Conference Speakers

Jim Bryson

20/20 Research

The Best of Both Worlds: Combining Qualitative at Scale with Individual Exploration

Session Overview:

This presentation and case study will highlight how two distinct qualitative technologies were uniquely combined to deliver actionable consumer intelligence for an up-and-coming brand in an evolving product category.

The first phase of this research used “qualitative at scale,” a combination of leading-edge text analytics with human analysis. We deployed a micro-survey with three simple questions to a sample of more than 700 respondents to uncover similarities, differences and opportunities between the brand and its main competitor.

To further explore the learnings from the first phase, we then used digital ethnography with 360-degree video for an immersive look at the in-store and in-home experiences with a handful of respondents, to further understand their brand perceptions and purchasing decisions.

The resulting combination of “big data” qual and more immersive individual learnings helped the brand fine-tune marketing efforts by emphasizing the most compelling differentiators, highlighting opportunities for new product innovation based on unmet needs and contributing to their continually evolving understanding of the customer base.

Speaker Bio:

Founder and President, 20/20 Research

Jim Bryson is founder and President of 20|20 Research, a qualitative research firm he launched in 1986. The company has grown to include qualitative research facilities in Nashville, Charlotte and Miami and global online research services that serve clients around the world.

Jim has specialized in focus groups (having personally moderated more than 2,000 discussions), in-depth interviewing and qualitative research for hospitals.  He additionally oversaw development of the QualBoard online research methodology and software that debuted in 2001.  Thanks to continued innovation and product growth of QualBoard and subsequently the QualMeeting platform as well, 20|20 has become one of the foremost online qualitative research firms in the world with users in over 95 countries and capabilities in more than 30 languages. 

Jim has served on the Board of Directors for the Marketing Research Association (now Insights Association) and previously served three terms as president of QRCA.  Jim is also a former Tennessee State Senator and founder of The Joseph School for children in Haiti. He and his wife, Carol, have four children and make their home in Nashville, Tennessee.

Vanessa Campbell

Design Research, rsg

Virtual Reality in Qualitative Research

Session Overview:

Vanessa Campbell, AVP Design Research at rsg, together with Sheona Hurd, Director of Social Responsibility Strategy at Ontario's Lottery and Gaming will present a case study on a recently conducted VR-powered qualitative research study, in which they created, evaluated, and optimized fully immersive virtual renderings of physical environments prior to a provincial rollout.

Together, they will discuss:

  • the range of VR applications in market research and design research
  • the benefits of leveraging virtual environments in evaluating and optimizing concepts for new services and/or spaces
  • some lessons learned and emerging best practices around the use of immersive virtual environments in qualitative market research and design research
  • most recent advancements in virtual and augmented reality (e.g. social, eye-tracking and other analytics), and the growing potential of these technologies as qualitative research tools.

Speaker Bio:

Associate Vice President of Design Research, rsg

Vanessa is a market researcher with an expertise in the intersection of people and technology. Having come up through traditional market research firms, she has a strong foundation in sound, rigorous, qualitative research. Having narrowed her focus on UX research at a relatively early junction, she's amassed a great depth of experience in the discipline. And having built and lead a design research practice at one of the world's leading technology companies, she's developed an appreciation for the broader design and development context, which affords her the ability to generate truly actionable insights.

Beyond this, Vanessa is always working to push the design research discipline forward by regularly adopting innovative technologies, engineering novel testing protocols, and sharing best practices.

Luis Carreiro

Elsient

Incorporating AI into Qualitative Research - Meet Our Virtual Moderator

Session Overview:

Now that people are using messaging apps to communicate more often, the expectation of a conversation and an immediate response has grown. And with advances in AI, many marketers are using chat bots to replicate involved reps and improve the customer experience.

So we thought, why not apply this logic to qualitative market research? Online bulletin boards haven't really innovated since blogging was the most popular online activity. What if we could design a bot that, instead of answering customer queries, conducts a qualitative discussion? And that's what we've done. We built our virtual moderator, CRIS, to conduct one-on-one chats, probing and encouraging along the way.

The presentation will include a live demo and results from a pilot that we conducted with real participants. We are making CRIS available for any qualitative researcher to use, so come and learn about it and let's brainstorm ways you might be able to offer it to your clients!

