Total Credits: 9 including 9 Advance Credits
As we emerge from this unprecedented time, we invite qualitative professionals and students to REconnect and REenergize at the QRCA Annual Conference! Attendees will gain skills and inspiration to take their research to the next level. We hope you can join us at the Hyatt Regency Mission Bay in San Diego to mingle with qually friends old and new and absorb even more amazing content all centered around this year’s theme: REimagine REsearch.
Fully recognizing that every individual’s situation is in flux, QRCA’s goal is to make it easier for you to attend the QRCA Annual Conference in San Diego, California. As a result, we have implemented risk-free registration. If you are unable to attend the in-person Annual Conference, full refunds will be available as long as you cancel in writing by April 14, 2022.
Out of an abundance of caution for everyone’s health and safety, QRCA moved the in-person San Diego event from January 2022 to May 16 -18, 2022.
“I love going to the conference every year to see my Qually friends. Sessions are always interesting, but the best part is getting to hang with people who get me and understand my business. The QRCA conference has been the catalyst for so many great personal and professional RElationships in my life.”
- Jessica Broome, Founder, Southpaw Insights and QRCA member since 2012
Marta Villanueva, President of NuThinking Inc., is a bilingual/bicultural qualitative strategist with 20 years’ experience in moderating and facilitating meetings across most major industries, various participant types, sensitive/complex challenges, and in various locations (U.S. and Latin America). She has a proven track record advising Top 100 clients. Marta is passionate about empowering leaders with the insights and strategies to communicate in a relevant way. She holds a master’s degree with emphasis on Creative Problem Solving from the State University of New York. Marta is a creative thinker, grounded in marketing, who gets more from consumers. She has served QRCA in many roles, most recently Co-Chairing the first ever 2021 QRCA Virtual conference. She was the featured opening speaker for the QRCA 2022 conference. Marta is a QRCA 2015 Maryanne Pflug Award Winner. See her LinkedIn page here.
|Tom Rich is one of the most respected practitioners in the field of qualitative research. Since founding his business in 1996, he has conducted thousands of in-person and online interactions for clients in nearly every industry. Drawing on his many years in brand management, Tom takes an approach to his clients’ research needs that is simultaneously creative, strategic and pragmatic. A recognized expert on the application of analytical models to market research, Tom is a frequent and sought-after speaker at industry events. Tom boasts an extensive background in brand strategy, consumer behavior and shopper insights -- skills he developed while working for companies that include Nabisco and Unilever. This background gives Tom a unique skill set among qualitative practitioners and allows him to structure approaches around the tactical and strategic decisions that will be made as a result of the research. Tom received a bachelor's degree in English from the University of Pennsylvania and a master's degree in business administration from the Amos Tuck School of Business Administration at Dartmouth College. He received his qualitative research training from Burke institute, is a member of The Insights Association and a member and past President of the Qualitative Research Consultants Association.|
|Alexia leads the Consumer Insights/FanLab team which provides Warner Bros. with insights important to the development of content, product, talent, marketing and distribution strategies across broadcast, syndication, cable and digital platforms. Insights into the “hearts, minds, and motives” of fans and consumers through both qualitative and quantitative research methodologies is critical to help inform business decisions. In her role as VP, Alexia identifies key insights for brands such as DC Entertainment, Ellen, TMZ, The Real, and various other Warner Bros. IP. She spearheads global generational research that identifies potential business implications for content development, distribution and marketing strategies. Alexia is also an experienced Focus Group moderator and leads discussions and ideation sessions with all age levels of consumer segments, gauging their reactions to new and existing content, digital platforms, and exploring their overall media consumption habits. Alexia is a major proponent of empowering young professionals. During her time at WB, she has led the Internship program in her department that has received various accolades from the company. "Providing rich opportunities for young minds to learn, share and express ideas, and grow and develop is an essential part of my leadership philosophy.”|
Giselle is part of the WarnerMedia/Warner Bros. Global Research Insights & Analytics FANLab research team focusing on Cultural Insights. She has been at Warner Bros. for 5 years and along with Cultural Insights, has worked on WB Global Brands & Franchises supporting Consumer Products, the Harry Potter global brand, Themed Experiences and Studio Tours Marketing. Prior to coming to Warner Bros., she honed her 15+ year research career in consumer packaged goods, working on brand development and innovation research at Kellogg’s, Mattel, and 3M.
|My name is Erin Sowell, and I am a marketing researcher and innovation consultant based in Atlanta, GA. I founded Thoughtful Research to help businesses better understand and meet the needs of their customers and employees. I believe that long-term business success is dependent on a business’s ability to form strong connections with their customers and employees. Strong connections with customers can lead to increased loyalty and word-of-mouth marketing, while strong connections with employees can lead to decreased turn-over and increased productivity and job satisfaction. A business’s connection with its customers and employees is only as strong as the business’s ability to understand, anticipate, and meet the functional and emotional needs of their customers and employees. That's where Thoughtful Research comes in!|
|Jamin Brazil is a seasoned chief executive with a background in leading high growth organizations from inception to exit. Over the last 20 years, he has developed a deep knowledge of market research which gives him a unique view when assessing which tools and techniques are trending. As the previous CEO of FocusVision, he was the first to bring to market a combination of qualitative and quantitative technologies that are used by 75% of the Fortune 100 and over 3,000 companies globally. Prior to FocusVision, he pioneered online surveys, conducting one of the first ones in 1996 and founded a top survey platform, Decipher, in 2000. Today, Brazil is the co-founder and CEO of HubUX, a modern project management platform for researchers, and the host of the Happy Market Research podcast.|
Priscilla McKinney, CEO of Little Bird Marketing, is a popular keynote speaker, prolific blogger, podcast host, industry innovator and diversity champion. Best known for making waves in the digital marketing industry, Priscilla has been featured on numerous podcasts, is the President of American Advertising Federation Heartland and has received numerous design, entrepreneurship and industry awards. Along with her expert team, she developed the SOAR System - a proprietary process designed to create sustainable lead generation for busy leaders so they can have confidence in the growth of their company without losing focus on their other responsibilities. Priscilla personifies creativity, entrepreneurship and authentic leadership – inspiring others to truly carve out their own path of success in her uniquely funny, no-nonsense and slightly irreverent way. Oh, and don't give her caffeine. She doesn't need it.
