Lessons in Innovation, Empathy, and Inclusion: A Recap of QRCA 2023
By Megan Giedraitis
NASCAR Hall of Fame in Charlotte, NC.
As a Charlotte, NC native, I was thrilled to see this year’s annual QRCA conference was being held in my hometown. The largest qualitative research-only conference, the QRCA is special in that it offers dynamic networking events, engaging workshops, and inspiring talks from industry leaders.
I quickly learned putting a bunch of qualitative research professionals, or master-rapport builders, in a room together meant skipping the small talk and creating genuine connections with like-minded people from all over the world and I left the conference energized and inspired with the following key learnings:
We are (cautiously) excited about Artificial Intelligence (AI).
One topic that drew an immense amount of enthusiasm was exploring the power of AI in qualitative research. In an AI-focused roundtable discussion, the room was crowded with participants including award-winning researchers eager to share their ideas.
We discussed the ways AI can enhance the qual industry as well as principles for staying responsible as users. Despite its continuous learning model, there are limitations to AI. AI can be a great starting point for sifting through the layers of datasets but should not be adopted to guide thinking and make recommendations.
As researchers, we provide the depth and context that AI cannot.
Live reading from Rob Volpe.
Empathy is key to creating connection.
Speaking of human intelligence there were also great conversations around the importance of empathy.
Rob Volpe, empathy activist and author of Tell Me More About That, highlighted the importance of creating conversations that help participants feel heard and valued.
Here are some effective strategies discussed to connect with participants in qualitative research:
Foster connections from the start. Building rapport is crucial to unlocking valuable insights. We need time to bond to allow participants to feel comfortable sharing their experiences.
Approach the research with love. Our goal is to establish authentic connections and break down any barriers to communication. By valuing the unique perspectives of others, we create a safe space for open and honest dialogue.
Put the consumer front and center. Through consumer-centric research, we can understand the context of our participants which allows for a deep understanding of their preferences, enabling us to design solutions that truly meet their needs.
Diversity, equity, and inclusion are not niceties―they are essential in research.
Wheel of Power and Privilege from the Canadian Council of Refugees (CCR): https://ccrweb.ca/en/anti-oppression.
It was exciting to see so many sessions focused on the opportunities that diversity, equity, and inclusion (DEI) bring to the future of research. In a session led by Keyona Osborne, Head of C Space’s DEI ThinkTank, she emphasized the importance of amplifying voices that have not been traditionally heard or represented in research.
To embrace DEI, researchers must consider the intersectionality of their teams and respondents during design and recruitment. Additionally, multiple analyses of the data should be conducted to ensure representation in the findings. Prioritizing inclusion leads to more valuable research experiences and expands community.
Conclusion
As a first timer, the QRCA Charlotte conference was a truly enriching and inspiring experience.
Researcher and comedian Leigh Kessler shared a quote in his thought-provoking, witty presentation that stuck with me… "A mind that is stretched by a new experience can never go back to its old dimensions." - Oliver Wendell Holmes Jr.
In market research, each project brings new opportunity for positive growth, so we have to keep embracing curiosity and purpose along the way.
If you're looking for a research partner that shares these values, we would love to hear from you at W5.