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QRCA 2008Annual Conference

October 15-17, 2008 Hyatt Regency BonaventureFort Lauderdale, FL

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WELCOME TO THE 23rd ANNUAL QRCA CONFERNCE

Welcome to the 2008 QRCA Annual Conference! We are glad that you are here!

Thanks to the efforts of our entire Conference team, we have put together an exciting program that will assist you in living the Conference theme: share. create. and grow.

Enjoy!Kate Wagenlander, Conference Chair

The theme for the QRCA 2008 Annual Conference is Express Yourself! share.create. grow. Our goal is to make sure that all attendees leave the conference with a passion for our profes-sion, bursting with enthusiasm to start the next project, and full of new ideas on how to approach projects, clients and life. This theme is carried through in the conference tracks:

METHODOLOGY

TECHNOLOGY business

skills

METHODOLOGY

TECHNOLOGY business

skills

METHODOLOGY

TECHNOLOGY business

skills

TECHNOLOGY: Expand your qualitative toolkit with technologies to keep you on the cutting edge, such as: qualitative research in the video age; observational techniques online; and the impact of online communities on qualitative research.

SKILLS: Sharpen your qualitative research skills with sessions that will help you to: learn to go with the fl ow; create your own computerized coding system; and resolve qualitative “language barriers.”

METHODOLOGY: Hear about new qualitative methodologies as well as different approaches to methodologies you are already familiar with, such as: how to capture the consumer’s voice in their moment of need; how to become an “accidental eth-nographer;” and breaking down barriers due to racial and cultural differences.

BUSINESS: Discover new ideas and ways to build and expand your business, for instance: build your own qualitative tools – and brand them; use PR to build the power of your business; and team with quantitative suppliers for new revenue opportunities.

METHODOLOGY

TECHNOLOGY business

skills

Chair: Kate Wagenlander

Speaker Committee: Kirk Bridgman, Mike Flynn, Jim Loretta

Sponsorship/Marketplace: Susan Thornhill

Session Hosts: Cheryl Dalisay

Roundtables: Jay Zaltzman

Dine-A-Rounds: Greg Rathjen

Healthy Connections: Regina Szyszkiewicz, Jeff Etherton

Hospitality/Welcome Table: Cynthia Atwood-Steinberg

Ambassadors: Nicole Nehrig

Conference/Speaker Eval Forms: Kevin Goetz

Early Arrivals: Elaine Anwander

Board Liaison: Nancy Hardwick

2008 CONFERENCE TEAM

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WELCOME TO FLORIDA!

HYATT REGENCY BONAVENTURE FLOORPLAN

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SCHEDULE-AT-A-GLANCE

11:00 a.m. Registration Prefunction11:00 a.m. - 2:00 p.m. Marketplace Grand Opening Grand Ballroom1:00 - 1:45 p.m. Ambassadors/First Timers Meet Global AB2:00 - 2:15 p.m. Welcome/Conference Kick-off Global AB2:15 - 2:30 p.m. Break Prefunction2:30 - 4:00 p.m. Workshops Global D, Global C, Key West, Florida Ballroom C4:00 - 4:15 p.m. Break/Marketplace Grand Ballroom4:15 - 5:15 p.m. Annual Membership Meeting Global AB5:15 - 6:15 p.m. SIGs Meet and Cocktails Global AB6:15 - 7:30 p.m. Buffet Dinner Marketplace/Global AB7:30 - 10:00 p.m. The Rendezvous Poolside/Tiki Bar

7:00 - 8:00 a.m. Healthy Connections Red Door Spa (Yoga); Front Lobby (Jog/Run)7:45 - 9:00 a.m. Breakfast/Optional Chair Meetings Global AB9:00 - 10:00 a.m. Workshops Global D, Global C, Key West, Florida Ballroom C10:00 - 10:30 a.m. Refreshment Break/Marketplace Grand Ballroom10:30 a.m. - 12:00 p.m. Workshops Global D, Global C, Key West, Florida Ballroom C12:00 - 1:45 p.m. Lunch & Keynote Speaker Global AB1:45 - 2:15 p.m. Break/Marketplace Grand Ballroom2:15 - 3:45 p.m. Workshops Global D, Global C, Key West, Florida Ballroom C3:45 - 4:15 p.m. Break/Marketplace Grand Ballroom4:15 - 5:15 p.m. Roundtable Discussions Global AB5:15 - 6:00 p.m. Break/Marketplace Grand Ballroom6:00 - 10:00 p.m. Polynesian Luau Rain Forest (located outside by pool)

7:00 - 8:00 a.m. Healthy Connections Red Door Spa (Pilates); Front Lobby (Jog/Run)7:45 - 9:00 a.m. Breakfast/Optional Chapter Meetings Global AB9:00 - 11:00 a.m. Workshops Global D, Global C, Key West, Florida Ballroom C11:00 - 11:45 a.m. Last Break with Marketplace Open Grand Ballroom11:45 a.m. - 1:30 p.m. Lunch and Awards Global AB1:30 - 1:45 p.m. Break Prefunction1:45 - 2:45 p.m. Workshops Global D, Global C, Key West, Florida Ballroom C2:45 - 3:00 p.m. Break Prefunction3:00 - 4:30 p.m. Workshops Global D, Global C, Key West, Florida Ballroom C4:30 - 4:45 p.m. Break Prefunction4:45 - 5:30 p.m. Town Hall Meeting Amphitheater5:30 - 7:00 p.m. Farewell Cocktail Party Prefunction7:00 p.m. Dine-A-Rounds

Wednesday, October 15

Friday, October 17

Thursday, October 16

QRCA is seeking candidates for its 2009 Global Outreach Scholarship. The recipient will receive FREE membership provided they are not already a member, FREE conference registration, and up to $1,000 USD for travel expenses to the QRCA Annual Conference, October 7-9, 2009 in Palm Springs, CA.