Rebecca Brooks is an entrepreneur, columnist, and mother with 20 years' experience in the market research industry. As Founder and CEO of full-service market research consultancy Alter Agents, she feeds her inherent curiosity by uncovering the complicated paths today’s consumers take to help clients make better decisions every day. Rebecca’s passion for creating a rich, energized, and balanced work environment – while delivering exceptional quality and value - has created a true culture of collaboration at her company. She holds a B.A. in Anthropology from the College of William & Mary.
Founder and CEO of Lightbeam Communications Corp., Roben started a boutique research firm in New York City to provide evidence-based, more culturally relevant, on-trend solutions for brands and public sector entities.
Lightbeam’s clients tap her in-depth knowledge, research expertise, and deep understanding of the influence of social and cultural movements of previous decades on consumer attitudes, and behaviors to help them meet and exceed business objectives. She is an outspoken advocate of helping brands develop a competitive edge and be more inclusive by using cultural insights as effective soft power diplomacy.
As a former international senior music business executive, Roben Co-Chaired Global Music Committee Conferences responsible for strategic creative product development and marketing around the globe. Today, she is hailed by colleagues as the “Oprah” of the focus room and has presented research findings on emerging social and cultural trends at several distinguished organizations such as the Fashion Institute of Technology, University of San Francisco, and New York University as well as various industry conferences.
Most recently, Roben is a former President of QRCA and her compelling articles have been featured on both Quicks and Greenbook annual Editors' lists.
Missy Carvin is the Manager of Programs and Sales at the Creative Education Foundation. She is also the President of New Directions Consulting, a full-service market research and innovation solutions supplier. Missy is a seasoned Creative Problem Solving facilitator and trainer who has worked across sectors and industries, and who is a key strategic partner in developing the Creative Education Foundation’s youth programs and leadership development programs and activities. Missy represents the 2nd Generation of Creative Problem Solving Institute Leaders, who integrate CPS strategies in her family.
Missy is a frequent speaker at the Creative Problem Solving Institute (CPSI), Florida Creativity Conference (FCC), MindCamp (Canada’s Creativity Conference) and the Qualitative Research Consultants Association (QRCA) annual conference. She has worked in the past for two other not-for-profits: Girl Scouts Heart of the Hudson and Historic Hudson Valley, and is an active Girl Scout participant in Orlando, FL. Missy applies her strengths of Activator, Woo, Communication, Strategy, and Positivity to her approach to business, parenting, and life in general.
Over the past twenty years, QRCA stalwart Jay Zaltzman has been involved in both qualitative and quantitative research projects, and has helped resolve marketing questions for a wide variety of companies, including Microsoft, Union Bank, Volvo, Unilever, Azusa Pacific University and many others. During his mandatory three-year stint in the Israel Defense Forces, Jay served as a personnel interviewer.
Jay has a Bachelor’s degree in Psychology from Tel-Aviv University, where his studies included group dynamics and supervised psychological work with a variety of clients.
|Allison Rak is a researcher & entrepreneur. With 15+ years experience in consumer insight, she has a diverse background that includes government, technology, media and CPG. She’s the principal of Vatoca, which provides qualitative research & innovation services to a variety of Fortune 500 companies, start-ups and non-profits.She began her career on Capitol Hill, where she helped achieve historic passage of campaign finance reform and was awarded the Common Cause Public Service Achievement Award for her efforts. She earned a BA from Santa Clara University & an MA from The American University.|
|Ted Kendall started his research career on the client side in the technology world--working for Hewlett-Packard, Compaq, and then permutations of US West. In 1997, he conducted a bulletin board research discussion--arguable the first (though that honor may go to Jeff Walkowski by just days or hours). He co-founded QualTalk which became Qualboards (now with Schlesinger). Realizing I missed doing research, he left to form my own gig--TripleScoop Premium Market Research. In the last few months he joined Cricut's Consumer Insights team. Cricut makes electronic cutting machines and other tools and accessories used to make arts and crafts. For fun, he reads voraciously, love a good streaming series, runs, and is a big baseball fan--both games and history.|
|Maria Virobik began her career in advertising account management, but quickly came to her senses and has been working as a qualitative research consultant since 1997. She provides qualitative analysis and writing services as well as moral support to independent moderators and market researchers working in a broad range of categories. She joined QRCA in 2018 and is co-founder and chair of the Reporting & Analysis SIG. Originally hailing from Southern California, she and her husband now live in Santa Fe, NM with their marginally obedient French Bulldog, Ruby.|
Marc began his research career 30+ years ago in quant, shifting to qual 20 years ago—with a very non-linear path in between. A moderator, creative facilitator and strategic consultant, he was a partner at B/R/S Group before venturing out on his own in 2010. Marc’s eclectic background—stand-up, improv and sketch comedy, creative writing, P.R. and copywriting, and law—is an asset in his research and innovation work. He uses applied improvisation in an ideation technique he developed in 2010, called, “Out of Focus Groups®,” which grew out of his experience in two improv and sketch comedy troupes with Kristen Wiig, and his migration from quant to qual.
2021 Maryanne Pflug Spirit Award winner.
Together with Pascal Patenaude, they have developed ‘Blocks + Clay’, applying improvisational thinking and the power of play to uncover innovative insights and translating into action. In this workshop, they will lead you through play with purpose, allowing you to experience ways to get in touch with all your senses, even sharpen your 6th one.