Speaker Bio:

Co-Founder, Elsient

Luis co-founded Elsient in September 2014. With over a decade of market research and brand strategy experience at leading research companies (Ipsos ASI, Youthography), agencies (Arnold Worldwide, Crispin Porter Bogusky), and brand consultancies (Level 5 Strategy Group), Luis has been providing actionable insights and recommendations to impact key marketing, media, and creative decisions for some of the world's leading companies and brands.

Understanding consumers at the convergence of culture, technology, and brands has been the driving force of Luis' career. Luis holds a B.Sc.(Hon) in Economics and Computer Science from the University of Saskatchewan and is a RIVA-trained moderator.

Laura Craig

Elsient

Incorporating AI into Qualitative Research - Meet Our Virtual Moderator

Session Overview:

Now that people are using messaging apps to communicate more often, the expectation of a conversation and an immediate response has grown. And with advances in AI, many marketers are using chat bots to replicate involved reps and improve the customer experience.

So we thought, why not apply this logic to qualitative market research? Online bulletin boards haven't really innovated since blogging was the most popular online activity. What if we could design a bot that, instead of answering customer queries, conducts a qualitative discussion? And that's what we've done. We built our virtual moderator, CRIS, to conduct one-on-one chats, probing and encouraging along the way.

The presentation will include a live demo and results from a pilot that we conducted with real participants. We are making CRIS available for any qualitative researcher to use, so come and learn about it and let's brainstorm ways you might be able to offer it to your clients!

Speaker Bio:

Co-Founder, Elsient

Laura has over 20 years of experience in research, advertising and marketing and has focused exclusively on qualitative research for the past 8 years, first as a VP at Ipsos then as co-founder of Elsient in September 2014. Prior to that, she held a senior position at RBC as manager of advertising for investments and insurance, working collaboratively with creative agencies and using research to contribute to the creation of successful campaigns.

Laura holds an MA in Sociology from the University of Calgary, is a RIVA-trained moderator and a Certified Marketing Research Professional (CMRP).

Johanna Faigelman

Human Branding Inc.

An Anthropologist's Guide to Understanding the Humans Behind Big Data

Session Overview:

Big data gives you a picture, but doesn't tell you the full story.

  • The rise of big data has provided marketers with many advantages in terms of its ability to provide real-time information on consumer behavior, detect patterns and spot trends. However, this explosion of data can only be of use if it can be captured, stored, analysed and understood. This is a challenge for the best data analyst, let alone the marketer who has to leverage it to drive strategic decisions.
  • Human Branding's Applied Anthropological Thinking approach helps marketers understand the deeply-rooted human behavior driving big data – helping them make sense of the rational and emotional drivers behind the data, from a cultural, societal and individual perspective – so that marketers can prioritize the areas that are most meaningful, relevant and impactful to their businesses.

Using a qualitative lens to make sense of big data showcases the best of both research works – qualitative + quantitative – enabling marketers to make significant leaps forward in understanding and predicting behaviours that can be leveraged for their business and brands.

Speaker Bio:

Founding Partner and CEO, Human Branding Inc.

Johanna Faigelman is the founding partner and CEO of Human Branding Inc., an innovative market research consultancy that has pioneered the use of applied anthropology thinking to create game-changing business results for international clients across a wide range of industries. Johanna has close to 20 years of strategic brand building and customer insight experience, in addition to a graduate and undergraduate degree in cultural anthropology.

Ed Gibson, FMRIA

CRC Research

Key Note - Thriving in Troubling Times

Session Overview:

The past ten years have been challenging for those involved in qualitative research. The recession and clients' push for faster and cheaper research has led to a decline in the demand for qualitative research. Staff turnover in recruiting and the high cost of operating focus group facilities has put a strain on service providers; many have left the industry.

Against all prevailing trends, Ed Gibson, President of CRC Research has seen explosive growth in his operation which incorporates moderating, recruiting, and the operation of focus group facilities. He will describe some of the strategies that individuals and organizations can employ to be successful in both benign and hostile environments.

Speaker Bio:

President, CRC Research

Ed has a strong business background and he served as Financial Controller to a number of subsidiaries of a large international corporation headquartered in London, England.  In Canada, he worked for a public utility in a progression of management positions culminating in his appointment as Vice President for a Provincial Crown Corporation.

