Qualformation, Inc.
noun, kwälfərˈmāSH(ə)n
1. Observing and talking with people to uncover how to better position you and your organization for success.
2. A company (really a person) dedicated to the above.
Welcome to my site where you can learn a little about me and my qualifications as a qualitative researcher. Hopefully we'll get a chance to work together. Thanks for stopping by! Mike.
Background
I planned to go into social work after graduating with a B.S in Criminal Justice from Bowling Green State University, and for 3 years I worked with delinquent teens. But then I moved to Florida, took a job at Walt Disney World to pay the bills, and started down an unexpected path to find my calling.
After bussing tables at Disney's Contemporary Resort's nightly dinner show and waitering at Disney's Grand Floridian Resort I took a role interviewing guests in the theme parks, as part of Disney's Guest Research Department. Remember paper surveys, Scantron, and cold-calling from phone books? Oh, you might not but I sure do!
As time progressed, so did I, with roles as a Research Analyst and Research Manager. I discovered a love for uncovering people's motivations, attitudes, and behaviors so I became a RIVA trained moderator in 1999. It ended up that what drove me to social work - true interest in and fascination with what people do and why, and how it makes them feel - are the same things that would fuel my passion for moderating these past 20 years.
I retired in 2018 after an incredible 33 years and started my own business so I could spend time moderating along with all the other things I love too. Things like hiking, traveling, biking, gardening, and becoming a better friend, brother and partner. You'll have my full attention on your needs if we work on projects together because my new life path means I'm looking to enjoy doing the best for you possible while taking the time to smell the roses and play with the dog, who usually also smells.
Experience
My Walt Disney Parks and Resorts career gave me the chance to uncover insights within all types of businesses - theme parks, hotels, cruises, vacation clubs, transportation, food and beverage, digital media, marketing, and more.
I've spent time with thousands of consumers in focus groups and individually, in person and via webcams, in online communities, and in their homes. Recent projects include...
Digital product exploration online focus groups and webcam interviews for a large financial services company.
Store pilot design walk-along interviews to optimize a grocery store chain’s next generation look and feel.
New community layout concept evaluation webcam focus groups for a major real estate developer.
Website usability webcam interviews and new owner journey online community for a major timeshare company.
Concept evaluation focus groups for an upcoming highly uniquely themed Star Wars hotel experience.
Marketing positioning focus groups and online communities for Adventures by Disney's entrance into the river cruising arena.
Marketing material in-home interviews for mailings to consumer's homes communicating the debut of Walt Disney World's MagicBands and FastPass+.
Naming focus groups for the planned Star Wars land at Disney's Hollywood Studios.
Perceptions and expectations ethnography and focus groups exploring what theme means to consumers in the context of Walt Disney World Resort and Disneyland Resort hotels.
Webcam interviews to understand how well Disney Vacation Club videos capture and communicate the product essence for consumers considering the product.
Skills
I retired from Disney with the top employee (Cast Member) rating of Leading the Way 8 years in a row (2009-2016). I'd be lying if I said I wasn't kinda proud of that. Reasons for the rating include:
Partners well with clients to understand and develop solid project objectives and desired takeaways.
Builds on things learned - aka “thinking in the chair." Asks the relevant questions as planned, and goes “off the guide” as needed.
Makes people feel they are being listened to and not just mined for data, which makes them want to help.
Creates fun, succinct, interesting, and insightful reporting whether in a deck or in-person, utilizing extensive use of graphics to easily and effectively convey complex ideas. Lends to quick understanding and productive discussion among team members. Reports stand alone, but are also effective in a presentation/discussion format.
Distills group learning into actionable recommendations.
Comfortable presenting to all levels of clients, should the project require. Disney presentation audiences included top-level executives.
Qualifications
20 years of qualitative market research experience
Led the Walt Disney Parks and Resorts qualitative research team from 2013-2018
Trained as a moderator and in qualitative tools by RIVA (Research in Values and Attitudes)
Trained in facilitation by Interaction Associates
Trained in website usability by Human Factors International
Trained in group dynamics by CPSI (Creative Problem Solving Institute)
Trained in data visualization by Edward Tufte courses
Current member of QRCA (Qualitative Research Consultants Association)
Mike Herman
QUALFORMATION, INC.
I'd love to help you solve your puzzle!
You can get a hold of me me at:
407-923-4594
