Please join us for a QRCA/Insights Association joint event on Wednesday, October 27 from 12-1 PT. Mary Sorber, Paitra Russell, and Joeffrey Trimmingham will be re-presenting their terrific session on Qualitative Quality from the 2021 annual QRCA meeting.
This event is free for IA and QRCA members. When registering, select the base rate with promo code PNWIA21 at checkout.
Qualitative Quality: How to Delight Clients and Stakeholders
With all the focus on big data and analytics, we know that decision makers need qualitative now more than ever to find meaning within their metrics. But qualitative is increasingly challenged in a research world dominated by large data sets and DIY trends.
In this presentation, cultural anthropologist Paitra Russell, UX researcher Mary Sorber, and design strategist Joeffrey Trimmingham explore approaches that researchers can use to speak to the issue of quality in qualitative research. This includes effective strategies for communicating trustworthiness and ways to address quality from the beginning to the end of the engagement.
We will draw on our own experiences and primary research with “quallies” and clients to deliver a view of what it takes to get qualitative to the point where trustworthiness is not questioned.
Presenters will be:
Mary Sorber, Principal, Practical Insights
Mary Sorber is the founder of Practical Insights, a boutique research consultancy, and currently works in-house at Wells Fargo as a Principal XD Researcher. She specializes in insight generation through qualitative methods and has a particular passion for making technology useful for people. She has worked for leading technology companies including Cisco, Autodesk, Intuit and Google. The opinions expressed here are her own.
Paitra Russell, Principal Researcher, Philip Reese LLC
Trained in cultural anthropology at Harvard and the University of Chicago, Paitra has more than two decades of experience studying consumers’ lives, attitudes, activities, and environments.
After earning her PhD, she built and managed a successful in-context research practice for a Fortune 200 company, representing the voice of the consumer to senior leadership, brand managers and product developers. She is a seasoned and talented facilitator of interactions with consumers and an adept trainer for management teams in the art and science of observational research.
Joeffrey Trimmingham, Philip Reese LLC
Joeffrey’s approach to consulting is grounded in his training in mathematics at Northwestern University, industrial design at the University of Illinois Chicago, and more than two decades of entrepreneurship and advisory experience.
After completing his master’s degree, he built an award-winning design and branding agency. The company served more than 200 clients including small businesses, nonprofits, and Fortune 500 companies. Joeffrey works as an advisor to business leaders, helping them to uncover opportunities to improve their results.