Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]

Podcasts

Rest In Peace, Foster Winter

We acknowledge the contributions of Foster Winter to the VIEWS podcasts, and announce a new episode with April Bell, an empathy researcher and the author of The Fire Starter: Igniting Innovation with Empathy. […]

Schools of Thought

Morality: Looking through the Lens of Virtue

We live in an increasingly divided world; people are unable to find common ground on simple issues, conversations are fraught with tension and conflict. As conversations are a qualitative researcher’s stock-in-trade, it’s important to realize that at the root of this division lies morality, our sense of right and wrong. […]

Toolbox

Level-Up the Conversation with Rapport-Building 201

The post-COVID world continues to evolve. Raising the comfort level, building an authentic connection, and creating a community with our participants have never been more important. Especially when working with diverse participants, we need to make sure their voices are also heard equally. […]