Cover
QRCA Views Fall 2025
Stay informed of the latest qualitative research trends and tools with QRCA VIEWS magazine. […]
qualitative research
Spanish Translations
Co-Moderando el Futuro: Adoptar la IA sin perder la chispa humana
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. […]
Podcasts
VIEWS Podcasts: Sally Kohn
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. […]
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. […]
Humor
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. […]
Humor
Spanish Translations
Seis Sombreros para Pensar: El Poder de una Revisión Holística
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
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. […]