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QRCA’s New Online Qualitative Fundamentals Certificate Program

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Jennifer Dale |  Shannon Danzy |  Michelle Finzel |  Pam Goldfarb Liss |  Frank Gregory |  Kayte Hamilton |  Kristi Jackson |  Katrina Noelle |  Fiona Ray |  Kristin Schwitzer |  Maria Virobik |  Rob Volpe |   1 more....
Approx. 7 Hours


The online qualitative toolkit has grown tremendously over the past 20 years, with new digital methodologies vastly expanding the ways we talk to consumers. No longer are we limited to just chat groups or messages boards; today’s digital toolkit includes everything from real-time virtual focus groups to remote ethnography and even social media listening. Mastering these tools is critical for today’s qualitative researchers.

QRCA’s new Online Qualitative Fundamentals program allows researchers to explore all aspects of online qualitative, from design to execution and analysis. Through seven learning modules, researchers will gain an understanding of the diverse tools available and how to use them to meet research objectives. 

After completing all seven modules, researchers will earn a QRCA Online Qualitative Fundamentals Certificate of Completion, which will demonstrate to current or prospective clients, colleagues, and employers that they have made a commitment to learning about online qualitative research with QRCA, the largest and most collaborative community of qualitative professionals worldwide.



Jennifer Dale's Profile

Jennifer Dale Related seminars and products: 1

President & CEO

InsideHeads, LLC

Jennifer Dale is President and CEO of InsideHeads, a full-service marketing research company conducting both quantitative and qualitative research online. At the forefront of online market research in 1996, she designed one of the first virtual focus facilities for conducting online focus groups. Today, InsideHeads designs and executes custom online research studies for clients in multiple industries across the globe. She is a frequent writer and presenter and co-author of “Qual-Online,The Essential Guide.” A member of QRCA since 2006, Jennifer co-chairs the Industry Relations Committee. She works virtually from Bonita Springs, Florida and St. John, US Virgin Islands.

Shannon Danzy's Profile

Shannon Danzy Related seminars and products:

Principal + Owner

danzy consults.

Shannon Danzy is a New York City-based qualitative research and brand strategy consultant, specializing in digital qualitative methods, communications testing and agile hybrid methods such as online ethnography combined with remote usability. She began consulting in 2011 after a decade in account planning and market research. A member of QRCA, Insights Association, EPIC and UXPA, she chairs QRCA’s Young Professionals Grant Committee and the NYC chapter of the New Research Speakers Club; both initiatives that look to strengthen and diversify the future of the market research industry.

Michelle Finzel's Profile

Michelle Finzel Related seminars and products: 1


Maryland Marketing Source, Inc.

Michelle Finzel has been saying, “Thank you for calling Maryland Marketing Source. How may I help you?” since she was 8-years-old. As the current President of Maryland Marketing Source, Inc., Michelle leverages her unique perspective of the industry’s development over the past 30 years and embraces the nuanced roles she has to play as a small business owner in her hometown of Baltimore, Maryland in order to provide her clients with the streamlined results and personalized service they appreciate and expect. She also endeavors to ensure her company is an asset to the community by supporting other minority businesses, sponsoring local children’s sports teams, and engaging in projects that directly benefit the State of Maryland. Michelle has been published several times and has presented at several industry- and communications-focused conferences. She currently serves as Chair of the Field Committee for the Qualitative Research Consultants Association (QRCA), has served on the board of the Baltimore Chapter of the American Marketing Association (AMA), and is a member of the Insights Association (IA).

Pam Goldfarb Liss's Profile

Pam Goldfarb Liss Related seminars and products:

President/Big Brain

LitBrains-Igniting Ideas!

With 20-plus years of experience in qualitative market research, Pam has talked to consumers about everything from soda pop, cows, toys and home appliances to video games, diabetes meters, shopping and technology.  She is president and ‘big brain’ of her qualitative research firm, LitBrains-Igniting Ideas! Pam is an avid speaker, writer and teacher on the best practices of moderating. A creative moderator who prides herself on being adept at a variety of methodologies and projective tools, Pam just recently presented to her qualitative research colleagues on new approaches to projective exercises for online and in person qualitative research events entitled ‘Primp Up Your Projectives’. She teaches a course at RIVA Market Research Institute on advanced moderating with kids and teens. With COVID-19 quickly moving our qualitative world to the online methodologies Pam has enjoyed doing for more than a decade, she is very exicted to move her RIVA course ‘Moderating with Kids and Teens’ online this fall. Pam is also on the board of directors of the Qualitative Research Consultants Association whose mission is to ensure the ongoing professionalism of qualitative research. After more than a decade living in New York and Washington DC, Pam currently lives back in her hometown of Minneapolis with her husband and pre-teen daughter.  

