Humorous qualitative research take on the classic holiday poem.

1. IDEAS & TOOLS
F O R Q U A L I T AT I V E R E S E A R C H
WINTER 2008
VOLUME 7 • NUMBER 2

2. • HUMOR •
BY MARTHA GUIDRY
The Rite Concept • marthaguidry@mac.com
‘Twas the day before research, Though, there were Her eyes, how they twinkled,
When all through the brand, no reindeer. Her attitude so merry.
Not a creature was stirring, The respondents were helpful.
Not even the main (wo)man. With a charismatic moderator The discussion did carry.
So quick, lively and free,
The screener was finished, They knew just in one moment, She makes moderating look easy,
The recruit had begun, It must be a QRC. Like some magical elf.
With hopes of finding insights I laughed when I pretend
That were second to none. More rapid than lightning I could moderate myself.
Through the guide she
The team was excited, did blaze, A wink of her eye and
And snug in their choice, It was so efficient and fun, A twist of her head,
When picking a consultant, Clients’ eyes whirled in a haze. Soon gave me to know
Just one name was voiced. I had nothing to dread.
Now, Concepts! Now, Copy!
Now, Insights and Benefits! She listened to each word
The moderator had written
On Packaging! On Logos! And went straight to her work
A great discussion guide.
On Products and Tasting! And filled clients with knowledge,
The brand team was confident,
That she’s on their side. Then turned with a jerk.
From the top of the guide,
To the end of all groups, And laying a finger,
When out in the focus room, She gathered great learning
There arose such a clatter, Aside of my chin,
As if jumping through hoops. I knew a QRCA moderator
Clients sprang from their chairs
To see what was the matter. Was always a WIN!
And then, in a twinkling,
From the room, clients She sprang from her chair,
Away to the mirror, did hear To the team, gave a snap —
They flew like a flash. The knowledge they needed, The debrief was astounding —
Tossed the M&Ms aside, So they had nothing to fear. Then called it a wrap.
So they landed — crash!
She was dressed kind of funky, But I heard her exclaim,
In the room, all were seated. From her head to her toes. Ere she drove out of sight.
Energy buzzed from inside, Where she got the cool earrings, “Always think QRCA,
Giving the client a sense No one really does know. Get your qualitative RIGHT!”
They were in for a ride.
A bundle of techniques, © The Rite Concept 2007
When what to their She had in her back pocket.
Wondering eyes should appear, She gathered all the learning
But eight excited respondents, As if launching a rocket.
Q U A L I TAT I V E R E S E A R C H C O N S U LTA N T S A S S O C I AT I O N 77