CURRENT ISSUE: FALL 2023
QRCA leads the conversation in qualitative research. Stay informed of the latest stories with QRCA VIEWS magazine.
Trends
Tragedy of the Commons: Michael Collins on the Participant Experience in Market Research
Without participants there would be no research–so how do we keep participants engaged, protected, and feeling valued for helping us? Zintro CRO Michael Collins offers suggestions and shares best practices to ensure a strong participant experience. […]
Also, below are the various articles in this issue and a link above for an archive of past issues.
Luminaries
Building Brands that Age Like Fine Wine with Emmanuel Probst
Emmanuel Probst talks with Zoë Billington about the role of research and insights in building and evolving brands that stand out while making a positive impact on consumers and society. […]
Toolbox
Diversity and Doubt Are Powerful Tools for Reaching Deeper Insights (Part 1 of 2)
Researchers are wired to anticipate, expect, and confirm patterns—confirming biases that can compromise research quality and limit new insights. Author Andrew Grenville shows us how to avoid these pitfalls and provide more effective research by incorporating diversity, doubt, and checklists into our work. […]
Schools of Thought
Making a Splash: How Artistic Swimming’s Reinvention Can Inspire Qualitative Research
Artistic Swimming was forced to reinvent itself to prevail as an Olympic Sport. Author Cynthia Tello compares this transformation to the one facing qualitative research, sharing lessons learned and offering ideas for qualitative researchers. […]
Trends
ChatGPT and the Rise of AI in Insights: A Look at the Future for Market Research
Large language models (LLMs) such as ChatGPT are the talk of the town in brand and research circles, bringing the ability to scale data analysis in ways the industry has never before seen. Industry veterans discuss how they are using AI to automate some key knowledge worker tasks, along with the potential of LLMs and some of the changes these tools might bring to the research industry. […]
Toolbox
Diving Deep: Note-taking Strategies to Efficiently Swim through Your Analyses
Note-taking is a critical component of the qualitative research process. It pays to organize your notes as you go vs. waiting until the end of field to make sense of your data. But note-taking can be tedious if it’s not strategically planned. The author shares her tips to make note-taking easier and more efficient via the use of frameworks, mapping, and color-coding techniques. […]
Book Reviews
What Your Customer Wants and Can’t Tell You by Melina Palmer, Mango (May 11, 2021) and What Your Employees Need and Can’t Tell You by Melina Palmer, Mango (October 11, 2022)
Karen Lynch reviews two books by the same author on the application of behavioral economics: one for anyone serving customers; the other for anyone managing a team or with a staff. Lynch gives both books a “must read” for qualitative researchers. […]
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