market research

Business Matters

The Moderator Reimagined: Lessons from a Season Away

April 27, 2026 0

Veteran moderator Judithe Andre draws on her experience as a national board-certified health & well-being coach and wellness studio operator to reimagine what it means to listen. In this reflective, practice-focused article, she explores how motivational interviewing, mindfulness, and behavioral science can strengthen qualitative research. Her integrated approach—what she calls Moderator Methodology—offers a roadmap for researchers seeking to balance presence with precision, empathy with insight, and human care with analytical rigor. […]

Book Reviews

Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering

April 27, 2026 0

Revenge of the Tipping Point: Overstories, Superspreaders and The Rise of Social Engineering is Malcolm Gladwell’s thought-provoking follow-up to his popular book The Tipping Point: How Little Things Can Make a Big Difference. He’s written this book to explain his theories on social engineering, which is when a seemingly small change is purposefully made by a person or persons in a position of power to influence people’s behavior for a desired social outcome. Such a change is typically non-transparent and involves the design of policies, environments or communications. He contends that we all share responsibility for ensuring that social engineering is not used in a way that is harmful for our democracy. […]

Travelwise

“Buen Camino” to Our Milestone Pilgrimage–85 Miles of Learning and Reflecting from the Camino de Santiago

December 19, 2025 0

Two seasoned qualitative researchers turn an 85-mile journey on Spain’s Camino de Santiago into a powerful lens on reflection, connection, and the craft of insight. Blending ancient pilgrimage traditions with modern research sensibilities, they uncover lessons about traveling light—both physically and mentally. Their week-long trek is a story of movement, meaning, and the surprising clarity that emerges when we step away to walk with intention. […]

Global

MALE IN THE MIDDLE: Understanding the untold story of middle-class men in Indian households

December 19, 2025 0

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

December 19, 2025 0

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

December 19, 2025 0

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

December 17, 2025 0

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. […]

Schools of Thought

“She” Isn’t a Segment—She’s a Growth Strategy

December 17, 2025 0

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

December 17, 2025 0

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. […]