Rick Weitzer is Principal of the Prell Organization, a marketing research consulting firm that uses qualitative and quantitative research methods to help its clients see their brands more clearly. Rick received his M.S. in Urban Studies from Cleveland State University and a B.A. in Psychology from Case Western Reserve University. He currently is an Adjunct Associate Professor at Webster University, teaching marketing research to graduate and undergraduate students, and is co-chair of QRCA’s Academic Special Interest Group.
|Bob Taylor received his BBA in Marketing & Management from The University of Texas at Austin and an MBA from the University of North Texas. He is the now the principal at Headline Research after spending most of his career conducting research for P&G and Nestlé. He is also a Marketing Research Adjunct Professor at the Sam M. Walton College of Business at the University of Arkansas and a RIVA Instructor.|
|Bill Fanning has a BA in Marketing from the University of Illinois Urbana-Champaign and an MBA in Marketing and Finance from Northwestern University’s Kellogg School of Management. While running his own qualitative market research firm, BF Communications, he has also been a faculty member with continuing appointment at the University of California/Berkeley (Haas School of Business) for the past 15 years.|
With more than 25 years of loving the never-know-what-to-expect insights of kids and teens; Pam Goldfarb Liss moderates on topics ranging from diabetes and fashion, media preferences and devices to soda pop and hygiene. Pam works with Fortune 100 companies like Bayer, Coca Cola, General Mills, Google, Kraft, Kroger, Nintendo, and others. Pam speaks regularly on topics around creative moderating, projective tools and moderating with kids/teens. She is a past board member of QRCA and is the current matchmaker for volunteer opportunities. In addition to her custom teaching opportunities with RIVA Market Research Institute in Washington DC, Pam started Mission Kid Possible, a virtual library of on-demand and live courses around moderating with kids and teens. Mission Kid Possible powered by LitBrains-Igniting Ideas! is located at www.litbrains.com. After a decade living in the east coast with her east coast native husband and daughter; Pam lives with them back in her hometown in Minneapolis, Minnesota and is actively explaining what ‘Minnesota Nice’ really means to them both. (Hint: It frequently means nice but can be subtly passive aggressive especially on the road).
The past few years as we’ve all learned more and more about privacy laws impact on what we do, Pam noticed an evolution from the newer generations like Gen Z and Alpha around privacy and a growing sense of collaboration with the new media companies that is worth noting. In today’s session, Pam will talk through what parts of privacy teens are willing to exchange for collaboration.
Cynthia D. Harris, MBA is the founder and ceo of 8:28 Consulting, LLC., a qualitative research and marketing strategy agency. After nearly 15 years in corporate marketing research and marketing roles, Cynthia was inspired to synthesize her professional experiences to solely focus on advocating for the Consumers’ voice at tables where brand decisions are made. She has extensive experience in the qualitative research space as a moderator, experiential research designer and facilitator to many Fortune 100 brands. While her practice is wide-ranging, her specializations include multicultural research, advertising and communication optimization and ethnographic approaches. Cynthia is also actively involved in QRCA and currently serving as the 2022 QRCA Annual Conference Speaker Co-Chair. https://www.linkedin.com/in/cdharris/
Michele Ronsen is a user research executive, coach, and educator. She teaches design and user research to people around the world. Her corporate training and workshops are inspired by working with Fortune 500s and start-ups for more than twenty years.
In 2010, Michele founded Ronsen Consulting, a design and strategy firm specializing in human-centered research, design development and hands-on learning programs. Ten years later, she established Curiosity Tank to help more people ask better questions in order to make confident decisions.
Since 2020 Michele has taught over 5000 students how to ask better questions and make more informed business decisions. LinkedIn also honored her with a TopVoices award in the Technology category.
Learn more about Michele at www.CuriosityTank.com and on LinkedIn.
|Katja Cahoon, LCSW, MBA is a psychotherapist with a previous career in qualitative market research. Her passion in life is to empower others to grow, change, and find meaning and joy. After a successful career in market research focused on understanding why people do what they do, including corporate, consulting, and entrepreneurship, she decided to utilize this learning and understanding to help people feel and perform better. She trained as a psychotherapist and works mainly with executives and other highly accomplished professionals in Silicon Valley, CA. She helps clients with stress, burn-out, anxiety, depression, and how the past impacts how they feel and act today. Katja is also a certified yoga teacher (RYT-200), meditation teacher, and sports nutrition coach. Katja has taught at Williams James College, Stephen's College, spoken at conferences like IIEX, ESOMAR, Insights Association, and has trained companies all over the world. She has been featured on podcasts and panels.|
Emelia Rallapalli is the founder of Pebble Strategy, a research consultancy based in San Francisco. She helps marketing, advertising, and design executives build strong brands through custom-designed market research programs and brand strategy consulting services.
|| Twitter @ERallapalli | Medium @emelia|
Wendell spent the first 30 years of his career in Research and Scheduling for the network, cable and syndication arms of The Walt Disney Company, serving every audience in every daypart on every platform. As Founder of Wendell Foster Insights, he is now moderating focus groups, putting his corporate experience to use in new and (to him) exciting ways. Wendell has a B.A. from Northwestern University. He moved to the Los Angeles area to earn his M.A. from USC, and he’s lived there ever since.
Jenny began her research career at boutique research supplier Axen Research from 2010 – 2014, most recently serving as Strategic Director. She then struck out on her own, joining a variety of research teams and end clients across retail, tech, CPG, B2B and not for profit. She holds a B.A. in Psychology from Pomona College and a Masters in Education from Claremont University.
Dexter Chew is a photographer and amateur cook. He started Q One Tech, a ResTech software development agency in 2016 focused on helping researchers understand their customers better through surveys and building custom panel. Previously, Dexter worked as a business development director for a healthcare market research agency. He currently lives in Toronto, Canada.
Grace wears many hats in her career- literally. She is currently a Senior User Researcher at Crunchbase, a Professor of UX Research at New York Institute of Technology, and a founder/designer of her own costume business, Fab Hatters. She has a BA from Dartmouth College, a MS from Bentley University, and currently lives in sunny Los Angeles.
All times are listed in PT. Schedule is subject to change.
1:00 – 6:00 p.m.
1:00 – 4:30 p.m.
6:00 – 8:00 p.m.
Early Arrivals + First Timers Dinner
7:00 – 8:00 a.m.
