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On Demand

Opening Session: Back to the Future! The Power of the Journey...Inspiring the Future of Qual

Total Credits: 1 Advance Credits

Average Rating:
Analysis & Reporting |  Research Design
Lynn Greenberg |  Janet Standen
1 Hour 07 Minutes
Audio and Video
Original Program Date:
Mar 22, 2023


In celebration of QRCA’s 40th year of education and conferences, the Emeritus SIG has coordinated an extensive review of the impact qualitative research and QRCA has had on the market research industry. Through a series of video interviews with Emeritus members, QRCA founders and next generation research industry leaders, the group has constructed an engaging oral history of stories, predictions and pivotal moments in our industry. In order to understand the future of qual, we need to revisit its history. 


Lynn Greenberg Related Seminars and Products

Lynn Greenberg Associates/DigitalQual

Lynn’s QRCA Journey began in February 1985 when she attended her first QRCA meeting in New York City. She developed her qualitative proficiency over a decade at global advertising agencies in NYC. From her last position as VP, Director of Marketing Research at TBWA she launched Lynn Greenberg Associates, a strategic consultancy that met the “independent qualitative consultant” criteria for QRCA membership.

With QRCA an invaluable resource, Lynn’s qualitative consultancy flourished rapidly with a stellar client list including Citibank, Colgate, Unilever, M&M Mars, Clorox and BBDO, to name a few. In 2014, she became the Chief Collaborator of DigitalQual, a collaborative partnership of marketing research experts in the evolving digital landscape. Lynn moved to Houston in 2018 to be closer to her grandchildren and transitioned to her “Next after Qual.” Her post qualitative research goal is working towards making the world a better place for future generations and is doing so as a Volunteer Docent at Holocaust Museum Houston.

Lynn is a QRCA Past President who has played a pivotal role in QRCA’s journey. She ideated and led the first annual QRCA conference with Gina Thorne in NYC, October 16 - 17, 1986, duplicating its success in 1987. In 2019, she created the monthly Emeritus SIG with Rick Weitzer and now co-chairs it with Michele Zwillinger. Lynn Greenberg is excited to be hosting the inspiring “Back to the Future” qual journey presentation, created by The Emeritus SIG Team, under the leadership of Janet Standen, Kathy Doyle and Frankie Johnson to kick off the “Powering Up for the Future of Qual” 2023 Conference.

Janet Standen's Profile

Janet Standen Related Seminars and Products


Scoot Insights

Janet Standen turns questions into directions fast - through bringing fresh qualitative insights to brands & businesses in an accelerated process that does not compromise depth of learning. As Co-Founder of Scoot Insights, she leverages over 30 years of consumer & B2B marketing experience to unearth insights that are relevant and actionable, to help management teams make more powerful decisions. Janet is a customer-driven innovation, brand positioning, communication & team facilitation specialist, with a breadth of research experience gained working in the US and in the UK/Europe across many categories and target audiences.

Janet served on the board of QRCA for 4 years and was the 2022 President’s Award recipient for outstanding service to the qualitative research industry and community. She is Co-Chair of the QRCA UX SIG. Janet is Co-Founder and remains actively involved in MRxPros.