CURRENT ISSUE: FALL 2024
QRCA leads the conversation in qualitative research. Stay informed of the latest stories with QRCA VIEWS magazine.
Industry Focus
Post-Pandemic—Travel and Tourism Qualitative Research Is Evolving as Travelers Seek More Control
Neal Sandin identifies the critical trends in the travel and tourism industry that are driving marketing research projects for airlines, destination hotels, local businesses, and events. The article explores the essential methods and skills qualitative researchers need to be successful in tourism and hospitality research. […]
Also, below are additional articles in this issue.
Toolbox
Accelerated Product Development: The Power of Participatory Research
Struggling to engage design and engineering teams in field research? Accelerated Product Development (APD) may be the answer. […]
Luminaries
The Sound of Silence: Using Our Research Skills for Strategic Communications and Leadership with Shoko Masuda
Zoe Billington interviews Leadership Coach Shoko Masuda on using research skills for strategic communications and leadership. […]
Global Research
Cultural Roots and Modern Resilience: Exploring Chinese Gen Z Consumption Trends
Sami Wong dives deep into the unique qualities shaping the purchasing habits of China’s Generation Z. Unlike their global peers, Chinese Gen Zers balance a strong sense of national pride with modern digital fluency, reshaping the landscape for brands eager to connect. […]
Toolbox
Getting It Right with SEGMENTATION STUDIES: A Qualitative Guide
This article explores best practices for conducting segmentation studies, avoiding common pitfalls, and maximizing the impact of your findings. […]
Book Reviews
Loved: How to Rethink Marketing for Tech Products
James Forr reviews, Love: How to Rethink Marketing for Tech Products by Martina Lauchengco, explaining that positioning is a long-term game, while messaging is a shorter-term one. […]
Book Reviews
The Right Kind of Wrong by Amy Edmondson, Simon & Schuster, 2023
Reviewed by Jodi McGee, Chief Insights Officer Inquisitive Insights Greater Philadelphia area, Pennsylvania: jodi@inquisitiveinsights.com
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