Healthy Morning Connections – Walk to Mission Bay
8:15 – 8:45 a.m.
8:00 – 9:00 a.m.
Marketplace Grand Opening and Breakfast
9:00 – 10:15 a.m.
Welcome and Featured Speaker Marta Villanueva
10:15 – 10:30 a.m.
10:30 – 11:30 p.m.
11:30 a.m. – 12:15 p.m.
First Timers/Exhibit Hall open
12:15 – 1:15 p.m.
1:15 – 1:30 p.m.
1:30 – 3:00 p.m.
Panel Discussion: Meet Your Future: Gen Z ARE the Future of Research, both as Participants and Researchers
3:00 – 3:30 p.m.
3:30 – 5:00 p.m.
Partner Spotlights/Case Studies:
5:00 – 6:30 p.m.
Dine Arounds/SIG Meetings
"Schmoozing & S'Mores" – Firepit Conversations: Scary (or Funny) Moderating Stories
7:00 – 8:00 a.m.
Healthy Morning Connections
8:00 – 9:00 a.m.
8:15 – 9:00 a.m.
9:00 – 10:30 a.m.
Featured Panel: Through the Research Looking-Glass: Who in the World are We? And Where are We Going?
10:30 – 11:00 a.m.
11:00 a.m. – Noon
Noon – 1:00 p.m.
1:00 – 1:30 p.m.
Dessert break in the marketplace
1:30 – 2:30 p.m.
2:30 – 3:00 p.m.
3:00 – 4:00 p.m.
4:00 – 4:30 p.m.
Final Exhibitor Break
4:30 – 5:15 p.m.
Annual Meeting and Town Hall for Members
4:30 – 6:00 p.m.
Mentoring/Networking Happy Hour
7:00 – 9:30 p.m.
Tuesday Evening Event: San Diego Wine and Culinary Center
8:00 – 9:00 a.m.
Breakfast & Chapter Meetings
9:00 – 9:15 a.m.
9:15 – 10:15 a.m.
Featured Speaker Marc Engel
10:15 – 10:30 a.m.
10:30 – 11:30 a.m.
11:30 a.m. – 1:00 p.m.
Awards & Lunch
1:00 – 2:00 p.m.
2:00 – 2:30 p.m.
2:30 – 3:30 p.m.
3:30 – 4:30 p.m.
|San Diego Conference Only Rates||By April 14||After April 14|
|Grad Student Members||$195||$225|
TEAM DISCOUNT:Company teams bringing three or more people are eligible for a discount of 20% off each registrant. This applies whether the team member is a QRCA member or non-member. To receive the Company Team discount code, please email firstname.lastname@example.org.
GDP DISCOUNT: Get a discounted rate if you’re a qualitative researcher in a country with a per capita GDP of less than $30,000. (Email email@example.com to receive your discount promo code before registering online.)
Potential Discounts for FIRST TIMERS: First-time conference attendees can receive a 25% discount off the registration fee! The discount is available to first-time QRCA conference attendees who joined QRCA for the first time in the past two years. This discount is not available to conference exhibitors. If you are eligible for the discount, you will receive a discount code in an email from QRCA. Contact firstname.lastname@example.org if you have not received your discount code.
FINANCIAL NEED: QRCA members who do not currently have the financial resources available, and want to attend the conference, contact email@example.com.
Need help convincing your management to fund this critical aspect of your professional development? Use our "Justification Letter" template to secure funding and join hundreds of others on your journey to the next level as a qualitative professional.
Fully recognizing that every individual’s situation is in flux, QRCA’s goal is to make it easier for you to attend the QRCA Annual Conference in San Diego, California. As a result, we have implemented risk-free registration. If you are unable to attend the in-person Annual Conference, full refunds will be available as long as you cancel in writing by April 14, 2022.Refund Policy: Cancellations must be received by the stated cancelation deadline and will be accepted in writing only. No-shows for the event will not receive a refund.
Please read the QRCA Conference registration policies listed on this page.
QRCA is excited to return to in-person events once again where our unique and collegial culture can shine! The health and safety of QRCA members and staff is our top priority. We will continue to monitor and assess the evolving impact of the Covid-19 pandemic on travel and in-person events and are working closely with the Hyatt Regency on measures to help mitigate and prevent the spread of Covid-19.
For the 2022 QRCA Annual Conference, we will require all in-person attendees to provide proof of Covid-19 vaccination. Attendees will be required to show vaccine proof onsite to check-in for the Annual Conference. This requirement will be strictly enforced.
We recognize that increased safety measures are necessary to ensure a safe and engaging convention.
Here are a few of the ways we are coordinating with the Hyatt Regency and conference attendees to help attendees stay healthy and to reduce exposure and risk:
San Diego County COVID-19 Homepage
City of San Diego COVID-19 Homepage
Fully recognizing that every individual’s situation is in flux, QRCA’s goal is to make it easier for you to attend the QRCA Annual Conference in San Diego, California. As a result, we have implemented risk-free registration. If you are unable to attend the in-person Annual Conference, full refunds will be available as long as you cancel in writing by April 14, 2022.Refund Policy: Cancellations must be received by the stated cancellation deadline and will be accepted in writing only. No-shows for the event will not receive a refund.
Hyatt Regency Mission Bay
1441 Quivira Road
San Diego, CA 92109
Room Rate: $199 per night plus tax
Hotel cut-off date: Friday, April 15, 2022
MAKE YOUR ONLINE RESERVATION HERE
Relax and renew on the San Diego coast. Enjoy panoramic views of the Pacific Ocean, Mission Bay, and downtown San Diego from your getaway at the Hyatt Regency Mission Bay. The hotel is close to top San Diego attractions such as Belmont Park and SeaWorld San Diego.
Parking is available at a discounted rate of $30 per overnight self-park for conference attendees. Valet is $42 per overnight.
SAN – San Diego International Airport
*Please note that all networking activities are included with your conference registration fee except food and beverage costs for the Early Arrivals Dinner, Dine-Arounds and Farewell Social.
