Feature
VIEWS Summer 2025 Humor
Book Reviews
Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents—and What They Mean for America’s Future, by Jean M. Twenge, Atria Books, 2023
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. […]
Schools of Thought
What Can Magicians Teach Us about How Consumers Think?
Working with qualitative methods inevitably requires that we consider issues of attention, sensory processing, and cognitive processes. In this article, veteran moderator and occasional magician Jeff Hecker discusses how magicians consider and leverage these same issues, with some fascinating implications for researchers. […]
Toolbox
Instagram to the Rescue: How to Use Influencers for Marketing Research Recruiting
Influencers are well-known for their contributions to the marketing ecosystem, but did you know they can also be a valuable resource for marketing research professionals? This article shares tips for initiating relationships with Influencers, specifically through the lens of helping solve qualitative recruitment challenges. […]
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