This document provides an agenda for the #QUAL360 conference on qualitative research being held on October 1-2, 2014 at the Ramada Hotel in Singapore. The conference will explore the debate between whether qualitative research is best served by science or creativity. It will include debates on whether qualitative research has become too templatized or if researchers hide behind creative elements. The document outlines several presentations and sessions that will be held to discuss striking a balance between science and creativity in qualitative research.

1. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by

2. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

3. Science or Creativity- Which is
Qualitative Research’s Best Friend

4. Personal Views of the Author,
a Research Buyer

5. Agenda
• A Debate as Old as Time
• Qualitative Research and the Debate
• Tenets for Qualitative Research

7. Ideology of Science and Creativity are at odds

8. The fundamental conflict is one of perspective

9. Genesis of Qualitative lies in Creativity
Qualitative = Right Brain Quantitative = Left Brain

10. What Ms Qualitative Researcher says to me..
Good qualitative research can find answers to the
deeper motivational questions that start
with why and how.
Understand people and brands through culture to
get to big ideas
Our researchers focus on the importance of
context to help you understand who people really are
as individuals, not just as consumers…..
Source: Company websites of prominent qualitative research firms

11. ... and occasionally
…..provides insights into the problem or helps to
develop ideas or hypotheses for
potential quantitative research. Qualitative
Research is also used to uncover trends in thought and
opinions, and dive deeper into the problem.

12. Qualitative
Research
and the
Narrative
of
Science vs
Creativity

13. Overheard a “Scientific” conversation like this..
Uh uh.. Will it tell me
if my ad is liked?
… we’ll do a module of
Dramaturgy and one or
two Conflict groups …
between the Web
analytics…
# 1. Has qual research become too templatized?

14. Okie, lets try creativity instead
Suuure… but will this
tell me if my ad is
liked?
… all right ..Why don’t
we get the respondents
to draw how they feel? I
think Moodboards.
Moodboards are sooo
much fun
# 2. Are we hiding behind creative elements?

15. Hmm, lets try science again..
WOW… finally we get
to work with
semioticians.. We
have never had the
opportunity before..
… I have relooked at it
completely, I think the
best course is to bring
in some semioticians…
they are experts….
# 3. Are we “overmedicating” with specialists?

16. Ok, you want ad.. I’ll give you ad
I am not sure.. I just
got off the call with
the Ad agency.. I don’t
think I can handle
more of them..
… you know the best
course might be to work
with opinion leaders…
lets do immersions with
creative writers, ad
agency folks…
# 4. Is there any such thing as a Creative person?

19. Creativity + Science bring the Yin- Yang balance
Inductive
Deductive
Expansive
Connective
Imaginative
Eliminative

21. Welcome to my world…

22. Quick facts you must know about me
30 Average number of projects / analytics at a point in time
20 Portion of projects that really delivered what I expected
10 Number of stakeholders I support
5 Things every CXO wants me to help with
Ms Qualitative Researcher, where do you figure on this list?

23. What THOSE guys really want to know
Productivity/
Efficiency
Recession-
proof Growth
Speed of
Execution
Scale
Innovation
Competitive
Advantage
Employee
engagement
Paradigm shift in CXO roundtables today- Digital, Big Data,
Panels the buzzword

24. Why Clients Love Qualitative
Uncovers the whys behind the whats
Provides holistic perspective by
looking at consumers as people first
Goes beyond the obvious to the sub-conscious
Makes complex questions simple to
answer
Didn’t have the money to do a “full blown” quantitative research
I can see (& control) the fieldwork
Running short on time, need some quick answers
Methodology sounded interesting

25. Qual research is facing significant headwind
Shifting
CXO
Priorities
Consolidation
of Research
Budget
Templatization of
Qual
Shift to
Centers of
Expertise
Science and Creativity both need to come together to address this

26. Seven Tenets
For
Qual Research 2.0

27. Why we Care
Needs both structure (Science) and openness (Creativity)
to ensure we stay true to the intent, even when its hard to do so

28. Question the Brief
Showcase greater creativity in questioning the brief
(rather than in interpreting it)

29. Storytelling
Display creativity in storytelling, not just in visualization

30. Holistic Approach- People vs Data
Both Science and Creativity need to step up the game on this one..

31. Keep it Simple
Both Science and Creativity need to step up the game on this one..

32. Conviction
Can we build up (structured) guidelines based on past experience

33. Avoid Over promising
Leaving no room for mis-interpretation, through language and
structure that brings everyone to the same page

35. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

36. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by