In Their Eyes: What Do Respondents Think of Qualitative Research? And what Does that Mean for Us?
Have you ever wondered what participants really think…about research? The answer may surprise you, and the implications for those who commission, design and execute research are tremendous. After all, who doesn’t want more engaged respondents? Caroline and Abby undertook primary research with participants in multiple countries to understand what they think of the qualitative research process. Their insights will shed light on the respondent perspective to help attendees understand how to rethink qualitative to ensure that respondents have the best possible experience, resulting in the deepest insights and maximum value.
About the Presenters
Caroline Volpe is president of Compass Market Research LLC, an independent market research consultancy focused on the health care sector. She has over 18 years of experience designing and executing custom qualitative and quantitative domestic and global market research for pharmaceutical, biotech and medical device clients. She is a member of the QRCA Industry Relations Committee as the PMRG liaison and is co-chair of the Pharma/Healthcare SIG. Along with QRCA, she (or her company) is a member of CASRO, ESOMAR, EphMRA, MMRA, MRA and PMRG.
Abby Leafe has been a qualitative researcher for 15 years, having started her career in advertising. In fact, a stint in graduate school was enough to make her run screaming from academia and she is forever grateful to the headhunter who told her that people would pay her to do research. She interviewed for a job in qualitative and the rest, as they say, is history. She is a past president of QRCA, and is currently the co-chair of the Philadelphia Chapter. She is the principal of New Leafe Research, based in Newtown, PA, and a frequent speaker at industry events.