Marketing Research SIG: Naomi Henderson — Maximize ROI from Qualitative Research

Event Date: 
Thursday, May 13, 2010 - 12:00pm - 1:30pm
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Master Qualitative Trainer Naomi Henderson will share elements of several presentations delivered at national conventions which will help you maximize ROI from Qualitative Marketing Research.

Themes to be discussed:

  • The Art & Science of Developing Useful Purpose Statements
  • Best Practices When Working with Qual Research Vendors
  • How to Make the Most of Being an Observer

Additional themes which may also be discussed:

  • How to Choose the Right Qualitative Mode for a Project
  • How to Make the Qualitative Debrief Each Day A Platform for A Topline Report

About the speaker:

Naomi Henderson, currently CEO of RIVA Market Research, started the firm in 1981 in her basement with a correcting Selectric typewriter, and a Burmese cat name Blackjack. RIVA, now located in Rockville, MD celebrated 28 years in business on June 1, 2009.

In addition to her work as RIVA's CEO, she is a Master Trainer in the RIVA Training Institute, a division of RIVA that trains researchers in tested qualitative research techniques. She has written more than 1,000 pages of curriculum to cover course content for 7 courses and the Institute has trained more than 6,000 students.  She has led more than 5,500 focus groups with a variety of individuals from teens to seniors, from housewives to CEOs, the extremely fit to those dying from HIV/AIDS, and from the homeless to lawmakers. She is also a licensed Master Coach.

Since 1964, Naomi has personally talked to more than 50,000 individuals via one-on-one interviews and focus groups, conducting research for clients related to products, services, issues and advertising. She has been quoted in the New York Times, Forbes, and American Demographics. You can find her articles filled with tips and techniques related to moderating on the Quirk's Marketing Research Review.

She holds a BA and a MEd. in education and psychology from American University and is a licensed practitioner of NeuroLinguistic Programming [NLP], a technique that accelerates the collection of behavioral information. She holds certificates of completion in Synectics.

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Event Location: 
Johns Hopkins University
1625 Massachusetts Avenue, NW Rooms 109/110
Washington, DC 20036
See map: Google Maps

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