To kick off this year’s conference where we are all finally back together in-person, we hope to see you at our Early Arrivals Dinner or First Timers’ Dinner + Design Outpost at the hotel’s Pelican Restaurant! The setting is fun and casual as we unwind from our travels and prepare for the days ahead. Our conference veterans recommend these events as a wonderful way to step into your QRCA conference experience. Just show up for this event! Food and beverages are paid for by attendees.
Would you like to dip your toes into the Pacific? Then get a head start on the day and join Cher Chislett, International QRCA Chapter member from Frankfurt, Germany for an invigorating walk to the famous Mission Beach. A brisk walk is a great way to get in tune with your body and soul before an amazing day of learning on the first day of the QRCA Annual Conference. Lace up your walking shoes and bring a bottle of water! The walk will take a full 60 minutes (return trip
Join us for drinks and appetizers as we visit with our partners and meet quallies from across the globe.
We hope you enjoy the dining options that we’ve selected for our Dine-Arounds this year. These informal dinners are a signature at QRCA conferences and give attendees the chance to meet new people who share a love of food! There are plenty of authentic, local restaurants for you to experience, with cuisine ranging from seafood to Mexican to Asian and beyond. You’ll surely find plenty of options that suit your taste buds — and your budget — in this town. Read all about your dining options and sign up for your favorite here.
After dinner come to the firepits in the Cabana area to share Firepit Conversations: 'Qualmares' Scary (or funny) Moderating Stories from the field. This is a fun and informal way to meet new colleagues, and is sponsored by Canada Market Research!
Back by popular demand on day two of the conference! Get your heart pumping in this fiery Zumba® fitness dance class. It will get you energized for the exciting day ahead. This class is for all levels of fitness, so no prior experience is required. Taught by Cher Chislett, International QRCA Chapter member from Frankfurt, Germany with special guest Kristin Ameruoso from New York. Cher is a certified Zumba® Fitness instructor (fitness or running shoes required).
Ready to get back to building those professional connections in-person? Join QRCA’s first in-person networking event in over two years for a casual and fun mix-and-mingle Happy Hour! Maybe you’ve met someone in passing the first two days of the conference, and want to get to know them more. Or perhaps you’re eager to connect with new, like-minded colleagues who share professional or personal interests. This Networking Happy Hour is the perfect event to make and deepen those connections.
The QRCA community prides itself on being open, collaborative, friendly and welcoming. In fact, many long-term Members of the QRCA cite a sense of camaraderie as one of the organization’s most pivotal strengths. Experience what makes QRCA great at this event specifically tailored to building your professional and personal network. This event also offers as an opportunity to connect with potential Mentors and Mentees. It will serve as the unofficial kick-off of QRCA’s new Mentoring program, open to all paid QRCA Members. The Networking Happy Hour at the Conference is a wonderful opportunity to jump-start these partnerships. This event is sponsored by L&E Research.
Connect with old friends, make new ones and soak in the San Diego vibe during the Tuesday night event. What better way to digest the inspiring and practical sessions and thought-provoking discussions than with some great food and drinks, dueling pianos and casino games? This fun evening sponsored by HARK Connect will get everyone into the historic gaslight district for an unforgettable night of conversations, music, and games. Buses will bring attendees from the hotel to the event venue beginning at 6:45pm.
Join us for an informal after party where we can share some of our key learnings, relax and toast a wonderful 2022 Annual Conference!
We hope you enjoy the dining options that we’ve selected for our Dine-Arounds this year. These informal dinners are a signature at QRCA conferences and give attendees the chance to meet new people who share a love of food! There are plenty of authentic, local restaurants for you to experience, with cuisine ranging from seafood to Mexican to Asian and beyond. You’ll surely find plenty of options that suit your taste buds — and your budget — in this town. Read all about your dining options and sign up for your favorite online here (coming soon).
¡Hola colegas! Kick off your conference by immersing yourself in an historic San Diego ‘barrio!' Join our small group for an afternoon enjoying the sights (and tastes) of the Barrio Logan, an artistic and culinary hub with a thriving Chicano community and identity, organized by our own QRCA sociologist, Dr. Alicia Menanteau.
Our destination is Chicano Park, a National Historic Landmark, home to the most extensive collection of Chicano murals in the world, with more than 80 paintings on seven acres dotted with sculpture, gardens and picnic tables. It’s also the hub of an emerging arts district, with galleries, boutiques, brewpubs and craft coffee shops nearby. Many businesses are Latinx women-owned, featuring handcrafted jewelry, upcycled clothing, teas, candles and art of all kinds. Keep your eyes open for the famous low-rider cars too!
We’ll have a guided tour by Prof. Alberto Pulido, Department Chair and Professor, Ethnic Studies at The University of San Diego, and a quick overview of the Chicano movement and the historical and contemporary socio-cultural-political high points. Following the tour, we’ll have an opportunity for a snack (“un antojito”) and refreshment (“un refresco”) at a local establishment. ¡Nos vemos pronto!
Stay and explore the diverse shops, street food, and art in the diverse Barrio Logan community or head back to the hotel for the Early Arrivals/First Timers Dinner.
Transportation, food, and beverage not included in registration. Registration fee will go towards a donation to the Barrio Logan Steering Committee.
Natalia Infante Caylor
Pam Goldfarb Liss
San Diego Team
Quallies making a positive impact locally! This year QRCA is partnering with a local non-profit — the Agua Hedionda Lagoon Foundation, not only for our Qually Award, but also as an opportunity for our attendees to help support a local organization.
The Agua Hedionda Lagoon Foundation is a non-profit located just north of San Diego that supports the 400-acre lagoon. Their mission is to inspire people through education and outreach to preserve the Agua Hedionda Lagoon as an accessible and healthy watershed.
The 400-acre lagoon is home to a wide array of flora and fauna and invites visitors to appreciate the water resources through such uses as a YMCA day camp, recreational boating, a mussel and oyster aquaculture facility, a white- sea bass hatchery, a desalination plant, and a power generating plant. It helps to remind and connect us all to the importance of protecting and appreciating our marine health.
