market research

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 For researchers, this is a call to move past outdated archetypes and embrace the deeper complexity that drives modern women’s decisions—and their massive influence.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. […]

From the Editor in Chief

From the Editor in Chief – Winter 2025

December 17, 2025 0

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. […]

Podcasts

VIEWS Podcasts: Beka Shea

December 17, 2025 0

Military veteran Beka Shea talks to Doug about her transition into corporate America where she helps teams understand the science of people in her behavioral analytics consulting work at Culture Index. […]

Toolbox

Journey Mapping That Drives Change: Best Practices for Qualitative Researchers

December 17, 2025 0

In a world where tight budgets and shrinking teams demand that research do more than enlighten—it must activate—this article reveals how journey mapping can transform insights into real organizational impact. Moving beyond pretty deliverables, it shows researchers how to use journey mapping as a collaborative, insight-driven process that aligns cross-functional partners, sharpens focus, and integrates seamlessly into decision-making. Through practical frameworks, examples, and lessons learned from more than 100 practitioners, the article demystifies what makes a journey map truly high-impact—and why the way you create it matters more than how it looks. For researchers hungry to see their work spark action rather than sit on a shelf, this piece is both a roadmap and a call to arms. […]