We’re incredibly honoured to share that Upwords’ presentation, “From Me to We: A Cross-Border Look at Meaning, Messaging and Resonance,” was voted Best in Show at the QRCA Best of Canada Symposium in Montreal.
Presented by our Founder & Chief Insight Officer, Layla Shea and Vice President, Insights, Bronwen Ward, the session explored an important and increasingly relevant idea in qualitative research: while Canadians and Americans are often grouped together, the cultural lenses through which people interpret messaging, identity, and meaning can be profoundly different.
What made this recognition especially meaningful is that the award was voted on by our peers — a room full of qualitative researchers whose work we deeply respect and admire.
A Symposium That Celebrated Canadian Perspectives
The QRCA Best of Canada Symposium was an exceptional event from start to finish. Led by Pascal Patenaude and an outstanding organizing committee, the day brought together researchers from across Canada and beyond to explore what makes Canadian qualitative research unique.
The presentations were thoughtful, creative, and deeply human.
The opening keynote by Isabelle Landreville had the audience laughing while unpacking the subtle but meaningful cultural differences between “humour” and “humor.”
The closing keynote by Lisa Elder left many of us inspired to think more intentionally about how our research skills can positively shape the world around us.
Throughout the day, themes of culture, empathy, storytelling, and human understanding continued to emerge — reinforcing the importance of context in meaningful insights work.
Why “From Me to We” Resonated
Our presentation explored how the differing origin stories of Canada and the United States continue to shape the interpretive lenses through which people understand messaging, identity, and meaning today.
Rather than simply comparing “Canadians vs. Americans,” we looked deeper at the foundational narratives that helped shape each country’s cultural mindset.
- The United States was born from a revolution centered on individual liberty, independence, and personal freedom.
- Canada’s path evolved differently — rooted more heavily in negotiation, coexistence, collective systems, and peace, order, and good government.
As researchers, we cannot assume that what resonates in one market will automatically resonate in another — even when those markets appear culturally similar on the surface.
The response from attendees suggested this perspective struck a chord, particularly in a time when global organizations are increasingly looking for nuanced, culturally grounded insights.
The Power of the QRCA Community
One of the most meaningful parts of the symposium was the opportunity to reconnect with long-time industry friends while also building new relationships.
QRCA events have always stood out for their sense of openness, generosity, and genuine connection. The conversations that happen between sessions are often just as valuable as the presentations themselves.
For our team, being recognized by this community was incredibly special.
Gratitude
We’re deeply grateful to:
- QRCA for creating a space that celebrates qualitative excellence
- The symposium organizers and volunteers for delivering such an exceptional experience
- The sponsors whose support made the event possible
- The speakers, whose presentations challenged assumptions, sparked new thinking, and reminded us of the depth and creativity within the qualitative communit
Most of all, thank you to everyone who attended our session, asked questions, shared perspectives.
Moments like this remind us why we care so deeply about this craft.
At Upwords, we believe the strongest insights emerge when we move beyond assumptions, listen deeply, and seek to understand the human context behind what people say, feel, and do.
Sometimes, the most meaningful shift is moving from “Me” to “We.” 💛