
From The President – Summer 2025
By Jeff Hecker QRCA President | QRCA Principal, Athena Brand Wisdom Toronto, Ontario, Canada | jeff.hecker@athenabrand.com […]
By Jeff Hecker QRCA President | QRCA Principal, Athena Brand Wisdom Toronto, Ontario, Canada | jeff.hecker@athenabrand.com […]
By now we all know AI transcription of interviews is anything but flawless–especially when cultural references are critical to insights, as they can easily be missed by machines. But, if used properly, AI transcription can add efficiency to projects. In this article, multilinguistic researcher Jill Kushner Bishop outlines a decision-making framework to help researchers decide when to consider human or blended human and AI solutions to optimize resources and maximize the quality of insights. […]
Isabelle Landreville has found that using AI as an active part of projective techniques helps create a safe space for participants to express freely and creatively, resulting in deeper and richer insights. In this article she shares how her qualitative research agency has explored three projective techniques with the help of AI and the best practices to implement them. […]
AI is capable of much more than transcribing interviews and summarizing findings. Qualitative researchers can use AI as coach, collaborator, and sandbox to expand their human powers of imagination and thought across every part of the qualitative research process, from the brief to the report. Ben Jenkins challenges us to think like philosophers, not afraid or encumbered in asking the “big questions.” […]
QRCA Views’ Editor-in-Chief introduces the latest issue, packed with thought-provoking content for market research professionals – and the magazine’s first Spanish language article, celebrating our global reach. […]
BY Jeff Hecker, QRCA PRESIDENT | PRINCIPAL, ATHENA BRAND WISDOM, TORONTO, ONTARIO, CANADA | jeff.hecker@athenabrand.com […]
By Lauren Isaacson, QRCA President, Founder & Research Director, Curio Research, Vancouver, British Columbia, Canada, lauren@curioresearch.net […]
AI-driven applications for qualitative research are being developed at the speed of light, coming out so quickly that it’s difficult for researchers to keep up. Author Renée Hopkins looks at the current state of AI in qualitative market research and how it’s benefiting researchers. […]
Jodi McGee reviews Agrawal, Gans, and Goldfarb’s second book about AI, Power and Prediction: The Disruptive Economics of Artificial Intelligence, as a resource for understanding the transformative potential of AI and how we must prepare for the massive impacts that are yet to come. […]
Artistic Swimming was forced to reinvent itself to prevail as an Olympic Sport. Author Cynthia Tello compares this transformation to the one facing qualitative research, sharing lessons learned and offering ideas for qualitative researchers. […]
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