QRCA Views Winter 2025

QRCA President Roben Allong speaks to how qualitative researchers have remained the tuning fork for human connection—helping brands continue to meet consumers where they are. […]

Qualitative data doesn’t make as many headlines as glitzy poll numbers during election cycles, but they too are assessed because they reveal the thoughts and values that determine how people vote. In what was 2024’s high-attention, too-close-to-call presidential election, the opinions of swing voters were of particular interest to pundits, politicians, and the public. Political qualitative researcher Rich Thau was among the moderators who delved deeper to understand the why behind the poll counts. […]

Qualitative research in U.S. politics faces unique challenges in an era of hyper-partisanship. Experts Dave Metz and Lori Weigel explore how polarization impacts voter engagement, recruitment, and honest dialogue—and share strategies researchers can use to navigate bias, build trust, and uncover authentic insights that inform effective campaign messaging. […]