QRCA 2022-23 President Michael Mermelstein
From the President

From The President – Winter 2022-23

QRCA is comprised of a broad community of market researchers who specialize in qualitative research. A strong sense of community is what has and continues to make QRCA such a great organization. The powerful sense of community that exists has always been a core strength. […]

From the Editor in Chief

From the Editor in Chief – Winter 2022-23

Did you know that your QRCA magazine is produced by an all-volunteer QRCA member committee, along with one QRCA staff liaison from Ewald Consulting, and our publisher, E&M Consulting, Inc.? Through member surveys, we know that our members see VIEWS as an important resource for leading-edge and applicable qualitative ideas and information. […]

Book Reviews

What to Ask: How to Learn What Customers Need but Don’t Tell You by Andrea Belk Olson, BenBella Books, 2022

Contrary to what the title may suggest to qualitative researchers hungry for discussion guide ideas, this book isn’t about crafting a discussion guide. Instead it presents a well-rounded examination of the many reasons companies struggle to innovate (or even talk to customers, much less get useful insights if they do). By understanding more about our clients’ struggles, we can become more effective changemakers in advocating for research. […]

From the Editor in Chief

From the Editor in Chief – Fall 2022

A recent research study from Oracle and author-podcaster Gretchen Rubin, The Happiness Report, found that 91 percent of people prefer brands to be funny and 72 percent would choose a brand that uses humor over the competition. However, 95 percent of business leaders fear using humor in customer interactions. […]

Podcasts

VIEWS Podcasts: Wendy Pease

Wendy Pease is the owner and president of Rapport International, a translation and interpretation services company specializing in marketing translation. Mike Carlon interviews her in the newest VIEWS Podcast. […]