QRCA Breakthroughs

Getting Executives on the Bus: Creating Shopper Immersion Experiences

hartinc — Fri, 13 Aug 2010 13:12:37 +0000

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Ever wanted to interact directly with consumers as they make purchasing decisions? Want to understand what they look for, how they navigate the store or what catches their eye? QRCA member Laurie Tema-Lyn of Practical Imagination Enterprises explains a unique approach of helping executives get up close and personal with shoppers as they browse a store. Executives interview shoppers and go through the shopper’s experience from start to finish.

Marketing & Happiness

hartinc — Wed, 07 Jul 2010 19:35:19 +0000

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QRCA member David Van Nuys, Ph.D., president of e-FocusGroups, explores the psychology of happiness and how research on happiness is impacting marketing today. In this Breakthrough, David combines his expertise of both qualitative research and psychology; he has 25 years of market research experience and a doctorate in clinical psychology and has worked as a licensed psychotherapist.

Qualitative research answers questions for an annual conference about an industry that changes daily

hartinc — Fri, 18 Jun 2010 01:58:47 +0000

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Every year, social media strategists and hobbyists gather at South by Southwest to network and learn about the latest and greatest in social media and technology. QRCA member Ben Smithee, managing partner of Spych Market Analytics, visited the 2010 conference to tap the minds of attendees and gain some qualitative insights about what they expect from an annual conference that revolves around technology that literally changes every day.

Big research results from small steps: Layering research methodologies to drive new product momentum:

admin — Tue, 06 Oct 2009 15:46:56 +0000

Chris Kann, QRCA member and president of CSK Marketing, took the long view and small steps to help a client revitalize their product line. In this Breakthrough you’ll hear how she approached the challenge of reenergizing a stagnant product line by layering online qualitative research methods on top of some quantitative research findings. The overall approach established real confidence in the research. The insights from the qualitative work helped to identify a clear path for new product development. By starting with small steps and layering them over time the research approach delivered big results. Please listen in as Chris describes the process.

Finding a cure for patients and doctors: How qualitative research techniques helped demystify the challenge.

admin — Thu, 01 Oct 2009 21:14:53 +0000

This breakthrough deals with understanding both patient needs and doctor needs to make a powerful brand connection with both. By understanding the motivation of the key constituents, Dr. Sharon Livingston, QRCA member and president of The Livingston Group, was able to turn the mirror and let the patient’s view inform how the specialists viewed their work.

The success of this qualitative breakthrough was based on using the right tools and approach. The objective to create a productive dialog that could lead to both happy patients and happy doctors. In this case the challenge was to understand how retina specialists and their patients felt about the challenges of dealing with macular degeneration.

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Immersive research in the car: Understanding the consumer dynamic of tuning out and multitasking on the road.

admin — Thu, 30 Jul 2009 20:20:21 +0000

How do you get better insights on the role communication devices play with consumers inside a car? Listen to this Breakthrough from QRCA member Gretchen Gehrett, president of G2 Marketing, as she describes the impact of auto-ethnographies and the power of immersive research. With a little bit of structure and a great deal of creativity, Gretchen uses online research techniques to create borderless reporting that results in powerful, consumer feedback on how they use their entertainment and communication devices when travelling.

Leaning In: Innovative qualitative research methods and observations lead to stronger brand engagement

admin — Thu, 16 Apr 2009 12:55:33 +0000

Listen to how a trip to the zoo takes on new meaning when qualitative methodologies identify body language that helped define the brand experience and consumer engagement.
Through observation QRCA member Mike Flynn, principal of Flynn Consulting, learned how different visitors to the St. Louis Zoo engaged with the animals. He identified specific consumer behavior that helped define consumer engagement in the experience and the brand. The qualitative approach and insights helped to strengthen the brand experience and drive critically important repeat visits to the zoo. Have a listen to the leaning in Breakthrough.