Making the Invisible Visible
As I step into the role of president of QRCA, I find myself reflecting on a recurring theme in our work: the necessity of making the invisible visible. This is something we all experience; let me illustrate with a story!
Imagine a typical focus group session. The clients are behind the mirror, eating pasta and observing. The moderator is in the room, guiding the conversation and drawing out insights. After the session, the clients ask, “Wow! These respondents were amazing! Where did you find these great respondents?”
But there was nothing “special” about the respondents. What these clients are not seeing is the moderator’s “invisible” work—the subtle shifts in questioning, rapport-building, active listening, and quick pivots in conversation. These invisible techniques lead to a successful session, but they’re often attributed to the participants rather than the moderator’s skill.
The essence of what we do—whether moderating a focus group, conducting ethnography, or diving into deep interviews—is rooted in making hidden insights come to light. The more seamless our work appears, the more invisible it becomes. Yet, behind that effortless appearance is a great deal of skill, technique, and judgment.
Sometimes, things are invisible because they’re small. But that doesn’t mean they don’t matter; in fact, the small things often make the biggest difference.
Consider this: the difference between human DNA and orangutan DNA is only about 3 percent. We’re 97 percent identical! But that small difference has a huge impact; it’s the difference between going to the moon and being an endangered species. Similarly, in qualitative research, it’s the small techniques we use—the way we frame a question, the pauses we allow, the subtle adjustments we make—that lead to breakthroughs. These “small” actions, though invisible, have a profound impact on the insights we uncover.
Just as small techniques matter, small insights can matter, too. In the world of marketing and branding, small shifts in approach can mean the difference between a brand going to the moon or going broke.
This brings me to the mission of QRCA. Our association plays a vital role in “making the invisible visible” for our clients. QRCA showcases the importance of qualitative work and educates the wider industry on the techniques that drive our results. We help people see beyond the obvious and appreciate the skill, insight, and creativity that make qualitative research impactful.
However, QRCA’s mission doesn’t stop there. We also have a responsibility to new and emerging qualitative researchers. For them, many of these essential skills are still invisible, just waiting to be developed. This is where our role as an organization is crucial. We must ensure that the next generation of qualitative researchers learns these invisible techniques—the art of reading a room, guiding a conversation without steering it, and understanding not just what is said but the implications of how it is said.
QRCA offers many opportunities to engage, learn, and connect throughout the year. Our annual conference in Philadelphia this February will provide an immersive environment for practitioners to sharpen their skills and network with peers, while our Worldwide Conference in Berlin in May will bring together global leaders in qualitative research. Beyond these flagship events, QRCA’s chapters, SIGs, and professional development programs provide ongoing support and growth opportunities for members year-round, ensuring that every practitioner has access to the resources they need to thrive.
I encourage each of you to engage with QRCA’s initiatives, whether it’s attending our conferences, mentoring new members, or simply sharing your thought leadership and stories. Together, we can illuminate the path forward and ensure that qualitative research continues to thrive!
Sincerely,
Jeff Hecker
