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Qual Meets Quant: Insider Tips from the Client Side

Total Credits: 1.0 Advance Credits

Average Rating:
Jenna McFarland
1 Hour
Audio and Video



Does quantitative research feel foreign to you? It’s not to your stakeholders!

Client-side research managers are analyzing both quantitative and qualitative data and insights as they make their biggest business decisions. A research project often draws on multiple methodologies to dive into the consumer world, and your qualitative findings may be complemented by quantitative data in the boardroom. The increasing prevalence of online survey research tools coupled with our greater reliance on digital platforms due to COVID precautions has led many researchers to take quant into their own hands.

This session will celebrate quantitative and qualitative research as complementary methodologies and we will review actionable tips for conducting better surveys. Let's help our stakeholders avoid the pitfalls of DIY survey research, and better support them throughout their entire research journey.



Jenna McFarland's Profile

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Consumer Researcher

Jenna McFarland

I’m Jenna McFarland, a consumer researcher who practices both qualitative and quantitative research methods. I am a 2020 QRCA Young Professionals Grant winner and a trained focus group moderator. I’ve spent my career in the most fascinating industry - the food industry. Currently, I hold the role of Consumer and Market Insights Manager at Barry Callebaut, the world's leading manufacturer of chocolate and cocoa ingredients. In this role, I manage regional and global research projects. I also established our in-house consumer survey research program, ensuring bespoke, high quality data and insights fuel our deep understanding of consumer needs and that we remain at the forefront of industry trends. I have designed, built, and analyzed countless surveys, collecting data from more than 20,000 consumers from all around the globe.     In my spare time, I write articles about the art and science of survey design (check them out at, spend time with my husband and dog, travel (RV life!), cook and eat great food, get outdoors, and lots more.

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