QRCA Views Spring 2023

This article demystifies conjoint analysis for qualitative researchers, showing how it enhances the work they already do by turning exploratory insights into structured, predictive decision models. It explains how qualitative research uncovers the “what” and “why,” while conjoint reveals the “how much” behind consumer preferences—crucial for product development, pricing, positioning, and segmentation. With a clear explanation of terminology, case studies, and caveats, the article equips qualitative professionals to confidently recommend or collaborate on conjoint projects. Whether you’re curious about how to prioritize product features or simulate market scenarios, this is a must-read primer. It’s part of QRCA VIEWS’ ongoing series that helps quallies better understand complex quant methods. […]

Join QRCA February 2–5, 2026 in San Antonio for an unforgettable annual conference at the Westin San Antonio North. This year’s location offers easy access to the Texas Hill Country and downtown’s blend of cowboy heritage and vibrant Mexican culture. Explore historic missions, lively markets, authentic cuisine, and the River Walk while connecting with fellow researchers. From rodeos and Western art to Tex-Mex feasts and German Hill Country traditions, San Antonio is the perfect backdrop for learning, networking, and a uniquely Texas experience. […]

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. […]