From the First Ever Market Researcher to Virtual Moderators – a Short History (and Future) of Qual

Part 1 of my review of the Qualitative360 2017 conference in Washington D.C.

Merlien Institute’s 4th Qualitative360 North America conference brought together over 115 qualitative researchers at the Gallup Headquarters in Washington D.C. Here are some of my key take-aways.

Qualitative research, together with the entire market research industry, is facing a critical transformation. Gallup’s CEO Jim Clifton elegantly connected the first days of MR – starting with Dr George Gallup correctly predicting the 1936 presidential election results (Franklin Roosevelt defeating Alf Landon) – to the impact that analytics will have on the industry. Ending his opening statement, Clifton left a critical note for market researchers to embrace change and to be prepared for the coming transformation of the industry...

continue reading at Qual360.com