Qualitative360 is one of most comprehensive and relevant event series for the qualitative research community, and our 2017 North America conference is no exception! On the 5th and 6th of April in Washington D.C., we’re bringing together leading thinkers and innovators under the motto of The Rise of Big Qual – a celebration of opportunities.
“In partnership with Qual360 North America, Gallup welcomes the world’s leading experts in qualitative analytics to Washington, D.C. Our conference will equip business leaders with insights to better understand the will and behaviors of consumers and citizens everywhere.” – Jim Clifton, Chairman and CEO, Gallup.
Join us to learn directly from experts like Tim Urmston of Seek Company, Renee Brandon of Field Agent and Brian Seel of McCormick & Co. We spoke to these three leaders about their presentations and their expectations for Qual360 2017. Here is your sneak preview:
Tim Urmston, Founder and CEO of Seek Company, will share Seek’s philosophy which is all about creating real empathetic connections with clients and respondents. His presentation will focs on “The Science behind empathy and storytelling”.
Tim explains: “We can solve others’ problems by allowing ourselves to be encoded by their emotions as if they were our own…by practicing empathy. The results are amazing; it’s truly human innovation…Effective storytelling, and the resulting empathetic connections that are forged, can transform the brand-to-consumer relationship into a human-to-human relationship.”
We also spoke with Renee Brandon, who is the Vice President of Research at Field Agent and an expert with 20 years of experience in MR. She’s tackling a topic market researchers know well: how to adapt to younger generations. Brandon says the time to catch up with the next generation is now. Her presentation will help you to make the right adjustments for the inevitable impact young people will have on marketing research.
“I think we are all interested in the next generational cohort, which is poised to make its mark. Some youth oriented brands have been working with this generation for a while, but for many brands, it hasn’t impacted them yet. I think we tend to know changes are coming, but we each get caught up in the “now,” and Millennials are definitely “now “in terms of shopping power and buying power. So I chose this topic because we need to keep focused on the future, as this Gen Z is emerging into adulthood.”
Finally, we caught up with Brian Seel, Senior Manager of Consumer and Market Insights at McCormick. Brian completed a fantastic study about “Millennials in the kitchen—how they are cooking when nobody is watching (or instagramming or tweeting)”.
Brian says anyone who is interested in the market demographics when it comes to Millennials and food won’t want to miss this. But you also might want to tune in to get a glimpse of how McCormick used qualitative research to learn about a new generation of consumers.
“We have used a variety of qualitative techniques, really gotten to know Millennials and learned a lot about their approach to cooking…we did some really interesting research to get that and had a lot of fun along the way.”
So here you go! This concludes the second preview of our upcoming Qual360 North America conference on April 5-6 in Washington D.C. Jim Clifton, Tim Urmston, Renee Brandon, Brian Seel 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 like Facebook, AOL, Grubhub, Adient, Dow Jones, Fitbit, Safaricom, Beiersdorf, 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.
See you at Qual360 North America!