To learn more, plan a visit, or make a contribution, please visit www.aguahedionda.org.
They are a 501C(3) non-profit formed in 1990 by passionate Carlsbad citizens who strive to promote the Agua Hedionda Lagoon in its global context. They are not affiliated with or obligated to any government, religious, or for-profit organization. Their initiatives, including our educational programs and events, are supported by ordinary citizens, grants, supporters and members; donations are tax deductible.
If this is your first time attending the QRCA Annual Conference, you may be thinking something along the lines of, “I won’t know anyone there, who am I going to talk to?”
Well, you may be pleasantly surprised. At our annual conference, attendees actually go out of their way to talk to first-time attendees, fondly known as “First Timers,” to make them feel welcome! We have two special events, including a special activity, dedicated to QRCA First Timers:
Early Arrivals Dinner | First Timers Dinner + Design Outpost
To kick off this year’s conference where we are all finally back together in-person, we hope to see you at our Early Arrivals Dinner or First Timers’ Dinner + Design Outpost! The setting is fun and casual as we unwind from our travels and prepare for the days ahead. Our conference veterans recommend these events as a wonderful way to step into your QRCA conference experience.
In addition, we have a special hands-on activity planned especially for our First Timers, so be ready to get your right-brain going! All First Timers will visit our “Design Outpost” for supplies to personally customize items that they can share with other attendees during the conference! First Timers, we recommend that you join us as early as you can, you don’t want to be pressed for time.
“First Timers/Ambassadors: REinvigorate Your Qual Network!”
First Timers and Ambassadors, please join us for this ever-popular socializing celebration that will have you building lasting professional connections. Have you ever experienced speed networking? You will have a chance to meet even more of your global qualitative peers than you thought possible. Join us as we get to know one another via thought-provoking icebreakers.
For First Timers who missed our dinner activity the previous night, there will be a limited number of seats to complete your craft that you will share with others during the conference.
Questions? If you have any questions about being a first-timer (or if you are interested in being an ambassador), please contact either Ashley Paulson or Shaili Bhatt who are organizing the First Timer program this year.
QRCA conferences provide immersive opportunities for qualitative professionals to enhance their value through workshops and easy access to support and service providers essential for success. QRCA’s 2022 Annual Conference is the ideal venue to reach leading qualitative practitioners who are seeking resources to maximize the full power of their qualitative.
Exhibit space is located in the Marketplace, the hub for all conference activities, where attendees discover and discuss partnering opportunities with support services. Elite sponsorships add exceptional value in driving interest, increasing top-of-mind awareness and engagement.
|Casey Bernard: Expanding Your Toolset for Analysis|
|Jamin Brazil: Leveraging What's Unique About Zoomers for Better Research|
|Janet Standen: Tech Talk - What Makes our Lives Easier and Us Better at What We Do?|
|Maria Virobik: Share your secret weapon! How do you make analysis and reporting smoother and less painful?|
|Tracy Rosen: Reimaging Being Back on the Road – How to Maximize Your Experiences Going Forward|
|William Leach: Best practices for integrating behavioral economics/behavioral science into your research methods and consulting toolkit|
|Matt St Pierre: Balancing Act: The Intersection of Qualitative and Quantitative Research|
|Jeff Walters: Innovative Product Concept Development & Refinement: Sharing Best Practices & Comparing Experiences|
|Christine Holt: Mentoring the Next Generation of Research Professionals|
|Jeff Walkowski: Online Moderation Tips & Tricks|
|Jennifer Hinton: Beyond the Collage - Keeping Online Research Fresh|
|Jessica Kurth: Writing Screeners for Inclusivity|
|Jonathan Schneider: Exploring Clarity and Transparency in Your Client Relationships|
|Lauren Isaacson: Presentation Tips, Tools & Resources|
|Maria Rosa Puras: Attracting Your Ideal Client [by Applying Mindset Tools]|
|Natalia Tafur: Being a Solopreneur Doesn't Have to be a Lonely Road|
We hope you enjoy the dining options that we’ve selected for our Dine Arounds on Monday and Wednesday evenings this year. There are plenty of authentic, local restaurants for you to experience. You’ll surely find plenty of options that suit your taste buds – and your budget – in this town.
Download the Dine Arounds Booklet HERE.
Please sign up online for the restaurants of your choice using the links below.
A contemporary restaurant overlooks the scenic Mission Bay with savory, creative fare featuring the area's best seasonal ingredients.
Texas-style barbecue just steps from the ocean and the iconic Belmont Park roller coaster in the heart of Mission Beach.
Enjoy 69+ tap beers, fresh burgers and maxi TV screens along the Mission Beach boardwalk.
Inventive sushi and California cuisine on an oceanside Mission Beach rooftop.
Set in what was a private Mission Bay beach house from the 60s, this outdoor restaurant offers local seafood and craft beverages that shift seasonally.
A fresh, cool, clean and upbeat space where the atmosphere transforms from California casual to West Coast hip as the day advances.
Renowned chef Junya Watanabe collaborates with chef Hajime Matsuoka to offer a menu of vegan ramen, vegan sushi rolls, and other Japanese inspired plant-based dishes.
Craft beer, tapas, and sushi in a space featuring a an interior entirely furnished with prime finds from Craigslist.
Features expansive restaurant with indoor and outdoor dining and bars, a bocce ball court, outdoor cinema space and garden and menu showcasing world-inspired cuisine.
Local chain serving gourmet hamburgers and 100+ craft beers in a contemporary space with TVs.
A cheery spot serving many standard Mexican dishes & authentic hand-pressed tortillas.
Striking property featuring modern Mexican plates and creative cocktails, plus panoramic bay views.
Island Prime's breezy, upscale-casual lounge on the waterfront serves chophouse fare & cocktails.
A line of family restaurants offering pizza & red-sauce Italian staples in generous portions.
Intimate trattoria pairs generous plates of Italian fare with bottles from the neighboring wine bar.
