Isabelle Landreville has found that using AI as an active part of projective techniques helps create a safe space for participants to express freely and creatively, resulting in deeper and richer insights. In this article she shares how her qualitative research agency has explored three projective techniques with the help of AI and the best practices to implement them. […]
CoLoop founder Jack Bowen discusses his journey, AI-driven innovations transforming qualitative research, and future trends shaping the industry in this insightful episode. […]
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. […]
Every research study in India is multicultural., navigating a country with 28 states, 22 recognized languages and cultures, each with a history going back 1,000 years. Qualitative research is vital in helping to understand the cross-cultural dynamics and nuances, so companies can evolve brand strategies that straddle diverse markets within one country. […]
Insight industry growth expert Paul Griffiths explores the most cost-effective and easily executed ways to grow your research partner brand. Regardless of whether you are a qualitative solopreneur, part of a small qualitative shop, or the leader in a large agency, there are ways you can build brand salience and make sales activity more impactful that don’t require big marketing budgets. […]
As consumers transition through life’s milestones—whether turning 50, becoming a parent, or retiring—they enter a liminal state, caught between who they were and who they are becoming. This fascinating article explores how these threshold experiences shape decision-making and behavior, often creating moments of uncertainty or hesitation. By understanding liminality, market researchers can uncover deeper consumer motivations, enhance customer journey mapping, and identify new opportunities to support consumers in these transitional phases. From hallways cluttered with old shoes to the design of luxury resorts, this piece reveals how physical and symbolic spaces impact identity shifts—and how brands can leverage these insights for more meaningful engagement. […]
AI is capable of much more than transcribing interviews and summarizing findings. Qualitative researchers can use AI as coach, collaborator, and sandbox to expand their human powers of imagination and thought across every part of the qualitative research process, from the brief to the report. Ben Jenkins challenges us to think like philosophers, not afraid or encumbered in asking the “big questions.” […]
By Jeff Hecker QRCA President | QRCA Principal, Athena Brand Wisdom Toronto, Ontario, Canada | jeff.hecker@athenabrand.com […]
Stay informed of the latest qualitative research trends and tools with QRCA VIEWS magazine. […]
Por qué la creación de una marca es una inversión importante para una empresa de investigación cualitativa como parte de su estrategia de crecimiento. […]
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