QRCAVIEWS

Business Matters

Niche Down to Rise Up: Differentiating Your Market Research Firm in a Crowded Market

September 16, 2025 0

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

September 16, 2025 0

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. […]

Toolbox

Taking Questions Upward, Sideways, and Forward Using Laddering and Scaffolding for Better Interview Outcomes

September 16, 2025 0

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. […]

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. […]

Podcasts

VIEWS Podcasts: Frank Murgalo

July 3, 2025 0

In this episode of Conversations in Depth, host Mike Carlon interviews Frank Murgalo—a man whose life and career are living proof that reinvention never goes out of style. From Marine reservist to soup entrepreneur, stand-up comic to Off-Broadway producer, Murgalo’s story is equal parts inspiring and entertaining. He shares honest insights on embracing change, navigating uncertainty, and using humor and resilience as tools for growth. For researchers or professionals eyeing their next pivot, this conversation is a masterclass in adaptability and lifelong curiosity. It’s a refreshing reminder that your next chapter can start at any age—even 82. […]

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. […]