QRCA began in 1983, and RIVA joined in its first or second year, making me a 40+ year member. (The name badge ribbons stopped at 30 years — so I edited mine accordingly!)
Compared to DC’s temperatures in the teens, San Antonio’s 50s and 60s felt luxurious. Despite being the seventh-largest U.S. city by land area, it has none of the overwhelming “big city” feel. I arrived early to spend time with my son Jeffrey and enjoy Texas brisket — mission accomplished. We found a family-run BBQ spot with a 4.9-star rating, and the warmth of the owners matched the quality of the food. Jeffrey has a new favorite and promised to spread the word. We even indulged in mother-and-son mani/pedis — practical for him, given how much he stands for work.
Opening Keynote: Intentional Enthusiasm
The conference began with an inspiring keynote from Sonny Melendez, a San Antonio native who rose from humble beginnings to fulfill dreams of working in radio, voice acting, and entertainment. His message centered on intentional enthusiasm — reconnecting with childlike wonder and committing to making the path easier for those who follow.
His talk moved me enough that I went directly to the QRCA mentorship sign-up sheet and added my name.
The AI Tension: Pressure, Positioning, and Perspective
As expected, AI dominated both formal sessions and informal conversations. Perspectives ranged from enthusiastic adoption to strong advocacy for protecting the human core of qualitative research.
Several tensions surfaced:
• Client Pressure: Some practitioners feel pushed to use AI for interviewing and analysis, or fear being replaced by AI-based alternatives. One comment that stood out: a client was satisfied with AI’s “70–75% accuracy” and did not see the need for the human factor.
• Human Interpretation: Voices like Susan Saurage-Altenloh emphasized the irreplaceable role of humans in interpreting qualitative data and guarding against hallucinations.
• Generational Dynamics: Many younger researchers appeared less confident in pushing back when clients default to AI or DIY approaches.
• Qual vs. Qual/Quant: My impression (without hard evidence) is that hybrid qual/quant practitioners feel more threatened by AI than strictly qualitative researchers.
A recurring theme: QRCA members must position themselves as consultants, not vendors. That positioning allows us to guide clients away from “quick and dirty” AI shortcuts and toward deeper, more accurate insight grounded in the authentic voice of the consumer.
Roundtable: “Our Traditional Business Has Changed. Where Is Our Work Going?”
Masterfully moderated by Chris Hauck, this Tuesday session centered on four key questions.
1. How Has Our Traditional Business Changed?
• Less emphasis on deep human-to-human rapport.
• A growing obsession with quick answers rather than exploratory direction.
• Clients are increasingly reluctant to wrestle with ambiguity.
• New AI/digital tools are often developed by those not deeply immersed in qualitative methodology.
2. Where Is Our Work Going?
• 2025 was described as “the year of quantitative research,” with 2026 potentially swinging back toward qualitative as clients realize what’s missing.
• In Los Angeles, entertainment research is down; gaming research is up.
• Growth in social media research and client-led DIY efforts.
• A noticeable pattern of delayed decision-making due to budget and approval bottlenecks.
3. What Can We Do About It?
• Identify and own a clear niche.
• Uphold research rigor and best practices.
• Demonstrate that we can deliver better, faster, and more cost-effectively than DIY.
• Ensure moderators take ownership of the entire project — including screening and recruiting.
4. What Opportunities Exist?
• Embrace AI thoughtfully and define the value we bring to AI.
• Educate clients about common DIY research missteps.
• Develop materials reinforcing the importance of human insight within AI workflows.
• Speak beyond research audiences to elevate awareness of qualitative LMR.
Standout Sessions
Reggie Alston — “Seeing the Respondent in the Best Light”
Reggie delivered a powerful case for culturally nuanced moderation. His argument went beyond demographic matching and focused on cultural immersion — the ability to hear what is unsaid and interpret nuance authentically. His presentation was visually and intellectually strong; I’m hoping to secure a copy to share.
Allison Rak — “Let Them: The Mindset Shift That Could Change How You Do Research”
This session aligned closely with what I call Mindful Moderating. Drawing on Mel Robbins’ The Let Them Theory and Kahneman’s Thinking, Fast and Slow, Allison explored how relinquishing control over outcomes we cannot influence increases both effectiveness and emotional sustainability.
System 1 thinking is fast and instinctive.
System 2 thinking is reflective and analytical.
Her framework encourages moving intentionally between the two.
The “Let Them” Mindset in Qualitative Research
For Personal Grounding:
• Release control over others’ reactions.
• Focus on your own behavior.
• Stay emotionally neutral.
In Research Contexts:
• Guide conversations without leading.
• Perform without exhausting yourself.
• Listen without absorbing.
• Manage clients without attempting to control them.
• Deliver outcomes without bias.
From Full Release to Full Stop:
1. Full Release — Observe only.
2. Gentle Guide — Light redirection; requires experience.
3. Active Intervention — Reinforce ground rules; set boundaries.
4. Full Stop — Required for safety or scope.
This is not passivity. It is intentional restraint. Every moment requires judgment.
The Gift of Neutrality
Emotional neutrality is not coldness — it is presence.
It provides:
• Clarity
• Sustainability
• Energy preservation
• Trust
• Deeper insight
Building the “Let Them” Muscle
• Notice the urge to control.
• Pause and breathe.
• Ask: What serves the research? What serves me?
• Choose intentionally.
• Reflect and adjust.
Final Reflection
The dominant themes this year were AI tension, professional positioning, and emotional discipline in moderating. The opportunity before us is clear: protect the human core of qualitative research while thoughtfully integrating new tools.
If 2026 truly becomes “the year of qualitative research,” we must be prepared — not reactive, but confident in the value we uniquely bring.
Written by: Jo Ann Hairston