Frank Gregory's Profile

Frank Gregory Related seminars and products: 1

NorthStar Solutions Group

Frank's path has always balanced marketing strategy and consumer research. Starting his career developing focus group and survey-based research methodologies, he shifted to digital and social media research to understand consumer perceptions in the ever-changing marketing landscape. Fast forward a decade in the social media analytics world, Frank brings a unique perspective in how to analyze the millions of comments consumers share daily across every imaginable topic, and how marketers can drive business forward using insights from these consumer perception and behavior trends.  Currently, Frank leads the Social Media Intelligence practice at NorthStar Solutions Group, supporting research firms, ad agencies and marketing teams with social media conversation analysis.

Kayte Hamilton's Profile

Kayte Hamilton Related seminars and products: 1

Client Partner Director

InsightsNow, Inc.

As a true hybrid researcher, Kayte Hamilton has dabbled in all kinds of research executions, including social media. As a Millennial, she's hyper aware of digital brand and product conversations and the impact they have on consumer decision making. Kayte (as well as Frank) both attended VCU Brandcenter, a Master’s program for advertising in Richmond, VA. Currently she's a Client Partner with InsightsNow, cultivating deep relationships with clients and researchers. 

Kristi Jackson's Profile

Kristi Jackson Related seminars and products: 1

Ph.D., President


Dr. Kristi Jackson is a Qualitative Senior Scientist at QualityMetric. She also founded Queri in 2002 to provide resources and coaching to NVivo users worldwide. With over 25 years of experience in qualitative research design, data collection, analysis, reporting, and stakeholder relations, Kristi is an expert in a diverse array of qualitative methodologies. Her theoretical frames tend to be sociological and her research interests include conceptualizations of qualitative research transparency and the constantly changing spaces where qualitative researchers and technologies meet.


Kristi is the lead author of the 2019 edition of Qualitative Data Analysis with NVivo. The 2013 edition of this book, which she also co-authored, is a Sage Publications best-seller.

Katrina Noelle's Profile

Katrina Noelle Related seminars and products: 1


KNow Research & Scoot Insights

Katrina Noelle is principal of KNow Research, an insights consultancy based in San Francisco, CA that has been designing custom research design for clients by combining methodologies from traditional in-person research with online and mobile approaches for over 17 years. She is also co-Founder of Scoot Insights, whose trademarked Scoot Sprint approach helps decision-makers choose the right direction. Katrina relishes the opportunity to empower and support talented women on her team and in her network of expert partners.  She is proud to have made KNow Research one of the newest, certified members of the Women’s Business Enterprise National Council (WBENC) as well as being a champion of women in and out of the insights community.

Fiona Ray's Profile

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Ready About

Fiona Ray founded Ready About Consumer Insights in 2013, after nearly 20 years experience helping brands develop strategies and communications at leading research and strategic consultancies and advertising agencies. As a Qualitative Researcher, she combines a background in strategy with a relentless curiosity about ‘the why’s’ behind people’s behavior and attitude.

Kristin Schwitzer's Profile

Kristin Schwitzer Related seminars and products: 1


Beacon Research

Kristin Schwitzer launched Beacon Research, an independent full-service insights consultancy in 2000 and quickly started using online solutions, first with AOL chat groups and then with online bulletin boards. Within two years, online qualitative represented a strong majority of her work and has ever since. Like Jeff Walkowski, Kristin was a member of QRCA’s Online Task Force in the early 2000s and later became the Founder and 5-year Chair of QRCA’s Online Special Interest Group (SIG). Today, her work continues to utilize online and mobile methodologies, and online bulletin boards are still in her now-much-larger online toolbox.

Maria Virobik's Profile

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Maria Virobik has been working as a qualitative research consultant since 1997 She provides analysis, project management, writing services and moral support to independent moderators and market researchers working in a broad range of categories.

Rob Volpe's Profile

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Ignite 360

Rob founded Ignite 360 to deliver more than data to clients but real, actionable insights and recommendations. Leveraging his knowledge built over years working in marketing services at different agencies and client-side companies, Rob brings a practical application mindset to Ignite 360’s work. Specializing in innovation, shopper insights and brand strategy, Rob’s worked with and coached clients as they’ve made the transition from needs to jobs. Rob lives in San Francisco with his husband and 3 cats. He’s writing his first book “Everyday Americans: Discovering the 5 Steps to Empathy One Household at a Time”.   

Jeff Walkowski's Profile

Jeff Walkowski Related seminars and products: 1

Owner/President Inc

Jeff Walkowski, co-chair of QRCA’s original Task Force on Online Qualitative in the early 2000s, is co-founder of the Online Moderator Training Institute, and co-editor of Qualitative Research Online (2004).  Many years ago he thought of changing his company’s name to Mr. Online.  He has a sweet tooth, with a particular weakness for cake-style donuts.

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