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QRCA’s Online Qualitative Fundamentals Program

Total Credits: 7 Advance Credits

Average Rating:
Business Practices |  Consulting |  Moderating/Facilitation |  Project Management |  Research Design
Jennifer Dale |  Shannon Danzy |  Michelle Finzel |  Pam Goldfarb Liss |  Frank Gregory |  Kayte Hamilton |  Kristi Jackson, Ph.D. |  Katrina Noelle |  Fiona Ray |  Kristin Howell (formerly Schwitzer) |  Maria Virobik |  Rob Volpe |   1 more....
Approx. 7 Hours
Original Program Date:
Sep 01, 2020


The online qualitative toolkit has grown tremendously over the past 20 years, with new digital methodologies vastly expanding the ways we talk to consumers. No longer are we limited to just chat groups or messages boards; today’s digital toolkit includes everything from real-time virtual focus groups to remote ethnography and even social media listening. Mastering these tools is critical for today’s qualitative researchers.

QRCA’s new Online Qualitative Fundamentals program allows researchers to explore all aspects of online qualitative, from design to execution and analysis. Through seven learning modules, researchers will gain an understanding of the diverse tools available and how to use them to meet research objectives. 

After completing all seven modules, researchers will earn a QRCA Online Qualitative Fundamentals Certificate of Completion, which will demonstrate to current or prospective clients, colleagues, and employers that they have made a commitment to learning about online qualitative research with QRCA, the largest and most collaborative community of qualitative professionals worldwide.



Jennifer Dale's Profile

Jennifer Dale Related seminars and products

President & CEO

InsideHeads, LLC

Jennifer Dale is President and CEO of InsideHeads, a full-service marketing research company conducting both quantitative and qualitative research online. At the forefront of online market research in 1996, she designed one of the first virtual focus facilities for conducting online focus groups. Today, InsideHeads designs and executes custom online research studies for clients in multiple industries across the globe. She is a frequent writer and presenter and co-author of “Qual-Online,The Essential Guide.” A member of QRCA since 2006, Jennifer co-chairs the Industry Relations Committee. She works virtually from Bonita Springs, Florida and St. John, US Virgin Islands.

Shannon Danzy's Profile

Shannon Danzy Related seminars and products

Director, Research & Strategy


Shannon joined RALLY in 2021 and leads the agency's market research and strategy disciplines. In love with uncovering what makes people tick and how to use that insight to drive behavior since working on her first ad campaign, Shannon has parlayed her passion into a two-decade career as a brand planner and researcher. Prior to RALLY, Shannon ran her own consultancy and oversaw custom research and insights for the US division of the global media communications agency MediaCom. At QRCA, Shannon currently chairs the NY/Metropolitan NYC Chapter and the Inclusive Culture Committee which seeks to foster an inclusive QRCA where members from all backgrounds and experience levels feel like they belong and can become the best practitioners of qualitative research

Twitter | LinkedIn | Company Website

Michelle Finzel's Profile

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Maryland Marketing Source, Inc.

Michelle Finzel has been saying, “Thank you for calling Maryland Marketing Source. How may I help you?” since she was 8-years-old. As the current President of Maryland Marketing Source, Inc., Michelle leverages her unique perspective of the industry’s development over the past 30 years and embraces the nuanced roles she has to play as a small business owner in her hometown of Baltimore, Maryland in order to provide her clients with the streamlined results and personalized service they appreciate and expect. She also endeavors to ensure her company is an asset to the community by supporting other minority businesses, sponsoring local children’s sports teams, and engaging in projects that directly benefit the State of Maryland. Michelle has been published several times and has presented at several industry- and communications-focused conferences. She currently serves as Chair of the Field Committee for the Qualitative Research Consultants Association (QRCA), has served on the board of the Baltimore Chapter of the American Marketing Association (AMA), and is a member of the Insights Association (IA).

Pam Goldfarb Liss's Profile

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President/Big Brain

LitBrains-Igniting Ideas!

With 20-plus years of experience in qualitative market research, Pam has talked to consumers about everything from soda pop, cows, toys and home appliances to video games, diabetes meters, shopping and technology.  She is president and ‘big brain’ of her qualitative research firm, LitBrains-Igniting Ideas! Pam is an avid speaker, writer and teacher on the best practices of moderating. A creative moderator who prides herself on being adept at a variety of methodologies and projective tools, Pam just recently presented to her qualitative research colleagues on new approaches to projective exercises for online and in person qualitative research events entitled ‘Primp Up Your Projectives’. She teaches a course at RIVA Market Research Institute on advanced moderating with kids and teens. With COVID-19 quickly moving our qualitative world to the online methodologies Pam has enjoyed doing for more than a decade, she is very exicted to move her RIVA course ‘Moderating with Kids and Teens’ online this fall. Pam is also on the board of directors of the Qualitative Research Consultants Association whose mission is to ensure the ongoing professionalism of qualitative research. After more than a decade living in New York and Washington DC, Pam currently lives back in her hometown of Minneapolis with her husband and pre-teen daughter.  

