QRCA Views Winter 2024

Ever silently judged a participant’s odd food choice or offbeat opinion during research? You’re not alone—but learning to dismantle that judgment may be the key to deeper empathy and better insights. This article is a must-read for qualitative researchers and insights managers who want to sharpen their empathy muscle and build stronger connections with participants, even when faced with unexpected or unfamiliar behaviors. Through a blend of self-awareness and practical tools like the “Curious Breath,” the author shows how curiosity—not criticism—is the secret to unlocking richer stories and more impactful research outcomes. It’s a powerful reminder that great insights start with an open mind. […]

Zoë Billington speaks with Ray Poynter, a researcher, educator, and market research industry leader. Ray discusses scenario planning, and shares some predictions about the impact of AI on research, offering insight into how qualitative researchers can make the most of this tool. […]

Military veteran Beka Shea talks to Doug about her transition into corporate America where she helps teams understand the science of people in her behavioral analytics consulting work at Culture Index. […]