QRCA VIEWS

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 From spiritual experiences to early identity crises, this generation is pushing back on outdated systems and demanding more honest, empathetic engagement—from brands, educators, and researchers alike.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. […]

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. […]

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. […]

Travelwise

The Impactful Travel Quest: Preparing for an Immersive Cultural Conference Experience in Japan

April 4, 2025 0

Come along with academic researcher Nick Wise as he prepares for his first visit to Japan – a culture he has studied academically for years. His journey will include a deep dive into the traditions of rice and tea – symbols of nourishment, harmony, and connection in Japanese society; business etiquette, and how it can ensure meaningful professional interactions, and how he plans to embrace immersive travel, by engaging authentically with local people, traditions, and communities. […]

Quant Lens

Idea Screening in New Product Development

April 4, 2025 0

Quant expert Robert Walker explains how qualitative researchers can expand their role in new product development by offering idea screening to their clients. Using a proven set of evaluative and diagnostic measures, researchers can identify the best candidates to take into the next step of any new product development process, adding value to their clients in new ways. […]

Toolbox

Striking the Right Balance Between Human and AI Transcription for Qualitative Research

April 4, 2025 0

By now we all know AI transcription of interviews is anything but flawless–especially when cultural references are critical to insights, as they can easily be missed by machines. But, if used properly, AI transcription can add efficiency to projects. In this article, multilinguistic researcher Jill Kushner Bishop outlines a decision-making framework to help researchers decide when to consider human or blended human and AI solutions to optimize resources and maximize the quality of insights. […]

Luminaries

From French Literature to Future Technologies: Maria Bezaitis’s Pursuit of Creativity and Diversity in Thinking as a Humanities-Trained Research Leader

April 4, 2025 0

Maria Bezaitis, a humanities-trained UX researcher and former Intel Fellow, shares her unconventional path from academia to pioneering ethnographic research in business and technology. With a PhD in French literature, she transformed her expertise in reading and interpretation into a powerful research approach, influencing corporate innovation at E-Lab, Sapient, and Intel. […]