Frank Gregory's Profile

Frank Gregory Related seminars and products

NorthStar Solutions Group

Frank's path has taken him on a journey that always balances marketing strategy and consumer research.  Starting his career developing focus group and survey-based research methodologies, he then shifted towards digital & social media research as a way to understand consumer perceptions in the ever-changing marketing landscape.  Fast forward a decade in the social media analytics world, Frank brings a unique perspective in how to analyze the millions of social media comments consumers share every day across every imaginable topic, and how marketers can use these insights to understand relevant consumer perception & behavior trends that will drive their business forward.  Frank can provide guidance to the audience on why social media conversation analysis is important to researchers, what information is available (teaser: it's not just social media channels!), and what it takes to get started.  Currently, Frank leads the Social Media Intelligence practice at NorthStar Solutions Group, supporting research firms, ad agencies & marketing teams with analysis of topical social media conversations & audience interests.

Kayte Hamilton's Profile

Kayte Hamilton Related seminars and products


The Social Question

As a true hybrid researcher, Kayte Hamilton has dabbled in all kinds of research executions, including social media. As a Millennial, she's hyper aware of digital brand and product conversations and the impact they have on consumer decision making. Kayte (as well as Frank) both attended VCU Brandcenter, a Master’s program for advertising in Richmond, VA. Currently she's a Client Partner with InsightsNow, cultivating deep relationships with clients and researchers. 

Kristi Jackson, Ph.D.'s Profile

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Dr. Kristi Jackson is a Qualitative Senior Scientist at QualityMetric. She also founded Queri in 2002 to provide resources and coaching to NVivo users worldwide. With over 25 years of experience in qualitative research design, data collection, analysis, reporting, and stakeholder relations, Kristi is an expert in a diverse array of qualitative methodologies. Her theoretical frames tend to be sociological and her research interests include conceptualizations of qualitative research transparency and the constantly changing spaces where qualitative researchers and technologies meet.


Kristi is the lead author of the 2019 edition of Qualitative Data Analysis with NVivo. The 2013 edition of this book, which she also co-authored, is a Sage Publications best-seller.

Katrina Noelle's Profile

Katrina Noelle Related seminars and products


KNow Research/Scoot Insights

Katrina has worked tirelessly over her 17+ years in research to build a female-focused, full-service qualitative consultancy which specializes in creating client customized design by combining methodologies from traditional in-person research with online and mobile approaches. She is proud to have made KNow Research one of the newest, certified members of the Women’s Business Enterprise National Council (WBENC). Gaining an overall picture of a consumer’s world is a key factor to Katrina’s and her company’s success. Over the years, she has developed an impressive range of verticals and focused KNow’s studies on how products, services and industries interact with respondent’s lives. Katrina is also Co-Founder of Scoot Insights and an active member of Women in Research, Qualitative Research Consultant Association, the Insights Association and ESOMAR.

Fiona Ray's Profile

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Ready About

Fiona Ray founded Ready About Consumer Insights in 2013, after nearly 20 years experience helping brands develop strategies and communications at leading research and strategic consultancies and advertising agencies. As a Qualitative Researcher, she combines a background in strategy with a relentless curiosity about ‘the why’s’ behind people’s behavior and attitude.

Kristin Howell (formerly Schwitzer)'s Profile

Kristin Howell (formerly Schwitzer) Related seminars and products


Beacon Research

Kristin is a pioneering consumer insights researcher who has been doing digital research for 20+ years. She has been capturing consumer behavior and opinions on video for the past 15 years, initially via the now-obsolete Flip Video cameras and more recently via webcams and smartphones. Having to analyze and report out on a mountain of collected video footage quickly became a daunting task. Kristin was so thankful when the tech sector of the market research industry finally presented video-based solutions, which have become an integral part of her work. Kristin will talk about her experiences with Reduct, a video editing and creating tool, as well as share any other tech loves she has enjoyed over the years.

Maria Virobik's Profile

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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.

Rob Volpe's Profile

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CEO & Chief Catalyst

Ignite 360

Rob Volpe is an astute observer of life and a master storyteller who brings empathy and compassion to the human experience. As CEO of Ignite 360, he leads a team of insights, strategy, and creative professionals serving the world’s leading brands across a range of industries. He is the author of Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time. As a thought leader in the role of empathy in marketing and the workplace, he is a contributor to Entrepreneur’s Leadership Network and frequently speaks on the topic at conferences, corporations, colleges, podcasts and with the media.  Rob has been a co-chair of QRCA’s sponsorship committee since 2019. He is a graduate of Syracuse University’s S.I. Newhouse School of Public Communications and lives in San Francisco with his husband and 3 cats.

Twitter | LinkedIn | Company Website

Jeff Walkowski's Profile

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Owner/President Inc

Jeff Walkowski, co-chair of QRCA’s original Task Force on Online Qualitative in the early 2000s, is co-founder of the Online Moderator Training Institute, and co-editor of Qualitative Research Online (2004).  Many years ago he thought of changing his company’s name to Mr. Online.  He has a sweet tooth, with a particular weakness for cake-style donuts.

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