Ed started CRC Research in 2001 when he opened a one-room focus group facility in Vancouver.  Field work, hosting focus groups, and recruiting respondents was the unglamorous face of market research, characterized by low-paid staff with rudimentary tools.  Ed saw an opportunity in establishing a professional operation, with full-time, well-trained staff, supported by the best technology available to deliver a consistent, high quality product.

From those humble beginnings, Ed has expanded CRC Research to be Canada’s pre-eminent qualitative field service provider, with offices in Toronto, Montreal and Vancouver together with the recently-acquired Research House operation, also based in Toronto.  In addition to operating CRC, Ed is a qualitative consultant and moderator, specializing in healthcare, and with clients in Europe, the US and Canada.

Service to MRIA has been a hallmark of Ed’s career: from PMRS Chapter Treasurer, Vancouver Chapter President, MRIA National Board Member, MRIA President and the Chair for Government Relations, Audit, and Online Research committees, he continues his involvement today as a judge for the Excellence in Research Awards.

Sheona Hurd

Ontario Lottery & Gaming Corporation (OLG)

Virtual Reality in Qualitative Research

Session Overview:

Vanessa Campbell, AVP Design Research at rsg, together with Sheona Hurd, Director of Social Responsibility Strategy at Ontario's Lottery and Gaming will present a case study on a recently conducted VR-powered qualitative research study, in which they created, evaluated, and optimized fully immersive virtual renderings of physical environments prior to a provincial rollout.

Together, they will discuss:

  • the range of VR applications in market research and design research
  • the benefits of leveraging virtual environments in evaluating and optimizing concepts for new services and/or spaces
  • some lessons learned and emerging best practices around the use of immersive virtual environments in qualitative market research and design research
  • most recent advancements in virtual and augmented reality (e.g. social, eye-tracking and other analytics), and the growing potential of these technologies as qualitative research tools.

Speaker Bio:

Director of Social Responsibility Strategy, Ontario Lottery & Gaming Corporation (OLG)

Sheona Hurd is the Director of Social Responsibility Strategy at the Ontario Lottery & Gaming Corporation (OLG), where she leads RG (Responsible Gambling) research, analytics, and player education, including most recently, the launch of PlaySmart, OLG's innovative new RG education platform. She is focused on integrating evidence-based initiatives into the player experience.

With over 12 years' experience in the RG field, she has led teams that develop award-winning social marketing and training programs, led province-wide community engagement efforts, and contributed to OLG's leading RG research and innovation strategies.

Before joining OLG, Ms. Hurd was a communications professional with experience in private and health care sectors.

Greg Jodouin

PACE Public Affairs & Community Engagement,
MRIA Government Relations Consultant

The Regulatory Environment for Qualitative Research in Canada - What You Need to Know

Session Overview:

The market and survey research industry has a long and successful tradition of self-regulation. Yet the legal and regulatory environment is constantly shifting to address public concerns, emerging threats, and political whims. Find out about the laws and regulations that currently apply to qualitative research, what the future looks like for the research community, and what advocacy efforts MRIA is taking on your behalf to protect the industry.

Speaker Bio:

President and Owner, PACE Public Affairs & Community Engagement
MRIA Government Relations Consultant

Greg is a public affairs and strategic communications expert. His strengths are in identifying and analyzing his clients' policy challenges and developing winning strategies to address and overcome these. 

Greg has a long-standing relationship with the Marketing Research and Intelligence Association, having worked as its government relations consultant for several years and provided counsel on various government or partner initiatives. His chief objective is to ensure that federal government legislation, programs and policies help create a positive business environment for researchers rather than unduly prohibiting industry practices.

His legal background serves as a backdrop for his government relations practice, enabling him to assess how proposed policy changes affects his clients’ interests, provide insight into how clients should react to changing regulatory landscapes, and develop strategies for how they can capitalize on emerging opportunities resulting from new government programs and policies. 

Greg founded PACE in 2002. PACE is a niche consulting firm that specializes in government relations counsel, strategic communications, consultation and project management services to public, private and community sector clients. Prior to PACE, Greg worked for various federal government departments in a variety of strategic communications positions.

