Avoiding Blindspots. Crowdsourced Qualitative Research that Ensures a 360 Degree Consumer View

20th January 2021 | 13:20 – 14:00 (UTC+00:00 – Lisbon/London)

While we recognize the benefits and deeper insights that can be obtained with research that incorporates System-1 learning, behavioural-based learning and consumer co-creation and ideation, we often don’t incorporate all aspects all the time. If on any given project, we’re not capturing the full picture of what people think, what they feel, what they do, and what they want, then we have a blindspot in our insights and the business actions we take based on them.
In this session, we’ll use real examples to illustrate the blind spots that can happen when we don’t have the full picture of the consumer, and how that changes the business decisions. With specific cases, we’ll illustrate how the insights and recommendations change as you remove each aspect – and demonstrate how the strongest insights and recommendations happen when we have the total view.
We’ll show you how we can quickly and cost effectively ensure we capture the total view of the consumer in every engagement or iteratively across several smaller engagements. We’ll also include a sneak peek at our new Consumer Activation System™, which is expressly designed to quickly and easily activate consumers to capture what they think, feel, do and want in order to answer a wide range of research objectives.


Guy White, The Catalyx (Switzerland)
Guy is the founder and Managing Director of Catalyx – an award winning Insight and Innovation agency. Catalyx transforms what your consumers feel, how they behave and what they think into brand building insight and consumer validated innovation. From a standing start in 2013, Guy has helped shaped a company that now has some of the world’s largest companies as clients, with a diverse portfolio of successes that stretches from reinventing how the Red Cross innovates, launching cider into Switzerland for Carlsberg to helping McCain reinvent the Jalapeno Popper and co-create the graduate recruitment program for Expedia in Japan.

Data-Driven Decision-Making (DDDM) for Business Leaders

20th January 2021 | 14:10 – 14:50 (UTC+00:00 – Lisbon/London)

Business leaders with an aptitude for using data intelligibly will be able to perform better post COVID-19 outbreak era (McAfee & Brynjolfsson, 2012). Businesses can no longer ignore the role data plays in making crucial decisions about the next major step to be taken, particularly during the time of disaster or facing potential threats resulting from COVID-19 or similar occurrences. Data-informed decision-making will be beneficial to leaders who need to be at the vanguard of knowledge generation within the realm of ideation. COSTA Technique on the webQDA software provides organizations with cutting-edge technology using mix-media applications and web-based strategies to keep up with current trends, insights and multi-perspectival stakeholder analysis in real-time with high levels of efficiency and integrity. This talk will present ideas adapted to the capabilities framework developed by Jia, Hall and Song (2015), addressing five key dimensions in decision-making, such as data governance, data analytics, insights exploitation, performance management and data integration. Using the COSTA Model technique with webQDA, we will present how large volumes of textual data, also known and referred to as “big qualitative data” may be transformed into structured, coherent, meaningful and timely decision-making enablers.


King Costa, Global Centre for Academic Research (South Africa)
King Costa is the co-founder and Managing Director/Registrar at the Global Centre for Academic Research (G-CAR), Johannesburg, South Africa, Research Associate Professor at AMADI University College, Swaziland and South Valley University, Zambia; author of the C.O.S.T.A Research Model, a pedagogy for teaching and coaching postgraduate students on Research Methods. He is a webQDA Collaborator.
Dr Costa is also a member of the following professional bodies: AQRA: Asian Qualitative Research Association, SAIMS: Southern African Institute of Management Scientists, SARIMA: Southern African Research Innovation & Management Association, Society of Professors of Education. He is a research supervisor and coach of Masters and PhD students across many universities in South Africa and other countries. He is an academic mentor at Publons Academy where he supervises learning on Peer Review methods. He is passionate about qualitative research and mixed methods of inquiry. He has contributed chapters in two academic research books published in Europe and USA, respectively.

