households as a minimal scope, our rule of thumb for the optimal number of ethnographies runs between 14 and 18 individual 250 Sutter Street • Suite 200 • San Francisco, CA 94108 households of four-plus hours Phone: 800.277.3200 • 415.398.4140 • Fax 415.989.4506 each. This number can be www.ffrsf.com completed in about two weeks (or a bit longer), gives the core A “First Choice Facility” — owner operated for quality team a chance to go to at least Ask about our discount program. First Choice Facilities cities: Atlanta • Chicago/Oak Park • New York Los Angeles/Orange County • San Francisco • Seattle • Portland • Tampa
TM Member: , Video InterClipper, MRA, AMA Ethnography Revealed, Part 2 … CONTINUED
of four hours appears essential to go deeply into the Choosing the right respondents behaviors and attitudes of respondent and family. Even We recruit respondents for ethnography using top- though they may seem social or relaxed on the surface, rated fields and detailed screeners with blind questions respondents do not let down their guard or show their to be sure that the respondent is the correct one. We real personas until enough time passes for them to avoid observing the wrong respondent by pre-screening become familiar with the ethnographic team, allow with short personal interviews, regular or mini-groups trust to form and move into natural behavior at their or even triads in facilities, to identify personalities and own pace. Longer ethnographies would not allow us behaviors of potential candidates. We then invite to complete the 14-18 ethnographies suggested as our willing respondents to participate at a later time. ideal scope within a reasonable length of client- If it is essential that the respondent not know oriented time, unless we mobilize multiple teams or anything about the subject we are seeking to observe, remain in the field for months. we will double-recruit ethnographic candidates. We then interview each of them (blind, by phone) and let Optimal daily scheduling the lead ethnographer make the final choice for in- We usually conduct two ethnographies per day, with home observation. hour-long team debriefs, a team meal break and allowance for travel to the next ethnographic observational. Collecting visual data: videotaping or photography? Each day is intense. Because we schedule each Depending upon the scope and needs of the project, we ethnography only when the behavior or issue under make careful upfront decisions about forms of visual study is intended to occur, scheduling is based not data collection. Whether to do photography or upon the convenience of the client research team, but videotaping — or no visual data collection at all — upon our consumers’ lives. will eventuate in implications at every level. Generally,
52 QRCA VIEWS SUMMER 2006 www.qrca.org CONTINUED Ethnography Revealed, Part 2 …
we favor photography if the ethnographies are conducted inside the homes. When we conduct Ethnographic Shopping Experiences inside stores, we may do no visual recording except at check-out, since photography or videotaping may not be permissible, tends to irritate or alert store managers to our presence or radically change a respondent’s shopping choices. Photography is our preferred technique of data collection, along with client notes and some tape recording. If done unobtrusively, photography produces minimal change of behavior by respondents. Carefully labeled photo images are easy to sort and select for the final presentation. However, visual data collection is ultimately a professional decision to make between you and your client. You may decide to do video- taping, if (a) you’re an expe- rienced videographer yourself or (b) have someone on your staff who’s an expert in ethno- graphic videography, and (c) have the additional hours to go through tapes to create a dynamic film with a final report to the client.
A Few Final Thoughts Though authentic ethnography involves more expense than the usual series of in-facility focus groups and IDIs, the process can pay for itself many times over, as it increases the likelihood of a successful product introduction, total brand transformation or groundbreaking new creative strategies. Even if it’s not possible to do the total process of authentic ethnography, consider trying out one or more elements. Add an hour or two of pure observation to your in-home technique; consider lengthening your time with a respondent; train and add debriefs to your client team interactions; or exper- iment with new forms of visual data-collecting. Eventually, you may resonate even more with this classic form of ethnography. Specialty Transcripts, Report Writing, Recruiting & Interviewing Services
• TARGETED MARKETING •
56 QRCA VIEWS SUMMER 2006 www.qrca.org Tapping Into the Power of the Black Female
B Y P EPPER M ILLER The HunterMiller Group • Chicago, IL • [email protected]
he new emphasis in marketing today is based on the theory that the “multicultural” approach will appeal to audiences across the board. This new focus is particularly relevant to marketers T targeting women. While many women do indeed have more For as long as we in common than not, there are key cultural differences between African-American women and their white female counterparts. These can remember — characteristics make all the difference in determining whether marketing years before programs and communications are relevant and meaningful to African- American women. “bootylicious” Controlling 53% of all Black buying power ($403 billion), African- caught on — American women, whether single or partnered, are more likely than white women to control the purse strings in their household. Among African-American married women, for instance, half of African-American women are the primary decision-makers in buying a house, compared to one quarter women have of married white women. celebrated their African-American women have always been at the forefront of fashion and trends, exerting tremendous impact on hairstyles and hair curvy figures. color in general. They stand out also because they continue to reject general-market beauty standards, embracing their own style and body image. The fashion and marketing industries recognize this trendsetting role, incorporating Black women’s ideas into products and marketing. The 2005 Window on Our Women study (WOWII), the first-ever segmentation study on African-American women, provides a fuller picture of Black women as a distinctive and desirable marketing segment in the fashion, media, retailing and financial areas. Commissioned by Essence magazine, the study was conducted independently by Lieberman Research Worldwide and The Hunter-Miller Group. Among the findings concerning African-American women compared to general-market Caucasian women are these:
• 50% want to start their own business vs. 29% of general-market women.
• 52% are significantly more likely to view entrepreneurship as a way to build wealth vs. 28%.
• 41% are key influencers for beauty and 42% for fashion, vs. 27% and 25%, respectively; 26% of African-American women buy a new wardrobe each fashion season vs. 12% of white females.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 57 Tapping Into the Power of the Black Female CONTINUED
• 34% say they regularly pay more than other people for name-brand prescription medications vs. 24% of white females.
• 43% are more likely than white females (26%) to reward themselves with pampering treats (massages, facials, manicures and pedicures).
• 43% say they are interested in financial investing vs. 33% of white females.
• 50% vs. 42% are more likely to be the primary decision-maker for their household’s travel, home electronics (45% vs. 38%), financial services and investments (41% vs. 33%), automobiles (36% vs. 30%) and real estate (32% vs. 24%).
• 52% believe that they must do work they enjoy in order to be successful vs. 43%; 27% consider “having it all” a must-have in terms of their career and family life vs. 18%. cater to “those who aren’t drawn in by the likes of Paris Hilton.” In terms of media use, 70% of African- The popularity of curvaceous non-Caucasian American women rely solely on African- celebrities like Jennifer Lopez and R&B singer American magazines, and only 5% rely Beyoncé is empowering women to feel good about general-market magazines. different body types. Queen Latifah (a.k.a. Dana Owens), celebrity spokesperson for Cover Girl More on Beauty Cosmetics, has sent an obvious message to For as long as we can remember — years before African-American women and other women of “bootylicious” caught on — Black women have size. While the brand used white, blue-eyed celebrated their curvy figures. A study conducted models for years, the current advertising talks to by the University of Michigan looked at the a diverse audience that embraces Black beauty influence of popular television on Black women, and all women who celebrate being sexy, happy and another project by the University of Missouri and full-figured. In the University of Missouri studied the effects of magazine ads with images study mentioned above, participants dismissed of attractive white and Black young women on images of attractive white women as unimportant Black women’s self-image. Both studies concluded but were affected by images of attractive that Black women, despite being heavier, Black women. have better body images than their white Cultivating the African-American female counterparts. A University of South Carolina consumer could be critical to the success of a study also found that African-American women brand. However, African-American women expressed less desire to be a smaller size than continue to be undervalued by many marketers Caucasian women. who promote their products and services assuming African-American women generally do not there are universal behavioral characteristics. view excess pounds as negatively as white Black women's roles as fashion trendsetters is women do. This is seen among Black teenage fairly well recognized. In addition, these women girls, who are less likely to suffer from eating are prime targets for a wide variety of financial disorders such as anorexia and bulimia. A key and investment products/services, automobiles, reason for this difference is the admiration of electronics, travel, real estate and personal care the fuller figure by many Black men. Shapely products/services. And, while African-American African-American women are prominently women participate in lifestyle activities similar featured in publications like Black Men, Smooth to mainstream America, they are most strongly and King, which have a large, though not influenced by messages that speak to them as exclusively African-American, male readership. Black women, with models, spokespersons and According to DiversityInc.com, these magazines actresses who look like them.
