From the President
From The President – Spring 2022
QRCA President Roben Allong speaks to how qualitative researchers have remained the tuning fork for human connection—helping brands continue to meet consumers where they are. […]
qrca
Book Reviews
Attitude and Gratitude: An Autobiography by Patricia Sabena, Dorrance, 2021
Pat Sabena’s autobiography tells how she succeeded in qualitative research and in life, overcoming many challenges. Jay Zaltzman was inspired by her book and thinks it has important lessons for those getting started in the marketing field. […]
Book Reviews
97 Things Every UX Practitioner Should Know, edited by Dan Berlin, O’Reilly Media, 2021
Kay Corry Aubrey reviews 97 Things Every UX Practitioner Should Know. QRCA member and UXer Dan Berlin edited this highly insightful and absorbable collection of short essays by seasoned UX practitioners on a vast range of UX topics. […]
Dear Emeritus
Dear Emeritus: Feeling Overwhelmed by Tech?
Three seasoned qualitative researchers provide tips for staying on top of the rapidly-evolving market research industry, including new techniques, specialties, tools, and methodologies that are redefining the industry as we know it. […]
Business Matters
Navigating the Complex World of Data Privacy
Data security expert Jessica Santos provides qualitative researchers with tips to navigate the fast-changing data privacy landscape, using practical examples. […]
From the President
From The President – Fall 2021
By Roben Allong, Lightbeam Communications (M/WBE), New York, New York, robena@lightbeamnyc.com Welcome to Another Fantastic Issue of VIEWS! I am honored to be the […]
Toolbox
Your Brain on Super Bowl Ads
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. […]
Trends
Don’t Be Left in the Dark about “Dark Marketing”
Dark marketing, or dark advertising, is a type of online advertising visible only to the advertiser’s publisher and the intended target audience. In the early 2010s, dark marketing emerged as a new way to target potential customers through targeted ads, primarily within social media platforms. A decade later, it has evolved into a powerful tool offering marketers unprecedented marketing opportunities by giving them more of a laser-focused approach versus a shotgun approach. […]
Book Reviews
Think Again: The Power of Knowing What You Don’t Know by Adam Grant
Book Reviewer Caryn Goldsmith says that Adam Grant’s book, Think Again: The Power of Knowing What You Don’t Know, gives readers refreshing look at how to avoid confirmation bias and desirability bias, and develop a trusted challenge network . […]
Book Reviews
The Scout Mindset: Why Some People See Things Clearly and Others Don’t by Julia Galef
Book Reviewer Melanie B. Brewer says that Julia Galef’s book, The Scout Mindset: Why Some People See Things Clearly and Others Don’t, makes a strong case that we are hardwired to defend our opinions and stick to our beliefs—and shows how to develop the best possible map of reality. […]