Archive for the ‘Podcast’ Category

John Seigel Boettner

Monday, June 26th, 2017

In the latest episode, QRCA Views Podcast Editor Mike interviews John Seigel Boettner from Teen Press, an organization started at Santa Barbara Middle School that helps middle school aged kids learn the ins and outs of conducting interviews.

The story of Teen Press is quite unique. John is a film buff and often uses film as a teaching aid. Years ago, when the Santa Barbara International Film Festival was coming to town, John wanted to give his students a chance to talk to some influential filmmakers so he them apply for press credentials and taught them some interviewing skills; but one important lesson he impressed upon his fledgling journalists was to go beyond the questions that Hollywood types get asked all the time; Who are you wearing? What’s your relationship status? What’s it like working with so and so? Instead, he wanted his kids to uncover what these people are like as human beings. And that’s why, at one red carpet event, they handed Amy Adams a burrito!

John, and some of his former students, presented at the QRCA Annual Conference in January of 2017 where they inspired attendees with their unique approach to interviewing celebrities on the red carpet. Our QRCA Views Podcast Editor Mike Carlon caught up with John after the conference and recorded this interview. We hope you enjoy it.


Steve August

Thursday, March 9th, 2017

In the latest episode, QRCA Views Podcast Editor Mike interviews Steve August, Chief Marketing Officer of FocusVision, about the history and future of qualitative research.

A true visionary, Steve is a digital and mobile qualitative research pioneer. He created Revelation in 2007, the trailblazing online platform for mobile diaries, insight communities and bulletin boards. Revelation was acquired by FocusVision in 2014.

With all that success, you might think that Steve’s career started in research, but you would be wrong. Before Revelation, Steve was a singer/songwriter with a pretty eclectic background. He was a dude in the truest sense of the word who suffered from, as he calls it, career attention deficit disorder. He was into clay animation, video documentary, and webmastering in the very early days of the Internet as a commercial medium.  Prior to helping his wife Kimberly, in the market research business, he was in museum exhibit development.

But I think it is people with those types of backgrounds who have the ability to see the world just a bit differently than the rest of us, who can spot problems that the rest of us can’t see and have the ability to put thought into action in order to pursue solutions.

Listen up as Mike and Steve talk about the history of online qualitative research, the rise of mobile as a qualitative research vehicle, and the future of hybrid online/face to face qualitative research.

Marc Engel and Pascal Patenaude

Wednesday, December 28th, 2016

Marc (Left) and Pascal (Right)

Listen in as QRCA Views Podcast Editor Mike Carlon interviews Marc Engel and Pascal Patenaude on applying the art of improv in qualitative marketing research.

Marc was in two improve/sketch comedy troupes in LA with a name you might recognize, Kristin Wiig. He is also a standup comic. Pascal studied improv as part of his training at the National Theatre School of Canada. Listen as they discuss the practical applications of improv in the qualitative process including role-playing in workshops, reliving experiences with a product or brand, and in ideation.

You will walk away with the knowledge that at the heart of improv is the willingness to embrace things that many of us find discomforting including making mistakes, taking risks, and opening oneself up to vulnerability; kind of sounds like what we do as moderators! Also, consider that great qualitative researchers are those who are full of wonder, have a passion for following their noses, and generally enjoy pursuing some kind of truth. These same characteristics are also true of successful improvisers. As such, the idea of a marriage between improv and qualitative marketing research may not sound so strange after all.

Jen Golbeck Interview

Friday, September 9th, 2016

jen-smallListen in as QRCA Views Podcast Editor Mike interviews Jennifer Golbeck from the College of Information Studies at the University of Maryland.

If you are in the majority, you share a lot of your own life on social media; services such as Facebook, Twitter, and Instagram account for a significant amount of Internet traffic and people are sharing massive amounts of data about themselves, their attitudes, and their brand preferences through these services.  In the marketing community there are what seem to be never-ending arguments about how this active and passive sharing of data by consumers will impact the research industry and Jen Golbeck certainly has a point of view on it but it may not be what you think!

In this podcast you will hear Jennifer’s point of view that data collected from social media will enhance, rather than replace, most of the techniques that qualitative researchers use to understand behaviors and perceptions. To understand why she feels so strongly about this, you will have to listen in!


Randy Scher Interview

Friday, May 6th, 2016

Listen in as QRCA Views Podcast Editor Mike Carlon interviews Randy Scher of iPowering Motivation about the use of hypnosis in qualitative research.  In this interview, Randy dispels some common myths around hypnosis and discusses its practical applications in qualitative research. For example, as people can remember things vividly while “in state,” Randy discusses how memories of early brand experiences can be shared and how stories of those experiences can help brands better understand the relationships they have with consumers.  Hypnosis also helps to uncover brand associations below the level of conscious thought, where modern neuroscience suggest most brand decisions come from.

Randy is a former Consumer and Market Insight Director at Unilever and championed the practice of using hypnosis in qualitative research to better understand Unilever brand experiences.  He now runs iPowering Motivation, a consultancy designed to drive attitude & behavior change to solidify Brand Growth & Loyalty through unique and powerful targeted Consumer programs.  An accomplished musician, Randy now resides in the West Palm Beach area of South Florida and can learn more about Randy and iPowering Motivation by visiting


Kathryn Haydon and Jane Harvey

Saturday, February 13th, 2016

Kathryn Haydon and Jane HarveyListen in as authors Kathryn Haydon and Jane Harvey are interviewed by 2015 QRCA MaryAnne Pflug Award Winner Marta Villanueva about their book Creativity for Everybody  (Sparkitivity, 2015) which was published in 2015.  This conversation brings to life valuable insights and awareness that unlock creativity and lead to more innovative business practices.