58 QRCA VIEWS SUMMER 2006 www.qrca.org CONTINUED Tapping Into the Power of the Black Female
EFFECTIVE MARKETING STRATEGIES FOR REACHING AFRICAN-AMERICANS
arketers elicit positive response from most African- “An important aspect of the Black experience is the MAmericans when they depict positive images of struggle for fulfillment, belonging, accomplishment Black men, showing them as the respected family head, and respect in a white-dominated culture.” concerned father, business owner, corporate executive “DePaul University Study,” and all-around good guy. by Dr. Robert Pitts, 1990
Proctor & Gamble — Tide General Foods — Stove Top Stuffing An example of translating the Black experience to an In the early 1990s, General Foods’ StoveTop Stuffing effective marketing strategy is Burrell Communications’ wanted to increase its sales among Black consumers. targeted campaign for Proctor and Gamble’s Tide brand. Burrell’s research revealed that African-Americans use A Chicago-based African-American advertising agency, cornbread instead of loaf bread to make their stuffing. Burrell created an ad featuring an African-American man Their language to describe the dish is distinctive. sleeping on his back with a small child napping on his Not only do they call it “dressing,” but also they stomach. There’s a shiny gold wedding band on his left think of “stuffing” as the white recipe that calls for hand, and neo-soul music is playing softly in the background. conventional bread. (Some Southern whites also use This campaign took on an important issue in the the term “dressing.”) Black community and the stereotype that Black men are As a result, Burrell proposed that the company absent fathers and turning it around to a positive and develop a cornbread recipe with a tagline aimed at the relevant image. Because the African-American African-American market that said, “The box says community so successfully received the campaign, P&G stuffing, but the taste says dressing.” Targeted TV, decided to include the ads in general-market rotation. radio and print ads were placed in various Black media, According to the brand team, this commercial drew the and the brand’s awareness and sales among African- highest performance score of all Tide commercials. Americans went through the roof.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 59 Tapping Into the Power of the Black Female CONTINUED
COCA-COLA CELEBRATES AFRICAN- AMERICAN BEAUTY
he Coca-Cola Company T has targeted marketing and communications to the African- American community for over 30 years. During the 1990s, Burrell Communications created a very successful television cam- paign for Coke that demonstrated real inclusion and respect for African-Americans. One commercial, for instance, showed an African-American model whose dark skin and close-cropped, natural hair were the antithesis of what many African-Americans perceived as white America’s standard of beauty (white skin, blue eyes and blonde hair). The script called for her to say, “The ad said they were looking for the all-American girl. So, what do you think?” This commercial, along with similar ones in the campaign, was immensely successful with African-Americans. The model’s appearance, along with the copy line, were a profound statement to the African-American Nothing gets by. No detail is too small. No study too complex. It’s our community, particularly women, approach to everything we do-from our meticulous local and national recruiting to that Black beauty was recognized, equal, respected and appre- the hoops we jump through to make you comfortable in our first-class focus group ciated by a huge white-owned facilities. Just what you’d expect from a company rated one of the World’s company that is considered an icon of America. Best Facilities.*
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HOUSTON DALLAS Krista Browning, Director Karen Thomas, Director Next to the Omni near Connected to the Hilton across from The Galleria The Galleria Three Riverway One Lincoln Centre Suite 250 5400 LBJ Freeway, Suite 400 Houston, Texas 77056 Dallas, Texas 75240 tel 713.888.0202 fax 713.960.1160 tel 214.265.1700 fax 214.265.1835
• TECH TALK • Is It a Cell Phone or a Swiss Army Knife?
B Y J OEL R APHAEL ViewPower • New York, NY • [email protected]
ast fall, an article in Business Week — “Less Dashing to Find the Cell Phone” in October 2005 — noted the emergence of gadgets that integrate home and cell phones. Buying one of these specialized L systems allows you to use either your landline (home or office) or cell-phone service to make and receive cell-phone calls. Essentially, it allows you to use your cell phone as an additional telephone line, at The good news home or in the office. Made by such manufacturers as Uniden, RCA and Motorola, the units is that many of retail for between $120 and $250 and come with a base station, a cordless handset and a docking station for the cell phone. The cordless us are hired by set has buttons that say “land” and “mobile,” or “home” and “cell.” clients to help So, when you use the cordless set, you can choose either line. Different ring tones can be used to distinguish between the lines for incoming calls. create these new The cell phone recharges while in the docking station, which must be connected to an electrical outlet and must be in a location that gets clear service ideas. cellular reception. The base station needs to be near a phone jack and electrical outlet. Unfortunately, none of these systems work with all cell phones. These combined cell/home/office phone services have been made possible not only by technology but by pricing plans. I conducted a study on this subject about a decade ago, while running focus groups for a client who was considering an integrated home-cell phone service. In those days, less than ten percent of the public used cell phones, and service prices were on the order of $1 per minute, for incoming as well as outgoing calls. Plus, there were “roaming fees” if you were not in your home metropolitan area. The respondents in my study were almost universally opposed to an integrated device. Not only did they not want to pay such prices for incoming calls, but they were also afraid they would be billed for cellular usage even when at home. As far as I know, the client did not proceed with development of the integrated unit back then. Nowadays, when most cell-phone price plans charge an acceptable monthly rate for a bundle of minutes, incoming calls are often free, and some offer free nights and weekends. Most cell-phone users don’t think twice about using cell service, especially for business. So, using the cell- phone side with these dual phones can save a lot of money on calls. It also allows you to use the “cell phone” in places in your home or office
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 65 Is It a Cell Phone or a Swiss Army Knife? CONTINUED
as Manhattan, cell-phone service is not very good indoors nor high up (my office is on the 25th floor). Also, some callers “know” area codes, and often, cell phones are assigned to cell-phone-specific area codes. My office phone has a 212 (Manhattan) area code. My cell phone has a 917 (New York cell phone) area code. A caller may have a different impression of a company that has the cachet of a Manhattan phone number than one with a cell-phone number. The idea of integrating other devices with a cell phone has also gone in many other directions. Probably the most well known are the devices (such as a BlackBerry) that allow users not only to make and receive phone calls but also to check email and even connect to the internet. While they don’t have the power and breadth of a laptop’s services, many users find them so important that they are affectionately known as the “CrackBerry.” where the cell-phone signal is normally not good. Now, many cell-phone manufacturers have As long as the cell phone is sitting in the docking integrated cameras into their phones. While station and has a signal, the cordless handset many people find them useful, there has been can use the cell-phone number anywhere in some backlash, such as when people bring a range of the base station, which usually covers camera phone into a locker room. Many a home or small office. attorneys have had to trade down from a For those who run a business on their own, camera phone, since they have been banned whether from an outside office or a home office, in some courtrooms. So, while camera phones consider forwarding office calls to your cell are popular, they may not be for everyone. phone when you are out of the office. Callers And most camera phones don’t have the only need to know one number, and you can resolution of a stand-alone digital camera. answer wherever you are. People trying to call Although they may suffice for taking a group you don’t need to know if you are in the office, picture of focus group respondents, a separate in town or traveling. They just call one number, one is usually better for many of the tasks in and you get the call, no matter where you are. qualitative research that require a digital camera. Those of us who are compulsive (and want As portable MP3 players and iPods have people to be able to call us whenever and become standard devices to carry around, some wherever) find this integration very efficient. cell phones integrate the phone and music To those who say, “I don’t want to be found; functions. While they are selling well, some I want some time to myself,” simply turn off people are concerned about the fidelity of the your cell phone when you want the quiet time! I have used this call-forwarding trick for many years. I give callers only the office number. My office is in New York City, but whether I am out in Manhattan, Denver or Dallas, people calling my office number automatically get transferred to my cell phone. If I am unable to answer because I am in a meeting, on an airplane or running a focus group, as soon as I turn the cell phone back on, I get my messages. My cell-phone service stores the voice mail, eliminating the need for multiple message systems or to frequently call back to the office to check for messages. Some people have even abandoned their landline (home or office) phone, using the cell phone as their primary phone for all their needs. That works for some people. In a location such
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music through an integrated device. Others worry that the battery usage for listening to the music could drain the battery for the time they want to use the phone. As interactive gaming moves from the online world to the wireless and mobile space, many phones can be used for playing games, either by the user alone or interactively. In addition, as cell phones incorporate chips that can determine location via Global Positioning, many new services are being deployed that will extend Yellow Pages and local search into cell phones. A few years ago, it was futuristic to think about using a cell phone to find the nearest Starbucks. Now, however, many of the cell services provide the software to do this sort of search. Since many of us are frequently on the road, using cell phones and laptops is a way of life. These days, most of us make sure any hotel where we stay offers high-speed internet connections. In airports (and Starbucks), we can often use so-called WiFi networks to get connected. When that’s not enough, some cell phones are capable of high-speed service and can be connected to a laptop to provide internet connectivity anywhere there is a cellular signal. Integrating functions such as email, music and games into a cell phone means you have only one device (and only one battery charger) to carry around. That can be an issue if part of it stops working. Just this week, I saw someone bring a BlackBerry in for repair. As he was being told it would be sent out for repair and he would be with- out it for 48 hours, he kept receiving business calls from clients. He couldn’t afford to hand it over for 48 hours without making alternative arrangements first. Is It a Cell Phone or a Swiss Army Knife? CONTINUED
This same sort of thing can also happen with a TV and built-in DVD player, but people often have more than one, or they can do without it for a couple of days. Many of us would feel lost and anxious without our cell phones. Also, as independent consultants, it could actually jeopardize our business! All of these email, music and gaming services are here and now. As cell-phone companies deploy what are called 3G (3rd generation) network technology, the ability to send and receive data at speeds that rival wired networks will permit services that have not been imagined. Some of you may be familiar with VoIP (Voice over Internet). The types of services VoIP allows are also starting to show up in some cell phones. The irony is that many of them are data services. The technology uses a digital-transmission scheme that has been engineered to provide voice-grade service and then turns it back into providing a data service. The good news is that many of us are hired by clients to help create these new service ideas. So, whether you are a techie or not, you can use these services, and you can even work with clients to understand how the market would use them, without having to know all about “analog,” “digital” or “bits.”
