QRCA Views Winter 2024

Oana Popa Rengle reviews renowned music producer Rick Rubin’s book, The Creative Act: A Way of Being—which she praises for being written in language that flows like a poem and inspires readers to open themselves up to the creativity that lives around and within them. […]

Laddering is one of qualitative research’s most established techniques—but it’s often misunderstood as rigid and formulaic. This article reframes laddering as a flexible, respondent-focused approach to uncovering deeper motivations and values. It also introduces scaffolding as a complementary technique that helps moderators guide respondents when laddering stalls, creating smoother interviews and richer insights. With real-world examples and question phrasing tips, readers will learn how to combine laddering and scaffolding to elicit self-reflection, avoid respondent fatigue, and produce more authentic, actionable data. […]

Stay informed of the latest qualitative research trends and tools with QRCA VIEWS magazine. […]