Just like at home when you’re ready to rearrange a room for a new look or redecorate with a new color palette—it was time at VIEWS to refresh our design layout; it hadn’t been done for many years. […]
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. […]
Steve Schlesinger, Executive Chairman of Sago (formerly Schlesinger Group), talks about the history of the business: from his mother running focus groups in his childhood home to the global company it is today. Steve shares what he’s learned over 35+ years in the industry, and why he is still motivated to go to work every day. […]
Large language models (LLMs) such as ChatGPT are the talk of the town in brand and research circles, bringing the ability to scale data analysis in ways the industry has never before seen. Industry veterans discuss how they are using AI to automate some key knowledge worker tasks, along with the potential of LLMs and some of the changes these tools might bring to the research industry. […]
Note-taking is a critical component of the qualitative research process. It pays to organize your notes as you go vs. waiting until the end of field to make sense of your data. But note-taking can be tedious if it’s not strategically planned. The author shares her tips to make note-taking easier and more efficient via the use of frameworks, mapping, and color-coding techniques. […]
Stay informed of the latest qualitative research trends and tools with QRCA VIEWS magazine. […]
Jonathan Armstrong, co-host of the Life with GDPR podcast and Partner at Cordery Compliance, talks about the prospects for an EU-U.S. agreement on data transfers under GDPR and what it could mean for the market research industry. […]
An academic researcher, Nick Wise looks at the media with a critical eye, especially when it comes to the places he visits for fun and for his research. Media analysis is important to Nick’s research so that he can understand the way news media coverage impacts tourism. The media broadcasts stories of a place’s heritage or current events and this plays a role in people’s imaginations about a place, their willingness to travel—and for those who go, their perceptions of what they’re seeing and hearing. […]
Qualitative analysis doesn’t have to be hard to do, especially when using a software tool just for this purpose. […]
In this how-to article, SemioFest co-founder Hamsini Shivakumar demystifies semiotics. She explains: what semiotics is; how it is different from voice-of-the-customer research; and how semiotics-based insights help your customers improve their marketing. Hamsini also provides an introductory how-to on conducting semiotics analyses so that you can consider how you might incorporate semiotics into your practice or business. […]
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