|Jay Zaltzman believes that qualitative researchers can offer true value to clients by combining empathy with creative methodology and analytical rigor. Jay is a past president of the QRCA and is currently serving as chair of the Southern California Chapter. Jay has been president of Bureau West Market Research for the past twenty years. He is a frequent presenter at national and international conferences. Jay was born in New York and moved to Israel as a child. He received his first qualitative research training in the Israel Defense Forces, where he was an interviewer of candidates as part of the recruitment process. After his military service, he completed a BA in Psychology at Tel Aviv University. He began his career in market research after returning to the U.S. He currently lives in Palm Springs, CA, where he is co-founder of Salon for the Parched, a local think tank.