For the application and guidelines, go to www.qrca.org or contact Darrin Hubbard at membership@qrca.org

QRCA GLOBAL OUTREACH SCHOLARSHIP

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EXHIBITORS

20/20 Research, Inc. .......................... 38Adler Weiner Research Chicago/LA ... 15AIM Research Network-Chicago ......... 1Artafact LLC .....................................1BBetter Decisions ................................ 26BLOG Research Limited ................... 36Burke, Inc. .......................................... 8Channel M2 ...................................... 20Civicom, Inc. ...................................... 5Delve ................................................. 22Fieldwork, Inc. .................................. 19First Choice Facilities ........................ 30Focus Coast to Coast ......................... 11Focus Forums ...................................... 2Focus Forward, LLC .......................... 13

Focus Pointe Global .......................... 18Focuscope, Inc. ................................. 25FocusVision Worldwide, Inc. ............ 16Global Research Resources ................1AGreenberg Studios ............................... 4GroupNet ......................................... 33Head Research Inc. ............................ 24Inside Heads ..................................... 10Itracks ............................................... 21Market Decisions .............................. 12MRT Services, Inc ............................. 27Murray Hill Center ........................... 14National Field and Focus/Copley Focus Center ..................................... 17National Qualitative Centers ............... 6

Observation Baltimore ..................... 31Provalis Research ............................... 37QualVu ............................................. 28Revelation ......................................... 29Schlesinger Associates & The Research House ................................. 23SensoMotoric Instruments ................ 32Sharpen the Focus Institute ............... 34TAI Companies ................................... 3The Focus Network ............................. 9The Qualitative Alliance ...................... 7Tobii Technology ............................... 39Transcription Services, Inc. ................ 35

EXHIBIT BOOTHS (BY NAME)

GRAND BALLROOM

AIM Research Network-Chicago ........ 1Global Research Resources ...............1AArtafact LLC ....................................1BFocus Forums ..................................... 2TAI Companies .................................. 3Greenberg Studios .............................. 4Civicom, Inc. ..................................... 5National Qualitative Centers .............. 6The Qualitative Alliance ..................... 7Burke, Inc. ......................................... 8The Focus Network ............................ 9Inside Heads .................................... 10Focus Coast to Coast ........................ 11Market Decisions ............................. 12Focus Forward, LLC ......................... 13

Murray Hill Center .......................... 14Adler Weiner Research Chicago/LA .. 15FocusVision Worldwide, Inc ............ 16National Field and Focus/Copley Focus Center ..................................... 17Focus Pointe Global ......................... 18Fieldwork, Inc. ................................. 19Channel M2 ..................................... 20Itracks .............................................. 21Delve ................................................ 22Schlesinger Associates & The Research House ................................. 23Head Research Inc. ........................... 24Focuscope, Inc. ................................ 25Better Decisions ............................... 26

MRT Services, Inc ............................ 27QualVu ............................................ 28Revelation ........................................ 29First Choice Facilities ....................... 30Observation Baltimore .................... 31SensoMotoric Instruments ............... 32GroupNet ........................................ 33Sharpen the Focus Institute ............... 34Transcription Services, Inc. ............... 35BLOG Research Limited .................. 36Provalis Research .............................. 3720/20 Research, Inc. ......................... 38Tobii Technology ............................... 39

EXHIBIT BOOTHS (BY BOOTH)

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THANK YOU TO OUR SPONSORS!

First Choice Facilities

Focus Coast to Coast

FocusVision Worldwide, Inc.

Murray Hill Center

Adler Weiner Research

Burke, Inc.

Delve

Fieldwork, Inc.

Inside Heads

National Qualitative Centers

Observation Baltimore

Schlesinger Associates &

The Research House

TAI Companies

The Focus Network

PLATINUM

GOLD

SILVER

FIRST CHOICE FACILITIES FIRSTCHOICEFACILITIES

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AC I L I T I E

S

FIR

ST CHOICE

FCF LOGO CONCEPT 1

FCF LOGO CONCEPT 2

FCF LOGO CONCEPT 3

FCF LOGO CONCEPT 4

FIRSTCHOICEFACILITIES

FIRSTCHOICEFACILITIES

FOCUS PLUSGILMOREFLEISHMANTROTTASUPERIOR ATLANTASUPERIOR TAMPAFOCUSCOPE

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CONFERENCE INFORMATION

KEY TO PROFESSIONAL COMPETENCIES

1 — Collaboration with Other Moderators2 — Adding Value to Client Relationships3 — New Approaches for Winning Clients4 — But That’s Not All I Do! When Clients Pigeon-Hole You5 — Research Proposals: Dos and Don’ts6 — Research with Kids: Getting on Their Wavelength7 — Ethnography Tips and Tricks8 — The Love-Hate Relationship Between QRCs and Facilities – How to Get More of the Love and Less of the Hate9 — Technology Gotta-Haves10 —How to Use Online Social and Business Networking Sites for Business11 —Immersion Research12 —Online and Virtual Focus Groups13 —Great Homework Assignments14 —Turning a Bad Group Around15 —Best Projective Techniques16 —Discovering Emotional Benefits17 —Using and Interpreting Body Language18 —How to Take the Pain Out of Report Writing19 —Traditional Focus Groups: Will They Still Be Needed?20 —Future Trends and How to Adapt to Them

TOPICS FOR ROUNDTABLES

Consulting

1 — Consulting. Understands needs, meets client objectives.2 — Content Knowledge. General knowledge of the areas of consulting, uses this foundation to relate various issues to qualitative research.

Research

3 — Conceptualization and Design. Recasts client problems into research issues, designs appropriate research. 4 — Research. Understands and applies the social science research process. 5 — Interviewing. Knows and applies interviewing principles. 6 — Analysis. Understands forms of qualitative input and analyzes them in relation to client objectives.

