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Conversations in Depth: A QRCA Views Podcast

Jun 18, 2019

Listen in as QRCA Views Podcast Editor Mike Carlon interviews Marc Engel and Pascal Patenaude on applying the art of improv in qualitative marketing research.

Marc was in two improve/sketch comedy troupes in LA with a name you might recognize, Kristin Wiig. He is also a standup comic. Pascal studied improv as part of his training at the National Theatre School of Canada. Listen as they discuss the practical applications of improv in the qualitative process including role-playing in workshops, reliving experiences with a product or brand, and in ideation.

You will walk away with the knowledge that at the heart of improv is the willingness to embrace things that many of us find discomforting including making mistakes, taking risks, and opening oneself up to vulnerability; kind of sounds like what we do as moderators! Also, consider that great qualitative researchers are those who are full of wonder, have a passion for following their noses, and generally enjoy pursuing some kind of truth. These same characteristics are also true of successful improvisers. As such, the idea of a marriage between improv and qualitative marketing research may not sound so strange after all.