• BUSINESS MATTERS •
The Top Ten Issues in Research Services Agreements
B Y D UANE L. BERLIN Lev & Berlin, P.C. • CASRO General Counsel • Norwalk, CT • [email protected]
s the survey research industry has matured, the use of formal client services agreements has dramatically increased. Many research companies, used to dealing with clients solely on the basis of a term Asheet, proposal, statement of work or the “back of an envelope” now find themselves presented with 20 or 30 pages of legalese, much of which is as boring as stereo instructions and harder to decipher than the U.S. Tax Code. What to do? The unfortunate reality, especially for smaller companies who really want the business (and whose desire to avoid reading a contract is A poorly drafted exceeded only by their desire to avoid legal bills) is to just sign it. After all, client agreement it’s all just boilerplate that the client won’t change anyway, right? Wrong. can expose you to liabilities that greatly exceed the value of the work you’re being hired to perform, as well as put the ownership of your intellectual property in question and obligate you to do things that you don’t want or need to do.
72 QRCA VIEWS SUMMER 2006 www.qrca.org CONTINUED The Top Ten Issues in Research Services Agreements
A poorly drafted client agreement can expose you to liabilities that greatly exceed the value of the work you’re being hired to perform, as well as put the ownership of your intellectual property in question and obligate you to do things that you don’t want or need to do. On the other hand, a well-drafted client agreement can limit your liability, protect your intellectual capital and ensure that you are never called upon to do anything other than perform the services for which you are being paid. The first and best course of action when reviewing a contract (as when going to court) is to always hire a lawyer. Contracts (and courts) exist in an ephemeral, alternate reality, where everyday words take on dark and sinister meanings and where friendly concepts mutate into dangerous risks. This is a difficult place for 2. Disclaim consequential damages. normal people. This is another limitation of liability. You must The second bit of advice is to have your own state in the agreement that you are not responsible form of a contract at the ready. The “home-field for lost profits and other kinds of indirect damages advantage” is more important in contracts than that a client could claim if they were unhappy it is in sports, with often much more at stake. with your work. Otherwise, you become a It is much easier to modify your own research- guarantor of your client’s use of the research you friendly agreement than it is to find every land provide. If you can’t control it, you shouldn’t mine and booby trap hidden in the paper-back guarantee it. novel your client just sent you. Assuming you are going to ignore this advice 3. Protect your intellectual property. and venture into the documentary netherworld Most client contracts have expansive provisions unaccompanied by counsel and without your that give the client ownership of everything own form of agreement (don’t do it!), there are you deliver, everything you used to create the a number of issues to which you should pay special deliverable, everything you were wearing when attention when reviewing a service agreement you created the deliverable, the chair you were proposed by a client. sitting on at the time… well, you get the idea. You must “carve out” (fancy lawyer’s term) of 1. Limit your liability. these provisions those elements of your own One of the most important issues in a service creative process that belong exclusively to you agreement is to be sure that you cannot be held and that you are not selling to the client. liable to the client for an open-ended amount. Basically, if it is used to create research, then Try to limit liability to the contract fee (or a it’s yours; if it is part of the research, then it multiple of the contract fee). Exclusions from belongs to the client. A typical laundry list of this limitation can include claims by third stuff you should be sure you continue to own parties, violations of law, breaches of confident- might be: “inventions, discoveries, innovations, iality and intellectual property. But where the documents, materials, software (including source claim is by the client and relates solely to the code) or information related to methods, tools, work you’ve done, start with one simple designs, techniques, know-how or analysis used concept: refund! in Research Company’s survey research business, An example of such a provision might read together with completed questionnaires produced like this: “With the exception of the parties’ for a project (but not the data contained therein), obligations under those sections of this agreement as well as the concepts, inventions, suggestions, dealing with the protection of intellectual property, creative ideas, plans, drawings, blueprints, confidential information, privacy and claims by computer software designs, models or systems, third parties, the liability of the parties shall be prototypes, sampling methods, research designs, limited to the amount of any fees received by questionnaire forms (unless provided by Client), RESEARCH COMPANY from CLIENT pursuant methods of process or questioning, systems of to this Agreement in connection with the Project analysis, tabulating cards, computer tapes, disks for which liability is asserted or indemnification and any other data-record formats, computer is sought.” programs, information and materials, whether
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 73 The Top Ten Issues in Research Services Agreements CONTINUED
or not patentable or copyrightable, used by Research 6. Read and negotiate Company in connection with this Agreement …” insurance provisions. Many clients like to use the same form of agree- 4. Disclaim implied warranties. ment for all of their vendors, consultants and One of the most bizarre facts about contracts is service providers. As a result, a client might that the law often assumes that agreements say present you with an agreement designed for a things they don’t actually say, unless the parties computer-systems integrator or the guy who’s say that they don’t mean to say them (now you going to fix the plumbing in the executive know why Congress comprises mostly lawyers). washroom. The contracts often have expansive This means that service providers (e.g., researchers) and totally inapplicable requirements (e.g., must state that there are no implied warranties in automobile, business interruption, earthquake the agreement. Otherwise, you could be guaranteeing and hurricane insurance) that you’ll have to not only that your work will meet the specifications obtain or risk being in breach of the agreement. in the contract, but also that it’s suitable for If you are a small company, then explain that the whatever your client decides to do with it, pricing and personalized service your client gets something over which you have no control. is only possible because you don’t have the kind of infrastructure that supports these requirements. 5. Remove subjective standards. Clients love to slip in little statements like “the 7. Insist on mutuality. work will be performed to client’s satisfaction.” Clients often insist on things that they refuse to Sounds benign, right? Sure, until you go to the give to you. “We don’t indemnify vendors” is back of the agreement, where it says that any a common mantra. Don’t accept this position. breach by the research company allows the client Mutuality is fair and forces them to be reasonable to keep the work, not pay you and charge you in what they ask for. the cost to get the “unsatisfactory” work replaced. This is why you must remove any perform- 8. Protect respondent-level information. ance standards that are linked to the client’s Clients often believe that they own every piece satisfaction, acceptance or approval (please note of information that went into the research, that sticking the word “reasonable” in front of including raw data and respondent-identifiable any of these does not help). You should be required information. Research companies have an ethical to perform in accordance with the terms of the and legal responsibility to protect respondent agreement and the specifications in the work privacy. Make it clear in the contract that the order. In other words, if it’s not in the documents, client cannot get this information, unless it the client cannot hold you to it. agrees to keep it confidential, use it only for
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research purposes and never (ever) for marketing to the respondents.
9. Look out for exclusivity provisions. Beware of client contract pro- visions that prevent you from working for their competitors. Such a provision can be devastating to a researcher who specializes in a particular industry and can put your business at the mercy of the client. Assume all clients are merciless. Remind them that you are bound by confidentiality and that one reason they are using you is your expertise and experience in their industry. If the client insists, you can offer to have your research personnel who are working for the client refrain from working for other companies with competing products while working on the client’s project.
10. Require the client to abide by privacy laws. In any situation where the client provides the researcher with personally identifiable information about its customers, employees or anyone else, you must require the client to represent to you that such disclosure is in accordance with all applicable privacy laws and the client’s own privacy policies. Otherwise, you’ll be at the mercy of the respondent whose information the client gave to you unlawfully. Assume all respondents are merciless.