Business and Professional Practices

7 — Communication. Actively and accurately listens, writes clear and insightful reports, delivers effective oral presentations. 8 — Professional Practices. Maintains a commitment to honesty and integrity, understands own strengths and limitations as well as those of qualitative research. 9 — Project Management/Coordination. Sets up, implements, and monitors complex projects alone or with staff/ subcontractors. 10 — Business Practices. Runs a sustainable business, develops and maintains mutually beneficial relationships with clients, associates, and suppliers. 11 — Commitment to the Profession. Moves the profession forward, builds and improves upon techniques and pioneers new techniques, demonstrates a willingness to give back to the profession.

For complete description of Professional Competencies, please visit www.qrca.org and click on “Professional Competencies” under “About Research.”

Special Interest Groups (SIGs) provide members with the opportunity to meet with others who share the same interest. Currently QRCA has six special interest groups: Cre-ativity & Innovation, Ethnography, Latino, Political, Online and Pharma/Healthcare. If you are interested in connecting with others to share and learn about these specialty areas, be sure to attend the special interest group meeting of your choice.

SIG MEETINGS · GLOBAL AB

WEDNESDAY · 5:15 - 6:15 P.M.

This year we are providing you many options for morning exercise. The Red Door Spa is located next to the hotel.

TENNIS:

Saturday 11:00 amTennis: Meet at Weston Tennis Center at 11:00 a.m. (shuttle provided at the Hyatt). Thank you to Robert Hohman for his sponsorship of the tennise event, featuring Cliff Drysdale professionals.

HEALTHY CONNECTIONS

THURSDAY AND FRIDAY · 7:00 - 8:00 A.M.

Thursday 7:00 - 8:00 amJog/Run: Meet in the Front LobbyYoga: Meet at the Red Door Spa

Friday 7:00 - 8:00 amJog/Run: Meet in the Front LobbyPilates: Meet at the Red Door Spa

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WELCOME: 2:00 - 2:15 P.M. (Global AB)WORKSHOPS: 2:30 - 4:00 P.M.

Build Your Own Qualitative Tools – and Brand ThemPresenters: Jane Goldwasser and Missy CarvinCompetency: 11 Room: Global D

What makes you stand out in the crowd? What services, techniques and add-ons do you offer your clients? What is your brand?

Every product or service needs to be positioned correctly if it hopes to reach its market. While we often give this advice to our clients, it’s sometimes harder to turn around and apply it to our own busi-nesses. QRCs need positioning, too. By inventing and branding your own qualitative tools, you will begin to create a marketable differentiation for your practice.

New qualitative tools will help you provide your clients with solu-tions to their research questions. Branding those tools will set your practice apart in this crowded field. You’ll have great subject matter for articles, speeches, newsletters and sales calls. You’ll never have to search around for a reason to make a “cold” sales call; just offer a potential client information on a solution only you can provide for his or her problem.

In this fun, interactive workshop, we’ll dissect what makes one brand stand out from another, apply innovation to create new, never-before-seen qualitative techniques and brand them so you stand out from the crowd.

Slingshot Process: A Creative Way for Adding Value to Qualitative Customer ResearchPresenters: Anne Orban, MFA, MEd and Bonnie Bergey, MA, MBACompetencies: 5, 6 Room: Global C

Innovation Focus’s Anne Orban will introduce delegates to the theory and practice of the Slingshot Process. This process uses an exploratory and/or developmental focus group session followed by a creative problem-solving session to find breakthrough meaning for clients.

The Slingshot will be presented initially with audio-visual aids. Then, using session attendees, Innovation Focus will lead partici-pants through the Slingshot process.

The Slingshot process introduces the prosumer in both consumer and creative roles. Prosumer participation contributes depth to understanding the consumer experience. Prosumers also provide high-level creative input from a product development professional, as well as impartial and informed challenge to client team biases and assumptions from an outside peer.

The close proximity in time of a qualitative research experience and a creative problem-solving session optimizes creative tension. This purposeful development of creative tension is used to uncover breakthrough ideas when prosumers and client team members are slingshot from the consumer experience into the creative idea generator role.

Creating the Perfect Screener: Get the Right Respondents to Get the Best ResultsPresenter: Lisa HermansonCompetencies: 3, 4 Room: Key West

How many times have you struggled developing a 50-question (!) screener, only to find out that half the criteria were not applicable to the project, or the clients changed their minds at the last minute, or the facility declared the respondents “unfindable”? Determining the appropriate target respondents (the “screening criteria”) is probably the most overlooked aspect of qualitative research. Yet suboptimal screening causes many problems in qualitative, from wasted time and money during the actual screening process to invalid research results from inappropriate respondents.

This session will take you through the entire screener-development process, but with a strong emphasis on up-front preparation, where most mistakes happen and where even the smallest error can have a disastrous effect on the overall research project. Through this work-shop, you will learn to develop a screening-process template that will ensure that the right respondents are recruited for each project, guaranteeing great research, great results, and happy clients.

Show Me a StoryPresenter: Liz Van PattenCompetencies: 1, 6 Room: Florida Ballroom C

Want to elevate your PowerPoint presentations to a new level? This workshop will give you the tools to create slide decks that express your unique vision. The session content draws from 1) learning theory on how we absorb information, and 2) the basic principles of graphic design. Not a PowerPoint “how-to” or “tips and tricks” workshop, the session assumes that attendees have at least some working knowledge of PowerPoint. Our focus will be on creating a new paradigm for PowerPoint and using its tools to express your personal brand and research insights more effectively. Here’s what we plan to cover:} “Death by PowerPoint” – or why we need a new approach to creating presentations} “Words and pictures” – presentation or word processing? They’re not the same!} “Multimedia learning” – how we absorb information and why it matters} “Get on the grid” – use the principles of graphic design to power up your slides} “Show me a story” – the basics of visual storytelling} “Practice makes perfect” – hands-on exercises and tips for developing your own eye for design and storytelling} “And in conclusion” – summary and sharing

Attendees will leave this session with a new way to look at PowerPoint and a basic set of skills for creating presentations that are professional-looking, impactful, and memorable.

