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QRCA Eastern Canada Chapter

The QRCA Eastern Canada Chapter promotes qualitative research excellence by connecting professionals, sharing insights, and fostering innovation. They celebrate diverse perspectives and empower researchers to navigate complex human experiences.

Best of Canada Symposium

QRCA Canada + Canada East Chapter Virtual Lunch &amp; LearnFriday, October 2 | 12:00 noon ET | 75 minutes&nbsp;Why do customer decisions sometimes seem irrational, inconsistent, or simply hard to explain? And why can two smart people look at the same research and come away with completely different interpretations?Join us for a virtual Lunch &amp; Learn with Jay Zaltzman and discover a different way to make sense of findings that seem contradictory, unexpected or difficult to explain.&nbsp;<ul fr-original-style="" style="box-sizing: inherit;"><li fr-original-style="" style="box-sizing: inherit;">What you can expect: Jay will present for approximately 30 minutes, followed by Q&amp;A and a roundtable discussion exploring how the ideas could apply to our own work, including nuances within the Canadian market.</li></ul>&nbsp;When Customer Behavior Doesn&rsquo;t Make Sense: A Framework for Better InterpretationCustomer decisions often look irrational, inconsistent, or hard to explain, especially when different stakeholders interpret the same research in different ways. This session introduces a practical framework for decoding those decisions by looking at the cultural tensions customers may be trying to resolve.&nbsp;Drawing on ideas from Jay Zaltzman&rsquo;s book The American Customer, the session explores tensions such as independence vs. dependence, discipline vs. chaos, individuality vs. belonging, and present self vs. future self. While the examples include U.S. consumer culture, the broader framework is designed to help researchers examine the cultural, social, and emotional forces shaping behavior in any market.&nbsp;Jay will introduce the &ldquo;Decoder Lens,&rdquo; then lead an interactive discussion applying it to current categories, recent projects, or difficult-to-interpret findings. The goal is to help research teams move beyond surface-level explanations, consider multiple plausible meanings, and align stakeholders around a clearer understanding of what the research is really saying.&nbsp;Friday, October 212:00 noon ET | 75 minutes | Virtual$15 CAD QRCA members | $30 CAD non-members&nbsp;&nbsp;Register today and consider bringing a recent project, category or finding that has been difficult to interpret.

QRCA Chapter Meeting - Lunch & Learn Jan 15

QRCA Canada + Canada East Chapter Virtual Lunch &amp; LearnFriday January 15th 2027- 12:00 noon ET | 75 minutes&nbsp;Why do customer decisions sometimes seem irrational, inconsistent, or simply hard to explain? And why can two smart people look at the same research and come away with completely different interpretations?Join us for a virtual Lunch &amp; Learn with Jay Zaltzman and discover a different way to make sense of findings that seem contradictory, unexpected or difficult to explain.&nbsp;<ul fr-original-style="text-align: left;" style="text-align: left; box-sizing: inherit;"><li fr-original-style="" style="box-sizing: inherit;">What you can expect: Jay will present for approximately 30 minutes about his updated framework, followed by Q&amp;A and a roundtable discussion exploring how the ideas could apply to our own work, including nuances within the Canadian market.</li></ul>&nbsp;The Decoder Lens: Turning Customer Contradictions into Strategic Direction&nbsp;Customers often want things that seem contradictory &ndash; convenience and control, individuality and belonging, enjoyment today and responsibility for tomorrow. Rather than treating those contradictions as noise, they may be clues to the deeper tensions shaping customer choice.&nbsp;In this interactive session, Jay Zaltzman will introduce the Decoder Lens, a practical approach for uncovering the tensions behind customer behavior &ndash; and using them to help clients see their strategic choices more clearly. Once a tension is identified, should a brand lean toward one side, the other, or find a way to honour both?&nbsp;Drawing on real-world research examples, we&rsquo;ll explore how this approach can help researchers move beyond reporting findings to providing more meaningful strategic guidance. Bring a finding or customer behaviour that has been difficult to make sense of &ndash; we&rsquo;ll put the framework to work together, explore how it might apply across different categories, and consider which tensions resonate across cultures &ndash; and which may be distinctly Canadian or distinctly American.&nbsp;Friday January 15th 202712:00 noon ET | 75 minutes | VirtualFREE QRCA members | $20 CAD non-members&nbsp;&nbsp;Register today and consider bringing a recent project, category or finding that has been difficult to interpret.

QRCA Eastern Canada Chapter

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QRCA Chapter Meeting - Lunch & Learn Jan 15

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