Bonus Points In addition to the “Top Ten,” there are many other issues to consider when negotiating a client agreement. For example: • Life, liberty and freedom to subcontract. Look out for provisions that prevent you from subcontracting any part of the work without the The Top Ten Issues in Research Services Agreements CONTINUED
client’s permission. If you might need to involved in rendering the services. These subcontract, such a provision would put investigations might make sense for individuals you at the mercy of your client (see the last who are actually going to perform services on sentence of number 9, above). the client’s premises and should be so limited. • It’s just great to arbitrate. If you have a dispute • Time wounds all heals. Contract negotiation with the client, the likelihood is that you will takes time, even under the best of circumstances. be suing them to get paid. In such a case, you I am often asked to review an agreement and want the fastest, cheapest forum. Have the get back to the researcher right away because agreement commit any dispute to arbitration. they’re starting the project the next day (or, Why? A lawsuit in state court can take three even worse, have already started). Or, worse to five years (or longer). A lawsuit in federal yet, they’ve completed the project but can’t court: two to three years. Arbitration: one to get paid until they sign the client’s agreement two years. You do the math. and the client won’t accept any changes. • Do you want fries, uh, fees with that? Speaking Don’t let this happen to you — factor of suing clients, recalcitrant customers often contract negotiation into your project timeline. realize that the legal fees you’ll need to spend • But will they respect me in the morning? in order to collect your money could make it Researchers often worry that a client will uneconomical for you to pursue a claim, even walk away from them just for raising issues one you are sure you’ll win. The answer: with their contracts. They also get nervous include a provision saying the winner gets when the client says things like “We’ve used their legal fees and costs. this contract with every other researcher in • A difficult “Concept” to grasp. This one is the world, and no one has ever even asked to technical, so follow closely: Client contracts make changes to it.” A variant of this is “No often require you to keep their confidential one we’ve ever worked with has ever made so information… well, confidential. Such an many changes” (I get that one a lot). Not to agreement will prohibit you from showing worry — good clients should be happy to or disclosing the client’s product, service or consider any reasonable comment you have business information to anyone else. Seems to offer. Anyone that truly wants to hire you reasonable, right? Now, suppose you’re hired because they respect the quality of your to conduct a concept test in which you must services should be willing to at least hear show to or discuss with respondents a new, what you have to say about their agreement. confidential client concept. Whoops! In order The foregoing is not an exhaustive list by to do the study, you’d have to breach the any stretch of the imagination. They are, rather, confidentiality provision. Solution: Carve out just examples of the dangers that lurk in the concept testing. innocent looking Word file that your client just • On deep background. Look out for provisions emailed and politely asked you to open, print, that require you to obtain background checks sign and return. and drug and alcohol tests for all of your Today. employees, subcontractors and anyone else Before lunch, if possible.
76 QRCA VIEWS SUMMER 2006 www.qrca.org Martin Transcription Resour J N S ces Jay Martin 11042 Blix Street West Toluca Lake, Ca 91602 Email: [email protected] www.jsmartintranscription.com (818) 760-2791 • Fax: (818) 761-7120
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Appleton, WI • Atlanta • Chicago • Columbus • Dallas • Kansas City • Los Angeles • Minneapolis • Philadelphia • Phoenix • Saint Louis • Seattle
• TRAVEL & LEISURE •
Small to Mid-Sized Markets … How to Spend Your Downtime
B Y M ARY B ETH S OLOMON Solomon Solutions • Jersey City, NJ • [email protected]
lenty of markets are seldom written about. the country’s top 20 cities for international Typically, these markets aren’t necessarily business by Fortune magazine. among the QRC’s top-tier or first choices The Kansas City metropolitan area actually P(the ones you tend to hear about, like spans two states — Missouri and Kansas. The New York, Chicago, Atlanta and Los Angeles). Kansas side of Kansas City is primarily a Some of these smaller research markets, collection of suburban residential homes. The frequently selected for their pools of more Missouri side is the one that draws visitors and “pure” respondents and a more true tourists, with its cultural and historical districts, representation of America, include Des Moines, such as the 18th and Vine Historic Jazz District, Omaha, Boise, Sacramento, Charleston and a section just south of I-70, with museums and Lexington. (All of these markets, incidentally, historic nightlife, and Westport and the Plaza, have at least one research facility.) So, it’s not an area full of modern shops (between 39th and entirely unlikely that you will find yourself in 45th Streets), cafés, bistros and restaurants. one of these markets. The selection of excellent, second-tier markets Kansas City Sights provided here includes Kansas City, Missouri; Kansas City has made a rich contribution to Columbus, Ohio; and Austin, Texas. Each of music, particularly to the American jazz scene these markets makes it worth incorporating a of the early half of the 20th century. At the few extra hours (or an entire day) into your American Jazz Museum, you can see rare business trip, especially if you don’t plan to be photos, films and instruments of various jazz there again anytime soon. greats, such as Louis Armstrong, Count Basie and Ella Fitzgerald, among others. Definitely THE HEARTLAND worth a look if you’re a jazz enthusiast, it is considered the premiere jazz museum in the Kansas City, Missouri… country. The American Jazz Museum is located the City of Fountains in the 18th and Vine District at 1616 East 18th Kansas City has come a long way from its Street. (http://www.americanjazzmuseum.com) pioneer days as a gateway for wagon trains Sharing the same space is a 10,000-square- passing through to the west, to its current status foot museum that was founded in 1990 to as one of America’s most livable cities. It has preserve the legacy of African-American also been voted one of the best cities for small contributions to America’s favorite pastime. business by Entrepreneur magazine and one of The Negro Leagues Baseball Museum displays
80 QRCA VIEWS SUMMER 2006 www.qrca.org Photo by David M. Bennett
hundreds of photographs and baseball artifacts pieces and dollhouses. They have old-fashioned dating from the late 1800s through the 1960s. (read: no batteries required) toys, and all of the You’ll also find a huge selection of historical miniature pieces are exactly-to-scale. Tempting team pennants at the Museum Store, along with as it is, you’re not allowed to touch. The Toy other unique gifts and collectibles for the and Miniatures Museum is located in a mansion baseball devotee. The Negro Leagues Baseball at the University of Missouri, at 5235 Oak Museum is located at 1616 East 18th Street Street (same address as the Nelson-Atkins (same address as the American Jazz Museum). Museum of Art). (http://www.umkc.edu/tmm) (http://www.nlbm.com) Liberty Memorial, the only If fine art is more W.W.I memorial in the your thing, then visit the country, includes a 21-story Nelson-Atkins Museum tower that stands in midtown of Art. In keeping with Kansas City as a symbol of Kansas City being the human dignity and liberty. home of the Hallmark First dedicated in 1921, the Company, the Museum’s memorial was completely exhibit (through April restored in 2000 and 2006) was on the rededicated in 2002, and Hallmark Photographic it now includes a museum, Collection and included as well as the impressive 31 pieces of original grounds. The Liberty American photography Memorial Museum is located spanning from 1839 at the corner of Pershing and through the present. The Main. (http://www.liberty permanent collection also memorialmuseum.org/) includes exhibitions on Photo courtesy of Kansas City Literally hundreds of Convention & Visitors Association African art, American fountains, both public Indian art, Asian art, and private, are on view Modern and Contemporary art and a European throughout Kansas City. It is said that Kansas Sculpture Park. The Nelson-Atkins Museum of City (known as the “City of Fountains”) has Art is located at 5235 Oak Street. more fountains than any place except, perhaps, (http://www.nelson-atkins.org) Rome. You’ll see many of these fountains in the The Toy and Miniatures Museum may just Country Club Plaza, a vibrant area located in make you wish you could become Lilliputian, to downtown Kansas City (at 47th Street and surround yourself in the miniature furniture Wornall Road). Some of the fountains you’ll see
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 81 Small to Mid-Sized Markets … CONTINUED
Photo by David M. Bennett include one of its oldest, the Rozzelle Court Fountain (which you’ll find in the Nelson-Atkins Museum of Art courtyard), dating from around 200 A.D. You’ll also find the Vietnam Veterans Fountain (just south of Westport, on the east side of Broadway), which was dedicated in 1986 to Vietnam War veterans. The Crown Center Fountains (on the square at Crown Center at 2450 Grand Boulevard) exhibit the most spectacular fountain displays in the city. Dramatically lit at night and covering a 2,000- square-foot area, this water display has a wowing effect.
Each of these markets makes it worth incorporating a few extra hours (or an entire day) into your business trip.
