DIY Qualitative Research: How to Use Conversations to Connect with Customers


SKU: @6208

May 15 | 10-11:00 am PT

When you think of market research, you may picture a large firm engaging a team of researchers with stacks of data. However, market research can be as simple as having conversations with your customers—and even more impactful that way.

Qualitative research allows you to take a customer-focused approach to your business, so you get to know what they want and need, and why. It helps you align with your customers’ values and create a more meaningful brand that goes beyond the transaction.

On May 15, we’re hosting Catriona Adam, Founder of The Thick Data Company, who specializes in getting to the deeper conversations through qualitative research. She’ll share:

  • What qualitative research really means and when to use it
  • Tips for how to have meaningful conversations that provide you with the information you need without feeling like you’re grilling your customers
  • Who can support you to do qualitative research for your own business

Join us to ask your questions and learn how qualitative research can help you make better marketing decisions!


Wednesday, May 15 | 10am to 11am | Free Virtual WeCafé

Facilitator: Cathy Burrell, Client Services Coordinator

Panelist: Catriona Adam, Founder, Head of Vision, The Thick Data Company


Meet the Facilitator

Cathy Burrell, WeBC Client Service Coordinator

Cathy Burrell is an entrepreneur with over 20 years of experience owning and operating a variety of businesses. She has a Master of Education degree from the University of Calgary, specializing in adult, community and higher education. She has taught digital literacy and communication education to adults and has worked as a consultant for business owners to give them insight into their digital customer base.

Cathy believes COVID highlighted the importance of clear communication, both online and offline. She currently works as a Client Services Advisor for WeBC helping clients develop their social, listening and critical thinking skills. In her experience, knowing when to talk and when to listen is key to empathy and understanding, and she works with clients to find that balance in their business.

Meet the Panelists

Catriona Adam

I help businesses discover the hidden truth about how their customers really think so they can build better relationships, products, and experiences.

As a strategic partner and problem-solver, I collaborate with businesses to design products, services, and experiences that resonate with people’s lived experiences and contexts.

With a rich background in directing global research programs across multiple markets, languages, cultures and subcultures, and over 15 years of experience in qualitative research and strategy has empowered me to delve into a broad spectrum of industries and business journeys, both locally and globally.

I bring my full-self to the work I do and conversations that I have; as a queer, neurodivergent, childfree woman living with invisible disabilities I know what it is to mask. As a lifelong learner, mentor, explorer, and advocate, I continually seek knowledge and experiences that enrich my personal and professional life.

I hold a BA in Political Science from UBC and a Certificate in Strategic Management from Copenhagen Business School. I’ve also pursued courses in UX, Accessibility, and Design to further enhance my skills. I’m a conference speaker, active thought-leader, and research trainer and coach in the industry.

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