Global

Crossing Over from Traditional Qualitative to User Experience Research: The Journey with a Thousand Faces

There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]

From the President

From The President – Winter 2022-23

QRCA is comprised of a broad community of market researchers who specialize in qualitative research. A strong sense of community is what has and continues to make QRCA such a great organization. The powerful sense of community that exists has always been a core strength. […]

Book Reviews

Rethinking Users: How a Detailed Look at User Archetypes Can Change Your Outlook on EcoSystems by Michael Youngblood, Benjamin J. Chesluk, & Nadeem Haidary,BIS Publishers, 2021

Book reviewer Paula Rosecky, who is both a facilitator and coach, uses the context of a plane ride to share how Rethinking Users: How a Detailed Look at User Archetypes Can Change Your Outlook on EcoSystems, by Michael Youngblood, Benjamin J. Chesluk, and Nadeem Haidary, expands the reader’s view of user design. […]

Global

Usability Testing with Corner Store Owners in Pakistan: A How-To (and How-Not-To) Guide

When researching within the fast-and-loose world of corner store owners in Pakistan, Western design principles and User Experience research methodologies often do not apply. Issues such as cramped spaces in stores, cracked phone screens, dialect differences, and a target of technology novices can derail your research. Based on personal experience, Usama Waheed (co-founder at dli5) explains why many traditional UX techniques do not work in these situations and then shares UX methods he has developed to adapt to this market […]