The Buzz from the QRCA 2023 Conference
We were fortunate to attend the Qualitative Research Consultants Association (QRCA) annual conference held in Charlotte, NC last week. Here’s what “the world's most innovative, collaborative and passionate research professionals dedicated to maximizing the power of qualitative” were talking about.
Everyone is excited about AI (have you tried to access ChatGPT lately?), but it’s still unclear how disruptive this technology will truly be within qualitative research. There is less worry that the robots are coming for our jobs and more interest in AI’s potential to speed up certain administrative tasks, such as transcriptions, translations and summarizing data – but of course there are data privacy questions at play, too.
Speaking of data privacy, Gen Z and Gen Alpha don’t have the same apprehensiveness about it that other generations do (which figures since they teach it in school now). Their mantra is “trust but verify.” They see their data as a commodity and are willing to trade it for better experiences. But, they want to know how their info will be used and are cautious. In short, all of that digital citizenship curriculum is working.
Empathy is decreasing on a macro level, yet it remains a valuable skill (and is the mark of a good qual researcher!). Approaching conversations with empathy is still the best path to building awareness and understanding.
“We know more than we can say” was at the heart of a spectacular presentation aimed at unpacking how emotions are often misunderstood or underestimated in research. While we use language to express how we feel, we are often limited by the words we use to describe sensory experiences, which have deeply emotional connections.
The idea of “qualitative philanthropy” sparked interest from QRCA members and will be explored further this year. This is the concept of using qualitative research skills (see item #3) for the greater good.
QRCA is celebrating its 40th year! While the field of qualitative research has experienced a ton of change since it began as “motivational research” back in the 1940s, what hasn’t changed is that it attracts smart, curious people who ask good questions.
We’re proud to be members of this vibrant organization and are looking forward to seeing the crew again at the 2024 conference in Denver!