Alexander Johnson

ROM

Key Note - Out of the Depths - the Blue Whale Story

Session Overview:

In the world of big data, there is an equally important need for in-depth qualitative research to provide direction and to find the hook that engages an audience.  This is a case study of the Royal Ontario Museum’s exhibition “Out of the Depths: The Blue Whale Story” (on now till September 2017), and how qualitative research provided guidance, not only about the most effective advertising message and communication strategy, but also about the direction and the story of the exhibition itself.

Two highly relevant and current investigation techniques were used to fully comprehend the meaning of the exhibit to the audience:  storytelling and co-creation.

Insignia Research conducted a series of in-depth sessions with Toronto and GTA residents in September 2016, on behalf of the ROM.  The objective of the groups was to test creative advertising for an upcoming exhibition about two blue whales that the ROM curatorial team salvaged in Newfoundland in 2014.  This was to be a ROM original exhibition and the museum needed guidance on the direction of the story being told within the exhibition – should it be about the conservation of endangered blue whales, their life and evolution, or something else?  What emerged was a surprising twist of the audience appetite to fully understand the uniquely Canadian and ROM creation and ownership of this exhibit.  What started with the ROM marketing team needing to test the effectiveness of the creative advertising evolved into a multi-faceted immersion into “The Depths” and the uniqueness of this epic ROM story.  

This formative qualitative research has resulted in an exhibition whose success has exceeded the expectation of ROM staff in both attendance and visitor excitement.

Speaker Bio:

Audience Insight Specialist, Royal Ontario Museum

An insight specialist with a combined 8 years' experience of research design, execution and reporting, Alexander finds tremendous personal value in connecting organizations with their audiences.  Working in Ontario's cultural institutions including the Art Gallery of Ontario, Science North, and currently the Royal Ontario Museum, Alexander has a passion for data-driven decision-making and illustrating insights for their practical application.  He also takes great pride in his continuing experience mentoring students from institutions such as the University of Toronto and Humber College.  A tech enthusiast, and traveler at heart, he spends his free time taking in live music performances and, despite a love of the city, also enjoys an escape from the concrete jungle of Toronto to the open spaces of Northern Ontario.

Andrew Konya

Remesh

Defending the Role of Moderator in a World with Increasing Market Research Automation

Session Overview:

Automation & artificial intelligence (AI) are changing the way qualitative market research is conducted, analyzed, and presented.  However, there are many aspects of qualitative research where experienced humans will continue to significantly outperform machines.  Successful moderators and qualitative researchers must learn where AI can make their job easier and where they must insist tasks be done by a human. In this talk, we will review the various activities which combine to create a qualitative research project to explore where AI can offer an advantage and where it is crucial to keep humans in the process.

Speaker Bio:

Founder and CEO, Remesh

A computational physicist by training, he has spent the past 9 years developing and applying artificial intelligence and machine learning algorithms to problems in material science, bio-sensing, traffic, image analysis, and language. His most recent focus is on developing artificial intelligence to engage and understand large crowds of people with Remesh, a VC-backed company in NYC.

Isabelle Landreville

Sylvestre & Co.

Key Note - Building Empathy in a Sea of Big Data

Session Overview:

Quantitative research can produce big data in a snap, but what happens when you have a sea of data that you don't truly understand?

This project began with a global quantitative study that focused on building a brand-wide segmentation. While the results of this study provided a wealth of data to mine through, there was a need to truly understand each of these segments; to know them, to differentiate between them and to build empathy with them.

By using a self-ethnography approach through an online bulletin board, we were able to give each of these segments a voice. Over the course of a two week self-ethnography, we asked our segment ambassadors to share with us through a variety of means: video missions, online journals, discussions and a variety of task-based online activities.

By giving segments a clear voice, data can be given a deeper, richer meaning. True understanding can be built which can give entirely new meaning to your sea of data.

Speaker Bio:

Senior Partner, Sylvestre & Co.

Isabelle Landreville has been Senior Partner at Sylvestre & Co. for more than five years now. Isabelle is a seasoned and award-winning qualitative researcher and moderator with 15 years of experience. She leads a Toronto- and Montreal-based team to successfully complete more than 100 national and international qualitative research projects yearly. Passionate about bringing the consumer voice to all levels of her Fortune 500 clients, she strives to help her clients truly empathize with their consumers. An internationally-trained and experienced ethnographer, qualitative research has taken her to 20+ countries. Isabelle is the recipient of the MRIA Award of Distinction and MRIA's Best in Class award. Her academic training includes a Master's of Science in Administration specialized in Marketing, completed at the European School of Management in Paris (ESCP-EAP) where she was invited to apply after graduating suma cum laude from the University of Ottawa's Bachelor of Commerce, specialised in Marketing and International Management.

