QRCA Views Spring 2023

As the world’s largest population, Gen Alpha currently represents almost 25 percent of the total population. This generation is turning 16 this year and represents current toddlers to teens. Pam illustrates this nimble generation who do not like being called “digital natives” because they’re adept at living life in the real and digital worlds seamlessly. They play soccer outside with friends and play Minecraft indoors with those same friends. Wellness for them is an active pursuit that varies from skincare and cosmetics to fitness and health. This is a group that spends their time connecting with family and friends in both worlds. Read on as researchers gain insight into how to design a research study with Gen Alpha. […]

Insight industry growth expert Paul Griffiths explores the most cost-effective and easily executed ways to grow your research partner brand. Regardless of whether you are a qualitative solopreneur, part of a small qualitative shop, or the leader in a large agency, there are ways you can build brand salience and make sales activity more impactful that don’t require big marketing budgets. […]

Is traditional qualitative research dead? A provocative question that seems to surface every now and then. With the proliferation of new tech tools and AI, it might feel this way sometimes, but it’s the combination of old and new methods that can help researchers increase their value to clients. Author Len Ferman identifies ideas from a brainstorming session with qualitative researchers to consider in our pursuit to add unique value to brands and businesses. […]