From Start to Finish: Managing Qualitative Research with Confidence

Roben Allong Related Seminars and Products

CEO

Lightbeam Communications (M\WBE)

Roben Allong is founder and CEO of Lightbeam Communications, a market research and strategy boutique firm, based in New York City. Lightbeam is known for its unique cultural approach and perspectives. With over a decade of marketing research, and strategy development, as well as consumer culture and trend analysis expertise, she is an expert conductor of B2B and B2C in-person and online research methodologies.

She is an expert in brand positioning and communications, as well as, new product development, category mapping, and market exploration across a wide range of industries. Roben employs cultural intelligence to decipher and decode organization stakeholder and consumer attitudes and behavior. She is often described by her colleagues as the Oprah of the focus room. Her empathetic curiosity and cultural savvy always make for sensitive, yet energetic in-depth interviews and insightful analysis.

She is a past President of QRCA (Qualitative Research Consultants Association), Co-Founder of its Diversity, Equity, and Inclusion Task Force. Roben has also been recognized as a 2024 Insights Association Laureate—a lifetime designation of distinction in the fields of market research, consumer insights, and data analytics. Roben has also moderated panels and presented on various emerging trend topics at Universities and Research conferences in the U.S. and internationally, as well as published articles on culture, consumer trends, and inclusive research methodologies.

Some of her published work include:
One Size Doesn’t Fit All: Post COVID Implications for Marketers and Market Research

Do You K.N.O.W Today’s BIPOC consumer?

Understanding Cultural Insights: The New Next Consumer Normal

The Rise of Cultural Empathy and its Implications for Marketing Research and Marketers
 

Kristin Ameruoso Related Seminars and Products

Vice President of Qualitative Research

Recruit and Field, Inc.

Stumbling into the world of Qualitative Research at the age of 18, Kristin did not know what she was getting herself into. Starting off on the bottom of the totem pole as a recruiter and proving herself was no easy task. List recruiting came easier than speaking up, sharing ideas and creative ways to recruit! Clearly that was a long time ago, now we cannot get her to STOP talking. There is a lot to say about someone when you see the passion, they hold for what they do.

Twenty years later she is making an impact with Recruit and Field, as well as those in the industry she strikes up a “simple” conversation with. We all know nothing in ever simple in MR. All the pieces that make recruiting a success from within the engine, is more than just finding the perfect respondents, it starts the moment that RFQ hits your inbox. Kristin inspires those around her, builds a continuous culture of improvement, a proactive stance in business that bleeds out into everyday life. Her knowledge and expertise in this space of MR—gleaned from first-person hands on experience over the years-- has ignited a need to share what has been proven to be successful when partnering with clients on Qualitative research projects as well as learn more about industry areas outside of her current expertise.

At the end of the day, that is what we all want. Isn’t it?

Michael Collins Related Seminars and Products

Independent Qualitative Research Professional

Independent B2B Researcher

Former co-CEO of B2B fieldwork company. Currently a Qualitative Researcher for market research agency clients.

Jo Ann Hairston Related Seminars and Products

RIVA Market Research & Training Inst

The work Jo Ann does for RIVA is diverse. She works in both the Research and the Training division, shifting hats with ease. As a researcher she is – assigned to focus group projects that range from medical issues to health and beauty aids and from politics to new products. After leading more than 3,200 groups, and earning the title Master Moderator, Jo Ann helps clients access POBAs [Perceptions, Opinions, Beliefs and Attitudes] from respondents that range from homemakers to the homeless and from ages 7 to 97.

As a Co-Founder of the RIVA Training Institute she serves as a Master Trainer and developer of the framework and curriculum for both standard courses and custom courses designed to meet the needs of clients in a variety of industries. She is a credentialed Master Coach for Qualitative Researchers, as well as, individuals transitioning from one career to another.

Bruce Hutchison Related Seminars and Products

Manager, Enterprise Research

State Farm

Bruce Hutchison is both a market researcher and marketer who began his career at General Motors’ largest ad agency working on the Pontiac, Cadillac, Whirlpool, and GM Corporate brands.  Senior executive experience includes the VP of Advertising and Research at RCA, Chief Marketing Officer at Midas International, VP Marketing at uBid.com, and Director Marketing Planning at Sears Holdings.