Kansas City Dining Kansas City is known for its great barbecue restaurants. In the Crown Center and Westport areas of the city, you’ll find more casual options, while Country Club Plaza has more upscale, formal choices. One of the most renowned barbecue restaurants is Arthur Bryant’s, which has attracted celebrities and presidents, including Truman and Carter. Read the story of Arthur Bryant’s history on the site. They make their own barbecue sauce, if you choose to take a little bit of this restaurant home with you. Photo courtesy of Kansas City Convention & Visitors Association Arthur Bryant’s has several locations, including the original at 1727 Brooklyn Avenue. (http://www.arthurbryantsbbq.com) Another choice for the “meat-and-potatoes” crowd is Plaza III The Steakhouse, with an unparalleled selection of steak, made any way you like it. It is considered one of the best steakhouses in the U.S. Plaza III The Steakhouse is located at 4749 Pennsylvania Avenue. (http://www.plazaiiisteakhouse.com) If you prefer to go more international or need vegetarian options, a good alternative is Genghis Khan Mongolian Grill, located in the Westport area. The restaurant has a trendy atmosphere with high ceilings and exposed brick, but the Mongolian raw buffet is the real thing. Make your selections of meat, noodles, veggies, spices, sauces and the like (as much as you want or none at all), and chefs prepare the meal before you, all at very reasonable prices. Genghis Khan Photo courtesy of Kansas City Convention & Visitors Association Mongolian Grill is located at 3906 Bell Street on
82 QRCA VIEWS SUMMER 2006 www.qrca.org CONTINUED Small to Mid-Sized Markets …
the edge of Westport in Kansas City. book signings, including Ray Bradbury, Newt (http://www.genghiskhankc.com) Gingrich and a host of children’s authors. Rainy To keep caffeinated, stop by LattéLand. At Day Books is located in The Fairway Shops, at this Italian café, you can get an afternoon respite 2706 West 53rd Street. (http://www.rainyday from your activities and relax in a cozy env- books.com) ironment, rich with the aroma of coffee and tasty desserts. LattéLand has two locations, including More Kansas City Links 318 West 47th Street in Country Club Square. www.visitkc.com/visitor_info/ visitor_info_home.cfm Kansas City Shopping www.experiencekc.com While all of the museums mentioned earlier have interesting souvenir shops, there are plenty of other places to visit for a few shopping jaunts. THE MIDWEST City Market is a hot downtown area, with Columbus, Ohio… vendors that sell everything from specialty grocery items to fruit to pottery to flowers to Capital of the Buckeye State clothes. On weekends from mid-March through Although located at the center of Ohio, November, City Market also features an Columbus has been at times overlooked in outdoor Farmer’s Market. There are also lots favor of Cleveland and Cincinnati, both of of places where you can get a sit-down meal, which boast popular baseball teams (the too. City Market is located at 5th Street and Cleveland Indians and the Cincinnati Reds), Main Street in downtown Kansas City. as well as a world-renowned art museum and (http://kc-citymarket.com) the Rock and Roll Hall of Fame, respectively. The Crown Center — an expansive shopping (While Cincinnati and Cleveland have the Reds center — serves as a meeting place and a spot to and the Indians, Columbus has a minor-league hear concerts and music. It’s also the Hallmark team known as the Columbus Clippers.) Cards headquarters. The Crown Center even has Best known for being Ohio’s capital and a couple of hotels (a Westin and a Hyatt largest city, Columbus has several main sporting Regency), as well as a range of restaurants, such attractions of its own, particularly college as Benton’s Steak & Chop House, A Streetcar sports, as the city is home to Ohio State Named Desire and Panera Bread. During the University’s main campus. In 2000, Columbus winter, there’s even an indoor ice-skating rink. also saw the entrance of Ohio’s first-ever Crown Center is located at 2450 Grand National Hockey League team, the Columbus Boulevard. (http://www.crowncenter.com) Blue Jackets. Similarly, Country Club Plaza offers a range The downtown area has lots of grassy open of hotels (eight of them), restaurants, shops and squares, with benches for casual breaks during activities. You’ll find shops such as the warmer months. These green spaces allow Anthropologie, Betsey Johnson, Brooks Brothers you to enjoy the surrounding architecture. and Cole Haan, as well as plenty of dining and nightlife choices after the stores close. Bring your walking shoes: There are over 120 stores covering a 14-block span. Country Club Plaza is located at 47th Street and Wornall Road in Kansas City. (http://www.countryclubplaza.com) If you’re a chocolate addict like I am, then don’t pass by the Panache Chocolatier without stopping in for a sinful treat (or two). The confections will tempt you, but if you’re able to resist, they also make great gifts. Then, again, no one will know if you sneak in a taste of their chocolate-chocolate ice cream or chocolate- dipped popcorn! Panache Chocolatier is located in the Country Club Plaza at 418 Nichols Road. (http://www.chocolatekc.com) A mere seven minutes away from the Country Club Plaza, over in Fairway, Kansas, is a private bookshop called Rainy Day Books. This shop has hosted well-known authors for readings and Photo courtesy of columbusohio.org
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 83 Small to Mid-Sized Markets … CONTINUED
Columbus Sights Thurber — fosters young writers and hosts At the corners of Broad Street and High Street is reading series with nationally known authors. one of Columbus’ original government buildings: It also gives you a chance to step into the annals the Ohio Statehouse. Completed in 1861, the Ohio of history and experience early 20th century life Statehouse once served as chambers for the Ohio through the museum exhibits. Thurber House General Assembly and other state governmental offers self-guided tours Monday through offices. The Statehouse has a spectacular rotunda Saturday at no cost; guided tours are offered (120 feet from floor to ceiling), a 29-foot skylight on Sundays for a small fee. Thurber House and a lobby floor made of nearly 5,000 pieces of is located at 77 Jefferson Avenue, one block marble. You can visit the museum and learn about west of the I-71 exit at Broad Street. the arduous journey toward completion of this (http://www.thurberhouse.org) grand Greek Revival structure. The Ohio Statehouse Just south of downtown Columbus, you’ll find is located downtown at the intersection of Broad a neighborhood called the German Village, and High Streets. (http://www.statehouse.state.oh.us) originally settled by German immigrants in the The Columbus Museum of Art features a mid-1800s. Now an architecturally restricted permanent collection of many modern masters, historic cultural preserve, it has its own town including Degas, Hopper, Matisse, Picasso and hall (known as the Meeting Haus) and a venue Norman Rockwell. Recent traveling exhibitions that hosts cultural events year-round. One of the have included photography by photo essayist German Village’s yearly signature events, of course, Arthur Liepzig and works by American is Oktoberfest, which happens in September. The Impressionists such as Mary Cassatt. German Village Meeting Haus is located at 588 South Third Street, south of downtown Columbus. (http://www.germanvillage.com)
Columbus Dining Dining options abound in Columbus. Between the German Village and an area known as “Short North” at the north end of downtown Columbus on North High Street, a variety of tastes will suit any palate. A fun spot on the dining map is Wendy’s Original Restaurant. Wendy’s founder, Dave Thomas, started the burger chain in Columbus in 1969, endearingly naming the restaurant after his daughter. At Wendy’s Original Restaurant, you’ll see loads of Wendy’s memorabilia, including Wendy dolls and the original dress that Wendy wears in the logo. Wendy’s Original Restaurant is located at 257 East Broad Street. Photo courtesy of hellocolumbus.org At the other end of the dining spectrum is Barcelona, which offers tapas and a range of Mediterranean entrees, from three-cheese pizza The Columbus Art Museum is located with manchego, cheddar, gorgonzola and olive downtown at 480 East Broad Street. tapanade to sautéed scallops with braised lentils, (http://www.columbus museum.org) broccoli and a blood-orange zinfandel vinaigrette. On the east side of the downtown area is The atmosphere is warm and classy. With prices The King Arts Complex. Opened in 1987, ranging from $31 to $50 (for dinner for one, with this complex offers a broad range of painting, drink and tip), you’ll get your money’s worth here. sculpture, graphics, photography and decorative Barcelona is located at 263 East Whittier Street arts dedicated to preserving the African-American at Jaeger. (http://www.barcelonacolumbus.com) cultural and artistic legacy. It also features a Betty’s Fine Food and Spirits is a colorful and range of performing artists in dance, theater and funky little spot for an American-fare lunch or music, including an annual Gospel Extravaganza casual dinner, with a range of salads, sandwiches, comprised of area musicians. The King Arts pastas and plenty of vegetarian choices. The Complex is located at 867 Mt. Vernon Avenue. atmosphere is youthful and energetic, with a (http://www.thekingartscomplex.com) retro “pin-up girl” theme. Betty’s Fine Food Thurber House — the actual former home of and Spirits is located at 680 North High Street. American humorist, author and cartoonist James (http://www.bettysfoodandspirits.com)
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For a pick-me-up, stop by Austin is home to many well-known Cup O’ Joe Coffee & Dessert House for what has been rated celebrities such as Lance Armstrong, by locals the best coffee bar in Matthew McConaughey and Sandra Bullock, Columbus. There are also several other Cup O’ Joe and the city is a former stomping ground locations, including at the Columbus International Airport. of Janis Joplin, who played one of her first Cup O’ Joe Coffee & Dessert gigs there. House is located at 627 South Third Street, German Village.
