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Keeping Austin Weird — Authentic Insight from Texas Creative
Original Program Date :
Length: 1 Hour


Texas Creative is the world-renowned creative advertising portfolio program based in the Stan Richards School of Advertising & Public Relations at the Moody College of Communication of The University of Texas at Austin. A place that consistently turns out industry leading creatives and strategists that work in agencies around the globe. For those QRCs that work in communications, these people will become your future clients. But the world has rapidly changed. Different tools are available. The age of creative-test focus groups may be over. What are these people looking for in their qualitative research? What kinds of methodologies and approaches are most valuable to them? What are the needs of the modern creative industry? This workshop will be co-led by Ryan Romero, an industry leader who teaches the Texas Creative program and will incorporate several current students who are at the leading edge of advertising in a structured forum to help Quallies meet the needs of Creatives and vice versa. We all have lots to learn from each other.

Daniel Berkal, SVP Research, The Palmerston Group

Daniel Berkal is the global authority on creative ethnographic methodologies. He specializes in immersive and hard-to-reach participant methodologies and has worked worldwide.

As the recipient of the prestigious "Qually" award for excellence in qualitative research, Daniel has been hailed as "Undoubtedly, the most unique qualitative researcher, one who provokes reflection and game-changing insights in the business world. Period."

Daniel holds degrees from McGill University and the University of Texas at Austin. He is a professor at Humber College and has taught in New York, Minneapolis, Toronto, and Miami. He has served on the board of directors of QRCA. Although he does not speak Spanish or Portuguese, he is always quick to use Google Translate and is excited to be part of an event with live translation.


Daniel Berkal es la autoridad mundial en metodologías etnográficas creativas. Se especializa en metodologías inmersivas y participantes difíciles de alcanzar, y ha trabajado en todo el mundo.

El ganador del "Qually" por excelencia en investigación cualitativa, Daniel ha sido llamado "Sin duda, el investigador cualitativo más singular, que invita a la reflexión y que cambia el juego en el negocio. Punto".

Daniel tiene títulos de la Universidad McGill y la Universidad de Texas en Austin. Es profesor en Humber College y ha impartido clases en Nueva York, Minneapolis, Toronto y Miami. Ha sido miembro de la junta directiva de la QRCA. Aunque no habla español ni portugués, siempre es rápido con Google Translate y está emocionado de ser parte de un evento con traducción en vivo.


Daniel Berkal é a autoridade mundial em metodologias etnográficas criativas. Ele é especialista em metodologias imersivas e em participantes difíceis de alcançar, e já trabalhou em todas as partes do mundo.

Daniel foi o vencedor do "Qually" por excelência em pesquisa qualitativa, e foi chamado de "Inquestionavelmente o pesquisador qualitativo mais exclusivo, instigante e revolucionário nos negócios".

Daniel é formado pela McGill University e pela University of Texas em Austin. Ele é professor no Humber College e já ministrou aulas em Nova York, Minneapolis, Toronto e Miami. Foi membro do conselho de administração da QRCA. Embora ele não fale espanhol ou português, ele é sempre rápido no uso do Google Tradutor e está animado para fazer parte de um evento com tradução ao vivo.


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