Articles by Matt Close

Travelwise

Explore Philadelphia: A Treasure Trove of History, Culture, and Culinary Delights – Site of the QRCA Annual Conference in February 2025

September 11, 2024 0

Philadelphia, the City of Brotherly Love, is a place where America’s rich history and modern innovation collide. As the host city for the next QRCA Annual Conference in February 2025, Philly promises an experience like no other. From the cobblestone streets of the historic district to the vibrant energy of Center City, attendees can immerse themselves in a city that has shaped the nation while embracing its dynamic culinary scene, expansive art culture, and passionate sports fans. Whether you’re tracing the footsteps of revolutionaries or indulging in a world-class cheesesteak, Philadelphia offers something for everyone. We can’t wait to welcome you! […]

Toolbox

How to Conduct Ethnography for Big Results and Real Impact

September 11, 2024 0

Ethnographic research allows us to observe behavior in natural settings, uncovering deep insights that traditional methods often miss. By blending into the environment with unobtrusive recording techniques, I can capture genuine reactions without participants feeling observed. This approach helps businesses better understand their customers’ decision-making processes, leading to practical solutions. In one project, we identified over 80 improvements for a restaurant chain—some small, others transformative—ultimately enhancing the customer experience in ways that executives often hadn’t considered […]

Schools of Thought

From Qual Insights to Place Branding: How a Small Northern Swedish Town Became a Hotspot for Talent Attraction

September 11, 2024 0

In the northern reaches of Sweden, the winter sun barely graces the sky, yet the small city of Skellefteå is attracting new residents by the thousands. With a combination of rural charm, a shift in work-life values, and the rise of green industries, Skellefteå is experiencing a population surge. Once a town struggling with depopulation, it’s now a hub for innovation, thanks to its creative “Sorry Sweden” campaign, driven by qualitative research. This transformation highlights the power of place branding and the growing importance of attracting talent to meet the demands of emerging industries. […]