QRCA Views Spring 2024

This article presents a unique perspective of tying the Japanese artform of Kintsugi (golden joinery of broken pottery pieces) to the development of more powerful insights in marketing research. The author shares her journey learning that less pristine insights can actually result in more effective brand partnerships. The article presents three readily deployable frameworks that enhance the strategic thinking of qualitative researchers. […]

Darren Harvey draws from his psychoanalytic training to explain how leaning into research participants’ defensive behaviors and anxiety can provide valuable material for understanding their world. When one’s true self is seen, validated, and brought into the space, participants can enjoy a more enriching and satisfying experience, and our clients can net deeper and more meaningful insights from consumers. […]

Emmanuel Probst talks with Zoë Billington about the role of research and insights in building and evolving brands that stand out while making a positive impact on consumers and society. […]