From the President
From The President – Fall 2025
By Jeff Hecker QRCA President | QRCA Principal, Athena Brand Wisdom Toronto, Ontario, Canada | jeff.hecker@athenabrand.com […]
market research
Luminaries
Uncovering Your Voice Story to Influence Others Through a New Sound of Power, with Samara Bay
Zoë Billington speaks with Samara Bay, author of Permission to Speak, on rethinking the traditional narratives of public speaking and power. She discusses how authenticity, personal voice stories, and emotional engagement can transform how we, as researchers and business leaders, communicate effectively. […]
Schools of Thought
Co-Moderating the Future: Embracing AI without Losing the Human Spark
This personal essay chronicles a qualitative researcher’s pivotal moment in embracing AI moderation. What began as fear—a client’s unexpected request for AI-led IDIs—transformed into curiosity and confidence through hands-on exploration of AI platforms. The article outlines where AI moderation works (structured, low-emotion contexts; large sample sizes; hybrid models) and where human moderators remain indispensable (emotionally nuanced, culturally complex conversations). It also shares practical hybrid use cases, key questions for evaluating AI platforms, and a call for moderators to evolve from “resisters” to “meaning makers” who blend human intuition with AI’s efficiency to serve clients better. […]
Global
Germany – A Powerhouse Running Out of Steam?
Germany—long a symbol of prosperity—is showing signs of a subtle “poverty creep.” Growth has stalled, infrastructure is crumbling, consumer confidence is low, and once-admired cultural virtues are flipping into inhibitors. This article examines five such shifts—eco-idealism turning into guilt, consensus stifling individuality, perfectionism leading to fatalism, rule-following morphing into red-tape overload, and prudence mutating into missed opportunities—and offers suggestions for marketers and researchers on how to re-inject energy, empathy, and rule-breaking creativity to help loosen consumers’ purse strings and reawaken possibility. […]
Toolbox
Effective Tips for Conducting Research with Seriously Ill Patients
Conducting research with seriously ill patients demands more than solid methodology—it requires empathy, flexibility, and respect. Drawing from emotional insights studies by PJ Quinn, Inc., this article outlines practical strategies for qualitative researchers working with chronically or life-threateningly ill participants. From recruitment and discussion-guide design to projective techniques like “Magic Wand” and “Letter to Younger Self,” it shows how to elicit authentic patient voices without causing undue distress. Moderators will learn how to prepare, protect participant well-being, manage their own emotional resilience, and deliver insights that honor patient experiences while informing healthcare decisions. […]
Travelwise
Let’s Go to San Antonio: Explore History and Cultural Fusions in this Vibrant Texas City
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. […]
Business Matters
Niche Down to Rise Up: Differentiating Your Market Research Firm in a Crowded Market
Solo and team market researchers: Learn how to differentiate your services and attract ideal clients in a competitive landscape. This article provides actionable strategies for identifying your unique value propositions and crafting compelling brand messaging. Discover how niche marketing and strategic positioning can elevate your firm above the competition. You’ll gain insights into your client needs and your competitors’ tactics to refine your marketing approach. Stop competing on price and start winning with differentiation. […]
Trends
Beyond Words – Visually Communicating Insights for Impact
Qualitative researchers are masters of unstructured data—but many struggle to communicate their insights visually. This article explores the growing “visual economy” in business and shares advice from Karen Middleton, a qualitative researcher and graphic designer, on how to transform complex qualitative findings into clear, compelling visuals. Readers will learn the difference between visualizing data for analysis and designing data for presentation, plus practical tips to make research findings more memorable and actionable for decision-makers. […]
From the Editor in Chief
From the Editor in Chief – Fall 2025
QRCA Views’ Editor-in-Chief introduces the latest issue, packed with thought-provoking content for market research and insights professionals – including the magazine’s Spanish language article, celebrating our global reach. […]
Toolbox
Taking Questions Upward, Sideways, and Forward Using Laddering and Scaffolding for Better Interview Outcomes
Laddering is one of qualitative research’s most established techniques—but it’s often misunderstood as rigid and formulaic. This article reframes laddering as a flexible, respondent-focused approach to uncovering deeper motivations and values. It also introduces scaffolding as a complementary technique that helps moderators guide respondents when laddering stalls, creating smoother interviews and richer insights. With real-world examples and question phrasing tips, readers will learn how to combine laddering and scaffolding to elicit self-reflection, avoid respondent fatigue, and produce more authentic, actionable data. […]