QRCA Views Fall 2024

Cynthia Tello reviews Jean M. Twenge’s book, Generations, a fascinating book that will transform your viewpoint on the six living generations in America. Based on a rigorous, yet creative methodological approach, Generations offers an innovative perspective and a new Model of Generations, placing technology at the base of all radical transformations of society and the catalyst behind generational change. […]

Renee Hopkins explains that qualitative recruiting is trending toward complexity from many angles. Researchers are creating more complex screeners for longer, more complex projects with shorter, less-flexible timelines. Recruiters are using technology and social media to find participants with more specific demographics and from underrepresented groups. […]

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. […]