ANNUAL MEMBERSHIP MEETING: 4:15 - 5:15 P.M.This meeting is a wonderful opportunity for members to learn about the goings on within QRCA over the past year. Short presen-tations on the associations finances, PR efforts, MRA/QRCA indus-try survey, and accomplishments over the past year will be given.

CONFERENCE WORKSHOPS

Sessions are grouped in “tracks” (see page 2) as well as by Professional Competency level (as defined by QRCA’s Professionalism Committee – see page 6), so you can choose appropriately and advance your skill levels.

Speaker biographies and much more are available on the conference website at www.qrca.org.

Wednesday, October 15, 2008

METHODOLOGY

TECHNOLOGY business

skills

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TECHNOLOGY business

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BUFFET DINNER: 6:15 - 7:30 P.M. (Marketplace/Global AB)

WORKSHOPS: 9:00 - 10:00 A.M.

First Impressions Count! Packaging is the Ultimate Form of Brand Expression, Making Effective Packaging Research CriticalPresenter: Lauren GoldbergCompetencies: 2, 3 Room: Global D

Packaging is arguably one of the most creative outlets a brand has at its disposal. Yet creativity needs to be combined with a focused, disciplined approach to packaging research.

This interactive session will explore exercises to help guide respon-dents beyond superficial “likes/dislikes” to uncover deeper insights that motivate design preferences. Learn how to use packaging research to give your clients and their design firms the direction they need to guide optimal packaging development.

Topics to be covered:} How to convince potential clients of the value of qualitative packaging research } Exploration of various types of packaging research (including guidelines for new product exploration, packaging innovation work, concept testing, line extensions, and visual equity exploration)} Study design, methodologies, and interventions to have in your toolbox} Unique challenges of packaging qualitative} Case studies/examples from actual qualitative sessions } Tips for excellent packaging reports} When qualitative isn’t enough, and thoughts about testing pack-aging online

You will leave with a toolbox of effective packaging exercises and how companies leverage packaging design to fully express their brands and overshadow their competition. In addition, you will be able to more confidently articulate the different types of packaging research and recommend the most suitable methodologies to your clients.

Online Communities: Web 2.0 for Qualitative Research Strikes Again!Presenter: Doug Bates

Competency: 11 Room: Global C

Collaboration and communication among Internet users continues to evolve. This “Web 2.0” evolution in Internet use continues to re-sult in new and innovative research methodologies that better mesh with the expectations of Internet users. One recent introduction – “Online Communities” – is being used to obtain more frequent and intimate contact, collaboration, and feedback from groups of people who share common interests and/or characteristics.

The elements of an online community can cover a wide range – blogs, forums, personal spaces, self-directed profiles, and direct connections to other text or discussion-based research tools. Online communities, however, are still in their infancy and there is much to learn about what they can do and best practices. To help those new to online communities, this engaging session will educate curious practitioners on five topic areas:

1) Differentiate online communities from panels, forums, user groups, support groups, and other similar entities2) Explain how online communities fit within the context of “Web 2.0” applications such as Facebook, MySpace, Second Life and Digg3) Provide a working knowledge of online communities for qualita-tive research4) Demonstrate example(s) of online communities, their compo-nents and tools5) Provide insight on managing a healthy online community

Teaming with Quantitative Suppliers for New Revenue OpportunitiesPresenter: Warren PinoCompetency: 10 Room: Key West

Moderators understand their clients’ products and services and have insight into their clients’ target audiences. What’s more, many times qualitative work specifically precedes a quantitative effort. Herein lies the opportunity for moderators to leverage the strong relationships they have built with their clients by developing an alliance with a full-service quantitative supplier. And the best part is, simply bringing a quantitative supplier on board can generate additional revenue opportunities to moderators for relatively little effort. Moderators have (as they say in detective work) the means, the opportunity, and now the motive to realize these gains.

Moderators need not be experts in quantitative research, they simply need to recognize the opportunities, develop a quantitative partner-ship, and make an introduction. The moderator can then choose to stand back or take an “added value” role that might include offer-ing feedback on the quantitative survey or a written analytical report and on any subsequent recommendations.

Create Your Own Computerized Qualitative Coding System with Microsoft Office SoftwarePresenter: Christopher HahnCompetency: 6 Room: Florida Ballroom C

Data collected using all major qualitative methods can be proficient-ly organized and analyzed with everyday software, including Micro-soft Word, Excel, and Access. Step-by-step techniques described in Doing Qualitative Research Using Your Computer (Sage Publications) will be presented.

The Rendezvous

The 2008 Conference Committee is proud to introduce the first annual Rendezvous! This event will take place on Wednes-day night following dinner poolside at the Hyatt Regency Bonaventure Resort. After dinner, indulge in a celebration of camaraderie and 25 great years of QRCA with dessert and cocktails beside the tropical waterfall-adorned pool.

Not only will this event serve as a great opportunity for you to reconnect with other QRCs and celebrate this milestone for QRCA, but it will also allow you to learn more about yourself and how you directly or indirectly “Express Yourself.”

There will be people to analyze your handwriting, read your palm, and, with the help of a caricaturist, see yourself in a dif-ferent way!

WEDNESDAY, OCTOBER 15 7:30 - 10:00 P.M. · POOLSIDE/TIKI BAR

Thursday, October 16, 2008

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A researcher’s first pass through raw qualitative data can be done with remarkable efficiency using standard features of Microsoft Word. The session demonstrates how transcripts, field notes, and memos can be processed in a Word “code document” that is struc-tured to (a) receive and store first-pass qualitative codes and memos, (b) label the data passages that led to the creation of the level 1 codes and memos, and (c) preserve the raw data in-situ for later examination.

Databases of qualitative codes allow clear and efficient views of emerging categories, themes, and (if desired) theories. The presenta-tion introduces higher-level coding systems that use Excel or Access databases.

