IDEAS & TOOLS FOR QUALITATIVE RESEARCH WINTER 2008 VOLUME 7 • NUMBER 2 • TABLE OF CONTENTS • WINTER 2008 THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 12 SCHOOLS OF THOUGHT 18 When Did Boredom Become an Emotion? • Ethnographic research reveals subtle emotional differ- ences between teens in the U.S., U.K. and New Zealand. 18 COVER STORY / TRENDS Religious Marketing: Can Megachurches Mean Mega Business for Researchers? • Religion is becoming big business as churches re-invent themselves to recruit new mem- bers. Is religious marketing the next hot category for qualitative research? Do researchers need to be believers to participate? 8 FROM THE EDITOR-IN-CHIEF 28 QUALITATIVE TOOLBOX Search Is Part of Research • David Van Nuys Real Vision: Analyzing On-the-Go Imagery to Keep announces enhanced web searchability of past issues Pace with Your Market • Transcend traditional of QRCA VIEWS through the QRCA website. methodologies to connect with the people you’re trying to understand. 10 FROM THE PRESIDENT Re-Charging Your Tech/Talk Balance • 34 QUALITATIVE TOOLBOX Christine Shields Kann reflects on the skills needed Emotions vs. Emotional End Benefits • We buy to balance online technology with traditional in- products that make us feel good about ourselves, as person communication. this article by Sharon Livingston demonstrates. Editor-in-Chief: David Van Nuys, Ph.D., [email protected] • Managing Editors: 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: Kay Corry Aubrey, [email protected] • Business Matters: Abby Leafe, [email protected] • Humor: Joel Reisch, [email protected] • International Research: Jean Green, [email protected] • Qualitative Toolbox: Sharon Livingston, Ph.D., [email protected] • Schools of Thought: Lana Limpert, [email protected] • Tech Talk: Matt Towers, [email protected] • Travel & Leisure: Mary Beth Solomon, [email protected] • Trends: Shaili Bhatt, [email protected] 4 QRCA VIEWS WINTER 2008 www.qrca.org • TABLE OF CONTENTS • CONTINUED WINTER 2008 THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 60 BUSINESS MATTERS 60 Tips on Selling Qualitative Market Research to Agile Software Developers • Luke Hohmann, author and noted leader of the Agile software development movement, provides actionable insight on how to sell qualitative research to Agile software developers. 66 TRAVEL & LEISURE Winter Getaways That Won’t Warm Up the Planet • Mary Beth Solomon explores a variety of energy-saving, environment-friendly strategies for planning your winter vacation. 70 QRCA VIEWS PODCASTS A Spectrum of Enlightening Interviews • Looking for breakthrough information to further your business? Look no further than these dynamic interviews of the industry’s preeminent thought leaders. 72 BOOK REVIEWS Need a good book to read? Here are two excellent titles. The first, 2011: Trendspotting for the Next Decade, insight- fully examines strong trends over the next decade that will affect our clients and us. The second is Accidental 42 QUALITATIVE TOOLBOX Branding: How Ordinary People Build Extraordinary Brands, Neuro-Linguistic Programming and Follow-Up a book that looks at seven extremely successful household Questions • Fascinated by the concepts of Neuro- brands that were created by entrepreneurs with no formal Linguistic Programming? This article makes NLP accessible training in marketing. and shows how eye movement can express what happens in the brain. 74 HUMOR What If Abbott & Costello Did Qualitative 46 INTERNATIONAL MARKETING Research? • Here, we explore the burning question: Waiting to Exhale in South Africa • Marna Kirschner What if Abbott & Costello did qualitative research? and Tracy Hammond explore cultural norms and insights in 'Twas the Day Before Research • Martha Guidry order to develop projective techniques that will allow deeper creates the qualitative research version of a holiday classic. respondent engagement and improved client insight. 81 EDITORIAL GUIDELINES 54 TECH TALK Show Me What They’ve Said • Missy Carrin tells 82 INDEX OF ADVERTISERS us how using tag clouds can help you analyze data and spiff up your reports. visit QRCA online at 6 QRCA VIEWS WINTER 2008 www.qrca.org www.qrca.org • FROM THE EDITOR-IN-CHIEF • Search Is Part of Research esearch. That’s what we’re all about, right? If you break the word down into its two David Van Nuys, Ph.D. component parts, you get “re-search,” which suggests the idea of searching and, E-FOCUSGROUPS R then, searching again. Indeed, the best research involves going beyond the first set Rohnert Park, CA of easy answers, taking a second look and combing through the data again for unexpected [email protected] insights. That is partly why we do more than one group on a project, why we do more than one in-depth interview and why we will take a multi-modal approach