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Uncovering the Truth: valuable market research approaches you can use

Date and Time
Thu, Feb 16, 2023
11:30 am - 1:00 pm PST
Ivar's Salmon House
401 NE Northlake Way
Seattle Washington 98105
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Uncovering the Truth: valuable market research approaches you can use

Event Format Details

Online attendance is via Zoom and is watch only (we are no longer fielding questions from our Zoom attendees to improve our total participant experience).
Our menu at Ivar’s Salmon House for this event is as follows, based on your selection. Sides are seasonal and vary from event to event:
Fish = Cedar Plank Sockeye Salmon
Fish & Chips = Ivar’s Classic Fish & Chips
Salad = Salmon Ceasar Salad
Meat = Cheeseburger
Veggie = Penne Pasta Pomodoro


Presentation Topic

Nancy Hardwick, President of Hardwick Research, will present a wide range of truth-getting techniques that you can use in your next research project. As researchers, it is our job to uncover the truth.  While some techniques are more appropriate for qualitative research, many work well for both qual and quant.  Specifically, Nancy will share:

  • Ways you can use your senses to observe participant behavior
  • How the researcher can unconsciously cause participant bias
  • Ways to help participants share the truth
  • How to ask questions in the right way
  • Specific suggestions for designing successful quantitative surveys
  • Which exercises are valuable for diving deep into emotions and uncovering the truth
  • The correct way to label concepts for testing
  • Other approaches for uncovering the truth
Each of these approaches will help you to determine if what you are hearing is the truth or just what participants think you want to hear.

Nancy Hardwick, President, Hardwick Research

Nancy has worked in the market research industry for over 30 years.  She incorporates both qualitative and quantitative techniques in her practice.  As a sought-after moderator, skilled listener, and effective communicator, Nancy enjoys the challenge of uncovering why people do what they do. 

Nancy has experience with a wide range of research methodologies, including hybrid approaches that incorporate focus groups, in-depth interviews, usability testing, ethnography, intercept interviews, online focus groups, online discussion boards, strategic brainstorming sessions, as well as telephone, online, and mail surveys.  As a research expert, Nancy works to discover motivations for behavior change, consumer trends, opportunities for differentiation, and product/service positioning and improvement. 

Nancy has served as President of the Qualitative Research Consultants Association and the Puget Sound Research Forum.  When not working, Nancy loves to travel (especially internationally), play competitive volleyball, backpack, sail her Sunfish, and spend time with family.


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