From the President
From The President – Summer 2025
By Jeff Hecker QRCA President | QRCA Principal, Athena Brand Wisdom Toronto, Ontario, Canada | jeff.hecker@athenabrand.com […]
Jeff Hecker
Schools of Thought
What Can Magicians Teach Us about How Consumers Think?
Working with qualitative methods inevitably requires that we consider issues of attention, sensory processing, and cognitive processes. In this article, veteran moderator and occasional magician Jeff Hecker discusses how magicians consider and leverage these same issues, with some fascinating implications for researchers. […]