Webinar: Qual’s Place in the Mix: What It Does, Where It Shines, and How to Use It Well

Event Details

Qualitative research is often misunderstood.  It is underused in some contexts, misapplied in others, and frequently judged by the wrong criteria. In this webinar, Llisa Morrow (Leger) and Charles Leech (Ipsos) cut through the confusion with a practical look at where qual adds the most value across the full marketing mix and what it uniquely contributes to brand research.  The webinar will examine the ability of qualitative research to find meaning, language, emotion, and context that other methods can miss and will debunk several common myths about qualitative work. From questions about moderator influence and sample size to the belief that more groups automatically produce better research, they’ll tackle the misconceptions that too often shape how qual is commissioned and applied. Whether you commission qual, conduct it, or interpret it alongside quant, this session will sharpen how you think about the method and the decisions it can support.

Llisa Morrow
VP, Public Affiars
Leger

Llisa Morrow is Vice President, Central Canada Public Affairs at Leger. Based in Manitoba, she has been with Leger since 2019 and brings more than 25 years of experience in research, marketing strategy, client service, and consulting. A highly experienced qualitative specialist, Llisa has spent more than 20 years designing and leading research that helps clients better understand attitudes, behaviours, and decision-making across complex issues and audiences.

Known for her thoughtful, efficient, and engaging moderating style, Llisa has extensive experience leading focus groups, interviews, and stakeholder discussions in both virtual and in-person settings. Her work spans a range of sectors, including broadcasting, agriculture, non-profit organizations, mental health and substance use, and cannabis, and includes engaging diverse audiences such as youth, parents, teachers, and Indigenous communities. Clients value her ability to create space for meaningful dialogue and translate qualitative insight into clear, practical recommendations.

Charles Leach, PhD
SVP
Ipsos

Charles has 25+ years of market research experience, exclusively in qualitative research.

This experience spans a wide range of research approaches, including uncountable focus groups and interviews, and on-location ethnography immersions. Charles holds a PhD in Applied Semiotics, a qualitative research methodology that provides insight into consumer psychology through the lens of culture and ‘language’ (words but also graphics, images, colours, music, and architecture). He has been a global evangelist for market research semiotics his entire career.

Charles’ research category experience is broad, spanning CPGs like alcohol, confectionary, and fast food through automotive, finance, lotteries, and technology up to various provincial and federal government initiatives.