MRIA 40th National Conference – A qualitative researcher’s take
By Elizabeth Héon
Qualitative researchers sometimes exclude themselves from attending the national conference because they figure the focus will be essentially quantitative. This year’s 49th Conference in Montreal had a lot to offer, whatever one’s research orientation. Even though my arm was slightly twisted to attend this year’s, I now plan to attend our 50th conference in Toronto next year. Not only on the strengths of this year’s conference and the benefits one derives from attending but because next year’s event will seek to engage an even broader audience, outside of the marketing intelligence community.
Because I think this might inspire you to invest the time and money to attend Toronto’s 50th anniversary conference, here are my highlights of this past year’s conference. Yes, there is a skew toward qualitative research projects, stemming from the break out sessions. No, the order of mention is not tied to impact or importance of the item!
Meeting a new generation of researchers who see and appreciate how they are
able to influence decision making. One of them is co-chair of next year’s conference program.
Reuniting with colleagues from prior professional lives who are still looking darned good.
Hearing about what seems to be pretty leading edge ethnographic research, as executed by an American researcher, who succeeded in having a cross-section of Kraft Canada department representatives, yes including Finance, actively participate in 5 hour ethnographic interviews in consumers’ homes.
The best thing about this project was observing the ease and fellowship that the research manager, department head and American ethnographer shared on their presentation platform. As well as the foresight of the Research Manager, who had the determination to wait 1 year for this project to come to fruition.
Mountain Equipment Co-op and Angus Reid shared the making of their interesting piece of research – what will make 18 to 24 year olds get out and experience the great outdoors - with a compelling 10 minute video, the study’s main deliverable.
Jacques Nantel, professor at Université de Montréal’s highly respected École des Hautes Études Commerciales’ Department of Marketing, gave us an overview of the marketing implications of our constricting economy.
A respected French and English marketing research duo revealed the findings of their ‘research on research’ study in the pharmaceutical research field.
That’s a glimpse of the variety of experiences that you may enjoy at next year’s conference. Hoping to see you there!
Elizabeth Héon, CMRP, is principal of EnVision Marketing Research, specializing in qualitative research involving either French or English speaking participants.
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