QRCA Views Summer 2023

This article reviews How to Make People Buy (2024) by Thomas Ramsøy, CEO of Neurons Inc., which challenges marketers to move beyond attention alone and master his 4-Power Model: attention, emotions, understanding, and memory. Using famous campaigns like Sony Bravia’s bouncing balls, Ramsøy shows how even award-winning ads can fail if the brand isn’t at the heart of the story. He shares neuroscience-based tips—logo placement, eye-guiding contrasts, simplifying visuals, embedding key messages—to create ads that capture attention and drive memory. While the author is skeptical of metaphorical advertising, the article argues effective metaphors can still fuel some of the most iconic campaigns. […]

While the interpersonal skills required to interview participants for research purposes and interview guests on a podcast are similar, how you apply them is different. In this article, veteran moderator and podcaster Mike Carlon discusses how and why he breaks the rules when interviewing guests on his podcast, Uncorking a Story. […]

Four QRCA Emeritus members offer insightful guidance on maximizing a career in marketing research based on their experiential wisdom. Having led successful independent qualitative research careers for decades, each of these professional women share advice on what they have learned to make the most success out of any project or client relationship while maintaining a great reputation, quality of work, and work-life balance in an ever-evolving industry. […]