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From the Editor in Chief
From the Editor in Chief – Winter 2023
When I read our cover story in this issue for the Travelwise column, I was excited for its message in several ways: it features exploring public art on our travels to expand our cultural understanding, it reminds us to slow down in life and smell the roses, which we all need to do, and it reminded me that there will be time to explore public art in Denver for the January 2024 QRCA Annual Conference. […]
Luminaries
Professor Batja Mesquita on Culture’s Role in Shaping Emotions and Accounting for Them in Research
Zoë Billington speaks with Professor Batja Mesquita, a pioneer of cultural psychology, about how culture shapes emotion, and how emotions act as powerful tools in relationships. After reading, you may be compelled to rethink if, when, and how to ask participants the very important question, “how did you feel about that?” …and even add on “and what did you do about that?” and “and how did you respond to how that made you feel?” […]
Toolbox
Conducting an Experience Investigation: A CX Approach That Adds Depth and Dimensionality to the Discovery Phase of Your Research
Show your clients a vivid picture of what it’s like to be one of their customers by delivering an Experience Investigation. Using a Customer Experience (CX) mindset, go beyond rational and conscious observations to better understand how expectations, emotions, subconscious clues, and behavioral psychology affect how customers feel toward a company. The article is a useful primer on how to pay attention to, capture, and evaluate the signals firsthand that create the emotions that can either attract or repel customers. […]