6 QRCA VIEWS WINTER 2 014 www.qrca.org
VIEWS
QRCA
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
WINTER 2014
TABLE OF CONTENTS
COVER STORY: GOOGLE GLASS, WEARABLES AND YOU
32
TRENDS: This article demystifies Google Glass and wearables for the unini-
tiated or inhibited. Shaili Bhatt shares a portrait of the wearable landscape
– what they are, what they can do, and why they are here to stay.
PUT YOUR MONEY WHERE YOUR MOUTH IS: WHY A
PREDICTION MARKET IS A GREAT "QUAL-QUANT" TOOL
48
SCHOOLS OF THOUGHT: A Prediction Market is a gamified research
method that rewards preparation, influence, and other activities that have
traditionally been anathema to market research. So why is it gaining such
traction?
63 | CHECK OUT OUR NEWEST
PODCAST WITH JIM BRYSON,
FOUNDER AND CEO, 20/20
RESEARCH
64-66 | TWO NEW REVIEWS
BOOK REVIEW: All In: How the Best Managers
Create a Culture of Belief and Drive Big Results
provides insight on how to build a corporate
culture that sets an organization apart from the
competition.
BOOK REVIEW: Book Yourself Solid Illustrated
complements the best-selling book of the same
name and contains exercises to guide the
reader through its key learnings.
Editor-in-Chief:
Kay Corry Aubrey, kay@usabilityresources.net
Managing Editors:
Jenifer M. Hartt, jenifer@harttandmind.com
and Joel Reish, joel@nextlevelresearch.com
Art Direction & Production:
Mitchell Hayes, mhayes@wbjournal.com
New England Business Media, LLC
(508) 755-8004 ext. 282
FEATURES EDITORS
Book Reviews: George Sloan, gsloan@yourcustomer.com
Business Matters: Laurie Tema-Lyn,
laurie@practical-imagination.com
Humor: Joel Reish, joel@nextlevelresearch.com
Global Research: Pat Sabena, psabena@qual.com
Luminaries: Judy Langer, judy@langerqual.com
Podcasts: Mike Carlon, mjcarlon@mac.com
Toolbox: Susan Saurage-Altenloh, ssaurage@saurageresearch.com
Schools of Thought: Suzanne Klein, skklein@verizon.net
Tech Talk/Online Qual: Mary Aviles, connect4mary@mac.com and
Ted Kendall, tk@thetriplescoop.com
Travel Wise: Deanna Manfriedi, deannaman@aol.com
Trends: Shaili Bhatt, shailib@crresearch.com
8 FROM THE EDITOR-IN-CHIEF
10 FROM THE PRESIDENT
11 INDEX OF ADVERTISERS
Q
R
C
A
The latest podcast
features an interview
with Jim Bryson, the
founder and CEO of
20/20 Research, a
Nashville based qualitative
research firm with facilities
in Nashville, Tennessee;
Charlotte, North Carolina; and Miami, Florida.
SPEED READING THE WEB WITH VISUAL,
REAL-TIME SEARCH CAPABILITIES
54
TECH TALK: Product review of Zakta, a new online tool that simplifies the
growing world of Big Data and Big Content. Learn how it can be used by
qualitative researchers.
NEW TRAVEL ADVENTURES:
SAGA OF THE NURSING MOM
60
TRAVEL: As QRCs, we are all used to the adventures that go along with
travel, but a first-time mom discovered that there was an entirely new set
of adventures to be had.
TALKING TO STRANGERS ON THE STREET: RECRUITING FOR
QUALITATIVE RESEARCH THROUGH INTERCEPTING PEOPLE
44
TOOLBOX: How do you locate study participants who are difficult to find? One
option is to start in the field rather than going through a recruiting service or
trying to source participants in some other way.
