Follow the Spark: Why San Antonio Is The Place for Qual in February

Editor’s Note: We occasionally spotlight gatherings that advance the craft in specific corners of insights; this is one of those times. 

The QRCA’s annual conference is a practitioner-led forum for qualitative specialists. As AI reshapes workflows, and with the explosive growth of AI moderation and chatbots, this year's event (outlined below) feels like a must attend for all quallies. Full disclosure: As I spent much of my career in qualitative before joining Greenbook, and still track this niche in my work here, I'll be there.

Also, please note: This post was authored by the QRCA conference committee chairs at my invitation; but the words are theirs. I’ll share my takeaways after the event. I hope to see you there.

From February 2–5, the QRCA Annual Conference lands in San Antonio — a warm, culturally rich backdrop for three days of fresh thinking, skill-building, connection, and community. This year’s program is designed to immerse you in the passion and craft of qualitative research through three dynamic formats: hands-on workshops, engaging roundtable discussions, and inspiring presentations that spark new approaches and expand your toolkit.

The conference brings together a wide mix of qualitative professionals — moderators, analysts, research services partners, platform innovators, and client-side researchers — representing every stage of the career spectrum, from early-career practitioners to seasoned experts. The result is a vibrant, collaborative community where ideas flow freely and learning happens everywhere.

San Antonio’s rich history also becomes part of the experience. A phenomenal historic walking tour anchors our Cultural Event, bringing iconic sites like The Alamo and La Villita to life. Later in the week, a private river cruise along the famed River Walk offers a relaxed, scenic perspective on the city.

Five Things You’ll Gain from the QRCA Annual Conference

1. New skills you can put to work immediately through practical workshops and idea-rich presentations.
2. Deep, peer-to-peer learning sparked by facilitated roundtable discussions.
3. Cultural experiences that broaden your thinking and connect insight to context.
4. A diverse community across roles and experience levels—the perfect environment for creative exchange.
5. A renewed sense of energy and purpose that reminds you why qualitative work matters.