Diana Lucaci

True Impact Marketing

The Neuroscience of Mobile Advertising - MediaBrix

Session Overview:

With an estimated global investment spend in mobile video advertising to reach $25B by 2021, the need to understand the power and the perils of mobile video advertising has been in high demand. The challenges with mobile advertising are vast, however, the opportunity to create meaningful and positive interactions with audiences is great in mobile because of the data rich, highly engaged and personal nature of the mobile device.

MediaBrix, leaders offering an in-app mobile video advertising platform, set out to measure the effectiveness of different mobile video ad solutions and to understand what attributes of the delivery method drive to a receptive user, get human attention and have a positive business impact. Together with True Impact, the research study employed neuro and biometrics to reveal how advertising delivery methods impact a brand.

Speaker Bio:

Founder and CEO, True Impact Marketing

Diana Lucaci is the Founder and CEO of True Impact Marketing, Canada's first and leading Neuromarketing research and strategy firm serving marketers, market researchers and advertisers. Applying neuroscience research to decision making, Diana translates customer insights into actionable Marketing strategies for Fortune 500 companies. Under her leadership, True Impact won the Best in Class research award in 2014, from the Marketing Research and Intelligence Association (MRIA).

Diana serves as Canadian Chair of the Neuromarketing Science and Business Association (NMSBA), the leading global neuromarketing organization, and is a representative for the discipline on the world stage. She is a sought-after speaker and neuromarketing expert, with features on CBC The National, Doc Zone, CBC Radio One, TEDx, Strategy Magazine, Reader's Digest, etc.

A decade of successful Marketing Communications campaigns has recently earned her the Top 30 Under Thirty Award, by Marketing Magazine. Implementing Diana's corporate strategies is proven to drive demand, generate revenue, transform businesses and nurture leadership within large and mid-size organizations.

Sarah McNab

Human Branding Inc.

An Anthropologist's Guide to Understanding the Humans Behind Big Data

Session Overview:

Big data gives you a picture, but doesn't tell you the full story.

  • The rise of big data has provided marketers with many advantages in terms of its ability to provide real-time information on consumer behavior, detect patterns and spot trends. However, this explosion of data can only be of use if it can be captured, stored, analysed and understood. This is a challenge for the best data analyst, let alone the marketer who has to leverage it to drive strategic decisions.
  • Human Branding's Applied Anthropological Thinking approach helps marketers understand the deeply-rooted human behavior driving big data – helping them make sense of the rational and emotional drivers behind the data, from a cultural, societal and individual perspective – so that marketers can prioritize the areas that are most meaningful, relevant and impactful to their businesses.

Using a qualitative lens to make sense of big data showcases the best of both research works – qualitative + quantitative – enabling marketers to make significant leaps forward in understanding and predicting behaviours that can be leveraged for their business and brands.

Speaker Bio:

Partner and CSO, Human Branding Inc.

Sarah McNab is Partner, CSO for Human Branding Inc., an innovative market research consultancy that has pioneered the use of applied anthropology thinking to create game-changing business results for clients across a wide range of industries. Sarah has over 25 years of strategic brand building and customer insight experience from working internationally in a variety of roles in the client, agency and research arenas. With this unique combination of marketing expertise, Sarah provides powerful and enduring brand and customer strategies to leading companies across the globe.

Neil Rennert

Canada Dry Mott's Inc.

Panel: Can You Use Qualitative Research to Drive Home Fact-Based Decision Making?

Session Overview:

In a data-driven world where analytics and statistical differences lead the way, how does the use of qualitative research help or hinder the process?   This panel will bring together a mix of qual and quant researchers (both client and agency side) to discuss the merits of making strategy decisions using qualitative inputs.

Panel Discussion topics:

  • How do you get the best out of the project and the role qual can/should play?
  • How do you sell in the idea for qual in a quant-driven world of wanting hard facts?
  • Is it time and money or is it time and value? – where is the value in qual?
  • How does qual help round out the bigger pictures and create a more meaningful story?
  • What are the merits of doing qual when people will use a quant lens?
  • How do you get the best from your moderator/matching moderator style to internal stakeholders?
  • What is good enough qual and when can you do it yourself vs. working with an outside moderator?

