“Behind the Counter” Convenience-Store Research Wins First QRCA Qually Award
By Kristin Schwitzer
The Qualitative Research Consultants Association (www.qrca.org) has created a new, annual award to recognize and promote excellence in qualitative research, and the winner of the inaugural QRCA Qually award is Seattle-based advertising agency Cole & Weber United and its research consultant, QRCA member Daniel Berkal of The Palmerston Group.
Their award-winning case study, “Project See-Store: Getting Behind the Counter,” will be one of eight case study presentations during the QRCA’s one-day event in Chicago on May 12 – their bi-annual Symposium on Excellence in Qualitative Research.
“Project See-Store” included 130 observational convenience store visits, on-the-street consumer interviews, employee and store manager interviews, and even working behind the counter.