Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Fall 2020

Kay: Do you feel there are any differ- ences in the way market research is carried out in the U.K. versus North America? Jane: We have some quite distinct differences, particularly the ways in which we carry out qualitative research. As a non-American, my view is our qualitative is much more purist. We do much less of what I would call “quantita- tive/qualitative.” We do a lot more one-to-ones, in-depths, and small groups. Face-to-face is a major part of the business over here and has been for a long time. We do a lot of work on behalf of the government, which likes random- ized research, the purest of the pure. I am not sure how long that will last because everyone is trying to save money. Kay: What are some of the other methods that might be mixed in with qualitative? Jane: People are looking more pragmatically at the way they blend methodol- ogies and existing data. So, having had a conver- sation with our senior client counsel over here, they have had to make use of things they wouldn’t have thought of making use of before. How they use existing in-house data, how they merge it with social listening, and how they merge it with other qualitative and online methodologies is becoming much more experimental. And I do think there will be a surge in mobile usage. There has been a bit of resistance because people have been happy with the way they are doing things. But everything changes, and this has been a radical change to the status quo. Kay: As we speak, it is May, 2020. How is the U.K. market research industry faring with COVID-19? By Kay Corry Aubrey n UX Researcher and Trainer n Usability Resources Inc. n Bedford, MA n kay@usabilityresources.net n LUMINARIES n For almost a decade, Jane Frost has led the Market Research Society (MRS), one of the world’s oldest and largest professional organizations of market researchers. Jane and I spoke recently about her organization’s key initiatives and the central role of qualitative research within the industry in the U.K. JANE FROST CEO of the U.K.’s Market Research Society on How to Raise the Profile of Our Profession 34 QRCA VIEWS FALL 2020 www.qrca.org