Speaker Bio:

Market Research Manager – Canada and International, Canada Dry Mott's Inc.

Neil has over 15 years of consulting experience in market research with roles on both the agency and client side, providing him with a solid understanding of the unique dynamics from a client and supplier lens. Currently with Canada Dry Mott's, Neil leads the Consumer Insight agenda across the Canadian and International organizations. Previous roles include senior positions with GfK Canada, TD Bank and ATI Technologies. By combining his quantitative and qualitative skill set, Neil is able to build compelling stories that make insights both meaningful and actionable.   He did graduate studies at the University of Waterloo, and is a RIVA-trained moderator and member of the MRIA.

Alyssa Rodrigo

Labatt Canada

Key Note - Building Empathy in a Sea of Big Data

Session Overview:

Quantitative research can produce big data in a snap, but what happens when you have a sea of data that you don't truly understand?

This project began with a global quantitative study that focused on building a brand-wide segmentation. While the results of this study provided a wealth of data to mine through, there was a need to truly understand each of these segments; to know them, to differentiate between them and to build empathy with them.

By using a self-ethnography approach through an online bulletin board, we were able to give each of these segments a voice. Over the course of a two week self-ethnography, we asked our segment ambassadors to share with us through a variety of means: video missions, online journals, discussions and a variety of task-based online activities.

By giving segments a clear voice, data can be given a deeper, richer meaning. True understanding can be built which can give entirely new meaning to your sea of data.

Speaker Bio:

Head of Insights, Labatt Canada

Alyssa Rodrigo is the Head of Insights at Labatt Breweries of Canada. She received both a Bachelor of Commerce in Marketing Management, and a Master's of Science in Marketing and Consumer Studies, with a focus on message communication and gambling research, from the University of Guelph.

Alyssa joined Ipsos ASI soon afterward, where she was successful in helping her clients develop the equity of their brands and marketing communications. Alyssa was also a part of various innovation teams at Ipsos, helping to develop and roll out new tools, such as the 'In-Store Pre-Testing' and the 'Virtual Real-Time Labs'. 

Alyssa has worked with a number of high-profile clients across many categories, bringing a broad perspective to her current roll at Labatt.

As Head of Insights, Alyssa continues to strive to deliver actionable insights that improve the knowledge of the consumer, the competition, and the industry landscape.

Eva Tolkunow

ROM

Key Note - Out of the Depths - the Blue Whale Story

Session Overview:

In the world of big data, there is an equally important need for in-depth qualitative research to provide direction and to find the hook that engages an audience.  This is a case study of the Royal Ontario Museum’s exhibition “Out of the Depths: The Blue Whale Story” (on now till September 2017), and how qualitative research provided guidance, not only about the most effective advertising message and communication strategy, but also about the direction and the story of the exhibition itself.

Two highly relevant and current investigation techniques were used to fully comprehend the meaning of the exhibit to the audience:  storytelling and co-creation.

Insignia Research conducted a series of in-depth sessions with Toronto and GTA residents in September 2016, on behalf of the ROM.  The objective of the groups was to test creative advertising for an upcoming exhibition about two blue whales that the ROM curatorial team salvaged in Newfoundland in 2014.  This was to be a ROM original exhibition and the museum needed guidance on the direction of the story being told within the exhibition – should it be about the conservation of endangered blue whales, their life and evolution, or something else?  What emerged was a surprising twist of the audience appetite to fully understand the uniquely Canadian and ROM creation and ownership of this exhibit.  What started with the ROM marketing team needing to test the effectiveness of the creative advertising evolved into a multi-faceted immersion into “The Depths” and the uniqueness of this epic ROM story.  

This formative qualitative research has resulted in an exhibition whose success has exceeded the expectation of ROM staff in both attendance and visitor excitement.

