Total Credits: 1 Advance Credits
The amount of data we gather in some qualitative studies can be overwhelming – especially data from multi-day message boards. Traditional methods of analysis are functional, but they can be time-consuming. Digital tools can assist in the process. This webinar will begin with a quick review of traditional (no-tech or low-tech) tools, then will expose you to a sampling of higher-tech tools (Delve, NVivo, Reduct, and Relative Insight), explained by the QRCA members who use them. This will not be a how-to session; rather, it is “tasting menu” of some of the tools that can make the analysis of qualitative data less daunting.
Michelle Finzel has been saying, “Thank you for calling Maryland Marketing Source. How may I help you?” since she was 8-years-old. As the current President of Maryland Marketing Source, Inc., Michelle leverages her unique perspective of the industry’s development over the past 30 years and embraces the nuanced roles she has to play as a small business owner in her hometown of Baltimore, Maryland in order to provide her clients with the streamlined results and personalized service they appreciate and expect. She also endeavors to ensure her company is an asset to the community by supporting other minority businesses, sponsoring local children’s sports teams, and engaging in projects that directly benefit the State of Maryland. Michelle has been published several times and has presented at several industry- and communications-focused conferences. She currently serves as Chair of the Field Committee for the Qualitative Research Consultants Association (QRCA), has served on the board of the Baltimore Chapter of the American Marketing Association (AMA), and is a member of the Insights Association (IA).
With 20-plus years of experience in qualitative market research, Pam has talked to consumers about everything from soda pop, cows, toys and home appliances to video games, diabetes meters, shopping and technology. She is president and ‘big brain’ of her qualitative research firm, LitBrains-Igniting Ideas! Pam is an avid speaker, writer and teacher on the best practices of moderating. A creative moderator who prides herself on being adept at a variety of methodologies and projective tools, Pam just recently presented to her qualitative research colleagues on new approaches to projective exercises for online and in person qualitative research events entitled ‘Primp Up Your Projectives’. She teaches a course at RIVA Market Research Institute on advanced moderating with kids and teens. With COVID-19 quickly moving our qualitative world to the online methodologies Pam has enjoyed doing for more than a decade, she is very exicted to move her RIVA course ‘Moderating with Kids and Teens’ online this fall. Pam is also on the board of directors of the Qualitative Research Consultants Association whose mission is to ensure the ongoing professionalism of qualitative research. After more than a decade living in New York and Washington DC, Pam currently lives back in her hometown of Minneapolis with her husband and pre-teen daughter.
Dr. Kristi Jackson is a Qualitative Senior Scientist at QualityMetric. She also founded Queri in 2002 to provide resources and coaching to NVivo users worldwide. With over 25 years of experience in qualitative research design, data collection, analysis, reporting, and stakeholder relations, Kristi is an expert in a diverse array of qualitative methodologies. Her theoretical frames tend to be sociological and her research interests include conceptualizations of qualitative research transparency and the constantly changing spaces where qualitative researchers and technologies meet.
Kristi is the lead author of the 2019 edition of Qualitative Data Analysis with NVivo. The 2013 edition of this book, which she also co-authored, is a Sage Publications best-seller.
| Katrina has worked tirelessly over her 17+ years in research to build a female-focused, full-service qualitative consultancy which specializes in creating client customized design by combining methodologies from traditional in-person research with online and mobile approaches. She is proud to have made KNow Research one of the newest, certified members of the Women’s Business Enterprise National Council (WBENC). Gaining an overall picture of a consumer’s world is a key factor to Katrina’s and her company’s success. Over the years, she has developed an impressive range of verticals and focused KNow’s studies on how products, services and industries interact with respondent’s lives. Katrina is also Co-Founder of Scoot Insights and an active member of Women in Research, Qualitative Research Consultant Association, the Insights Association and ESOMAR. |
| Maria Virobik began her career in advertising account management, but quickly came to her senses and has been working as a qualitative research consultant since 1997. She provides qualitative analysis and writing services as well as moral support to independent moderators and market researchers working in a broad range of categories. She joined QRCA in 2018 and is co-founder and chair of the Reporting & Analysis SIG. Originally hailing from Southern California, she and her husband now live in Santa Fe, NM with their marginally obedient French Bulldog, Ruby. |
Rob founded Ignite 360 to deliver more than data to clients but real, actionable insights and recommendations. Leveraging his knowledge built over years working in marketing services at different agencies and client-side companies, Rob brings a practical application mindset to Ignite 360’s work. Specializing in innovation, shopper insights and brand strategy, Rob’s worked with and coached clients as they’ve made the transition from needs to jobs. Rob lives in San Francisco with his husband and 3 cats. He’s writing his first book “Everyday Americans: Discovering the 5 Steps to Empathy One Household at a Time”.
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