QRCA Views Winter 2025

In this wide-ranging interview, behavioral strategist and author Mark Earls unpacks the thinking behind his groundbreaking book HERD, which explores how mass behavior is shaped more by social influence than individual choice. Earls critiques outdated models of marketing and research that focus too narrowly on rational decision-making, and instead urges researchers to consider the social and emotional dynamics at play. He introduces a practical 2×2 framework that helps marketers and insight professionals diagnose decision types—and design smarter, more human-centered research. From copycat behavior to unconscious peer influence, this conversation challenges conventional thinking and offers fresh tools for driving real behavior change. A must-read for anyone involved in marketing strategy, qualitative insights, or behavior design. […]

Women today are one of the most powerful yet most misunderstood economic forces. This article argues that treating women as a single, monolithic segment is a strategic miss. Women’s purchasing power is expanding across every category, from household spending to automotive and real estate, while their identities are becoming more intersectional, culturally diverse, and fluid. Real opportunity now lies in understanding women through microsegments—ultimately enabling brands to build more relevant products, sharper messaging, and future-proofed strategies. For researchers, this is a call to move past outdated archetypes and embrace the deeper complexity that drives modern women’s decisions—and their massive influence. […]