Total Credits: 1 Advance Credits
Tags: Chapter Intercepts
We're hosting an educational session featuring our own Carol Kauder on August 23rd at Fieldwork Denver.
What: Into the Wild: Cultivating the Hidden Power of Intercepts
When: August 23, 2024 at 11:30am-1:30pm
Where: Fieldwork Denver: 1700 Lincoln St #3050, Denver, CO 80203
Who: You! This event will be free for QRCA members and $10 for QRCA non-members.
Lunch will be included from Fieldwork Denver.
Please park in the parking garage across Sherman street (east side of the building) for complementary parking. You'll need to pick up a parking voucher from the Fieldwork front desk before you leave the event. Please see the desk in the lobby to ask which floor to head to for Fieldwork Denver.
Into the Wild: Cultivating the Hidden Power of Intercepts
Intercepts are an underappreciated methodology, often relegated to junior staff. With a skilled moderator at the helm, insights magic can happen through these chance encounters. This presentation reframes intercepts as a superpower: quick and cost-effective research in its rawest form. As research trends are shifting to favor digital solutions, intercepts remain an irreplaceable means of gathering on-the-ground insights.
Early in my research years when I worked for agencies, intercepts were something everyone tried to get out of: an unwanted task dumped on the rookies. As an independent QRC I’ve come to appreciate the hidden power of intercepts and recognize how the spontaneity can enable profound insights. Along the way I’ve learned to identify when a client’s objectives are ripe for intercepts, as well as when the magic has its limitations.
Drawing from my prior career as a journalist and from intercept projects for clients such as Ross Dress for Less, The 99 Store, Major League Baseball, U.S. Soccer, Café Rio, and others, I will share:
Carol Kauder works with major corporations and entrepreneurs to infuse the voice of the consumer into branding and innovation strategy. She combines skills honed as the director of insights for Radar Communications, specializing in ethnographic research, and as a branding and innovation strategist at Egg Strategy. Carol has a master’s degree in journalism and spent five years working as a newspaper, magazine and public radio reporter before crossing over to market research in 2001. She brings to all her projects a journalistic sense of inquisitiveness and objectivity, and by doing so, creates a solid foundation for the consumer perspective to inspire and shape strategic action. She has worked on some of the world’s best-known brands, including Major League Baseball, Hershey’s and Verizon.
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