Internet news

Citation

Zinchiak, M. (2002), "Internet news", Qualitative Market Research, Vol. 5 No. 2. https://doi.org/10.1108/qmr.2002.21605bag.001

Internet news

Guest contributor Monica Zinchiak

This Journal prides itself on being relevant to both academics and practitioners. It is by dialogue between these constituencies that real progress in the theory and practice of market research takes place. Conferences, the Qualitative Market Research Consultants Association held in Chicago, USA in October 2001 for example, bring together the cutting-edge of practice. In this issue of Internet News Monica Zinchiak, a consultant and trainer in online research methods, reports on the papers that captured her interest at the QRCA Conference.

The 2001 Qualitative Research Consultants Association (QRCA) Conference was dedicated to viewing the profession of qualitative research from new and insightful angles. Opening up the analytical and creative sides of the researcher to the different perspectives surrounding the responsibilities we engage in our profession. To that end, this year's conference included open panel discussions, guest speakers, hands-on workshops, and lecture driven presentations to teach and inspire the qualitative researcher to shifting his or her perspective. The following is a brief synopsis of the presentations offered.

"Young and old talent, and the generational thing: learning from each other". Pat Sebena organized a panel discussion meant to expose the consultant to how the perspective of the established, seasoned qualitative researcher are different from that of the newer, up-and-coming qualitative researcher. Ms Sebena facilitated the panel giving the audience an opportunity to hear many different experiences, values, working habits, and advise from baby boomers to gen-x'ers, and those falling just on either side. The panel consisted of nine QRCA members with experience ranging from one year as a consultant to more than 37 years. Pat Sebena is a past QRCA president and has been an independent qualitative consultant since 1965 (Pat Sebena Qualitative Research Services).

"Unleash the power of projectives". Siri Lynn and Rosalia Barns lead two sessions dedicated to three projective techniques – collages, photo decks, and visioning. Session attendees were given the basics of these three techniques, resources with direction on how to create the basis tools, and information ammunition on how to propose these techniques to clients. Attendees were sent off with a homework assignment in which they brought back their ideas the next day. Session two consisted of breaking into small groups where researchers were asked to execute one of the three projective techniques and have their colleagues critique their work. Ms Lynn is a RIVA trainer and has her own consulting firm, Idea Exchange. Ms Barnes is an independent moderator and currently serves on the ARF/QRCA Joint Committee.

"CPS-SpringQuick". With hands-on exercises, Greg Fraley outlined in great detail the six steps of the Osborn-Parnes method of creative problem solving (CPS). In this two-part session, consultants learned each step in detail (objective finding, fact-finding, problem finding, idea finding, solution finding, and acceptance finding) and where CPS might be used in qualitative research. Mr Fraley gave real-life examples of how this process has worked for his fortune 500 clients. Mr Fraley is partner of D.S. Fraley Associates and educator for the Creative Problem Solving Institute.

"Birth to death and various junctures in between: exploration of life-stage in qualitative research". Jean Bystedt and Diane Fraley teamed up to offer an entirely interactive session exploring techniques for bringing product definition and purpose to the participant's life in a timeline fashion. Researchers attending this session left with tools, techniques, and hands-on experience to incorporate this design in their next life-stage project. Ms Fraley is a long-standing QRCA member and 25 year veteran of the industry. Ms Bystedt is founder and principal of J. Bystedt and Associates and a senior trainer at RIVA.

"A comparison of innovative qualitative research methods". Mary Cowden and Lisa Kindig presented their own primary research, in case study format, comparing three research techniques they have found to be successful at Strategic Marketing Corporation PharmaForum^TM, an asynchronous online group more often called a "bulletin board" focus group, real-time online focus groups sometimes called "chat" groups, and The Patient Speaks™ face-to-face focus group methodology. Areas compared were project management involvement, costing, and the value and quality of the respondents for each of the three methodologies. Ms Cowden is a moderator and project director at Strategic Marketing Corporation's Qualitative Institute. Ms Kindig is a moderator and director at The Qualitative Institute.

"What I wish I'd known". Judy Langer focused on the practical issues, process issues, and political challenges that face a qualitative researcher. This QRCA veteran gave a detailed outline of a moderator's life, creating your business, designing studies, and how to manage clients; the basics every qualitative researcher should know as they begin their consulting career. Ms Langer is one of the founding member of QRCA, head of Langer and Associates and reputed author.

"Mining new markets, profiting from the non-profit sector". Mitch Crank and Dr Paul Conn gave researchers case study examples of how to maximize market opportunities in the educational and government sectors as well as other not-for-profit industries. Crank and Conn emphasized the similarities and differences between not-for-profit sector and more traditional clients. He also provided valuable advice on how to win contracts in this sector of business. Mr Crank and Dr Conn are both researchers with The Focus Group, LLC.