Columbus Shopping One of the best shopping spots in Columbus is Easton, which has an array of upscale shops and fun dining. Developed to look classically American, the town center has a terrific outdoor artistic fountain that in summertime shoots water, creating a great play area for kids. During the winter holidays, the fountain is decorated with white twinkle lights, and there’s a large decorated tree in the center of town. (http:// www.eastontowncenter.com) Great shopping can also be found at the north end of downtown Columbus in an area known as the Short North Arts District, along North High Street. This thriving area is filled with artists’ galleries and unique shops. It’s also a center for restaurants and nightlife. Stop by Cowtown Art (668 North High Street) for unique and creative handcrafted gifts. (http://www.cowtownart.com) Find luxurious personal-care products for yourself and your home at Luxe de Vie (720 North High Street). Here, you’ll find high-end European brand names such as Z. Bigatti, Provence Sante and Histoires de Parfums. (http://www.luxedevie.com) For more details on shops and activities in the Short North Arts District, pick up a copy of the Short North Gazette. It’s a free paper with extensive local listings.
More Columbus Websites www.experiencecolumbus.com Small to Mid-Sized Markets … CONTINUED
Nearby, Congress Avenue, stretching away from the Capitol building toward the river, is a main thoroughfare of office buildings and shops. Congress Avenue intersects with 6th Street (also known as “Old Pecan Street”), another hub of activity. If you’re around Congress Avenue at dusk (April through October), you may see a large collection of bats (yes, bats) departing their daytime lairs under the Congress Avenue Bridge and foraging for food. There are even bat- watching river cruises, but if you prefer to stay on land, the best vantage points are from the Shoreline Bar & Grill (at 98 San Jacinto Boulevard) or T.G.I. Fridays in the Radisson Hotel (at 111 East Cesar Chavez Street). (http://www.austin360.com/search/content/events /special/bats.html) Photo courtesy of Austin Convention and Visitors Bureau
SOUTH Austin, Texas… The Live Music Capital of the World Located at the center of the Lone Star State, Austin became the state capital in 1839. This friendly city has grown by leaps and bounds over the past couple of decades, especially in the high-tech realm. Despite its growth, Austin has retained a levelheaded identity, in part from the presence of the expansive University of Texas at Austin campus, which makes its mark throughout the city with its burnt-orange and white team colors. It’s the home of many well-known celebrities such as Lance Armstrong, Matthew McConaughey Photo courtesy of and Sandra Bullock, home to the late Stevie Ray Austin Convention and Visitors Bureau Vaughan and a former stomping ground of Janis Joplin, who played one of her first gigs there. If you want to kill an afternoon learning about Architecturally, Austin is a city of low- to the history of Texas, spend it at the Bob Bullock mid-level structures, designed that way primarily Texas State History Museum, which lays out the to preserve the view of the Texas State Capitol Lone Star State’s history through interactive building. As a result, there’s plenty of sky, as exhibitions, lots of programs and artifacts, and well as plenty of sunshine (over 300 days of even an IMAX theater. The Bob Bullock Texas sunshine a year) and a very temperate climate State History Museum is located at 1800 North year-round. In addition to Austin being a dynamic Congress Avenue at the intersection of Martin music scene, these past few years have seen a Luther King, Jr. Boulevard. (http://www.thestory local effort to retain the city’s unique inherent oftexas.com) funky “hip” quality. Another interesting place to visit in Austin is the Lyndon Baines Johnson Library and Museum, Austin Sights a Presidential Library administered by the National Just four blocks away from the University of Archives and Records Administration. The library Texas’ main campus, the Texas State Capitol is has over 40 million pages of historical documents the tallest state capitol building in the country. It from the presidency (and entire public career) of has been hailed in architectural realms as a highly Lyndon B. Johnson, and the museum’s permanent distinguished public edifice in the Renaissance exhibits focus on early 20th century American Revival style. Free public tours are available political history through the early 1970s. There daily. The Texas State Capitol is located at 13th is also a gallery for the First Lady, as well as Street and Congress Avenue. (http://www.tspb.state. exhibits of the Presidential Limousine and a tx.us/SPB/Capitol/TexCap.htm) Ford Model T. The LBJ Library and Museum is
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located at 2313 Red River Street, on the campus of UT with performances and ongoing art exhibits. El Sol y Austin. (http://www.lbjlib.utexas.edu) La Luna is located at 1224 South Congress Avenue. If fine art is more up your alley, spend an afternoon at (http://www.elsolylalunaaustin.com/) the Austin Museum of Art. The permanent collection is a With several locations, another surefire choice for Tex humble collection of modern and contemporary art, and Mex is Maudie’s. Most entrees are well under $10. Check ongoing traveling exhibitions cover a range of American the Maudie’s site for locations. (http://www.maudies.com) visual arts from the 20th century. The Austin Museum of For non-carnivorous fare, the Nu Age Café has Asian Art has two locations: One is at 823 Congress Avenue in vegetarian fusion cuisine, with entrees such as “Sizzling downtown Austin, and the other is at 3809 West 35th Soy,” butternut squash risotto and orange spinach sauté. Street in Laguna Gloria. (http://www.amoa.org) It doesn’t look like much from the outside, but inside Along 6th Street, you’ll find many diverse bars and there’s a cozy and pleasant ambiance. (Alcohol service is clubs. The main section (known as “the Drag”) runs on a “bring-your-own” policy, but the cork fee is $5.) from 21st to 25th Streets on Guadalupe, along the UT Nu Age Café is located at 2425 Exposition Boulevard. Austin campus. (http://www.6street.com) (http://www.nuagecafe.com) Threadgill’s Home Cooking — practically an Austin Austin Dining institution since 1981 and named after Kenneth Threadgill, As a university city, Austin has more than its share of who was a mentor to Janis Joplin — offers a range of affordable restaurants. It also offers an unusually high Southern food. Chicken-fried steak is the signature dish, number of organic and vegetarian dining options. That’s but you’ll also find other Southern favorites, such as not to say you won’t be able to find your way to an meatloaf, seafood po'boy, Southern-fried oysters and upscale place. Austin has it all. pecan-crusted chicken. Threadgill’s also has a surprisingly A trip to Texas merits a visit to a Tex-Mex restaurant. extensive selection of vegetarian offerings. An extra-special Highly recommended is El Sol y La Luna, which serves facet of the south location is Threadgill’s extensive local breakfast, lunch and dinner at extremely affordable music and Texana memorabilia on display, with hundreds prices. It also has a colorful and lively atmosphere, along of black-and-white photos of musicians, from Fats
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 87 Small to Mid-Sized Markets … CONTINUED
Check out the Sweetish Hill Bakery for cakes, breads, cookies and pastries to satisfy any sweet-tooth craving. It’s been rated by locals as the best coffee bar in Austin. If you prefer to forgo the sugary stuff, they also serve breakfast and lunch daily. The Sweetish Hill Bakery is located at 1120 West Sixth Street. (http://www.sweetishhill.com)
Austin Shopping A major shopping area is the long-neglected South Congress area (known locally as SOCO), which has experienced major redevelopment and boasts a wide array of upscale restaurants, coffee shops, live music venues, boutiques and small galleries. (http://www.firstthursday.info) For mall shopping, there’s the Arboretum at Photo courtesy of Austin Convention and Visitors Bureau Great Hills Shopping Center, which is located at 10225 Research Boulevard, just south of Braker Lane. (http://www.io.com/house/stores.html) Domino to Bruce Springsteen, and some pretty To find more things to do, find, eat and amazing neon signs. Threadgill’s has more than buy, pick up a copy of the local free newspaper, one location. (http://www.threadgills.com) The Austin Chronicle. The Salt Lick BBQ is another favorite. From (http://www.austinchronicle.com) a distance, you can smell (as the website says) the “aroma of some of the best BBQ the Hill Country has to offer.” The Salt Lick Barbecue More Austin Websites Restaurant is located at 18001 FM 1826 in http://www.austintexas.org Driftwood, Texas. (http://www.saltlickbbq.com) http://www.austincityguide.com
Not-to-be-Missed Spots in Other Small Markets
Boise, Idaho institution, was founded in 1753 and houses Now run by the Idaho State Historical Society, over 150,000 books, periodicals and other the Old Idaho Penitentiary was originally built materials, including rare first editions by in 1870 and remained in operation through Herman Melville and Walt Whitman. The 1974. In its 104-year history, the pen housed Providence Athenaeum is located at 251 Benefit more than 13,000 prisoners, most of whom Street. (http://www.providenceathenaeum.org) were men (only 215 were women), and hosted the last hanging in Idaho in 1957. Among the Pittsburgh, Pennsylvania grisly sights, you’ll see mug shots of robbers, No matter what time of the year it is, or what assassins and other unpalatable characters. time of the day it is, if you’re in Pittsburgh, Tours are offered daily for $5. The Old Idaho take a ride up Mount Washington on the Penitentiary is located at 2445 Old Penitentiary Incline (locals emphasize the first syllable of Road. (http://www.idahohistory.net/oldpen.html) the word INcline). It will lead you to one of the best views of a city skyline anywhere, Providence, Rhode Island all for a couple of bucks each way. Careful At the Providence Athenaeum, you can see a if you’re afraid of heights, though: It’s steep. stunning Greek Revival structure while also Free parking for the Incline is located at standing on the site where Edgar Allan Poe tried 1197 Carson Street, in the West End section to win the heart of poet Sarah Whitman (and of Pittsburgh. (http://incline.pghfree.net/ failed). This library, now a Providence cultural directpark.htm)
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• BOOK REVIEW •
Marketing Your Services: A Wealth of Reviews
C OMPILED B Y G REG S PAULDING Spaulding & Associates • Los Angeles, CA • [email protected]
should not fret. Below, we review a compilation of marketing books that will assist you in acquiring the clients that you have always dreamed about. The best part about these five books is that they are specifically written and designed for consultants and (more importantly) for consultants without huge marketing budgets. So whether you are just starting out, or you are established and want to “jump start” your business, the following reviews should help you find a book that will best suit your needs.
