Total Credits: 2 Advance Credits
This series is designed for professionals who lead, manage and execute the qualitative research function within their organization. They might not have previously been introduced to the background and fundamentals of qualitative research, or this series can serve as a great reminder. The information learned will help those who manage qualitative vendors, including moderators, analysts and research facilities.
This is not a series for those who wish to learn how to be a moderator or facilitator for qualitative research.
| Best Practices for Being a Champion of Qualitative Research Results by Bruce Hutchinson (1.33 MB) | Available after Purchase | ||
| Best Practices for Managing Stakeholders Through the Research Process by Roben Allong (0.77 MB) | Available after Purchase | ||
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.
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.
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
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Module 1 - From Start to Finish: Managing Qualitative Research with Confidence
Original Program Date: 09/05/2024 |
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Module 2 - From Start to Finish: Managing Qualitative Research with Confidence
Original Program Date: 09/12/2024 |
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Module 3 - From Start to Finish: Managing Qualitative Research with Confidence
Original Program Date: 09/26/2024 |
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Module 4 - From Start to Finish: Managing Qualitative Research with Confidence
Original Program Date: 10/10/2024 |
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