The techniques exhibited will help researchers achieve defensible conclusions from their qualitative data quickly and economically. A great deal of efficiency and insight can be gained by working with readily available software to arrange, systemize and control qualita-tive data.

WORKSHOPS: 10:30 A.M. - 12:00 P.M.

Learning to Go with the Flow: Improvising Market ResearchPresenters: Nancy Dodd and Andrea LevyCompetency: 7 Room: Global D

With qualitative research, you have to be prepared for the unexpect-ed. This is what makes our work challenging, interesting – and fun! Come to our workshop and improve your ability to improvise on the job. You’ll gain new skills and insight from improv techniques as well as others’ experiences.

We’ll start with a brief exercise that will bring to life the themes of improvisation that will guide our discussion.

We will have a brief discussion about how qualitative research is es-sentially structured improvisation:

} We create discussion parameters and guidelines but then must deal with and embrace the unanticipated} We set expectations with clients, but often studies don’t proceed as planned, and we must skillfully improvise} Sometimes we’re faced with non-traditional research environ-ments where the old rules simply don’t apply

We will review a case study of focus groups conducted in Sudan that will provide insight into the importance of improvising in a non-traditional research environment. We have some wonderful photos and excerpts from the transcripts of the Sudanese focus groups that participants will find extremely interesting. What were the suc-cesses and the mistakes? What was learned about how to successfully improvise?

E-thnography: How to Apply Observational Techniques Online Presenters: Kasia Gandhi and Jamie HamiltonCompetency: 5 Room: Global C

694 million people are connected to the World Wide Web. An online presence is a prerequisite for modern businesses, and many depend on the Internet as a marketing channel. Website design and usability, the user experience, and understanding online behavior are becoming critical research issues. Whilst there is a burgeoning

quantitative web-analytics industry, qualitative research into these issues is still comparatively primitive.

During our workshop session we will advocate that current face-to-face methods for Web concept and usability testing, as well as our understanding of online decision-making processes, can be im-proved and transformed using text-based e-groups with application-sharing capability. We will show how technology can offer a valuable new “ethnographic” perspective on Internet behavior: revealing new insights by enabling unobtrusive observation, and allowing partici-pants and customer groups to report on their online experiences in real time.

We will provide the audience with clear guidance on how to use these new ethnographic techniques to achieve a deeper understand-ing of consumer motivation, journeys, activities and choice-making of consumers as they explore the world of the Internet.

Using Public Relations to Build the Power of Your Qualitative Research BusinessPresenter: Steve RichardsonCompetency: 10 Room: Key West

Steve is the Communications Director for QRCA. He has been conducting PR for QRCA for the past three years, with 20 years of experience in the communications business. This presentation will explain how you can use PR to increase your visibility, get your name out there, and have potential clients become interested in you.

Using examples and case studies, the presenter and participants will show us what the opportunities are and how to go about taking advantage of them. At the end of this session, you should walk away with very specific steps you can take to include PR in your market-ing mix.

Project Funway: Teens, Technology, and TeamworkPresenters: Kristin Schwitzer and Dana Slaughter, BBA, MBA.Competency: 5 Room: Florida Ballroom C

When you want to tackle a project the “fun way,” injecting innova-tive processes and tools is key! This case study showcases the col-laborative approach that two QRCA’ers used to conduct advertising research with teens online. Arnold Worldwide, The Ad Council, and GLSEN engaged the two QRCA’ers to tackle the key question: How to get straight teens to stop using gay/lesbian slurs in their everyday vernacular (e.g., saying “That’s so gay” instead of “That’s so lame”)? For five consecutive days, teens across the USA were asked to share their reactions to a plethora of potential public service advertis-ing materials including 2 TV commercials, 8 print ads, 1 radio ad, 2 outdoor executions, 1 banner ad, 6 potential URLs, 1 Website homepage, and 39 celebrity spokespersons. For these two QRCA’ers who had never worked together before, this project became the doorway to some great shared tricks of the trade and opportunities for future collaboration!

Attendees will get:

1) A close-up look at an innovative way to use the relatively new Revelation software to conduct online research with teens2) The opportunity to see the test stimuli across all media, and3) Tips on how to make collaboration happen and work smoothly

LUNCH: 12:00 - 1:45 P.M. (Global AB)

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WORKSHOPS: 2:15 - 3:45 P.M.

Amuse-Bouche: 50 Tasty Treats to Bring More Value, Creativity, Flavor and Fun to Your Qualitative Research and Ideation ProjectsPresenters: Laurie Tema-Lyn and Reva DolobowskyCompetency: 3 Room: Global D

An amuse-bouche is a tiny bite-sized morsel that excites the taste buds. The French term literally translates to “mouth amuser.”

This workshop is designed to engage (and amuse!) all the senses as we present a portfolio of Tools & Techniques. We will demonstrate how to apply them to phases of the research and ideation process from planning, to in-session work, to client debriefs. Our overarch-ing approach is designed for generating robust insights and ideas through creative collaboration with consumers and also with clients. These Tools and Techniques fit within a framework of physical, multi-sensory, intellectual, emotional and “spiritual” dimensions.

They include:

} Ice Breakers & Rapport Builders} Energy Raisers & Mood Changers} “Truth Sayers & Soothsayers”} Connection Makers} Idea Developers

This Workshop is designed for you to acquire:

} Specific tools and techniques that you can apply right away} Guidelines about which techniques to use, and when} Principles to inspire the creation of your own exercises} Comfort, courage and trust to experiment with these approaches if you’ve been hesitant about doing so in the past.

Skating to Salsa Dancing Without Changing Your Shoes! Creating Multiple Revenue StreamsPresenter: Fay FlemingCompetency: 11 Room: Global C

You do it every day. You stand before an audience and a one-way glass and deliver brilliance. You encourage, coax, clarify, and congeal group thoughts and opinions. Above all, you bring the energy and the expertise! But what if you could change the scenery and reset the rhythm by repackaging your skills? What if there were other passions to explore, mountains to climb, and yes, revenue to ring up – all without retooling your basic talents?

