6 QRCA VIEWS SPRING 2 0 15 www.qrca.org
VIEWS
QRCA
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
SPRING 2015
TABLE OF CONTENTS
QUALLIES, TAKE YOUR MARK, GET SET, GO!
28
ONLINE QUALITATIVE: This article shares potential pitfalls of webcam research
and offers solutions to help you proactively plan for a successful experience.
ALL TOGETHER NOW:
TESTED STRATEGIES FOR BLENDING IN-PERSON
AND DIGITAL RESEARCH FOR MAXIMUM IMPACT
36
TRENDS: The development of digital qualitative techniques in recent years might
suggest that you must choose between digital and in-person qual. But it's not a
question of either/or. This article discusses ways to integrate tried and tested tech-
niques with newer methods to obtain answers to difficult business questions.
48, 50 | CHECK OUT OUR
NEWEST PODCASTS
52, 54 | TWO NEW BOOK REVIEWS
BOOK REVIEW: Advancing Ethnography in
Corporate Environments – Challenges and
Emerging Opportunities is a collection of essays
representing the professional insights and per-
spectives of a distinguished panel of experts on
ethnography in the corporate environment.
BOOK REVIEW: Start with Why – How Great
Leaders Inspire Action explores Simon Sinek's
Golden Circle theory of WHY, HOW, WHAT and
offers important advice for company leadership.
8 FROM THE EDITOR-IN-CHIEF
10 FROM THE PRESIDENT
11 INDEX OF ADVERTISERS
JOE INDUSI, RESEARCH
-2VIDEO: Listen in and
learn how Indusi applied
his filmmaking skills to
create a successful
qualitative research business.
OWEN SHAPIRO, SHAPIRO + RAJ: Get an
historical lesson on brands and marketing and a
peek at the future of the industry in this podcast.
INTERVIEW WITH TONY FOLENO
44
LUMINARIES: The Ad Council considers qualitative research a valuable tool for
developing its public service announcement ad campaigns and for improving their
effectiveness. Tony Foleno, Senior Vice President for Research at the Ad Council,
describes how his orginization leverages it.
THE BUSINESS OF DISTINGUISHING
ACTIONABLE SHOPPER INSIGHTS
40
TOOLBOX: The intersection of consumer and shopper insights can help guide a
variety of marketing areas from marketing to new product development.
USING JOURNEY LINES FOR INSIGHT AND IDEATION
32
TOOLBOX: Mapping out customers' stories in the form of journey lines reveals
insights about the highs and lows of an experience… but what's next? Learn
how researchers at eBay took it to the next level by using journey lines as an
ideation tool, thus putting storytelling at the heart of brainstorming.
Kay Corry Aubrey,
kay@usabilityresources.net
MANAGING EDITORS:
Joel Reish,
joel@nextlevelresearch.com
Jenifer M. Hartt,
jenifer@harttandmind.com
Art Direction & Production:
Mitchell Hayes,
mhayes@wbjournal.com
New England Business Media, LLC
Trends:
Shaili Bhatt,
shailib@crresearch.com
Travel Wise:
Deanna Manfriedi,
deannaman@aol.com
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,
mcarlon@vertigopartners.com
Toolbox:
Susan Saurage-Altenloh,
ssaurage@saurageresearch.com
Schools of Thought:
Suzanne Klein,
skklein@verizon.net
Tech Talk/Online Qual:
Karen Lynch,
karen@karenlynch.com
EDITOR IN CHIEF:
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