Stay informed of the latest stories with QRCA VIEWS magazine.
Podcasts
Interview with Kayte Hamilton
Writing the Right Questions Kayte Hamilton, recipient of this year’s QRCA Rising Star Award, joins host Foster Winter for a particularly timely conversation on […]
Podcasts
Interview with Richard Shotton
What Marketers Need to Know about Human Bias: An Interview with Richard Shotton Considered one of the most talented brand strategists in the UK, […]
Industry Focus
Playing to the Crowd A look at what’s driving sports marketing research
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. […]