Maybe it’s time to explore opportunities to wow your audience on the deck of your favorite cruise ship or a retreat among palm trees. Fay Fleming will show you how to take your skills to new, excit-ing, and profitable markets. Discover new avenues and new ways to parlay your research skills into other fields that feed your passion and your pocketbook. If you want to fully express yourself while maximizing your skills and creating multiple income streams, this workshop is for you.

Clothe Yourself in ConfidencePresenter: Julie KaufmanCompetency: 11 Room: Key West

Both male and female participants will learn the basics of their own body characteristics (e.g. color, shape, scale) to enable them to choose clothing that will flatter them in any situation. In addition, they will learn how to dress to draw out respondents and make them feel comfortable, how to dress to gain credibility from clients when first meeting, and when presenting to clients. (Note: each of these three situations needs different clothing.)

Vivid Expressions: Qualitative Research Meets the Video AgePresenter: Jim BrysonCompetencies: 3, 11 Room: Florida Ballroom C

Our world is a video-dominated environment. The television generation has given way to the YouTube generation and the cycle of video innovation revolves faster and faster. As experts in societal communication, qualitative researchers must recognize the ever-expanding video alternatives as opportunities for greater creative expression and deeper insight.

Digital video is now easy to use and to integrate with both face-to-face and online qualitative methods. Respondents can submit videos in many different forms; from portable “video self-ethnogra-phies” to webcam diaries. Researchers are discovering the power of video to glimpse into respondents’ behavior for additional insights while leveraging video as a springboard for in-depth discussions and even more interactive and revealing client presentations.

Attendees will get a crash course in tools and methodologies avail-able today for qualitative researchers. This session will introduce several video tools that can be used to explore qualitative topics in totally new ways or to enhance traditional research methods to deliver richer and more valuable insights. In addition, participants will be challenged to think creatively about new ways to incorporate user-generated video and live video into their research projects.

This session will equip the qualitative researcher with tools to suc-cessfully incorporate several video methodologies into their practices to enhance expression, facilitate sharing, stimulate creativity and, ultimately, grow their practices.

How do you get a group of people – teachers, parents, civic leaders, politicians – who are often over-captivated by their own voices, to become a part of a fulfilling community? The secret is to listen. This session will teach you how to create a strong community made up of powerful voices, willing to share compelling questions and intriguing discussions.

Smith is a talented author of award-winning books, a tenured professor at the Tisch School of the Arts in New York, and gifted actress who strives to depict America’s immense diversity in thought and culture.

Read more about Smith at her website: www.roycecarlton.com/speakers/Anna-Deavere-Smith.

THURSDAY, OCTOBER 1612:30 - 1:45 P.M. · GLOBAL AB

KEYNOTE: ANNA DEAVERE SMITH

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ROUNDTABLE DISCUSSIONS: 4:15 - 5:15 P.M. (Global AB)The Roundtable Discussions consist of tables that accommodate 8-10 people, each with a sign on it with a discussion topic. Just sit down at the table with your topic of interest and join the discussion! Participants enjoy the interactive format and the ability to meet new people and always come away from the discussions with new ideas.

WORKSHOPS: 9:00 - 11:00 A.M.

Market PlaysTM – Seven New Psychodramatic Techniques Reveal the True Power of the Brand Consumer StoryPresenter: Sharon Livingston, PhDCompetency: 5 Room: Global D

Psychodrama is an interactive, dynamic set of moderating principles which reveal emotionally intense, relationship-driven purchase motivations and reasons for brand loyalty.

Expect a highly interactive workshop designed to help you safely and effectively add seven new techniques to your qualitative research arsenal! (Discover seven easy-to-administer exercises and quickly “make them yours” via practice sessions with the audience.)

Here’s a sneak peek:

Overtones/Undertones: Go way beyond social norms! We all know the difference between what people say and what they really feel. Listen in as two different brand users create a dialogue with each other revealing the disguised thoughts and feelings which really motivate purchase (and those which can erode brand loyalty).

Brand Sculpture: Bring your client’s brand to life! Interactive por-trayals borrowed from the theater illustrate the nuances of custom-ers’ unconscious relationship with their brands. Tap the little-known river of brand love (and brand hate) to help your clients accomplish their loftiest brand goals.

Play Back Theatre: Solve your clients’ stickiest problems! Learn a powerful role-playing technique, which fortifi es their brand and obliterates the competition.

More importantly, we’ll illustrate the principles behind these techniques so you can develop your own brand of psychodramatic approaches to wow your clients.

Taking Your Qualitative Research Armamentarium to the Next Level: Pros, Cons, and “In Betweens” Related to the Successful Practical Application of Projective TechniquesPresenter: Lawrence D. Tobias, MBACompetency: 5 Room: Global C

Given the increasing sophistication of today’s consumers, and the increasingly short half-life associated with product and service dif-ferentiators, there is a need for a new research paradigm targeted to identify and assess the social, cultural, psychological, and emotional components related to “passion.” These components are most evident where customers are at a loss to rationalize their preferences for one brand of what amounts to essentially identical products or services.

In lieu of traditional approaches aimed at unmet needs identifi ca-tion matched to customers, research approaches employing projec-tive-enabling techniques can be used to identify powerful non-rational, non-cognitive drivers. These, in turn, can be linked to a brand and literally create customers via non-rational, non-cognitive attraction. In this case, “the affect of the message takes precedence over the effect of the product or service.”©

This interactive session will focus on the potential challenges and opportunities for “projective techniques,” and provide practical insights as to success optimization with these techniques. Attendees will gain an in-depth appreciation of the categories and varieties of projective techniques, along with appropriate areas of applicability. Attendees will select and apply one or more projective techniques to common research issues. The pros and cons of creating and brand-ing unique projective techniques will also be covered.

