Most companies set prices by looking at history, or even key competitors, and hope for the best. But a price that is set too low leaves revenue behind, while a price set too high risks rejection and share loss. This article shows how blending qualitative insights with quantitative tools reveals the attributes that can justify a premium, reduce resistance, and keep pricing decisions grounded in customer reality. […]
Research expert Carly Fink presents an innovative qualitative framework for understanding the complex contradictions between a consumer’s stated desires for clean, sustainable grocery products and their actual purchasing behaviors. Drawing from extensive industry experience, she provides actionable methodologies, including System 1 techniques, ethnographic interviews, and journey mapping to help brands build authentic trust. Readers will learn practical strategies for designing research that capture real-life decision-making contexts and translating consumer insights into business solutions that align stated values with shopping cart reality. […]
En este artículo oportuno y revelador, Lauren McCluskey comparte su experiencia personal al adentrarse en la moderación con IA, detonada por una sorpresiva solicitud de un cliente que llegó mientras estaba en una pista de esquí. Con una mezcla única de reflexión personal y orientación práctica, desglosa dónde las herramientas de IA pueden potenciar la investigación cualitativa y dónde los moderadores humanos siguen siendo esenciales. Los lectores obtendrán un marco claro para evaluar plataformas de IA, ejemplos reales de uso híbrido y una hoja de ruta para mantenerse relevantes en un panorama en evolución. Ya seas curioso, cauteloso o entusiasta de la IA, este artículo es lectura obligada para investigadores cualitativos que navegan el futuro de la co-moderación con IA. […]
Qualitative research in U.S. politics faces unique challenges in an era of hyper-partisanship. Experts Dave Metz and Lori Weigel explore how polarization impacts voter engagement, recruitment, and honest dialogue—and share strategies researchers can use to navigate bias, build trust, and uncover authentic insights that inform effective campaign messaging. […]
In the latest episode of Conversations in Depth, host Doug Keith sits down with Sally Kohn—public speaking coach, media trainer, author, and former MSNBC commentator—to explore her journey from on-air personality to executive presence coach. Sally shares what she’s learned about connecting across differences and why empathy and understanding are essential skills for researchers and leaders navigating today’s polarized climate. […]
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. […]
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. […]
El Dr. Dave Oventhal, profesor de estrategia e investigación con años de experiencia aplicada en diversos roles de producto, sugiere utilizar la metodología de los Seis Sombreros para Pensar (Sombreros) para asegurar la participación total del equipo y reducir el tiempo de reunión al revisar y mejorar de forma efectiva las actividades de investigación. El Dr. Dave explica cómo usar los Sombreros, al planear, durante y después de un proyecto de investigación, y cómo asegurar que los equipos trabajen en paralelo. […]
This article demystifies conjoint analysis for qualitative researchers, showing how it enhances the work they already do by turning exploratory insights into structured, predictive decision models. It explains how qualitative research uncovers the “what” and “why,” while conjoint reveals the “how much” behind consumer preferences—crucial for product development, pricing, positioning, and segmentation. With a clear explanation of terminology, case studies, and caveats, the article equips qualitative professionals to confidently recommend or collaborate on conjoint projects. Whether you’re curious about how to prioritize product features or simulate market scenarios, this is a must-read primer. It’s part of QRCA VIEWS’ ongoing series that helps quallies better understand complex quant methods. […]
In a category fueled by passion and competition, qualitative research plays a pivotal role in unlocking the voice of the fan, player, and stakeholder across the entire sports ecosystem. From optimizing ticket sales and fan engagement to guiding sponsorship decisions and uncovering generational shifts in sports consumption, this deep-dive article explores how qual delivers context, clarity, and connection in an industry like no other. The piece reveals how quallies help teams and brands navigate evolving fandom, balance star power with team loyalty, and reimagine both live experiences and recreational participation. It’s a must-read for researchers and brand managers who want to understand how sports are transforming—and how to meet that moment with insight. Whether you’re courtside, on the field, or in the boardroom, the game has changed—and research is driving the next play. […]
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