Business Matters
The Future of Qualitative Research—An Ideation Session: How We Can Dramatically Increase Our Value to Clients and Stay Relevant in the Future
Is traditional qualitative research dead? A provocative question that seems to surface every now and then. With the proliferation of new tech tools and AI, it might feel this way sometimes, but it’s the combination of old and new methods that can help researchers increase their value to clients. Author Len Ferman identifies ideas from a brainstorming session with qualitative researchers to consider in our pursuit to add unique value to brands and businesses. […]
Also, below are the various articles in this issue and a link above for an archive of past issues.
Toolbox
FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers
Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]
Luminaries
Scenario Planning for the Qualitative Researcher with Ray Poynter
Zoë Billington speaks with Ray Poynter, a researcher, educator, and market research industry leader. Ray discusses scenario planning, and shares some predictions about the impact of AI on research, offering insight into how qualitative researchers can make the most of this tool. […]
Global Research
Against the Odds: The Battle-Hardened Spirit of Latin Americans
Olivia Tykocki, a researcher with Latin American roots, shows Latin Americans not merely as survivors in the face of ongoing economic and political upheavals, but as masters of adaptation. Based on insightful research and first-hand experiences, Tykocki uncovers how enduring cultural values intersect with adaptive responses to shape consumer behavior and inspire innovation in the LatAm market. […]
Toolbox
Design Thinking for Insights Professionals
Taking us through the Design Thinking process step by step using a real-life example, author Jani de Kock explores both the principles and theory behind Design Thinking, and practical tools & methods for running a successful Design Thinking project. […]
Book Reviews
Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents—and What They Mean for America’s Future, by Jean M. Twenge, Atria Books, 2023
Cynthia Tello reviews Jean M. Twenge’s book, Generations, a fascinating book that will transform your viewpoint on the six living generations in America. Based on a rigorous, yet creative methodological approach, Generations offers an innovative perspective and a new Model of Generations, placing technology at the base of all radical transformations of society and the catalyst behind generational change. […]
Book Reviews
Any Insights Yet? by Chris Kocek, Yellow Bird Press, 2023
Any Insights Yet?, written by Chris Kocek, is an easy-to-read reference guide on building insights for new and experienced market researchers. […]
CURRENT ISSUE: SUMMER 2024
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