What a fantastic Friday in Montreal for the QRCA Best of Canada Symposium!
This is Andy, and I am thrilled to share my experience from this event.
This was my third time attending a QRCA conference, but it was particularly special because I had the opportunity to serve on the marketing committee and help with the organization.
Being part of the team behind the scenes gave me a whole new appreciation for the energy and dedication that goes into gathering the qualitative community.
While the in-person seats were limited to keep the setting cozy and warm, the day was absolutely power-packed with great conversations. It is hard to choose just a few highlights, but here are some of the sessions that are still on my mind and perfectly reflect the “True North Stars” of our industry:
Stella Igweamaka on “Designing with Care”
Stella taught us that trauma is a complex experience that can be individual or systematic, often overwhelming a person’s ability to cope. It can deeply affect memory, expression, trust, and a participant’s willingness to engage. She provided practical tips on building research designs that are safe, respectful, and mindful of lived experiences. It was inspiring to see how this trauma-informed care leads to real-world impact in Canada, such as improved financial inclusion and new venture funds for diverse groups.
Layla Shea and Bronwen Ward on “From ‘Me’ to ‘We’”
In an eye-opening talk, Layla and Bronwen explored how national origin stories and values shape consumer views. While the US market often prioritizes individual rights and the “me” lens, Canadians balance personal reactions with a “we” perspective focused on collective well-being. This is a vital reminder that the Canadian market is unique and not interchangeable with the US; we must test ideas within our own distinct cultural context.
Graham Matthews on “Understanding Modern Childhood”
Graham shared a masterclass in research design through his work for LEGO Canada. To capture an authentic portrait of modern childhood, he used a “show and share” style that followed the lead of the youngest participants. He also effectively used parents as co-moderators and translators, ensuring the kids’ voices remained the priority throughout the study.
Kim Merckaert on “Moderating in the Age of AI”
Kim shared fresh data showing high awareness and usage of AI chatbots among Canadians. While AI offers speed, her research suggests we should treat it like a “junior researcher” that requires a human to provide background and context. AI is a great tool for quick, action-driven tasks, but human researchers are still essential for depth, nuance, and emotional connection.
Lisa Elder on “The Power of a Good Question”
Lisa reminded us that being understood is one of the most fundamental human needs. She encouraged us to take our qualitative techniques out of the backroom and into our personal relationships and communities. A good question is a gift that brings clarity, breaks down barriers, and fosters genuine understanding between people.
Thank you to all the organizers, committee members, speakers, and sponsors who worked so hard to make this incredible event possible. I want to give a very special thank you to Pascal Patenaude, Meiling Fong, and Arundati Dandapani for all your support on the marketing committee!
I am already looking forward to the next time this amazing community gathers. If you want to chat more about these “True North” insights, let’s connect!
