6 Steps to Perfect Qual - Step 1: Qualitative Research Design

Webinar Recording

On January 17, 2018, L&E hosted our first webinar in our "Six Steps to Perfect Qual" webinar series for 2018 with Tia Maurer, David F. Harris and Jim White as our panelists. The first step in our series focused on qualitative research design and its importance to great qualitative research. 

In this webinar you will:

  • Hear what leaders in research design are doing in both consumer packaged goods (CPG) and healthcare, and what the qualitative industry should be learning to prepare for their needs
  • Learn the latest best practices in qualitative research design, as well as pitfalls to avoid
  • Identify unmet needs and "pain points" that will give qualitative researchers an opportunity to address

Webinar Recording


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About Tia Maurer

Tia is a seasoned product researcher at the Procter & Gamble Company.  She has extensive consumer research and product development experience across two global business units.  She has designed, developed and piloted many emerging consumer research methodologies to uncover insights to fuel product innovation and guide product development for the Cascade, Olay, Pantene, Herbal Essences and Head & Shoulders brands. 

With over 20 years of experience in consumer centric research and product development, she works closely with Beauty Care products researchers providing leadership and expert research design advice to project teams as they execute and analyze consumer research for new project initiatives.  Tia holds an Masters in Business Administration from Indiana Wesleyan University and a Bachelor of Science in Chemistry from Ohio University.  In her spare time, Tia enjoys ballroom dancing with her husband, Jason and shares her love for writing and science as a volunteer teacher for students seeking their GED.


About David. F. Harris

David F. Harris conducts qualitative and quantitative research for companies in a variety of industries. As founder of Insight & Measurement, he also conducts training and consulting on questionnaire design and screener development. He is author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions. He received his B.A. from Reed College, in Portland, Oregon, and his M.A. in Quantitative Psychology from the L. L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill.




About Jim White

Jim has 20 years of experience in consumer insights, marketing and brand strategy. As an advocate of online qualitative research and analysis, he has been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.

He holds a doctorate from Northwestern University in Communications Studies and has taught courses in Communications Research Methods, the Psychology of Attitudes and Persuasion, Popular Culture and Brand Strategy. In his spare time, Jim enjoys hanging out with his wonderful wife and his two great sons and playing or listening to music with his friends.

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