QRCA Views Magazine, Spring 2016

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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 51
First up was Dr. Anders Bengtsson,
the CEO of Protobrand Sciences Inc.,
who demonstrated its revolutionary
online tool, Meta4 Insight. Rooted in the
science of metaphor elicitation, Meta4
Insight unearths and automatically col-
lects powerful qualitative data and then
validates findings through rigorous
quantitative analysis, thereby combining
the richness of qualitative research with
the confidence of a large respondent
sample. Bengtsson, a Swede based in
Boston for more than ten years,
described Meta4 Insight as a stand-alone
or pre-task tool. Up to hundreds of par-
ticipants (on mobile, tablet or computer)
each choose one of 650 randomized
images to reflect their personal meta-
phor for the topic, describe that meta-
phor in 25-100 words, and then explain
it comprehensively. Meta4 Insight turns
this data into image clouds with power-
ful visual elements sized to represent
frequency. A tap on any individual
image in the cloud gives verbatims and
numerical data. The result is a powerful
view that is holistic and yet specific at
the same time. Pictures, of course, are
worth thousands of words, and the uses
for this tool seem endless. Go to proto-
to appreciate this.
Next up were Bob Granito, President
of Interactive Video Productions and
Glenn Kessler, President of HCD
Research. Their demo contends that
Neuromarketing is worthless unless
integrated with traditional market
research methodologies. They use real-
time biometrics technology to reveal
emotional and cognitive responses that
humans experience before thoughts,
words or actions occur. Their MobiLab
Biometrics accesses and objectively mea-
sures brain activity through peripheral
nervous system responses including
heart rate, facial muscle activity, galvan-
ic skin responses and eye tracking.
These measures combined with data
from self-report methodologies such as
one-on-one interviews will provide more
holistic results that stand up to scrutiny.
Contact and
to learn more.
The third demo, from Ray Fischer of
Aha!, a next generation online qualitative
platform, offers ways to create engaging
online studies and share amazing stories.
Aha! features a suite of highly intuitive
and interactive activities, simple drag-
and-drop technology, and experienced
hands-on support. This includes mobile
anytime anywhere (videos, pictures, sur-
veys, diaries), collaborative co-creation
and innovation tools (Wishing Well,
n TECH TALK n
Orlando Conference
Demo Connections a Big Hit!
At the QRCA Annual Conference, Demo Connections is an
early morning first-day opportunity for four conference
sponsors to demonstrate their innovative platforms or
software. With more than 100 rapt attendees at this session
at our 2015 conference in Orlando, on a day that many had
just arrived, it proved highly successful for the second year in a row. It
looks like a popular keeper for our conference in this era of burgeoning
and inspiring technology for QRCs.
By Patricia Sabena
n Sabena Qualitative Research
n Fairfield, CT
n
From Bob Granito, President of Interactive Video
Products and Glenn Kessler, President of HCD
Research, a photo of how their real-time
MobiLab™ Biometrics equipment is set up prior
to an one-on-one depth interview to gauge reac-
tions to stimuli (advertising, concept, whatever).
Meta4Insight
MobiLab Biometrics