Propelling Qualitative Research into the Digital Age
Sponsors
University of Georgia | MRII offer highly acclaimed online certificate courses covering the Market Research process from beginning to end. The courses are based on the Market Research Core Body of Knowledge (MRCBOK™) – a compilation of the underlying principles and essential skills which comprise the Market Research process. These online, start-anytime courses are endorsed by ESOMAR, corporations, and thousands of practitioners worldwide.
Graduates of the Principles of Market Research can earn the highly coveted industry research certifications, and members of ESOMAR (and their company colleagues) enjoy a course discount!
CRIC was established in August of 2018 following the bankruptcy of the former Canadian marketing research association.
CRIC’s mandate is to:
represent the highest standards, ethics and best practices in research, analytics and insights;
advocate for sound policy and regulations that encourage a supportive environment for research and analytics;
support new and innovative ways to gather insights;
protect the public trust and encourage participation in research and analytics;
represent the profession both domestically and internationally;
serve as a source of information for the industry; and
be a forum for collective industry action.
A key focus is on building and strengthening relationships with the international research, analytics and insights community. As such, the association has adopted the ICC/ESOMAR Code on Market, Opinion and Social Research and Data Analytics. As well, CRIC has incorporated the polling standards of the American Association for Public Opinion Research (AAPOR) and the World Association for Public Opinion Research (WAPOR), in order to promote the highest ethics and transparency in policy-related and public opinion polling.
What's it about?
Research technology has been transforming the market research industry throughout the last decade. However, in this digital age of research, where huge leaps and inroads have been made overall, qualitative research has been late to evolve. Now, in the last couple of years, technology and digital evolution for Qual is taking place at an accelerated rate.
A huge portion of the qual segment has migrated online and is now supported by a myriad of technological applications spanning automated tagging, AI translations, live emotional metrics for moderator probing such as facial coding, heart rate, GSR the ability to treat qualitative information as data via content and sentiment analysis, and more.
The impact of tech-enabled qual is significant to both practitioners and end-users. Some of these include new depths of insight provided by the ability to register non-verbal cues, along with spoken ones, deeper understanding of emotional response to advertising and marketing stimuli, and the ability to systematically track similar spoken words for objectively assessing consistency of response. From a process standpoint, technology importantly makes the new Qualitative methods faster, cheaper and easier to implement.
What's in it for me?
We will examine the new technologically advanced state of qualitative methodologies and demonstrate how to get more objective information, deeper insights, emotional learning and actionable outcomes, along with speed and affordability. We will demonstrate how the industry is catching up to bring qualitative research to the heights of digital innovation and value.
Who is this for?
This webinar will be valuable for everyone that designs, sets-up, moderates, analyzes or uses the insights from qualitative research. It is especially invaluable for clients and creative end-users to learn about what is possible in making qualitative research more objective, easier to analyze and deeply more insightful exploring, not only what is said, but what is felt.
All registrants will receive a link to the online recorded video, so you can view the webinar at a later time if more convenient.
This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
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Membership fees start at EUR 100 for 12 months
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Speakers
Elissa Moses
Partner at HARK Connect, CEO at BrainGroup GlobalElissa Moses is Partner at HARK Connect, a QualTech firm and CEO of BrainGroup Global, a brand strategy and research consultancy. Prior, she was CEO of Neuro and Behavioral Science at Ipsos, headed Global Intelligence and Strategy for Philips and was Chief Analytics Officer at EmSense. Elissa has also held multiple advertising planning roles spanning BBDO, Grey, DMB&B and FCB. She was the founder of BrainWaves and The Brain Group, two global consultancies specializing in brand strategy, trends and youth marketing. Elissa is recognized as an innovator in research methodologies, including being an early developer of nonconscious emotional measurement tools.
Elissa is author of The $100 Billion Allowance, on marketing to global youth, two book chapters on Neuromarketing and AI in Advertising and multiple articles, as well as a frequent international speaker and University lecturer. She has an AB in Human Behavior from The University of Chicago and an MS in Technology Management from Columbia University where she taught AI/ML. She is also a member of ESOMAR, QRCA, NMSBA, ARF and C200.