QRCA Views Fall 2024

Ready to embark on a wild adventure that blurs the lines between art and research? Join qualitative market researcher Natalia Tafur as she dives into the weird and wonderful world of Meow Wolf, where surprises lurk around every corner and creativity knows no bounds. From navigating trippy rooms to discovering hidden treasures, her experience offers unexpected lessons for qualitative researchers—like embracing the unknown and bringing a thought partner along for the ride. With stories of scavenger hunts, offbeat discoveries, and a sprinkle of storytelling magic, this article explores how a quirky art exhibit can transform how you think about qualitative research. […]

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. […]

Germany—long a symbol of prosperity—is showing signs of a subtle “poverty creep.” Growth has stalled, infrastructure is crumbling, consumer confidence is low, and once-admired cultural virtues are flipping into inhibitors. This article examines five such shifts—eco-idealism turning into guilt, consensus stifling individuality, perfectionism leading to fatalism, rule-following morphing into red-tape overload, and prudence mutating into missed opportunities—and offers suggestions for marketers and researchers on how to re-inject energy, empathy, and rule-breaking creativity to help loosen consumers’ purse strings and reawaken possibility. […]