QRCA Views Spring 2023

Our VIEWS team is so energized by and proud of the myriad articles that we cover to keep readers current on leading trends and best practices, including the overwhelming digital space. Our cover story features the Global column and highlights thought leadership at the highest level with a look at the metaverse, in which the authors penned a must-read article on what this realm may mean for qualitative research now and in the future. […]

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. […]

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. […]