Jen has 20 years’ experience as a qualitative researcher. Jen has recently joined Whereto research as a Partner, after 9 years’ with EY Sweeney as Head of Qualitative in Melbourne and previously with Research International and amrinteractive. She has a wealth of experience conducting studies across a broad cross-section of commercial, government and not-for-profit organisations. Jen has been a leader of innovation and is highly skilled at translating consumer and stakeholder insight into organisational strategy. She has lead numerous strategic studies to understand the implications of shifting consumer and stakeholder sentiment to inform product and service development, policy design and refinement, branding and communications strategy, value proposition creation and sector transformation. Jen has long been passionate about creative engagement as a key means of unpacking new insight through the process of individual and group transformation.
Deploying the power of Play in qualitative research in the age of overthinking, details the collaboration between Whereto Research and Gusto Consulting to develop and test the power of Play to unlock a path to richer engagement and minimise a raft of issues facing qualitative research today, including: 1. a need for fresh insight on well-worn (and often well researched) topics 2. a population that is more marketing savvy than ever before (and guard against groupies and group think) 3. a shrinking bandwidth among already busy consumer lives 4. a range of biases that influence recall and rationality 5. the need to reduce the risk of exclusion of difficult to reach and potentially resistant audiences (especially on highly-sensitive topics) Whereto Australia’s most senior research team joined forces with Gusto, a consultancy mashing the art of story and play, with the science of human thriving to develop an evaluation on the impacts of Play on: participation, richness of data, uniqueness of findings and overall project outcomes, as well as barriers and enablers to participants embracing Play and whether this varies by topic or audience segments.