when the budget permits. The more we are able to broaden our search, to “re-search,” the more likely we are to reveal the underlying truths our clients are seeking. And, in the broadest sense, the research process begins before the project has even Now, when you go been commissioned. It is happening right now, as you are reading this magazine. You are preparing yourself for projects that have not even arrived, yet. You are developing to the publications a background store of contextual information. So, your search is already underway. area of the QRCA Then, at some point, a potential project comes along, and it jogs your memory. Something you read in VIEWS. What was it? A technique, an approach, an expert to website, you will be consult. That’s the point at which you would naturally like to be able to find that VIEWS article again. Hmmm, let’s see. What issue was it? able to leaf through Master researcher and internet maven that you are, in all likelihood, at this point the individual pages you would go to the QRCA website with the expectation that you would quickly and easily find the article there. You would just type in a key word or two and, of the magazine as voila, up it would pop! In fact, that is how it should work. But, up until now, it hasn’t. easily as if you had In my first editorial, I listed a number of goals for the magazine, which included every the physical copy in VIEWS author automatically receiving a free .pdf file of his or her article, initiation of a series of Podcast interviews of interest to VIEWS readers and expanding our circulation hand. More impor- to include ever more research buyers. The first two goals have already been realized, and we are making progress on the third. tantly, you can do a Subsequently, the goal of making VIEWS easily searchable on the web became my search on any word passion. To me, searchability was an increasingly important priority. Our inventory of high-quality articles has grown to the point where they must be easily searchable, or topic of interest. or they will fade into obscurity simply because there are too many to search through Check it out, and by the old trial-and-error process. I am pleased to announce that we made searchability a high priority in renegotiating let us know what our contract with our publisher, Leading Edge Communications, and they have come through with flying colors! Now, when you go to the publications area of the QRCA you think! website, you will be able to leaf through the individual pages of the magazine as easily as if you had the physical copy in hand. And, more importantly, you can do a search on any word or topic of interest. Check it out, and let us know what you think! Speaking of searching, our cover story touches on the religious search. We contracted with freelance journalist, Donna Schwartze, to investigate what is going on in the world of religious marketing and the consequent opportunities for market researchers. We believe this to be a growth sector with both unique challenges and opportunities. Patricia Sunderland and Rita Denny bring their scholarly approach to bear once again in this issue, showing how the ethnographic approach led to a more nuanced under- standing of boredom among teens in the U.S., the U.K. and New Zealand. There seems to be an abiding fascination with NLP (Neuro-Linguistic Programming) among many in this field. Ben Mack and Sharon Livingston, Ph.D., offer insights into 8 QRCA VIEWS WINTER 2008 www.qrca.org the usefulness of NLP as a way of communicating with respondents. Ben brings the enthusiasm of an NLP newcomer, while Sharon rounds it out from the perspective of someone who has long regarded it as useful, along with the many other tools in her kit bag. To underscore this point, Sharon has another offering in this issue, one that usefully explores the practical distinctions between “Emotions vs. Emotional End-Benefits.” Personally, I am really looking forward to applying the tips that Missy Carvin provides in her Tech Talk article, “Show Me What They’ve Said,” which is all about tag clouds. I just finished a survey report with open-ends, and I would have loved to give the visual presentation of the answers to the open-ends using the web tool she recommends. I have only scratched the surface here. We think you will find lots more great content in these pages. What are you waiting for? QRCA 2008–2009 Officers Qualitative Research Consultants Association and Board of Directors (QRCA) serves its members in the industry through education, promotion and representation. The Christine Kann statements and opinions expressed herein are those of PRESIDENT the individual authors and do not necessarily represent the views of the association, its staff, or its board of Abby Leafe directors, QRCA Views, or its editors.