Intellicast S5E31 – A Conversation About Quality with Katrina Noelle and Casey Bernard of Know Research

Welcome back to Intellicast! On today’s episode, Brian Lamar and Producer Brian are joined by Katrina Noelle and Casey Bernard of Know Research to discuss not only their shared passion for quality, but also some of the challenges facing the industry recently. EMI’s Mary Draper also joins the podcast to share her point of view as our Director of Network Partners and Quality.

The interview kicks off with an introduction into Know Research’s background as a qualitative research company. Katrina discusses how hard (and occasionally awkward) it can be to make subjective decisions about other human beings in the moment and how they’re working to develop a more systematic approach to quality. They also touch on how the pandemic impacted the qualitative research industry and its quality.

The next segment of the episode looks at trends in respondent quality from an online qualitative perspective. This leads Katrina and Mary to an interesting conversation on the meaning of a “professional respondent” and how true professionals may not be the respondents we have to worry about when it comes to quality.

Then, Katrina and Casey discuss specific qualitative challenges and how they compare to those in online quantitative research. They also share some of the ways they review potential respondents including social media, submitting audition questions, and even calling them. They end the interview by sharing some of the positive progress being made in survey quality.  

If you’ve ever wondered about the differences in quality between quantitative and qualitative research, and how we can learn from each other to face our challenges, this episode is for you.

You can connect with Katrina here: https://www.linkedin.com/in/katrinanoelle/

You can connect with Casey here: https://www.linkedin.com/in/caseybernard/

Check out the whitepaper Katrina mentioned here: https://www.dropbox.com/s/2q8venrq8w0lrob/Integrity%20Initiative%20-%20KNow%20Whitepaper%202022.pdf?dl=0

Thanks for listening!

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