CURRENT ISSUE: Summer 2025
QRCA leads the conversation in qualitative research. Stay informed of the latest stories with QRCA VIEWS magazine.
With a global readership, we have expanded our publication to include one article from each issue translated into Spanish. Thank you to Pablo Gutierrez for doing the Spanish translations.
Trends
Expert Insights on the Future of Qualitative B2B Technology Research
Explore how B2B technology trends—Security, Privacy, and AI—are reshaping qualitative research and customer insights. Learn why marketers and researchers must adapt their methods to stay relevant in a fast-changing tech landscape. […]
Also, below are additional articles in this issue.
Business Matters
Dynamic Systems in Marketing Research: Cracking the Nut of Habitual Behavior
If you’ve ever struggled to understand or shift entrenched consumer or professional behaviors, this article offers a fresh and deeply insightful perspective. The author—originally a cognitive developmental psychologist—introduces dynamic systems theory to explain how habits form, stabilize, and resist change over time. Using real-world examples from healthcare and consumer behavior, the piece explores how marketers and qualitative researchers can uncover the early influences and unconscious motivators behind resistant behaviors—and how to effectively disrupt them. This isn’t just theory—it’s a call to rethink how we frame questions, design studies, and unlock behavior change. A must-read for any insight pro looking to solve sticky behavior problems with new thinking. […]
Luminaries
Why and How to Study Humans As “We” Creatures Rather Than “I” Creatures, with Herdmeister Mark Earls
In this wide-ranging interview, behavioral strategist and author Mark Earls unpacks the thinking behind his groundbreaking book HERD, which explores how mass behavior is shaped more by social influence than individual choice. Earls critiques outdated models of marketing and research that focus too narrowly on rational decision-making, and instead urges researchers to consider the social and emotional dynamics at play. He introduces a practical 2×2 framework that helps marketers and insight professionals diagnose decision types—and design smarter, more human-centered research. From copycat behavior to unconscious peer influence, this conversation challenges conventional thinking and offers fresh tools for driving real behavior change. A must-read for anyone involved in marketing strategy, qualitative insights, or behavior design. […]
Global Research
From Focus Groups to Roblox: The Evolution of Digital Immersive Research Methodologies
Immersive research is moving beyond gimmicks and into the mainstream, transforming how we engage participants and uncover deeper insights. This article explores how custom-built virtual environments—ranging from a futuristic Roblox retail world to gamified sustainability labs—create psychological safety, heighten engagement, and spark more authentic responses than traditional methods. From testing AI beauty assistants to exploring Gen Z’s vision for retail, immersive research is delivering scalable, cost-effective, and emotionally rich insights. If you’re a marketer or researcher looking to future-proof your approach, this is a must-read on where qualitative research is heading next. […]
Industry
Playing to the Crowd A look at what’s driving sports marketing research
In a category fueled by passion and competition, qualitative research plays a pivotal role in unlocking the voice of the fan, player, and stakeholder across the entire sports ecosystem. From optimizing ticket sales and fan engagement to guiding sponsorship decisions and uncovering generational shifts in sports consumption, this deep-dive article explores how qual delivers context, clarity, and connection in an industry like no other. The piece reveals how quallies help teams and brands navigate evolving fandom, balance star power with team loyalty, and reimagine both live experiences and recreational participation. It’s a must-read for researchers and brand managers who want to understand how sports are transforming—and how to meet that moment with insight. Whether you’re courtside, on the field, or in the boardroom, the game has changed—and research is driving the next play. […]
Toolbox
Six Thinking Hats: The Power of Holistic Review
Tired of chaotic debriefs, endless wrap-ups, and dominant voices hijacking your research team meetings? This article introduces the Six Thinking Hats method—a simple yet powerful tool qualitative researchers and insights managers can use to run fast, focused, and inclusive discussions. You’ll learn how one insights leader used this structured approach to transform late-night, unproductive post-focus group meetings into efficient 30-minute power sessions. Whether you’re conducting in-the-field research or looking to boost collaboration and innovation across departments, the Hats offer a game-changing way to improve outcomes and decision-making. If you want to streamline your research process and make every team voice count, this is a must-read. […]
Book Review
Reset: How to Change What’s Not Working By Dan Heath, Avid Reader Press/Simon & Schuster, 2025
Discover why Dan Heath’s Reset is the book qualitative researchers didn’t know they needed. This QRCA VIEWS review explores how the book’s approach to diagnosing symptoms vs. root problems can elevate both client outcomes and the future of qualitative research itself. […]
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