Quirk’s Media’s 40-year journey through the lens of its community
Editor’s note: Emily C. Koenig is editor and content manager at Quirk’s Media, where she covers the marketing research and insights industry and oversees the Quirk’s Awards program. She has over 10 years of experience reporting on the industry and holds a Bachelor of Arts in English and journalism.
The rise of computer-assisted telephone interviewing in the 1980s. Desktop computing through the 1990s. The internet boom of the 2000s. The spread of smartphones across generations in the 2010s. The shift online in 2020, followed by the challenge of understanding consumers in a post-COVID world. And now, the rapid rise of generative AI.
Each shift has changed how researchers work and what businesses expect from insights.
When I was hired as a digital content editor at Quirk’s in 2014, I knew very little about the marketing research industry. What stood out to me was how seriously the team took the responsibility of producing meaningful, trustworthy content. In my initial interview, Steve Quirk shared the company’s longstanding belief in the value of journalistic integrity. I’ve seen that commitment in practice every single day since. And as the industry faces another period of change, that commitment remains relevant.
A resource for the people who need research
Last month, we asked Quirk’s LinkedIn followers to share their own Quirk’s stories.
Nancy Cox, founder/principal at Research Story Consulting, (formerly Hallmark), shared a story of accessing Quirk’s magazine during a time when she believed research could revive a product line, but the internal team believe it was too small to support. Through the magazine, the product manager found information on survey design and an expert in B2B in-depth interviews and considered a new approach: interviewing the top 10 store managers.
“Over 200 surveys later and 10 interviews, a plan identified an overlooked consumer base, an overlooked season – summer camp – and an overlooked retail space. And the little product line grew and grew! Thank you, Quirk’s Media, for being my portal to the market research community!” Cox wrote.
Cox is an important person in my life because she was the first researcher in 2016 who agreed to participate in the column I was launching, “10 minutes with a corporate researcher.” While she learned from Quirk’s magazine early in her career, her knowledge is now helping professionals solve problems, through her articles for Quirk’s, and share joy through her column, Work and Play. Her story demonstrates the value of connecting people with expertise they might not otherwise find. People who can help them move their work forward.
A place to connect: From magazines to industry events
Karen Duffy, Wolters Kluwe, began reading Quirk’s in the early 2000s, saving issues for plane rides when she could focus on reading and learning.
“I always looked forward to getting the magazine,” Duffy recalled. “I love how Quirk’s has evolved in the last 20 years, especially the conferences, which I have attended so many of them.”
Duffy values the conferences as places to learn about industry trends and connect with new and old friends. That mix of learning and connection are central to the Quirk’s Events. Conversations on the show floor can offer new perspectives and practical solutions to shared challenges.
Pepper Miller, Hunter Miller, Inc., also shared her love of Quirk’s magazine and the Quirk’s Events.
“They really care about their audience. They really want people to learn. They really want to grow market research and how it can be implemented in all types of businesses, small individual to major corporations. They are driven by that,” said Miller. “It sounds a little trite, but in this day and age where truth is being abandoned and trust is broken. You can have the truthful and trusted experience at the Quirk’s market research event.”
A little personality
One thing is certain – the Quirk’s team isn’t afraid of whimsy. The Quirk’s Events have a personality of their own. Over the years, our shows have included magicians, a Tom Cruise impersonator, Skee-Ball competitions, line dancing, The Original Butt Sketch artist, colorful “trainers” and so much more. Yes, these “quirks” help distinguish our event from other gatherings, but more than anything they showcase the eclectic personalities that make up the insight profession.
For Crispin Beale, IDX, the events offer both professional opportunities and a chance to reconnect with the research community.
“Quirk’s has for decades been an amazing opportunity to network. I've met new partners, new employees, new employers and made new friends. Every Quirk’s conference is an opportunity to then reconnect,” wrote Beale. “But more than that, every Quirks event has character, personality and authenticity ... from the chimes to the trainers, it's unmistakably Quirk’s.”
Chris Stanton, Dialogue AI, also commented on the authenticity and organic feel of the event.
“One thing that is really striking about Quirk’s is that it’s a grassroots feel, networking conference,” said Stanton. “That’s the truly refreshing part about Quirk’s so far.”
The next 40 years
The research industry will continue to change. AI and greater access to data are creating new opportunities, along with new challenges. Through every shift, it is the people in this industry who put new ideas to work and help organizations make better decisions. Their willingness to share what they learn is what makes the insight community stronger.
For 40 years, those professionals have made Quirk’s what it is by reading, contributing, attending events and sharing their expertise. Their support has allowed us to tell the stories of this industry and connect people with ideas.
When I joined Quirk’s, I quickly came to appreciate the commitment behind the work and the value of telling those stories well. As we look to the next 40 years, thank you to the client-side researchers, insight leaders, suppliers and partners who have been part of Quirk’s story. We look forward to continuing to tell yours.