Speaker Bio:

Manager – Audience Insight, Royal Ontario Museum

Eva Tolkunow strives to go beyond the numbers, and to use research to tell a meaningful story and provide strategic insights.  Eva brings more than 20 years of market research experience to the table, from the client and supplier sides of the industry, but it is her audience insight work at the Royal Ontario Museum (ROM) that truly inspires her. A long-time museum goer, Eva enjoys the challenge of using her research and analytical skills to share visitor stories with the many departments across the ROM that depend on data and insights to drive decision-making.  Prior to her work at the ROM, Eva applied her unique analytic lens to client-side market research at Hallmark Canada and World Wrestling Entertainment, and supplier-side market research at Synovate and Numeris (formerly BBM Canada). In her spare time, Eva is an avid tap and jazz dancer, and enjoys attending live theatre, concerts, and the many community festivals available throughout the year in Toronto and the GTA.

Dan Weber

itracks

Revolutionizing Qualitative Recruitment with Technology

Session Overview:

Faced with the constant demand of both speed and quality from the research industry, itracks looked to apply technology to what has been traditionally a labor-intensive recruiting process to improve the quality and efficiency of qualitative recruitment for both participants and researchers.

Our Quant-to-Qual integration brings quantitative and qualitative recruitment together and allows researchers to seamlessly recruit qualified participants into various online qualitative platforms from any quantitative survey. This method leads to spending less time managing research projects, while simultaneously collecting better data by increasing show rates and recruiting participants that are already engaged.

We've further increased show rates and research quality through the development of technology which allows participants to select their preferred time for interviews and focus groups from a list set by the moderator, and allows them to store reminders and project details in their preferred calendar application.

Using additional technology, such as integrated audio quality checks and advanced video capture, has also lead to researchers being able to gain greater insight in a more natural way by allowing participants to upload unlimited-length videos from anywhere on their mobile device.

This presentation will include a few case studies showing how the technology has been used to gain greater insights.

Speaker Bio:

President and CEO, itracks

As president and CEO of itracks, Dan Weber has grown itracks into a specialty online qualitative software and market research services firm.

Dan attended the University of Saskatchewan, where he obtained a Bachelor of Science. He founded itracks in 1996 as a pioneer in online surveys and qualitative software, after working at a management-consulting firm where he conceptualized the idea of taking traditional research methodologies online. Dan has since built itracks into the leading qualitative software provider that it is today.

Lydia Zorn

Insignia Marketing Research

Key Note - Out of the Depths - the Blue Whale Story

Session Overview:

In the world of big data, there is an equally important need for in-depth qualitative research to provide direction and to find the hook that engages an audience.  This is a case study of the Royal Ontario Museum’s exhibition “Out of the Depths: The Blue Whale Story” (on now till September 2017), and how qualitative research provided guidance, not only about the most effective advertising message and communication strategy, but also about the direction and the story of the exhibition itself.

Two highly relevant and current investigation techniques were used to fully comprehend the meaning of the exhibit to the audience:  storytelling and co-creation.

Insignia Research conducted a series of in-depth sessions with Toronto and GTA residents in September 2016, on behalf of the ROM.  The objective of the groups was to test creative advertising for an upcoming exhibition about two blue whales that the ROM curatorial team salvaged in Newfoundland in 2014.  This was to be a ROM original exhibition and the museum needed guidance on the direction of the story being told within the exhibition – should it be about the conservation of endangered blue whales, their life and evolution, or something else?  What emerged was a surprising twist of the audience appetite to fully understand the uniquely Canadian and ROM creation and ownership of this exhibit.  What started with the ROM marketing team needing to test the effectiveness of the creative advertising evolved into a multi-faceted immersion into “The Depths” and the uniqueness of this epic ROM story.  

This formative qualitative research has resulted in an exhibition whose success has exceeded the expectation of ROM staff in both attendance and visitor excitement.

Speaker Bio:

Executive Vice President, Insignia Marketing Research

A strategic planner and qualitative research expert with over 25 years' experience in tourism, branding, and retail research, Lydia co-founded Insignia in 1990. Lydia's work focuses on identifying strategic brand solutions for her clients, leveraging her qualitative and strategic planning skills with the disciplines of social anthropology and behavior therapy. She has undertaken projects in Canada, the U.S., Mexico, China, Japan, South Korea, Australia, India, UK, France and Germany with a focus on destination branding and attractions.

Lydia has pioneered revolutionary techniques designed to explore the subconscious, uncovering deeply-rooted emotional triggers. Lydia has worked on major campaign design and evaluation projects for Destination Canada, ROM, Destination British Columbia, Tourism Toronto, Hershey and Johnson and Johnson.


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