Marketing Your Consulting Services: A Business of Consulting Resource By Elaine Biech For those who have little or no experience with “traditional” marketing concepts, this is the book for you. You will not need to go back to school for a o you decided to become an independent marketing degree to learn how to sell your consulting qualitative research consultant. Congratulations! services. The single practitioner can use this basic text Now what? Many of us who have taken that as a consultancy marketing reference. Elaine Biech, Splunge into independent consulting understand president and managing partner of ebb associates, that the most difficult part of our businesses is inc., an organizational development firm that helps usually the marketing and sales. Another weak point organizations work through large-scale change, has most of us must overcome is that we don’t always written a manual that can assist you in increasing have huge marketing budgets. Those of us who have your client base and in retaining the clients you decided to go it alone (or at least away from the currently have. pack) understand that it is vital to market your Biech understands that although most consultants services to the right decision-maker. are confident about their services, they are also Through experience, I have discovered that just anxious about how to market them. As such, Biech because some people specialize in the marketing takes a practical, down-to-earth approach that takes research industry doesn’t mean that they are well the mystery out of marketing. In this book, her versed in marketing their services to others. fourth for consultants, Biech provides sound wisdom However, those who did not major in marketing based on her own success as a consultant.
90 QRCA VIEWS SUMMER 2005 www.qrca.org CONTINUED Marketing Your Services
Marketing Your Consulting Services is a how-to guide that will help you develop and implement a dynamic marketing plan that will make your consulting business more visible to clients and more competitive in the marketplace by providing information that can help you: • Develop a successful marketing plan. • Understand the marketing ins and outs of a small consulting firm. • Find new clients. • Get your clients to refer you to other clients. • Implement inexpensive and effective marketing tools. • Develop creative marketing ideas. • Retain the clients you have today. The manual is free of jargon and packed with practical tools and ideas. The bit of redundancy bodes well for beginners. If you're a new, independent consultant targeting corporate clients, consider perusing this book.
Marketing Your Consulting and Professional Services By Dick Connor and Jeff Davidson • Building market awareness — maintaining Dick Conner, a consultant specializing in accounting positive name recognition and establishing and general business (and a former associate your firm's intended image. professor of management at Northwestern • Prospecting — acquiring new high-potential Graduate School of Management), and Jeff clients, preparing a winning proposal and Davidson, a full-time professional speaker and selling the value-adding solution. the author of 25 books (including Marketing on • Ensuring client satisfaction — handling a Shoestring: Low-Cost Tips for Marketing Your service and relationship breakdowns with a Products or Services), lay out a fundamental practical recovery action sequence. way for professional service firms to approach The book is fairly easy to follow, although at marketing. As the updated third edition, this times the verbiage can be a bit overly formal. The resource keeps readers abreast of current trends book does give ideas for marketing a professional and issues, as well as allowing the authors to service company, but it doesn’t offer many useful refine their insights. ways to utilize said ideas. However, what the Inside, you will find complete coverage of book lacks in implementation, it makes up for in Dick Connor's Client-Centered Marketing™ brevity. The chapters are relatively short, which (CCM) approach, a practical “deliverables- makes for easier reading. If you want to get a driven” system for penetrating specific markets. good foundation on marketing your services, This six-part process helps you achieve a myriad this is a good starting-point resource. of essential marketing objectives, from expanding services for current clients and capitalizing on the potential within your Million Dollar Consulting Toolkit: business to generating profitable growth and managing your image with clients and targets. Step-By-Step Guidance, Checklists, This third edition provides essential Templates and Samples from "The Million information on these topics: Dollar Consultant" • Analyzing your current business or practice — By Alan Weiss evaluating clients, assessing existing prospects A quality reference manual, Million Dollar and preparing a strategic profile. Consulting provides specific checklists, guidelines, • Becoming “client smart” — determining templates and actual examples for virtually every how the niche industry is organized, identifying step of the consulting process. It covers such subjects requirements for success and determining as marketing, sales, meetings, implementation, its needs. follow-up, invoicing, practice management,
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 91 Marketing Your Services CONTINUED
Ford Harding, founder and president of Harding & Company, a firm that helps management consultants, has written a book promising to be a self-help guide for professionals who want to stay employed and keep their careers from plateauing. The guide reviews time-tested strategies for positioning and visibility, such as writing, speaking, networking and media exposure. Although this book is a concise, useful reference regarding the different aspects of marketing yourself in the professional services field, it is somewhat dated. Because this book was written several years ago (copyright 1994), it lacks details on how to use current technology and electronic infrastructure. Although strong on explaining the theory (which has great value), it is short on practical applications. However, since so few books discuss this important area, even experts will find this book useful as an overview, though you may find it hard to use as a guidebook for practical action. All in all, it’s an excellent business book, whether you are an independent consultant or working in a large firm insurance, equipment, subcontracting and a variety of other elements. Alan Weiss, Ph.D., a consultant for hundreds of organizations (including Mercedes-Benz, Guerrilla Marketing for Consultants: Hewlett-Packard, Merck, Chase, American Press Breakthrough Tactics for Winning Institute and the Times-Mirror Group), has Profitable Clients compiled a useful guide to starting your own By Jay Conrad Levinson and consultancy. This kit is filled with flexible, Michael W. McLaughlin customizable tools for implementing Everyone’s favorite insurrectionary-minded recommendations and ideas that go hand in marketing guru is back, and this time he has hand with his earlier books, as well as other sources you may have come across. Topics discussed include: • managing your office or home practice • marketing and selling your services • traveling for business • managing your own website • balancing life and work • delivering projects on time and on budget • dealing with financial and legal considerations • finding new leads and repeat business This book could be considered “simplistic” by nature, but the methodologies discussed are valid and, if used properly, can be helpful in staying ahead of the competition.
Rain Making: The Professional's Guide to Attracting New Clients By Ford Harding This book was designed and written for anyone who is not that comfortable with finding new clients and is looking for a system flexible enough to accommodate different marketing approaches.
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written a book specifically for consultants. Jay Conrad Levinson, chairman of Guerrilla Marketing International and the creator of the Guerilla series, and Michael W. McLaughlin, a partner with Deloitte Consulting since 1994, have partnered to write a book that claims to be the first to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing “secrets” every consultant should know, the anatomy of a marketing plan, websites, sources of free publicity, direct-mail marketing, winning proposals and more. Quantity does not always equate to quality, however. The “breakthrough tactics” advertised on the book's cover never quite materialize, and the promise deflates the sound advice they do provide. The first two-thirds of the book addresses “guerrilla marketing,” a term used to sell other books, but it’s not particularly apt for the familiar tactics here. The authors do provide, however, a good rundown on some solid, well-accepted components In a nutshell, if you buy this book expecting to learn about some startling new idea or theory, you will be disappointed. Instead, you will get literally hundreds of practical, useable tips for professional services marketing.