Participants from Hell: Facilitating Meaningful Expression Even When Dominators, Cynics and Wallfl owers AttendPresenter: Robert W. Kahle, PhDCompetency: 5 Room: Key West

Have you ever watched a recording of yourself moderating a focus group and said: “I should have cut him off earlier?” Have you ever had a client say: “We can’t trust focus groups because one or two people dominate and contaminate the rest of the discussion?” If so, this workshop is for you. In this engaging session, Bob Kahle will describe ten problem types of behavior commonly encountered in focus groups. He will offer fi eld-tested, practical strategies and spe-cifi c techniques for preventing, managing, and leveraging diffi cult behavior. Bob will provide a sometimes-humorous and certainly insightful view of the impact of problem behavior on focus group research by sharing real-life stories from the trenches.

Come ready to describe the “participants from hell” that you have encountered and share your tips for handling diffi cult situations. Role-play will be used to demonstrate and practice management techniques and provide a forum for peer training. This is a high energy, fun, and interactive workshop based on Bob’s book. Earlier versions of this workshop have played to enthusiastic reviews at QRCA chapter meetings and at the 2005 and 2006 national QRCA conferences.

Session limited to 48 participants.

Polynesian Luau

Thursday night, the QRCA celebration leads us to the “Rain-forest” for a Polynesian Luau! The Hyatt Regency Bonaventure has created a tropical wonderland where we will enjoy a Polyne-sian dinner (and dessert!) and a live Polynesian show with fi re, grass skirts, and moves aplenty! This is directly followed by a DJ so that everyone has an opportunity to show off their own moves or simply enjoy one another’s company.

This will be another opportunity for QRCs to socialize, net-work, and cultivate even more ideas for the coming year!

THURSDAY, OCTOBER 16 6:00 - 10:00 P.M. · RAIN FOREST

Friday, October 17, 2008

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A World Café for Empty Nexters: The Next Chapter in your LifePresenters: Jane Goldwasser and Barbara Rosenthal, BA, MACompetency: 11 Room: Florida Ballroom C

If you have been asking yourself, “What’s next?” “What will I be doing next year?” “Three years from now?” – this is the ideal ses-sion for you to attend. You will experience the powerful emotional connections created by the World Café methodology, discover new possibilities from your colleagues, and have the opportunity to begin charting your own next pathways.

This session will be run as a World Café discussion among Empty Nexters who are contemplating life’s next chapter. An “Empty Nex-ter” is a person who has reached the age or life stage where the next chapter is a bit murky. Do I want to keep working or retire? Do I want to keep working for myself or look for someone else to take on the burden of running the business side of things?

The World Café is a series of discussions generated from prepared and spontaneous questions that emerge from the dialogue. Topics or questions that will initiate the sharing and discussion will include reflections on the satisfiers and dissatisfiers you experience at work, in your personal life, and in reaching for your dreams.

LUNCH AND AWARDS: 11:45 A.M. - 1:30 P.M. (Global AB)WORKSHOPS: 1:45 - 2:45 P.M.

Getting the Most Out of Online Projects: Top Tips for Online ModeratorsPresenters: Jeff Walkowski and Casey SweetCompetency: 5 Room: Global D

As more and more QRCs jump into the online qualitative research arena, they discover that it takes more skills than they typically use to effectively run in-person sessions. What are some of the best ways to maximize the effectiveness of text-based chats and message boards? Let Casey and Jeff – recognized pioneers in the online quali-tative field – take you on a fast-paced review of top tips that, once mastered, are guaranteed to help you get the most out of your online sessions. Not only will these tips make your respondents more com-fortable and forthcoming, but your clients will be impressed by your skill and professionalism in the online environment.

While those without online moderating experience are welcome, this session is more likely to be relevant to those with some online moderating experience who are interested in sharpening their skills. Short interactive exercises will be used to help demonstrate the tips. We will give equal weight to real-time chats and to bulletin boards. Time will be set aside to foster an exchange of tips by attendees.

Reality Research: Capturing the Consumer’s Voice in Their Moment of NeedPresenters: Patrice Wooldridge and Shaili BhattCompetency: 5 Room: Global C

Innovations in qualitative methods have opened the door wide for discovering new ways to understand and express the voice of the consumer. When we were challenged by Vistakon®, manufacturer of Acuvue® brand contact lenses, to capture actual real-world mo-ments when wearers of competitive astigmatic contact lenses were having problems with their vision, we knew that this would require something beyond standard qualitative methods. In addition to the mind quickly compensating for visual distortions (to the point where most people don’t even have an awareness that there is an issue), those who have never had completely clear vision can’t

easily determine that they aren’t seeing clearly since they tend to regard their vision as “normal” (e.g., “isn’t that what everyone sees?”).

The presentation will review the multi-step and multi-method process we employed in order to help respondents honestly discern when they were having relevant problems with their vision and to identify those respondents who were both articulate and telegenic. They will discuss several of these more innovative methods and demonstrate their applications. We hope you will enjoy hearing how we identified and employed a sequence of state-of-the-art methods to quickly, efficiently, and successfully meet our client’s objectives.

Get the Scoop on Online Qualitative Security CompliancePresenter: Joel SchmaltzCompetencies: 8, 10 Room: Key West

This presentation about online security compliance will cover what you need to know about protecting your research data. It will give you insight into what to expect when a client asks for a security review for you and/or your vendor. A lot of security measures that IT professionals are looking for can seem daunting; this presentation will convert mumbo-jumbo security language into something that makes sense to you.

With security compliance rapidly becoming a must-have in the online world of qualitative research, small to midsized companies with limited budgets are struggling to keep up. Previously, Fortune 500 companies were the only ones subjecting you to security process reviews. Today, even small companies want to know about the security of their customers’ data, which means you need to be able to confidently address their questions and concerns.

Privacy legislation in North America is being taken more seriously each year. Combined with the growing trend for online qualitative research, you must ensure that you and your vendors’ systems hold up under security scrutiny. Ensuring that the appropriate security measures are in place will protect you now and into the future. At-tend this presentation to help make sure you are better prepared.

