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From the Editor in Chief
From the Editor in Chief – Fall 2025
QRCA Views’ Editor-in-Chief introduces the latest issue, packed with thought-provoking content for market research and insights professionals – including the magazine’s Spanish language article, celebrating our global reach. […]
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Taking Questions Upward, Sideways, and Forward Using Laddering and Scaffolding for Better Interview Outcomes
Laddering is one of qualitative research’s most established techniques—but it’s often misunderstood as rigid and formulaic. This article reframes laddering as a flexible, respondent-focused approach to uncovering deeper motivations and values. It also introduces scaffolding as a complementary technique that helps moderators guide respondents when laddering stalls, creating smoother interviews and richer insights. With real-world examples and question phrasing tips, readers will learn how to combine laddering and scaffolding to elicit self-reflection, avoid respondent fatigue, and produce more authentic, actionable data. […]
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Leveraging AI to Recruit Qualitative Research Respondents
When traditional methods fall short in finding hard-to-reach qualitative research participants, AI-powered social media ad campaigns can offer a highly effective alternative. These campaigns use AI to target recruits based on specific behaviors and interests across multiple online platforms, as well as help optimize ad visuals, copy, and delivery to boost engagement and reduce cost. Author Tami Wloch shares that a thoughtful, human-guided approach—supported by AI—can deliver efficient, accurate results, helping researchers recruit for qual studies. […]