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Quant Lens
Conjoint Analysis: A Valuable Complement to Qualitative Research
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. […]
From the President
From The President – Spring 2021
The pandemic, social unrest, and divisiveness do not have quick and easy solutions. Entering a new season, Caroline Volpe thinks of it as a time of renewal and growth […]
Business Matters
Dealing With Big Change? Don’t Just Survive. Thrive!
Qualitative moderator Kelley Styring offers a provocative look at people who have navigated and overcome significant emotional and physical challenges in their lives and emerged to thrive. Through engaging stories, Styring shares five behavioral and attitudinal operational principles that qualitative researchers can apply to our own lives. […]