QRCA VIEWS Archives - Page 10 of 11

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

June 14, 2023 1

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. […]

From the Editor in Chief – Summer 2023

June 14, 2023 0

Just like at home when you’re ready to rearrange a room for a new look or redecorate with a new color palette—it was time at VIEWS to refresh our design layout; it hadn’t been done for many years. […]

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

June 14, 2023 0

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. […]

Steve Schlesinger, Executive Chairman of Sago (formerly Schlesinger Group)

Building a Global Business from the Basement Up: Steve Schlesinger on the Transformation of Schlesinger Group to Sago

June 14, 2023 0

Steve Schlesinger, Executive Chairman of Sago (formerly Schlesinger Group), talks about the history of the business: from his mother running focus groups in his childhood home to the global company it is today. Steve shares what he’s learned over 35+ years in the industry, and why he is still motivated to go to work every day. […]

ChatGPT and the Rise of AI in Insights: A Look at the Future for Market Research

June 14, 2023 0

Large language models (LLMs) such as ChatGPT are the talk of the town in brand and research circles, bringing the ability to scale data analysis in ways the industry has never before seen. Industry veterans discuss how they are using AI to automate some key knowledge worker tasks, along with the potential of LLMs and some of the changes these tools might bring to the research industry. […]

Diving Deep: Note-taking Strategies to Efficiently Swim through Your Analyses

June 14, 2023 0

Note-taking is a critical component of the qualitative research process. It pays to organize your notes as you go vs. waiting until the end of field to make sense of your data. But note-taking can be tedious if it’s not strategically planned. The author shares her tips to make note-taking easier and more efficient via the use of frameworks, mapping, and color-coding techniques. […]

Breaking the Rules: Key Differences between Research Interviewing and Podcasting

January 2, 2023 0

While the interpersonal skills required to interview participants for research purposes and interview guests on a podcast are similar, how you apply them is different. In this article, veteran moderator and podcaster Mike Carlon discusses how and why he breaks the rules when interviewing guests on his podcast, Uncorking a Story. […]

Dear Emeritus Answers Newbie Researcher

July 11, 2022 0

Four QRCA Emeritus members offer insightful guidance on maximizing a career in marketing research based on their experiential wisdom. Having led successful independent qualitative research careers for decades, each of these professional women share advice on what they have learned to make the most success out of any project or client relationship while maintaining a great reputation, quality of work, and work-life balance in an ever-evolving industry. […]

From the Editor in Chief – Spring 2022

April 12, 2022 0

In 2015 when I joined the VIEWS team, I was looking for a way to engage with QRCA and was intrigued with the VIEWS committee. I vividly remember my call with then-Editor-in-Chief Kay Corry Aubrey and how passionate she was about working on the VIEWS publication. She quickly sold me on the idea that this was the committee for me. Who knew then that I would be given the opportunity to helm the publication, which I’m so excited about—thus launching me into this new adventure. […]

Image showing a Jeep ad from the 2021 Super Bowl, along with a participant's brain wave reaction

Your Brain on Super Bowl Ads

September 30, 2021 0

Every year, Marketing Brainology conducts a Super Bowl study that measures an average of 40 participants’ reactions to commercials using a three-step process—leveraging EEG, eye-tracking, and in-depth interviews. These processes are done consecutively on the same day, to capture participants’ raw reactions to the ads, as these reactions have the potential to fade or be forgotten as time passes. […]