• General Motors:  Bruce led the research that launched the Mr. Goodwrench automotive service brand for General Motors, plus led the strategy and search to sponsor the NASCAR Goodwrench racing team with legendary driver Dale Earnhardt and team owner Richard Childress.  
• RCA:  With RCA Consumer Electronics, Bruce led the advertising and research for the return of the RCA dogs, Nipper and new puppy Chipper, to national advertising, plus launched the first ever 18” satellite dish with partners DirecTV and USSB.  Introducing RCA to sports marketing, he negotiated the first manufacturer sponsorship of an NFL stadium, the RCA Dome / home of the Indianapolis Colts, and initiated sponsorship of the NASCAR RCA racing team with owner Cale Yarborough and drivers Jeremy Mayfield and John Andretti.  Bruce also negotiated the sponsorship of the ATP Tour men’s tennis event, The RCA Tennis Championships, in Indianapolis.
• Midas:  At Midas, Bruce directed the creation and launch of the new Midas brand and graphics identity for 2,100 stores replacing the original 1950’s logo and store design to what is seen today.  This initiative also was a catalyst for strategic change in the Midas business model from focusing on muffler replacement and expanding to brakes and general maintenance of vehicles.
• uBid.com:  A ‘re-start-up’ of an existing online barter business, Bruce led the process to re-design and energize the uBid.com auction site, created a new fixed-price website, RedTag.com, and conceived an overall new corporate identity for the company entitled Enable Holdings, Inc.
• Sears Holdings:  Bruce led a cross-functional team that launched the first loyalty and rewards program for K-Mart.  The research he initiated also led to the return of the K-Mart layaway program during the essential November/December holiday season.  He also designed and conducted ongoing research studies with senior executives, store managers, and customers.
• State Farm:  After working four years for State Farm as an external associate, Bruce joined the company as a full time ‘red badge’ in 2016.  Bruce’s skills in qualitative and ethnographic research have included several years of projects with the Innovation team primarily in the residential, automotive, energy services, and senior living areas.  Plus, he has conducted Agent, Team Member, Sales Leader, and consumer interviews for the Agent Time Allocation Study, National Agency Convention, Chairman’s Circle, Branded Solutions, Simple Conversation, and Agent / Brand projects in conjunction with Agency and Marketing.

On a personal note, Bruce has lived in eight states and three European countries thanks to his Navy and Ford career dad.  His academic training includes Psychology (BA, Franklin & Marshall College) and Marketing (MBA, Eastern Michigan University).  His wife, two daughters, two granddaughters, and sister keep him hopping between tennis, travel, and music interests.

Jessica Kurth Related Seminars and Products

Kurthwise Solutions, LLC

Jessica is a freelance market research project manager and qualitative analyst. She brings peace of mind to busy researchers by meticulously handling the details of research logistics, recruiting management, qualitative analysis and more so her researcher partners have space to focus their creative genius on conducting research and building relationships with clients. 

Mary Beth Solomon Related Seminars and Products

Founder / Owner

Solomon Solutions

Susan Sweet Related Seminars and Products

President

Sweet Insight Group

A passionate qualitative researcher focused on uncovering and illuminating insights, Susan aims to make the research process fun for both clients and participants. For the past 25 years she has incorporated both innovative and tested research methods, continually working to keep research as real-world as possible while using a mix of in-person and tech-based tools. Susan is a leader in both the QRCA and AQR, working toward global collaboration in the marketing research industry. She has presented at local, national and international conferences, guest lectures at universities, and serves as a mentor through WIRe (Women in Research). Susan loves hiking with her dog, traveling with her husband and sons, and volunteering near her home in Boulder, Colorado.

Maria Virobik Related Seminars and Products

Owner

ResearchScribe

Jeff Walkowski Related Seminars and Products

Owner/President

QualCore.com Inc

Jeff Walkowski is 25+ year member of QRCA.  His passion is training.  He co-founded the Online Moderator Training Institute, is a RIVA trainer, and he was the lead developer of the MRII’s Online Principles Express course in qualitative research.  He is known as one of the early adopters of online qualitative approaches, and in 2023 he published, “Mr. Online’s Playbook: 125 Pro Tips for Online Qualitative Projects.”  Jeff loves donuts, and he chose to live in Minneapolis partly because he loves cold weather.

Jay Zaltzman Related Seminars and Products

President

Bureau West: Helping Companies Grow

Jay Zaltzman believes that qualitative researchers can offer true value to clients by combining empathy with creative methodology and analytical rigor.  Jay has been president of Bureau West Market Research for the past twenty years.  He is an active member and past president of the QRCA.