QRCA Views Spring 2023

Revenge of the Tipping Point: Overstories, Superspreaders and the Rise of Social Engineering is Malcolm Gladwell’s thought-provoking follow-up to The Tipping Point: How Little Things Can Make a Big Difference. In it, he explores how small, often hidden changes made by those in power can shape behavior and drive social outcomes. Gladwell argues that we all share responsibility for ensuring these forces are used in ways that support—not undermine—our democracy. […]

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. […]

I hope that this issue inspires you the same way it did all of us on the VIEWS team. You’ll be whisked away to the desert of Burning Man and the beautiful landscape of Southeast Asia. You’ll learn all about dark marketing and how to use WhatsApp in your qualitative research. Interested in storytelling? We’ve got something for you to sink your creative teeth into in this month’s Luminaries column which profiles Nancy Cox, a storytelling consultant. […]