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FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers
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. […]
Industry Focus
Modernizing Healthcare: The Role of Research in Building a Healthier Industry
Sandra Ferris and Meagan Hafner of Gongos—part of InSites Consulting describe how health insurers are responding to accelerating consumerism in healthcare, what types of research studies are in high demand, and what skills qualitative researchers must have to be successful in this industry. […]
Book Reviews
Reset: How to Change What’s Not Working By Dan Heath, Avid Reader Press/Simon & Schuster, 2025
Discover why Dan Heath’s Reset is the book qualitative researchers didn’t know they needed. This QRCA VIEWS review explores how the book’s approach to diagnosing symptoms vs. root problems can elevate both client outcomes and the future of qualitative research itself. […]