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 93
• INDUSTRY CALENDAR •
JUNE 2006 Annual MRA Conference Marketing Research Association June 14-16, Washington, D.C. www.mra-net.org
AQR Trends Conference Association for Qualitative Research June 14, London www.aqr.org
52nd International "Creative Problem Solving Institute" (CPSI) The Creative Education Foundation June 25-30, Chicago www.cpsiconference.com
SEPTEMBER 2006 AMA Annual Research Conference American Marketing Association September 10-13, Chicago www.marketingpower.com
Annual ESOMAR Congress September 17-20, London www.esomar.org
QRCA 20th Annual Conference Qualitative Research Consultants Association September 27-30 Intercontinental Hotel, Buckhead, Atlanta www.qrca.com • EDITORIAL GUIDELINES •
Call for Authors: Publishing Opportunities ditorial content for QRCA VIEWS is FAQs about Article Submissions managed by an editorial team that includes Will I see my article before it is published in QRCA the editor-in-chief, managing editors, copy VIEWS? Not always, as our tight publication schedule E editor, contributing editor, and the features may not allow for author review of edited manuscripts. editors for each of VIEWS’ regular columns such as The Qualitative Tool Box and Tech Talk. Will I be paid for the time and effort I put into writing VIEWS’ editors welcome QRCA members and the article? Like most professional association members of the marketing research community to publications, VIEWS does not pay contributors. submit article ideas or manuscripts for consideration. However, since the magazine is distributed broadly in We review each manuscript on an individual basis to the research community, you will gain a good deal of ensure that the article conforms to VIEWS’ mission and visibility as a result of being published in VIEWS. goals as well as to the topic mix needed for each issue. Occasionally, we may save a manuscript to use in a future issue. We reserve the right to edit any manuscript Can I submit an outline for consideration before or to change the title. I submit the completed article? Yes, you may submit Submissions should be objectively written and a 50-100 word description of your story idea to the supported by case-study examples. Self-serving articles appropriate features editor. or those that promote a moderator’s or a research company’s expertise will not be published in VIEWS. My article was published in another journal or Please remember that it takes a good deal of time for our magazine. Can I send it to VIEWS? We don’t have editors to read through all the submissions. We will let you the resources to deal with the complicated copyright know as quickly as possible whether or not your article has issues raised by articles that were published elsewhere. been accepted for publication in QRCA VIEWS. An article is considered “previously published” if it was published before in another print or online trade Submitting a Manuscript journal, magazine, or newspaper. However, if you Please send articles via email as an attached Word file to have substantially rewritten the article before the attention of Lana Limpert at [email protected] submitting it to VIEWS, we will consider it. Should • The preferred article length is 1,500–2,500 words. this be the case with a manuscript that you are • To make sure that your manuscript can be submitting to VIEWS, please inform us. Along with easily identified and retrieved once it has been the rewritten manuscript, please enclose a copy of downloaded in our “Article Submissions Folder,” the article as it was first published. your Word document/file attachments should be labeled as follows: Writing Style Guidelines • Write in the present tense and use the active Brief title.Last name of author.doc voice as much as possible. Avoid the use of contractions, i.e., don’t, wouldn’t, can’t, etc. • Please be sure to tag each page of your manuscript • Footnotes, endnotes, or lists of references are with a left header that identifies the article title not necessary in a trade magazine such as VIEWS. and author’s last name and a right header with the • Make liberal use of topic subheads to help page number. readers scan your article and follow your main • In addition to the title of the article, the front points easily. page of your manuscript should include the author’s Please direct your queries and/or submit your full name, full company name and address, phone manuscript to Editor-in-Chief Lana Limpert, number, and email address. [email protected] • Please use only simple formats in your Word documents. Avoid using unusual indentations or Electronic Article Reprints tabulations as well as outline-style paragraphs with Authors who publish in VIEWS now have the subsets, boxes, or other page graphics. When the opportunity to obtain a PDF file of their article as editing process has been completed, VIEWS’ graphic it appeared in the magazine. The cost to authors designers will format your manuscript so that it will for an electronic article reprint in PDF format is be attractive and easy to read. $50. Please direct your request by email to Eddie • Include your full name, company name and mailing Coutras at Leading Edge Communications, address at the bottom of your manuscript. If your article [email protected]. is published, in appreciation of your contribution, we will send you three complimentary copies via U.S. mail. We look forward to working with you!
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 97 Index of Advertisers
20/20 Research ...... 79 Herron Associates ...... 17 www.2020research.com www.herron-research.com Accudata Market Research Inc...... 18 Hill Research Focus Group Center ...... 77 www.accudata.net www.hillfocus.com Active Group ...... 62-63, Back Cover Home Arts Guild Research Center ...... 68 www.activegroup.net www.hagrc.com Advanced Focus ...... 95 House Market Research ...... 44 www.advancedfocus.com www.housemarketresearch.com Atkins Research Group ...... 98 InterClipper ...... 22 www.atkinsresearchinc.com www.VicCD.com Baltimore Research ...... 11 International Field World, Inc...... 41 www.baltimoreresearch.com www.intfieldworld.com Bernett Research Services ...... 69 Jay Martin ...... 77 www.bernett.com [email protected] Chamberlain Research Consultants ...... 31 JRA, J. Reckner Associates, Inc...... 61 www.chamberlainresearch.com www.reckner.com Consumer Opinion Services, Inc...... 22 Leibowitz Market Research ...... 13 www.cosvc.com www.leibowitz-research.com Copley Focus Centers, Inc...... 39 Meadowlands Consumer Center, Inc...... 85 www.copleyfocuscenters.com www.meadowcc.com Crimmins & Forman Market Research Inc...... 54 MedQuest ...... 94 www.crimminsandforman.com www.medquest-chicago.com Cunningham Field & Research Service, Inc...... 54 MORPACEInternational, Inc...... 67 www.cunninghamresearch.com www.morpace.com Delve ...... 78 MRC Group Inc...... 27 www.delve.com www.mrcgroup.com Doyle Research Associates, Inc...... 77 MRT Services, Inc...... 54 www.doyleresearch.com www.mrtservices.com Ecker and Associates ...... 19 Murray Hill Center ...... 59 www.eckersf.com www.murrayhillcenter.com Everyfinder ...... 42 National Data Research, Inc...... 29 www.everyfinder.com www.national-data.net Field & Focus ...... 77 National Field & Focus Inc...... 68 www.field-n-focus.com www.nff-inc.com Donovan Consulting Group, LLC ...... 33 NSON Opinion Research ...... 42 www.thedonovanconsultinggroup.com www.nsoninfo.com Fieldwork ...... 23 O’Hare In Focus ...... 20 www.fieldwork.com www.ohareinfocus.com First Choice Facilities ...... 70 Observation Baltimore ...... 9 www.FirstChoiceFacilities.com www.observationbaltimore.com Fleischman Field Research, Inc...... 51 Opinions Ltd...... 52 www.ffrsf.com www.opinionsltd.com Focus Forward ...... 87 www.focusfwd.com Opinions of Sacramento ...... 68 www.opinionsofsac.com Focus Groups of Cleveland Survey Center ...... 41 www.idirectdata.com Opinions Unlimited, Inc...... 60 Focus Market Research ...... 3 Precision Research, Inc...... 53 www.focusmarketresearch.com www.preres.com Focus Pointe ...... 45 RIVA Training Institute ...... 96 www.focuspointe.net www.rivainc.com Focuscope, Inc...... 12 Sabena Qualitative Research Services ...... 54 www.focuscope.com www.qual.com FocusVision Worldwide ...... Inside Front Cover Schlesinger Associates, Inc...... Inside Back Cover www.focusvision.com www.schlesingerassociates.com FocusVision Worldwide ...... 5 Suburban Associates ...... 19 www.focusvision.com www.subassoc.com Fox Research Inc...... 96 Taylor Research, Inc...... 75 www.foxresearchinc.com www.taylorresearch.com Gongos and Associates ...... 71 The Focus Network ...... 7, 49 www.gongos.com www.thefocusnetwork.com Group Dynamics In Focus, Inc...... 93 Tragon Corporation ...... 17 www.groupdynamics.com www.tragon.com GroupNet ...... 32 Trotta Associates ...... 43 www.group-net.com www.trotta.net