What happens when you bring the sharing economy to the world of research? Exciting things happen. This presentation will show qualitative researchers how to think creatively (and practically!) about using alternative venues for conducting qualitative research. We will explore how platforms such as AirBnB and Peerspace can be invaluable options to find the perfect spot to host a session, and we’ll talk about the ways to ensure that a project is a success once you identify the right non-traditional location. The session will draw upon the real-world experiences of the presenters using unique spaces to conduct qualitative research. Among those experiences will be a case study in the snacking category, where an LA mansion proved to be the ideal setting for three days of focus groups and client innovation sessions for a start-up client on a budget, leading to the development of a pipeline of new product ideas, some of which are now in the marketplace. Going outside traditional settings is not all roses and sunshine, however, and the presenters will also share their hard-earned learnings about how to avoid problems and ensure their own sanity when working in a new space that might not be set up for researchers. You’ll leave prepared with ideas, excitement and practical tips to spice up your research locations for your next project.
|FG BNB Handout (2.2 MB)||33 Pages||Available after Purchase|
Abby Leafe has been a qualitative researcher for 19 years, having started her career in advertising. In fact, a brief stint in graduate school was enough to make her run screaming from academia and she is forever grateful to the helpful headhunter who told her that, in fact, people will pay her to do research. She interviewed for a job in qualitative research shortly after finishing her M.A. and the rest, as they say, is history. Abby is a past president of QRCA and frequent presenter at industry events.
Laurie Tema-Lyn has been a creative catalyst and qualitative researcher for decades, also having started her career in advertising. She began doing qual when a client asked if she could apply the creative approaches she used with client teams for product innovation to their consumer learning. Hence, she began designing co-creation programs that “violated” many traditional rules of market research. Today her practice reflects a great diversity of research methods and clients. Laurie is a member of QRCA’s Board of Directors and the author of Stir It Up! Recipes for Robust Insights & Red Hot Ideas.
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