CURRENT ISSUE: Winter 2025
QRCA leads the conversation in qualitative research. Stay informed of the latest stories with QRCA VIEWS magazine.
With a global readership, we have expanded our publication to include one article from each issue translated into Spanish. Thank you to Pablo Gutierrez for doing the Spanish translations.
Schools of Thought
“She” Isn’t a Segment—She’s a Growth Strategy
Quant Lens
Demystifying Pricing Research
Toolbox
Journey Mapping That Drives Change: Best Practices for Qualitative Researchers
In a world where tight budgets and shrinking teams demand that research do more than enlighten—it must activate—this article reveals how journey mapping can transform insights into real organizational impact. Moving beyond pretty deliverables, it shows researchers how to use journey mapping as a collaborative, insight-driven process that aligns cross-functional partners, sharpens focus, and integrates seamlessly into decision-making. Through practical frameworks, examples, and lessons learned from more than 100 practitioners, the article demystifies what makes a journey map truly high-impact—and why the way you create it matters more than how it looks. For researchers hungry to see their work spark action rather than sit on a shelf, this piece is both a roadmap and a call to arms. […]
Also, below are additional articles in this issue.
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