QRCA Views Winter 2022

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. […]

When researching within the fast-and-loose world of corner store owners in Pakistan, Western design principles and User Experience research methodologies often do not apply. Issues such as cramped spaces in stores, cracked phone screens, dialect differences, and a target of technology novices can derail your research. Based on personal experience, Usama Waheed (co-founder at dli5) explains why many traditional UX techniques do not work in these situations and then shares UX methods he has developed to adapt to this market […]

There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]