"Reinventing the research wheel, modifying the focus group format". Carey Rellis and Linda Binder explained how researchers can take a more consultative role with their clients in creating innovative research designs that best meet the project objectives. Explored here were alternatives to the traditional two-hour eight-seat focus group; such as alternate environments (living room settings and outside the facility), alternatives for participant composition (friendship or family groups), expanding client involvement with respondents, and post/pre-focus group assignments. Ms Rellis and Ms Binder are moderators with Primary Insights, Inc.

"How can you move forward if you don't know which way to go?" Parker Hurlburt taught his audience the benefits of harnessing their passion for qualitative research to gain the clientele they desire. Strongly emphasized in this session was the need to focus on the "specialty" of what qualitative research offers your clients and then marketing your specialty in a manner you feel comfortable. Mr Hurlburt is co-owner of MSI International.

"Harnessing the master mind to tap into infinite intelligence". Mark Michelson presented a unique concept for researchers to examine – using your higher power to access the library of thoughts, ideas, and infinite intelligence that exist in the world. He offered practical and somewhat metaphysical principles that could be harnessed into practical techniques to use in focus groups. Mr Michelson is president/CEO of Michelson and Associates, Inc.

"Ethnography essentials/advanced ethnography". Hy Mariampolski provided a basic orientation to ethnographic/observational research in his first of two sessions. He covered the appropriate uses, benefits and limitations of this methodology, and comparisons to other methods. This session offered suggestions for exercises that researchers could take and use in their next study. In the second session, Mariampolski addressed the challenges to gathering reliable and valid information with this methodology. The manner in which to handle these challenges was given with real life video examples. Mr Mariampolski is managing director of QualiData Research, Inc.

"Too few recruits show up: bad luck? Now what?" Pete DePaulo facilitated a panel discussion with Bob Kahle, Anndel Martin, Barbara Rosenthal, and Merrill Shugoll. These panelists offered the perspectives of those affected by poor show rates and the ramifications on the study. These facility owners, moderators, and QRCA professionalism committee members gave advice on how to deal with this unfortunate problem by using communications, contractual agreements and tools to resolve disputes with the facility and your clients. Mr DePaulo is a long-standing QRCA member and currently serves as editor of the QRCA's section of the Journal of Advertising Research.

"The cognitive unconscious". Mike Nestler asked his audience to shift their perspective from marketing research techniques that focus on conscious decision making in the consumer behavior process to the unconscious, sensory input part of the process. The theory is that consumers capture nearly all of the day-to-day stimuli they encounter through all their sensory processing systems, then store it, but do not necessarily draw upon it when making decisions. Instead, the consumer's conscious mind plays a smaller role in the process but is ultimately directed by the unconscious parts of the system rather than the other way around. The marketing implications and the marketing research implications using this theory were presented. Mr Nestler is a consultant with over 15 years' experience.

"So, you're a qualitative research consultant … but how competent are you?" Bob Harris, Bob Kahle, George Balch, and George Silverman gave their session attendees the tools to evaluative themselves on ten key competency attributes. Attendees were then asked to rate themselves. The speakers confirmed that skill, knowledge, and abilities are necessary to do the job; however, it is the personal application of these attributes that make a performer outstanding in his or her field. At the end, attendees offered critiques and improvement suggestions to the speakers regarding the rating tool and its use. All speakers are all members of the QRCA professionalism committee.

"Field committee panel: the respondent point of view". Camille Carlin facilitated a panel discussion with recruited respondents who have participated in at least two qualitative studies. Panelist were asked why they chose to participate, how does the moderator make them feel, how does it feel to be on the receiving end of projective techniques, and other questions that yielded very illuminating and thought provoking answers. Camille Carlin serves on the QRCA field committee.

"Field committee panel: QRCA, building bridges". Anndel Martin facilitated a panel consisting of facility managers, field directors, and moderators who discussed their perspectives on field issues, problems, and resolutions. The audience received a rare opportunity to see problems that occur in the field from a different perspective and took home much learning. Ms Martin is a member of the MRA/QRCA strategic alliance task force and the MRA/QRCA joint committee.

The conference was attended and the article written by Monica Zinchiak, owner and primary qualitative research analyst with Z. Research Services. Z. Research Services conducts both online and traditional qualitative research studies. Monica is a current QRCA member, holds a position on the QRCA Online Qualitative Research Task Force and taught one of the Online Focus Group Demos at this year's conference. She can be reached in San Diego at 619.223.4107 or via email at zrsch@cts.com

Rehan ul-Haqr.ul-haq@bham.ac.uk