Humor
Articles by Matt Close
Industry Focus
When Grocery Shoppers Say One Thing but Buy Another—A Qualitative Research Approach to Decoding Clean Eating Contradictions
Research expert Carly Fink presents an innovative qualitative framework for understanding the complex contradictions between a consumer’s stated desires for clean, sustainable grocery products and their actual purchasing behaviors. Drawing from extensive industry experience, she provides actionable methodologies, including System 1 techniques, ethnographic interviews, and journey mapping to help brands build authentic trust. Readers will learn practical strategies for designing research that capture real-life decision-making contexts and translating consumer insights into business solutions that align stated values with shopping cart reality. […]
Global
MALE IN THE MIDDLE: Understanding the untold story of middle-class men in Indian households
India’s urban middle-class men—one of the country’s most influential yet increasingly misunderstood consumer groups—are undergoing a profound identity renegotiation shaped by feminism, changing family structures, shifting career paths, and fast-evolving media narratives. This article uncovers the complex tensions shaping their lives. For brands and researchers, this segment’s layered psyche represents an urgent—and largely untapped—opportunity. This piece offers a rich, insight-packed roadmap for anyone seeking to understand or influence India’s evolving male consumer. […]
Book Reviews
TALK: The Science of Conversation and the Art of Being Ourselves
Author Alison Wood Brooks describes why the art of conversation is difficult for so many of us. Whether you’re a skilled moderator or a student seeking your first job, conversing is difficult. Learn about Brooks’ ‘TALK’ strategy: topic choosing, asking more/better questions, levity when understanding someone’s story, and kindness—which will inspire your future conversations. […]
Conference
2026 QRCA Annual Conference – Where Qualitative Research Professionals Thrive
Join QRCA February 2–5, 2026 in San Antonio for an unforgettable annual conference at the Westin San Antonio North. This year’s location offers easy access to the Texas Hill Country and downtown’s blend of cowboy heritage and vibrant Mexican culture. Explore historic missions, lively markets, authentic cuisine, and the River Walk while connecting with fellow researchers. From rodeos and Western art to Tex-Mex feasts and German Hill Country traditions, San Antonio is the perfect backdrop for learning, networking, and a uniquely Texas experience. […]
Luminaries
How Getty Images Uses Data-Driven Insights to Shape Visual Culture with Dr. Rebecca Swift
Dr. Rebecca Swift shares how research and data-driven insights shape the future of visual content. She explains the evolution of Getty’s Visual GPS methodology, which blends content analysis, semiotics, and consumer data to drive representation and authenticity in imagery. Swift also discusses the impact of AI-generated content, the shifting trust in digital visuals, and Getty’s approach to responsible AI tools. This conversation highlights the power of qualitative research in predicting trends and influencing visual storytelling in advertising and media. […]
Spanish Translations
“Ella” no es un segmento: es una estrategia de crecimiento
LAS MUJERES SON UNA FUERZA ECONÓMICA CUYO PODER ADQUISITIVO E INFLUENCIA SIGUEN CRECIENDO, PERO LA “ELLA” DE HOY NO SE PARECE A LA DE HACE 20 AÑOS. […]
Schools of Thought
“She” Isn’t a Segment—She’s a Growth Strategy
Women today are one of the most powerful yet most misunderstood economic forces. This article argues that treating women as a single, monolithic segment is a strategic miss. Women’s purchasing power is expanding across every category, from household spending to automotive and real estate, while their identities are becoming more intersectional, culturally diverse, and fluid. Real opportunity now lies in understanding women through microsegments—ultimately enabling brands to build more relevant products, sharper messaging, and future-proofed strategies. For researchers, this is a call to move past outdated archetypes and embrace the deeper complexity that drives modern women’s decisions—and their massive influence. […]
Trends
The Qualitative Strategist
In their provocative exploration of AI’s impact on qualitative research, Simon Chadwick and Kahren Kersten argue that automation is reshaping the researcher’s role from methodological executor to strategic partner. As AI takes over traditional analysis and enables “qual-at-scale,” they contend that human value now lies in empathy, interpretation, facilitation, and cross-functional translation—skills machines cannot replicate. Chadwick and Kersten argue this creates a massive opportunity for qualitative practitioners to become translators and activators. In the age of AI, researchers will no longer be valued for hours worked, but for the strategic impact they create. […]
From the Editor in Chief
From the Editor in Chief – Winter 2025
Current Editor-in-Chief of QRCA VIEWS magazine, Tamara Kenworthy, shares her thoughts on the publication’s transition to a fully digital-only platform beginning in 2026. After 24 years in print, this winter issue marks the end of an era—and the start of a more agile, expansive future. Kenworthy also announces her own transition into a new role as Publisher, with Dean Stephens stepping in as Editor-in-Chief and Robert Walker and Nick Wise becoming Managing Editors. The revamped digital VIEWS will officially launch at the 2026 QRCA Annual Conference in San Antonio. […]