Explore how the global tourism landscape is changing, driven by new traveler segments, the rise of culturally immersive destinations, and the influence of the creative economy. Delve into the importance of semiotics and cross-cultural understanding in crafting meaningful travel experiences while addressing the challenges of overtourism and the need for ethical tourism practices. […]
Sami Wong dives deep into the unique qualities shaping the purchasing habits of China’s Generation Z. Unlike their global peers, Chinese Gen Zers balance a strong sense of national pride with modern digital fluency, reshaping the landscape for brands eager to connect. […]
Olivia Tykocki, a researcher with Latin American roots, shows Latin Americans not merely as survivors in the face of ongoing economic and political upheavals, but as masters of adaptation. Based on insightful research and first-hand experiences, Tykocki uncovers how enduring cultural values intersect with adaptive responses to shape consumer behavior and inspire innovation in the LatAm market. […]
Insights from the Best Paper at ESOMAR Congress 2023 exploring the metaverse as an opportunity for qualitative research. The authors detail their efforts to investigate the metaverse’s potential for market research, outlining the goals, research tasks, and challenges they encountered. […]
Susan Bell repositioned her Sydney-based research agency as a specialist agency focusing on retiree insights, abandoning her years as a generalist researcher. Susan shares the story of how she settled on the retiree market and the challenges of becoming a specialist. […]
Africa has often been portrayed homogeneously, leading some to dismiss the diversity of this continent. In fact, Africa consists of 54 countries, each with its own culture, customs, and languages. Amélie Truffert shares her experiences living and conducting research across the continent, challenging unconscious bias about this diverse land. […]
A long-term online consumer research community in Germany reveals choices consumers make on consumption and purchasing habits around sustainability impact in light of the economic downturn. The reader will gain a deeper understanding of the effectiveness of sustainability programs and the extent to which consumers are willing to alter their lifestyles for conservation. […]
Language translation and interpretation are among the well-known stumbling blocks on the way to meaningful and reliable qualitative research outcomes. Yet the benefits of a diverse group of participants are clear across every industry. […]
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. […]
When researching within the fast-and-loose world of corner store owners in Pakistan, Western design principles and User Experience research methodologies often do not apply. Issues such as cramped spaces in stores, cracked phone screens, dialect differences, and a target of technology novices can derail your research. Based on personal experience, Usama Waheed (co-founder at dli5) explains why many traditional UX techniques do not work in these situations and then shares UX methods he has developed to adapt to this market […]
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