VIEWS Winter 2025 Humor

This article demystifies conjoint analysis for qualitative researchers, showing how it enhances the work they already do by turning exploratory insights into structured, predictive decision models. It explains how qualitative research uncovers the “what” and “why,” while conjoint reveals the “how much” behind consumer preferences—crucial for product development, pricing, positioning, and segmentation. With a clear explanation of terminology, case studies, and caveats, the article equips qualitative professionals to confidently recommend or collaborate on conjoint projects. Whether you’re curious about how to prioritize product features or simulate market scenarios, this is a must-read primer. It’s part of QRCA VIEWS’ ongoing series that helps quallies better understand complex quant methods. […]

By Roben Allong, Lightbeam Communications (M/WBE), New York, New York, robena@lightbeamnyc.com  Welcome to Another Fantastic Issue of VIEWS!  I am honored to be the […]

In this first QRCA VIEWS podcast, Sharon Livingston, Ph.D. interviews world-class consultant, Judith Glaser. Judith Glaser is CEO of Benchmark Communications, Inc. Founded in […]