Our next annual QRCA conference will be in Charlotte, North Carolina in March. In this article Chris Hauck familiarizes you with the attractions, food, and entertainment in Charlotte, so you can plan ahead for a productive and fun week in the Queen City. […]
A seasoned expert in digital qualitative research, Dave Kaye’s career has taken him around the world listening firsthand to stories from thousands of research participants. His ability to get to the heart of the narrative and the insights that live within it has put him at the forefront of mobile research co-founding Field Notes, one of the world’s first smart phone research apps. Dave is passionate about bringing new technologies to research, but he is always keen to keep things simple. He joins Conversations in Depth to discuss his nontraditional path of getting into the market research business and his passion for digital methods. […]
We can’t read respondents’ minds, but through contemporary neuro methods we can access the truths they don’t mention, along with how they are feeling, how hard they’re thinking, and where they’re looking, to round out the data we get from what they say. The author explores neuro methods, where they came from, where they are going, and crucially, how we can leverage them to elevate the insights we deliver to our end-clients. […]
Influencers are well-known for their contributions to the marketing ecosystem, but did you know they can also be a valuable resource for marketing research professionals? This article shares tips for initiating relationships with Influencers, specifically through the lens of helping solve qualitative recruitment challenges. […]
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. […]
Tesla has disrupted the automotive industry with innovations in vehicle connectivity, autonomy, sharing, and electrification. Feature editor Tom Neveril explains how this has sparked an industry-wide wave of innovation initiatives, and suggests qualitative researchers re-think traditional automotive study approaches and adopt more agile, iterative explorations that focus on the impact of new technologies on customer lifestyles. Several industry-leading automotive researchers share their views on the essential methods and skills needed to successfully conduct automotive research. […]
Zoë Billington interviews Meryl Evans, CPACC, a professional speaker and trainer on accessibility and inclusion with a focus on creating accessible communications for people with disabilities. Readers will come away with concrete suggestions for taking a more inclusive approach to their own day-to-day work and communications. […]
There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]
Qualitative research is a form of applied improvisation: even though moderators prepare extensively, almost anything can happen in an actual conversation, and we have to be able to react in the moment—all while putting on a show for our highly-engaged client “audience.” Actor Will Dennis describes how deliberately adopting an “improv mindset” can further bolster our qualitative skills, offering exercises to help us listen more attentively, make our respondents look good, and reconsider how spontaneous dialogue can turn into opportunities for more genuine and authentic conversations with participants. […]
The world’s population is getting older, but businesses struggle to address this consequential shift. Two new books, Breaking the Age Code: How Your Beliefs About Aging Determine How Long & Well You Live, and Stage (Not Age): How to Understand and Serve People Over 60, explore the many negative ageist perceptions and self-perceptions that constrain business opportunities within the aging population. […]
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