QRCA VIEWS

Spanish Translations

Seis Sombreros para Pensar: El Poder de una Revisión Holística

July 3, 2025 0

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. […]

Quant Lens

Conjoint Analysis: A Valuable Complement to Qualitative Research

July 3, 2025 0

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. […]

Industry Focus

Playing to the Crowd A look at what’s driving sports marketing research

July 3, 2025 0

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. […]

Luminaries

Why and How to Study Humans As “We” Creatures Rather Than “I” Creatures, with Herdmeister Mark Earls

July 3, 2025 0

In this wide-ranging interview, behavioral strategist and author Mark Earls unpacks the thinking behind his groundbreaking book HERD, which explores how mass behavior is shaped more by social influence than individual choice. Earls critiques outdated models of marketing and research that focus too narrowly on rational decision-making, and instead urges researchers to consider the social and emotional dynamics at play. He introduces a practical 2×2 framework that helps marketers and insight professionals diagnose decision types—and design smarter, more human-centered research. From copycat behavior to unconscious peer influence, this conversation challenges conventional thinking and offers fresh tools for driving real behavior change. A must-read for anyone involved in marketing strategy, qualitative insights, or behavior design. […]

Schools of Thought

Getting Real with Gen Z: Sensitivity, Neurodivergence, and the Search for Meaning

July 3, 2025 0

This powerful article offers a deeply human portrait of Generation Z—one that challenges common stereotypes and reveals a generation driven by intuition, authenticity, and a search for meaning. Based on years of qualitative and quantitative research, it explores how Gen Z’s feelings of “not fitting in” are often rooted in their sensitivity, neurodivergence, and emotional depth. From spiritual experiences to early identity crises, this generation is pushing back on outdated systems and demanding more honest, empathetic engagement—from brands, educators, and researchers alike. For marketers and researchers looking to connect with Gen Z in ways that truly resonate, this piece is both a wake-up call and a guide. […]

Toolbox

Dolphins, Volcanoes, and Insights: How an In-school Dance Residency Inspired a Veteran Researcher to Refresh Her Practice

July 3, 2025 0

Tired of chaotic debriefs, endless wrap-ups, and dominant voices hijacking your research team meetings? This article introduces the Six Thinking Hats method—a simple yet powerful tool qualitative researchers and insights managers can use to run fast, focused, and inclusive discussions. You’ll learn how one insights leader used this structured approach to transform late-night, unproductive post-focus group meetings into efficient 30-minute power sessions. Whether you’re conducting in-the-field research or looking to boost collaboration and innovation across departments, the Hats offer a game-changing way to improve outcomes and decision-making. If you want to streamline your research process and make every team voice count, this is a must-read. […]

Travelwise

Using a Curious Breath to Dismantle Judgment in Any Situation

July 3, 2025 0

Ever silently judged a participant’s odd food choice or offbeat opinion during research? You’re not alone—but learning to dismantle that judgment may be the key to deeper empathy and better insights. This article is a must-read for qualitative researchers and insights managers who want to sharpen their empathy muscle and build stronger connections with participants, even when faced with unexpected or unfamiliar behaviors. Through a blend of self-awareness and practical tools like the “Curious Breath,” the author shows how curiosity—not criticism—is the secret to unlocking richer stories and more impactful research outcomes. It’s a powerful reminder that great insights start with an open mind. […]

From the Editor in Chief

From the Editor in Chief – Summer 2025

July 3, 2025 0

QRCA Views’ Editor-in-Chief introduces the latest issue, packed with thought-provoking content for market research professionals – and the magazine’s first Spanish language article, celebrating our global reach. […]

Business Matters

Dynamic Systems in Marketing Research: Cracking the Nut of Habitual Behavior

July 2, 2025 0

If you’ve ever struggled to understand or shift entrenched consumer or professional behaviors, this article offers a fresh and deeply insightful perspective. The author—originally a cognitive developmental psychologist—introduces dynamic systems theory to explain how habits form, stabilize, and resist change over time. Using real-world examples from healthcare and consumer behavior, the piece explores how marketers and qualitative researchers can uncover the early influences and unconscious motivators behind resistant behaviors—and how to effectively disrupt them. This isn’t just theory—it’s a call to rethink how we frame questions, design studies, and unlock behavior change. A must-read for any insight pro looking to solve sticky behavior problems with new thinking. […]