Any up-to-date marketing researcher knows all about Big Data, but not everyone is an expert in Big Qual. Qualitative data is a powerful and profitable force, and there are more tools, technologies and techniques than ever to get the most out of it.
If learning how to utilize large amounts of qualitative data for marketing research using the latest tools and technologies is something you want to know more about, don’t miss the upcoming Qualitative360 North America 2017 conference this year. To be a competitive market researcher, it’s more important than ever to know how to extract actionable insights from Big Qual.
To give you a preview of what this conference, full of high-profile speakers, interactive workshops and training in the latest research technologies has to offer, we spoke to some of the presenters and found out what they hoped to offer to delegates.
Mario X. Carrasco, Managing Partner of ThinkNow Research, is giving a talk titled “Cross-Culture GenZ – How To Think About Culture & Ethnicity With GenZ”. He told us how excited he was to explore the resurgence of qualitative data with colleagues and brainstorm how to get the most value out of the tools at our disposal. We also asked Mario about the importance of his insights on a generation that now makes up 25% of the population:
“GenZ is the largest and most multicultural generation now in the U.S. with 1 in 10 births being multiracial as of 2013. They will be driving brand growth for years to come and yet there is little research on this group…my talk will be of interest to any researcher looking to better understand a generation that will define our business landscape for decades to come.”
Isaac Rogers, CEO of 20/20, will talk about “Advanced Analytics – Uncovering Best Practices For Effective Online Discussions”. His company provides services in online qualitative technology, respondent recruitment and project support. Isaac told us his presentation will provide delegates with immediately actionable information to improve project management and planning.
“Often, we discuss how to more efficiently recruit for projects, how to write more compelling discussion guides, how to better engage participants. But we felt that we might be missing an opportunity to really see what past experiences could tell us…When we took the time to look back, we made surprising discoveries about how projects are executed and used our findings to put together actionable insights that researchers can immediately implement.”
Finally, we consulted with Ana Galindo from Yanmar – the world’s largest manufacturer of non-vehicle-use diesel engines. Galindo, who is leading the consumer insights and market intelligence department at Yanmar will present: “Lead Or Be Led: Re-Tuning Qual To Act As A Trusted Partner And Enhance Top-Level Business Decisions”. Her presentation will truly get to the heart of what’s so important about qualitative data. She will show us exactly how to use qualitative findings as a persuasive tool to push for change in processes and procedures within a firm:
“Many times, a stakeholder claims to know what is not working and what he/she needs to fix based on the day-to-day run of the business and/or based on quantitative findings or even plain gut feel. However, qualitative serves to provide an in-depth explanation of the why and gives color to those numbers (or gut feel) acting as the catalyst to change.”
With just three of the many Qual360 speakers giving us such compelling reasons to attend this conference, there’s hardly an excuse for market researchers to miss out. Mario, Isaac, Ana and others will be leading this conference to help you develop a competitive edge within the market research industry through the latest qualitative techniques. We’ve also brought in speakers from leading brands and innovators such as Dow Jones, Fitbit, Safaricom, McCormick, Beiersdorf, Gallup, Seek Company, Field Agent, Krealinks, Big Sofa, Over The Shoulder and many more to ensure you are getting the most up-to-date case studies, best practices and innovative qual technologies.
This conference will be a meeting of the minds of some of the greatest innovators and thinkers in the realm of qualitative marketing research, so get ready for a serious “software update”. See you in Washington D.C.