FALL ARCHIVES

Global

“Turn Left at The Big Mango Tree” – Why We Need to Take Research Out of the Big Cities

September 10, 2026 0

This article offers a fresh perspective on global market research beyond major metropolitan markets—the comfort trap of capital cities—highlighting the untapped value of rural and secondary city insights in Southeast Asia. Drawing on practitioner experiences, it reveals how urban bias can limit understanding of real consumer behavior, especially in culturally diverse and fast-changing regions. It also underscores the strategic importance of inclusive research design and adapting methodologies to local contexts. Overall, it equips researchers and marketers with a compelling case—and actionable ideas—for expanding their geographic lens. […]

Toolbox

Escaping the Insight Island: Conducting Qualitative Research with an Anthropologist’s Eye

September 10, 2026 0

Organizations often rely on user feedback to drive innovation, but this approach frequently misses the unarticulated needs hidden within daily routines and clever workarounds. To uncover these deeper insights, researchers must apply an “Anthropologist’s Eye” to capture the holistic realities of users rather than relying on isolated, one-off engagements that create disconnected “Insight Islands.” Although this longitudinal approach faces structural client barriers like tight budgets and timelines, researchers can act as strategic partners to secure executive buy-in. By reframing qualitative research as risk mitigation and fostering stakeholder empathy, practitioners can overcome these hurdles and transform continuous observation into actionable strategy. […]

Trends

AI Imagery: Generate Engagement—Not Distrust

September 9, 2026 0

Generative AI is transforming how brand imagery is created, but not without consequences. In this article, Chris Arning examines how AI-generated imagery is reshaping consumer trust, drawing on semiotics, industry examples, and conversations with qualitative researchers. Rather than treating AI as inherently damaging, the piece argues that transparency, intent, and creative craft are the real drivers of trust. Readers will learn how consumers are beginning to question not just what images show, but how they are produced, and what this shift means for brand distinctiveness, authenticity, and qualitative interpretation in an increasingly synthetic visual landscape. […]

Quant Lens

After Qualitative Research: Predicting Market Success

September 9, 2026 0

Sales forecasting can seem outside the qualitative researcher’s comfort zone, yet the behavioral questions that drive a forecast—why people buy, repeat, and stay loyal—are exactly the territory qualitative researchers explore every day. In this Quant Lens article, Robert Walker walks through the full forecasting sequence. A hypothetical Acme Fruit Juice example makes the math concrete, and guidance on scenario planning and sensitivity analysis shows how to use forecasts credibly in practice. This step-by-step guide shows how concept appeal, awareness, distribution, trial, and repeat purchase combine into a Year 1 forecast. […]

Spanish Translations

Co-Moderando el Futuro: Adoptar la IA sin perder la chispa humana

September 16, 2025 0

En este artículo oportuno y revelador, Lauren McCluskey comparte su experiencia personal al adentrarse en la moderación con IA, detonada por una sorpresiva solicitud de un cliente que llegó mientras estaba en una pista de esquí. Con una mezcla única de reflexión personal y orientación práctica, desglosa dónde las herramientas de IA pueden potenciar la investigación cualitativa y dónde los moderadores humanos siguen siendo esenciales. Los lectores obtendrán un marco claro para evaluar plataformas de IA, ejemplos reales de uso híbrido y una hoja de ruta para mantenerse relevantes en un panorama en evolución. Ya seas curioso, cauteloso o entusiasta de la IA, este artículo es lectura obligada para investigadores cualitativos que navegan el futuro de la co-moderación con IA. […]

Book Reviews

Speakership is Leadership: A Guide for Sudden Leaders Who Need to Lead with Their Words. Yesterday.

September 16, 2025 0

Margaret Watts Romney, author of Speakership is Leadership, takes you on a journey to uncover the truth behind your “speakership,” which goes beyond public speaking to embrace a holistic approach, as you guide others with your words. In the book, she describes the tools and insights required for speakership, including how to prepare for public speaking and how to understand your voice and body and the signals they give during moments of speakership. […]

Quant Lens

Synthetic Data: Friend or Foe?

September 16, 2025 0

Synthetic data is moving from buzzword to practical helper for qual. This article demystifies what it is (and isn’t), distinguishes spreadsheet-style synthetic datasets from narrative synthetic personas, and shows when to use each—screeners, guide tests, privacy-safe storytelling, and bridging gaps between qual/quant—without replacing live human voices. You’ll get starter use cases, guardrails (seed quality, labeling, sanity checks), a beginner’s playbook, and hybrid workflows so synthetic data lightens the load while real conversations do the delicate listening. […]

Podcasts

VIEWS Podcasts: Sally Kohn

September 16, 2025 0

In the latest episode of Conversations in Depth, host Doug Keith sits down with Sally Kohn—public speaking coach, media trainer, author, and former MSNBC commentator—to explore her journey from on-air personality to executive presence coach. Sally shares what she’s learned about connecting across differences and why empathy and understanding are essential skills for researchers and leaders navigating today’s polarized climate. […]