The company’s exiting interview and the potential of its qualitative analysis for business improvement

20th January 2021 | 15:00 – 15:40 (UTC+00:00 – Lisbon/London)

The Company’s Exiting Interview is part of our process of Exit Evaluation, applied when someone leaves the company, developed by Human Resources (HR) department. This is an important moment to have real feedback about the company and allows the HR department to further understand the reasons behind such actions and act conformingly. This interview, the qualitative part of the process, appears to have more impact when speaking with the employees. Not only can they expose and explain more thoroughly their own reasons, as we, as Psychologists, can also study and capture, for example, their non-verbal communication or the use of specific words as indicators of the severity of the situations they are revealing. When a process is concluded, we gather the data, analyze it via Microsoft Excel and, resorting to a list of categories that allows to standardize the data, proceed to a more exhaustive examination. This procedure allows us to draw a pattern and act conformingly through actions such as additional training, improvement of supervisors’ awareness or upgrading working conditions. We will expose how we conduct this interview and how we analyze the data collected. We aim to transmit to those who own or manage any kind of business that, without a proper employee workforce that is correctly operating and satisfied with their function, the significance of working conditions or organizational profit can be insufficient. Subsequently, and contemplating people as the center of any company, we equally expect to receive some feedback of those who already do a similar process, enabling us to comprehend how this process can be improved and how others who use a parallel tactic have already improved their organization.


Rita Silva, ERT Têxtil (Portugal)
Psychologist for the Faculty of Psychology and Educational Science of Oporto University, specialized in Organizational, Social and Work Psychology. Started her career in Human Resources, namely through consulting in Recruitment and Selection (R&S) and Psychological Evaluation in EGOR. Regarding industrial context, Rita has integrated different teams in multiple companies, such as Amorim Cork Flooring, Delfingen PT Porto and ERT Têxtil Portugal. In the referred context, the main areas have been R&S, Training, Performance Evaluation and Organizational Development. Simultaneously, develops a role as a consultant for Oporto University’s Organizational and Human Resources Psychology’s Unit. Has already published different contents focused in areas as Innovation and Workers Involvement or Online Recruitment.

Rodrigo Tavares, ERT Têxtil (Portugal)
Graduated in Psychology and Post-Graduated in Labor Law, now undertakes a master’s degree in Psychology and Development of Human Resources by Católica Porto Business School and Faculty of Psychology and Education of Catholic Portuguese University. Has initiated his professional path in Human Resources and is now experiencing an HR Trainee intern in ERT Têxtil Portugal. Such intern has focused on different HR areas, as Recruitment and Selection (R&S), Training, Performance Evaluation and Organizational Development. Is also a member of A3ES Organization, which is responsible for evaluating and accreditation Portugal’s Higher Educational Studies, namely those allusive to Psychology.

Why and how to use qualitative data in HR Management? The case of employees’ feedback

20th January 2021 | 15:50 – 16:30 (UTC+00:00 – Lisbon/London)

Organizations produce huge quantity of data which, when transformed into knowledge, can help to achieve higher levels of performance. This means, in the lens of HRM, to receive feedback from employees as for example about satisfaction and productivity. Data that later are transformed into knowledge, is an important and strategic resource that demands competent analysis and can generate consequently effective interventions. The objective of this Talk is to present two organizational cases that used data to improve their performance: one focused on employee satisfaction and organizational climate and the other is related to evaluate the quality of a HRM practice, the recruitment process, through the assessment of employee perceptions about the employer, developed during recruitment interviews. In the former case is explored how the organization used data collected during the annual climate survey of the organization and how HRM subsequently designed interventions based on the employee feedback and proposals. The later, describe how the HRM department collected data to evaluate the quality of recruitment interviews and its impact on employee expectation about the employer_ psychological contract_ and its particular job role. It will be presented the process designed by the organizations to collect and analyze data which in these two cases are qualitative. Specifically, it will be presented a brief overview of the Template analysis developed by Nigel King that was applied in the analysis of qualitative data. The cases occurred in organizations that are industrial with more than 500 employees and an autonomous HR Department. However, it can be applied to different organizations namely SME.