Kathryn Haydon is a writer, speaker, and creativity consultant who helps teams find purpose and productivity through awareness and application of creative strengths. She co-authored Discovering and Developing Talents in Spanish-Speaking Students (Corwin, 2012); writes for various publications on creativity, education, and parenting; and is a published poet. Kathryn holds a M.S. in creativity and change leadership from the International Center for Studies in Creativity at State University of New York, and a B.A. in Spanish language and literature with a minor in economics from Northwestern University.

Jane Harvey is an art director, creativity consultant, and visual facilitator. Her creativity began with drawing and painting in youth and led to a B.F.A. in Communication Design from Parsons School of Design. Combining business experience and conceptual thinking, Jane has the ability to diagnose challenges and opportunities and creatively solve for business innovation. She is valued for her openness, empathy, humor, and insight. Jane also holds a M.S. in creativity and change leadership from the International Center for Studies in Creativity at State University of New York.


Naomi Henderson Interview

Thursday, October 15th, 2015

Naomi 2015Naomi Henderson is the CEO of RIVA, based in Rockville, MD, where she directs policy and procedures for two divisions: Research and Training. Naomi co-founded the RIVA Training Institute in 1981 where she currently serves as a Master Trainer, writing curriculum for public and custom courses and training researchers in the art and science of rigorous qualitative research techniques.

Naomi has led over 6,000 focus groups and interviewed more than 60,000 individuals in her career since 1964. She is a nationally recognized Master Moderator.

Henderson Book Cover

A licensed practitioner of NeuroLinguistic Programming, Henderson is also a certified Master Coach, and has earned certificates of completion from Synectics and the Creative Problem Solving Institute.  She holds both an M Ed. and a BA from American University in Washington D.C.  Naomi has been a lecturer and/or adjunct professor at Georgetown University, George Washington University, The University of Maryland, and Hood College.

Henderson is interviewed here by QRCA Views Global Features Editor Pat Sabena on Naomi’s “legacy” in this third edition of her book, Secrets of a Master Moderator.


Jim Heisler Interview

Thursday, August 27th, 2015

Jim HeislerJim Heisler’s work in the marketing research industry spans almost four decades. In that time he has become an expert in all facets of customer experience research as well as in market segmentation, brand advertising, corporate reputation, market attitudes and behavior, and new product research.

In this interview you will hear how Jim parlayed his doctorate in Social Psychology into a very successful career in market research. You will also hear his take on where our industry is going and the skills that researchers of the future will require to succeed in the “new world” of market research.

In addition to his role as a partner at Lodestar Advisory Partners, Jim is an industry educator – he’s the director of Fairleigh Dickinson University’s Certificate in Market Research Program. He has applied his expertise in the field to pen “A Job Seeker’s Guide to Careers in Market Research.”

I hope you enjoy my conversation with Jim as much as I did. If you have any feedback please send it to Happy listening.


Robert Hoekman Jr Interview

Friday, July 24th, 2015
rhjrRobert Hoekman Jr has authored several books and dozens of articles for a range of publications, including Fast Company magazine’s “Co.Design” blog. He is a columnist for the revered motorcycle culture and lifestyle magazine Iron & Air (, where he is also a contributing editor. He has spoken to packed rooms at dozens of events all over the world. 

Robert is also the author of “The 13 Tenets of User Experience” for the Fall 2015 issue of QRCA VIEWS magazine. This article originally appeared in Smashing Magazine and it is republished in QRCA Views with their permission.

Robert’s talents for questioning and challenging conventional wisdom have earned him success in a myriad of professional interests, including design, product strategy consulting, freelance writing, editing, and public speaking. As a veteran of the web industry, he was among the few who preached and practiced the fledgling profession of User Experience before it became a household term, and is considered by many to have written several of the profession’s defining guidebooks. He has an undying drive to chase what he loves, a knack for asking the questions that will get him in the door, and a relentless devotion to understanding, accuracy, and quality.

He is a lifelong drummer, and has a passion for psychology, metalwork, and—as his Dutch lineage would require—building furniture. He lives in downtown Phoenix, Arizona with his partner Jodi and their two large dogs, Max and Daisy.

In this podcast Robert offers an overview of the UX field and how qualitative research is used. He also gives us a preview of his latest book whose working title is “Experience Required” where he explores the soft skills UX folks need to get their ideas implemented in an organization.


Richard Owen

Wednesday, January 28th, 2015


Richard OwenShould qualitative researchers be thinking about adding mobile to their qualitative toolbox? Richard Owen, founder and CEO of Crowdlab says, without hesitation, yes!

Who is Richard Owen? Well, Richard has been in the market research business for over twenty years and has worked at prestigious firms such as Millward Brown, Copernicus, and Hall &  Partners.  Frustrated by the pace of change (or lack thereof) in the market research industry, Richard founded Crowdlab as a company designed to field high quality research empowered by bleeding edge technology to amplify the wonders of traditional research thinking and doing.  If you want to know exactly what that means then you will have to listen to this podcast!

Now I know what you may be thinking – how can this help me as a qualitative research consultant or a buyer of qualitative research? Here are a few thought starters; what if instead of walking behind a shopper on a shop-a-long, you empower participants to keep a shopping diary using their mobile phone to answer questions, take pictures, and record video while on a REAL shopping trip and use that footage as stimuli for a one on one or group interview? What if you could get people who are in the shopping process for a new car to use their mobile phone to answer questions and capture video before, during, and after going to a car dealer?  Mobile technology can help you do that and you can learn more about these and other practical qualitative applications by listening to our conversation with Crowdlab’s Richard Owen.