A Linguist’s View: Qualitative’s Language Barrier and How to Fix itPresenter: Kelly WahlCompetency: 7 Room: Florida Ballroom C

Replaying consumers’ words is easy. But giving real insights means understanding respondents’ language, and this is tantamount to translating their words into a different language: one the client can understand. To do this well, you need a conscious awareness of your own language biases. Otherwise you risk falling victim to com-munication gaps that leave you wondering why the client just isn’t “getting it.” This works in reverse, as well: client-produced stimuli impose the client’s language biases on the respondents, often causing real damage to the process of gaining insight.

Understanding the nature of our linguistic differences and having strategies to minimize their effects is crucial to truly great qualitative research. With real-life case studies as your guide, in this session you will gain an understanding of how your unconscious language biases negatively affect the ability to provide excellent qualitative work. Specifically, you will learn to:

} Identify the communication problems that most often cause qualitative research to fail} Prevent respondents from misunderstanding stimuli and questions} Prevent your own and clients’ misinterpretation of respondents’ responses

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WORKSHOPS: 3:00 - 4:30 P.M.

How and When to Conduct Website Usability ResearchPresenters: Jay Zaltzman and David AtkinsCompetency: 3 Room: Global D

Everything you always wanted to know about Website usability testing but were afraid to ask! Learn how to figure out whether your client actually needs Website usability research, some other meth-odology or a combination. And when conducting usability sessions, how can you avoid influencing the results but still obtain real-time respondent feedback? Also, see how you can bring reports to life with picture-in-picture video clips of respondents interacting with a site.

Jay Zaltzman and David Atkins will discuss how and when to use in-person usability observation and interview sessions. They’ll share their tips and tricks for creating the most effective discussion guides for Website research. They’ll discuss the equipment needed for the various research methods and demonstrate the use of MORAE soft-ware to record picture-in-picture video and edit clips that can easily be inserted into reports.

Joining the Mainstream: Best Practices for Online Qualitative ResearchPresenters: Liz Van Patten and Rachael KrupekCompetency: 3 Room: Global C

Online qualitative methods are rapidly expanding and evolving, of-fering a sometimes dizzying array of new technologies and research designs. Our ideas about what is possible and what’s the best way to accomplish project goals are changing. In this session, we will revisit and contemporize the conversation about best practices for conduct-ing online qualitative research.

The presenters have conducted online discussions with QRCA members who are active in the online space, exploring the challeng-es and pitfalls of online qualitative research and developing recom-mendations for best practices to ensure successful outcomes.

Attendees can expect an overview of the rapidly-evolving choices in the field of online qualitative research, together with consensus “best practices” recommendations for designing and conducting qualitative research online from members on the leading edge of this research revolution.

Topics scheduled to be covered include:

} Brief history of online qualitative research} Overview of online methods and approaches} Method for gathering content for this session} Best practices for online qualitative, organized by method (general, real-time, asynchronous, hybrid, video vs. text, etc.)} Best practices for online qualitative, organized by activity (research design, sampling, screening/recruiting, analysis and reporting, etc.)} Interactive session for attendees to share learning from their own experiences } Cautions and expectations for the future

The “Accidental Ethnographer” – How to Capture Fleeting or Unexpected Opportunities to Harvest Rich Information That Effects Change!Presenter: Julius Goepp, MDCompetency: 5 Room: Key West

Good ethnography is vital to qualitative research – it captures actual lived experiences of a population (as opposed to narrow interests of researchers/sponsors). Most ethnographies are planned well in advance – but qualitative researchers should be “spring-loaded” to capture unexpected opportunities any time, under trying condi-tions. This session demonstrates how “accidental ethnography” is ideally suited to gathering information that matters to your popula-tion of interest, producing context-sensitive results that are “surgi-cally” applicable to them – and your client.

We’ll interactively examine several “accidental ethnographies,” in-troducing Rapid Ethnographic Assessment (REA) and showing how informal (and ethical) REAs can (and should) be ready to launch in the hands of prepared qualitative researchers. We’ll use group activi-ties to demonstrate that one world view definitely does not fit all.

Attendees will learn to apply simple REA in diverse situations, prob-ing for explanatory information from participants in events as they unfold, to create a rich, organic context that helps explain previously inscrutable patterns of behavior and activity. Attendees will craft information-packed reports that capture the interests of both their subjects and their clients, demonstrating how “accidental ethnogra-phies” can help achieve their goals of effecting behavior change.

We All Speak English, Don’t We? Bridging the Gap and Breaking Down Barriers Due to Racial and Cultural DifferencesPresenters: Laura Oswald and Lisa McDonaldCompetencies: 4, 5 Room: Florida Ballroom C

This presentation advances knowledge on the impact of informal social practices on brand perceptions, choice, and value-creation among middle-class African Americans. It presents a research meth-odology and interpretive framework for developing ethnographic data into brand strategy and marketing communication.

Discussion focuses on a case study in which semiotics was used to coordinate in-depth ethnographic findings and creative strategy for the Ford F-150 truck against an African American target. Secondary immersion techniques will be presented and discussed to assist you in enhancing your cultural understanding. Hands-on small group activity will ignite your brain on how a PDA, Blackberry or phone text messages can provide clues to an individual’s social and cultural lifestyles. Finally, we will practice interpreting the information to bring value to the brand or communications strategy.

TOWN HALL MEETING: 4:45 - 5:30 (Amphitheater)Here’s your chance to share thoughts and suggestions regarding QRCA. In this town hall style meeting, the microphones are turned around. Members are provided an opportunity to speak to the Mem-bership and the Board. Typically members share news, accomplish-ments, make announcements, ask questions, comment on the confer-ence and other QRCA events and make suggestions. Come share your thoughts or just sit back and hear what others have to say.

FAREWELL COCKTAIL PARTY: 5:30 - 7:00 P.M. (Prefunction)

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