QRCA 2022-23 President Michael Mermelstein
From the President

From The President – Fall 2023

As I reflect on this past year, whether we are experienced practitioners or new to qualitative research, we have been living through massive changes in how we work. Technology will continue to drive even more change and will even challenge the relevancy of qualitative research as a stand-alone profession. […]

From the Editor in Chief

From the Editor in Chief – Fall 2023

Our editorial team takes great pride in bringing a broad range of content to you each quarter. As editor-in-chief, I’m also extremely proud of our team for their dedication of time and expertise in guiding authors. VIEWS was recently recognized once again as an award-winning publication. […]

Book Reviews

Between Us: How Cultures Create Emotions by Batja Mesquita, W.W. Norton, 2022

Susan Fader reviews Between Us, a book from Batja Mesquita (a pioneer of cultural psychology), which dissects the way culture shapes our emotional world. Using MINE and OURS models of emotion, the author effectively challenges the belief that emotional cues, socially accepted reactions, and empathy are universal across societies. A must-read for researchers seeking to understand the cultural perspectives surrounding our work. […]

Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]