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Global
The Tree in Pretoria Holding the Answer to a Multimillion-Dollar Question: And Why the Rest of the World Should Care
South Africa-based researcher Jani de Kock draws from her qualitative research experience in sub-Saharan Africa to share the over-articulation power of extreme users and how a magic-selling poster can spark ideas for the insurance industry. […]
From the President
From The President – Winter 2024
BY Jeff Hecker, QRCA PRESIDENT | PRINCIPAL, ATHENA BRAND WISDOM, TORONTO, ONTARIO, CANADA | jeff.hecker@athenabrand.com […]
Industry Focus
When Everyone’s an Expert: Qualitative Research in Pet Care’s Fragmented Authority Landscape
Pet care is one of the most emotionally charged consumer categories, and today’s pet parents navigate a fragmented landscape of authority that includes veterinarians, peers, influencers, and digital platforms. Drawing on extensive qualitative research experience, this article examines how shifting trust dynamics reshape pet care decision-making—and why traditional research assumptions often fall short. Readers will gain a deeper understanding of how reassurance, habit, and lived experience drive behavior, and how qualitative researchers can adapt their methods to generate more accurate, humane, and actionable insights in pet care. […]