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Brand Strategy
April 14, 2011
“Behind the Counter” Convenience-Store Research Wins First QRCA Qually Award
QRCA’s new, annual award for excellence in qualitative research has been won by Seattle-based ad agency Cole & Weber United and QRCA member Daniel Berkal of The Palmerston Group for “Project See-Store: Getting Behind the Counter.”
by Kristin Schwitzer
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.
Read Amy Savin’s recent NewQual blog post to check out her interview with Daniel Berkal.
And please join me and the majority of the NewQual bloggers at QRCA’s Symposium on May 12. Hope to see you in Chicago!
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