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Global
From Focus Groups to Roblox: The Evolution of Digital Immersive Research Methodologies
Immersive research is moving beyond gimmicks and into the mainstream, transforming how we engage participants and uncover deeper insights. This article explores how custom-built virtual environments—ranging from a futuristic Roblox retail world to gamified sustainability labs—create psychological safety, heighten engagement, and spark more authentic responses than traditional methods. From testing AI beauty assistants to exploring Gen Z’s vision for retail, immersive research is delivering scalable, cost-effective, and emotionally rich insights. If you’re a marketer or researcher looking to future-proof your approach, this is a must-read on where qualitative research is heading next. […]
Conference
The Slopes Are Calling! Join Us in Denver, Colorado, This January!
Get ready to be inspired, learn, and connect with other quallies in scenic Denver, Colorado this winter at the 2024 QRCA Annual Conference. […]
Schools of Thought
How Techniques from Psychoanalysis Can Provide Deeper Insights
Darren Harvey draws from his psychoanalytic training to explain how leaning into research participants’ defensive behaviors and anxiety can provide valuable material for understanding their world. When one’s true self is seen, validated, and brought into the space, participants can enjoy a more enriching and satisfying experience, and our clients can net deeper and more meaningful insights from consumers. […]