QRCA Views Winter 2023

Paul Gillin is a veteran technology journalist with more than 23 years of editorial leadership. Paul was founding editor-in-chief of TechTarget, one of the […]

This article demystifies conjoint analysis for qualitative researchers, showing how it enhances the work they already do by turning exploratory insights into structured, predictive decision models. It explains how qualitative research uncovers the “what” and “why,” while conjoint reveals the “how much” behind consumer preferences—crucial for product development, pricing, positioning, and segmentation. With a clear explanation of terminology, case studies, and caveats, the article equips qualitative professionals to confidently recommend or collaborate on conjoint projects. Whether you’re curious about how to prioritize product features or simulate market scenarios, this is a must-read primer. It’s part of QRCA VIEWS’ ongoing series that helps quallies better understand complex quant methods. […]

In a category fueled by passion and competition, qualitative research plays a pivotal role in unlocking the voice of the fan, player, and stakeholder across the entire sports ecosystem. From optimizing ticket sales and fan engagement to guiding sponsorship decisions and uncovering generational shifts in sports consumption, this deep-dive article explores how qual delivers context, clarity, and connection in an industry like no other. The piece reveals how quallies help teams and brands navigate evolving fandom, balance star power with team loyalty, and reimagine both live experiences and recreational participation. It’s a must-read for researchers and brand managers who want to understand how sports are transforming—and how to meet that moment with insight. Whether you’re courtside, on the field, or in the boardroom, the game has changed—and research is driving the next play. […]