QRCA Views Fall 2023

Authors Moses and Hartzbech delve into a Superbowl advertising case study to explore how AI tools such as voice analysis and facial expression analysis offer a new frontier by capturing deeper, often unspoken emotional responses and turn them into measurable insights. By combining traditional conversations with these “semi-quantitative” data layers, researchers can uncover more compelling patterns of consumer sentiment, revealing truths that sometimes go beyond and sometimes contradict what participants say, ultimately delivering richer insights. […]

By Roben Allong, Lightbeam Communications (M/WBE), New York, New York, robena@lightbeamnyc.com  Welcome to the third quarter of 2022! COVID-19 appears to be headed toward […]

After years and years of the same routine of traveling between cities and adjusting to different time zones, all while squeezing in analysis and drafting reports whenever she could, seasoned business traveler and qualitative researcher Susen Dunmire shares how breaking her norm helped her uncover ways to rejuvenate and revitalize. While previously she was usually drained by the end of the week, this article shares way that she was still energized and focused at the end of a multi-city travel week. […]