Bi-level eatery with floor-to-ceiling windows serving an innovative, locally sourced Mexican menu.
A waterfront landmark that is a premier destination for seafood and bay views that offers an oyster bar, cocktail bar, first-rate sushi bar and retail outpost.
Nautical decor & leather banquettes set a hip tone at this LA-originated seafood eatery.
Modern rooftop destination featuring local, seasonal cuisine & craft cocktails in stylish surrounds.
Airy two-story destination for Hawaiian-inspired fare with outdoor seating & ocean views.
A fresh pasta concept started by a married team and two other Italian partners that is one of the hottest tickets in town.
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Expert researchers understand human behavior, the need for different perspectives, cultural nuances, and how to bring it all to life with storytelling. The most valuable understanding leverages empathy for deep connection and leads to actionable insight. We feel empathy when we understand and resonate with what someone else is experiencing. With concrete tools to offer empathy, attendees will be empowered to choose empathy, even within the most difficult situations. Marta will invite attendees to share her journey from El Salvador to being an “alien” in 3 countries, including being in prison. You will participate in an empathy experiment which presents humanity at its worst while experiencing the 3 levels of empathy. This session will go beyond understanding empathy to experiencing it in an impactful way. Attendees will be inspired to act on empathy for connection with consumers, stakeholders, colleagues, and even perfect strangers, because it is crucial to keep empathy at the heart of qualitative.
We live in an increasingly divided world, unable to find common ground on seemingly the simplest issues. Our conversations are fraught with tension and conflict. This presents an urgent challenge to qualitative researchers, as conversation is our stock-in-trade. At the root of this division lies morality-- our sense of right and wrong. Morality is always present in our thought processes, always influencing how we see things and the decisions we make. Similarly, morality is a constant in the conversations we have with research participants. While it often lurks just beneath the surface, it is a powerful driver of consumers’ thoughts and behaviors. Understanding underlying moral values can help qualitative researchers understand the “why” behind what consumers think and do, even when their thoughts and actions run counter to our own values. This presentation will provide attendees with a variety of frameworks for understanding moral judgments, as well as practical advice and case studies illustrating how to apply them to research design, execution and analysis.
It’s never been more important for brands to understand the long-term impact of COVID-19 and its implications for entertainment needs and behaviors to come. This study focuses on the universal truths but confronts the profound changes in family's everyday lives across the globe during this time of unprecedented disruption.
Our experiences at work affect our overall well-being and life satisfaction. Negative work experiences can spill over and negatively affect our personal lives, while positive experiences are supportive of our well-being and life satisfaction. Positive work experiences can be cultivated through connection, understanding, and empathy, but unfortunately, our differences can challenge our ability to connect, understand, and empathize with one another. Age is often a key difference between coworkers, and since each generation has its own point of view and culture, the potential for misunderstanding and disconnection increases when different generations work together.
In this session, the presenters will share the results from their mixed-methods study that uncovers how the generations perceive each other at work. They will share findings about each generation's experience at work and teach concepts and strategies that promote connection, respect, and inclusion.
Laugh, Learn, & Make one friend. Gen Z ARE the future of research, both as participants and researchers. Develop key questions about researching GenZ and ask GenZ representatives about it. Learn the tools and techniques that work with GenZ and learn to apply these lessons to your work.
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If you are insatiably curious about your surroundings, and you imagine and re-envision how research impacts us in this new normal-- then you might be Alice. Join a powerhouse of research industry experts and published writers: Pricilla McKinney, Rebecca Brooks and Roben Allong as they peer through the Looking-Glass at the Research World, post Covid. What is this new post-pandemic age that we are entering? Will there be an identity crisis? Will fundamental beliefs be challenged? Will the old research world, with its rules and traditions, as we know it still serve as the unapologetic Zoomers march into focus and the self-assured Boomers fade into the background? Like the Cheshire Cat, these experts will lead the way into this new wonderland with fresh insights and case-study takeaways designed to help today’s researchers navigate emerging trends, such as collaboration as the new competitive edge, inclusivity in a world of individuality, and achieving Protopia in the 21st century. Join this energetic, open 3-way conversation that examines who we are today, where we’re going and how we’ll get there.
This workshop will be part case-study, part experiential learning, and part conversation. We will take a look at how the World Café conversational model was successfully used to bring a wide-ranging audience composed of students, teachers, parents, administrators, and community members together and inform strategic changes for a school district.
During this session, you will learn about what the World Café methodology is (and isn’t), best practices for setting up a World Café and writing World Café questions. You’ll find out how that school district’s strategic initiatives were informed and enhanced by the World Café. We will discuss data output and analysis, and you will have time to practice crafting your own World Café question and participate in discussion with your colleagues.
In 2020 many of us tried to find new ways to collaborate with clients and participants using virtual whiteboards and sharing tools such as Miro, Mural, Stormboard and more. While we tried to recreate the backroom and focus group experience online, we made an exciting discovery - many of these online collaboration tools can help with not only presenting stimuli, but they can also be great tools for capturing data, working through analysis and creating visuals for reports.
In this 60 minute workshop, we will demonstrate different ways to use Miro for streamlining the back end of your projects with data collection and visualization. If you analyze data from focus groups, IDIs or online asynchronus studies there is something for you in this presentation.
Are you new – or newish – to qualitative research and unsure if you’re creating the best discussion guides possible? Then this session is for you! A great discussion guide is what separates professional QRCs from non-professionals and is the basis for a successful research project.
During this session, we’ll discuss how to get started on your guide as well as pitfalls to watch out for. We’ll talk about the most effective introductions, the right order for your guide, the most effective ways to include projective techniques and more! And we’ll work on a sample focus group discussion guide as a concrete example.
Over 22 seasons on TV, the dedicated detectives of Law & Order SVU have honed and refreshed their interviewing techniques almost as much as we have. But around season 20 we started to see a true shift as the detectives started employing a technique called “trauma informed interviewing.” Originally developed by the Army, this technique moves well beyond traditional “who, what, when, where” questions. Instead, it allows the victim to tell their story and leaves space for a less linear way of collecting information.
