QRCA Views Winter 2024

Susan Collin reviews a new book by Becky Blades. Start More Than You Can Finish: A Creative Permission Slip to Unleash Your Best Ideas suggests letting go of the strict rules for creativity and how starting more ventures than thought possible can actually make you more productive. […]

Let Me Explain Black Again by Pepper Miller is an invitation to better understand Black consumers, not only as valuable customers, but also in a deeper and more insightful way. […]

In a category fueled by passion and competition, qualitative research plays a pivotal role in unlocking the voice of the fan, player, and stakeholder across the entire sports ecosystem. From optimizing ticket sales and fan engagement to guiding sponsorship decisions and uncovering generational shifts in sports consumption, this deep-dive article explores how qual delivers context, clarity, and connection in an industry like no other. The piece reveals how quallies help teams and brands navigate evolving fandom, balance star power with team loyalty, and reimagine both live experiences and recreational participation. It’s a must-read for researchers and brand managers who want to understand how sports are transforming—and how to meet that moment with insight. Whether you’re courtside, on the field, or in the boardroom, the game has changed—and research is driving the next play. […]