From the President
From The President – Winter 2024
BY Jeff Hecker, QRCA PRESIDENT | PRINCIPAL, ATHENA BRAND WISDOM, TORONTO, ONTARIO, CANADA | jeff.hecker@athenabrand.com […]
AI
From the President
From The President – Summer 2024
By Lauren Isaacson, QRCA President, Founder & Research Director, Curio Research, Vancouver, British Columbia, Canada, lauren@curioresearch.net […]
Trends
The State of AI in Qualitative Research—How Researchers Can Benefit
AI-driven applications for qualitative research are being developed at the speed of light, coming out so quickly that it’s difficult for researchers to keep up. Author Renée Hopkins looks at the current state of AI in qualitative market research and how it’s benefiting researchers. […]
Business Matters
The Future of Qualitative Research—An Ideation Session: How We Can Dramatically Increase Our Value to Clients and Stay Relevant in the Future
Is traditional qualitative research dead? A provocative question that seems to surface every now and then. With the proliferation of new tech tools and AI, it might feel this way sometimes, but it’s the combination of old and new methods that can help researchers increase their value to clients. Author Len Ferman identifies ideas from a brainstorming session with qualitative researchers to consider in our pursuit to add unique value to brands and businesses. […]
Book Reviews
Power and Prediction: The Disruptive Economics of Artificial Intelligence by Ajay Agrawal, Joshua Gans, and Avi Goldfarb, Harvard Business Review Press, 2022
Jodi McGee reviews Agrawal, Gans, and Goldfarb’s second book about AI, Power and Prediction: The Disruptive Economics of Artificial Intelligence, as a resource for understanding the transformative potential of AI and how we must prepare for the massive impacts that are yet to come. […]
Business Matters
Riding the Wave: How the Professional Gig Economy Is Reframing the Independent Qualitative Researcher
From AI to software platforms and dozens of tools in between, Nichola Quail—Founder and CEO of Insights Exchange—shares tips on what, when, and how to leverage technology, and how they can benefit your company, based on her own experiences building her company. […]
Schools of Thought
Making a Splash: How Artistic Swimming’s Reinvention Can Inspire Qualitative Research
Artistic Swimming was forced to reinvent itself to prevail as an Olympic Sport. Author Cynthia Tello compares this transformation to the one facing qualitative research, sharing lessons learned and offering ideas for qualitative researchers. […]
From the President
From The President – Spring 2023
Is AI a friend or foe of market research? It depends on how we adapt. The article lists at least 6 ways AI can be used in qualitative research. […]