So what does this have to do with us? While we are not traditional detectives, and our research participants are not victims, we can still learn from our friends Benson, Rollins and Finn.
In this session we’ll explore some of the basic components of trauma informed Interviewing and watch how SVU detectives employ them. We’ll discuss how we might leverage these techniques in our work, and when they might be most valuable. In the process, we’ll justify our shared obsession with this classic TV show as a tool for professional development.
Enjoy two presentations that offer perspectives on qual from outside the qual world.
What Can Magicians Teach Us About How Consumers Think? (Jeff) Fields like neuroscience, behavioral economics, and semiotics offer us perspectives on how consumers think. But what about the field of magic? For millennia, magicians have been puzzling out attention, perception, and cognition. How do humans process sensory data into reality, and how can assumptions, mental shortcuts, and the fickleness of memory be manipulated to seemingly bend or break reality? This session – delivered by a lifelong student of magic – explores what the magical arts can teach us about how consumers think, and the practical implications for our research designs. So the next time you need to “pull a rabbit out of a hat” on a study, you’ll have an extra trick up your sleeve!
Shifting Your Consumer Perspective (Ted) A couple years ago, as a researcher, I thought I was the bridge for my clients to understand their consumers. Then I got a job working the night shift at a hotel. Embedded myself on the front line, and shoved into a different role as a consumer, my perspective and understanding of a large segment of consumers shifted dramatically. I will share the lessons learned that have helped me become a better researcher and moderator, gain a different perspective on the consumer experience, and become a more empathetic person.
Researchers use many tools to uncover what consumers really think: asking the same question in different ways, hiding real questions inside decoy questions, using projective techniques. But even the most expert questioning can't always reveal the entire story.
By utilizing biometric measurements like eye movements, micro-expressions and skin response alongside traditional qualitative discussion, researchers can get at more of the truth than ever before. Biometric data often confirms what participants say, but sometimes it can tell an entirely different story. Incorporating biometrics can enable qualitative researchers to reveal game-changing insights that can't be discovered through discussion alone.
This session will discuss the “what,” “why,” “how” and “now what?” of incorporating biometrics into qualitative research, presented by a former side-eyeing naysayer-turned biometrics believer and advocate. Topics include an overview of biometric measurements, a discussion of the studies best suited for biometrics, guidelines for recruiting the right participants, and finally, to how to analyze and weave biometric data into a compelling qualitative story that will resonate with stakeholders.
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This once-in-a-lifetime talk from the world’s leading expert on everything promises to change your life from the inside out, top to bottom, soup to nuts, nuts to soup, thoroughly revolutionizing the way you look at the world and the way the world looks at you, upending everything you thought you knew about anything, giving you a whole new perspective on life and your role in it—at work, at play, in sex and love, your financial future and your sense of self-worth, your raison d’etre, joie de vivre, foie gras and je ne sais quois—making you the most incredible human being ever to walk the face of the Earth. Or it won’t. It’s up to you.
Our esteemed panel of educators from QRCA’s Academic SIG will help attendees RE-imagine what their lives – and their careers – could be like if they imagine adding teaching to their lives. Our panelists have found that teaching is a great complement to the practice of qualitative research because teaching is so closely aligned to the act of moderating.
Attendees will learn how we impact our students’ lives and how teaching has helped us as individuals and professionals to RE-imagine our lives.
Getting in tune with your values is a way to help make your business decisions easier, your communication clearer, and your relationships deeper. It can also make you far more satisfied with your career!
This session will draw on the experience of quallies who’ve used their struggles as turning points, who got clear on their values and changed the course of their careers. The moderated panel and abundant resources offered will inspire you to get in tune with both your why (your purpose – what drives and inspires you) and your how (your personal values that cross over from your ‘true self’ to your role as a consultant), and see how to use them in every aspect of your work – from business development to choosing research partners/suppliers, from participant recruiting to moderating through reporting, and in creating strong, mutually rewarding stakeholder relationships.
You have brains in your head, you have feet in your shoes, you can steer yourself any direction you choose." There is no one right path to becoming a quallie. Join us to celebrate and enjoy fascinating stories of different personal journeys into and through the research universe. Michele Ronsen will be joined by Wendell Foster, Jenny Brandt, Dexter Chew and Grace Phang to share their stories. There is beauty in the unique and diverse paths our guests have taken. Never get stuck in a dead end. Control your own destiny. Get inspired to reimagine your own possibilities.
Pain is inevitable, suffering is optional. This is true for qualitative researchers, who often work on difficult topics, while managing deadlines, clients, vendors, and a variety of stressors. The political climate, social issues, and the pandemic have added another layer. As a result, many qualitative researchers experience burnout, compassion fatigue, and mental health challenges, as well as difficult emotions, especially frustration, anger, impatience, and others.
Yet, you have to show up with compassion and care! Unlike mental health providers, qualitative researchers are usually not trained to deal with compassion fatigue and related states, which can lead to more frustration. This interactive presentation will create awareness, provide insight and information, and introduce a variety of tools and skills working with body and mind to help you create a more integrated, balanced self.
As researchers, our job is to help clients grow, reimagine futures, and be poised for success.
Yet, the presenter has found herself swimming in questions around how to guide her “success” and growth, especially at this stage (and age) in her life. We have a lot on our plates – kids, aging parents, managing careers and businesses in various stages of flux, and we’ve all just survived a “once in a lifetime” pandemic.
This interactive talk will be an exploration of how we can use mindset, illustrated through anecdotes about where the presenter has embraced a growth mindset in some parts of her life, and where she's resisted it in others.
Join this year's winners, Lauren Isaacson and Cherri Christiansen, as they introduce us to this year's non-profit partner (the Agua Hedionda Lagoon Foundation) located right here in San Diego. In our first-ever non-profit client partnership, Lauren and Cherri had the winning proposal to help the Foundation develop strategic initiatives.
The case study presentation will go over shoestring budget research strategies, including DIY participant recruiting tactics and collaborative analysis best practices.