Ana Veloso, CICS.NOVA.UMinho, School of Psychology, University of Minho (Portugal)
Ana Veloso holds a Ph.D. in Organizational Psychology from University of Minho and a Master degree from the University of Porto. She also has an MBA from University of Porto Business School and a degree in Psychology from University of Coimbra. She is full professor at the School of Psychology, University of Minho. Integrate member of CICS.NOVA.UMinho. Her research interests are focused on Employment Relation and Psychology of Human Resources. She worked in HR Department of Correios de Portugal and at several private and public organizations as a consultant on HRM (SONAE, Mota-Engil, ARS-Norte, AEP, EDP, etc).

Working smart and fast with text data

20th January 2021 | 16:40 – 17:20 (UTC+00:00 – Lisbon/London)

There is often so much data that would be valuable to go through, but so many words and so little time. This presentation looks at how you can use NVivo to quickly go through data captured in surveys, documents, pdfs and other text sources, to both get an overall sense of what is there and, where needed, dive down into the data to see what is being said in detail. We will also look at ways you can both explore and visualise the data to help report back on findings.


Fiona Wiltshier, Timberlake Consultants (United Kingdom)
An experienced qualitative researcher and NVivo trainer, Fiona has taught thousands of researchers from academic, government and commercial contexts to use NVivo. She has worked in over 20 countries around the world ranging from Macau and Japan to Ethiopia and Abu Dhabi, and throughout the UK and Europe.
Fiona worked for QSR International (the developers of NVivo) for almost ten years and is currently one of only around 20 QSR Platinum Certified Trainers worldwide. She runs her own training and consulting business (www.concorsco.com) working alongside researchers to help them develop both their software skills and research projects using NVivo.

Re-imagining Qualitative Research with Netnography

20th January 2021 | 17:30 – 18:30 (UTC+00:00 – Lisbon/London)

Social media research is still in an emergent stage of development. Big data approaches are common and traditional qualitative research rarely involves the interpersonal online interactions that are vital to contemporary social life. With deep background on method, and examples from a recent research project, we explain how netnography is being deployed to help brands and organizations understand and adapt to the age of COVID, influencers, and ubiquitous social media.


Robert V. Kozinets, University of Southern California (USA)
Robert V. Kozinets is an academic who has developed widely recognized qualitative social media research methods and theories. In 1995, he developed netnography, an application of ethnographic inquiry to social media networks. He has worked around the world with academic groups, non-profit organizations, governmental agencies, and companies such as Lowe’s, AMEX, Nissan, TD Bank, Campbell Soup, L’Oréal, Sony, Merck, and many others. Asking questions about technology, entertainment, utopia, and desire, his research pushes the envelope to a help bring a more empathic, cultural, moral, and interconnected understanding of the world we share. His theories and method transformed social media inquiry, and his research –over 100 articles and chapters as well as 6 books to date–have been cited over 30,000 times according to Google Scholar. His latest book, Netnography: The Essential Guide to Qualitative Social Media Research was published in 2020 by SAGE and his upcoming co-edited volume with Ross Gambetti Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research will be published by Routledge in 2021. He holds the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business.

Rossella Gambetti, Università Cattolica del Sacro Cuore (Italy)
Rossella Gambetti is Associate professor of Business Communication at the Università Cattolica del Sacro Cuore in Milan (Italy), where she is member of the scientific committee of the Research Lab on Business Communication (LABCOM). She is an interpretive scholar, whose main research area is focused on the interplays between consumer culture and technology and how these are shaping consumption, sociality, communication and branding. Dr. Gambetti is Research Fellow of the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the Annenberg School for Communication and Journalism (University of Southern California, Los Angeles) and she is Business Development Director at Netnografica LLC. Dr. Gambetti has been visiting scholar at the University of Southern California (Annenberg School for Communication and Journalism); at the Northwestern University, Chicago (Medill School of Journalism); at the Michigan State University, East Lansing (MI) (Department of Advertising, Public Relations and Retailing); and at the Aoyama Gakuin University, Tokyo (Department of Marketing). After graduating, Dr. Gambetti received a Ph.D. in “Marketing and corporate communication” and a postgraduate master in “Qualitative research methods applied to social sciences and marketing”.

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