Travelwise
Have Paddle, Will Travel: 16 States, 2 Countries, and Counting
Kristin Howell walks us through how she discovered a new passion for pickleball and how she integrates it into her work and leisure travel […]
qualitative research
Industry Focus
3 Ways Qualitative Researchers Can Help P&C Insurance Companies Transform Their Industry
The property & casualty insurance industry is undergoing massive change as artificial intelligence and automation change the customer experience. Feature editor Tom Neveril explores what qualitative skills are helpful as clients attempt to personalize their services and build long-term loyalty. Several insurance company researchers and independent qualitative consultants contributed insights. […]
Toolbox
Diverse Research Teams Help Maximize Your Insights
With the increased interest in engaging diverse communities from brands and organizations across all sectors, some market researchers are faced with a unique challenge in engaging these communities. Learn the importance of building a diverse research team and its impact not only on your team’s viability, but also recommendations provided for clients. […]
Global
The Humanity at the Edge of War: What does the humanitarian response to the Ukrainian refugee crisis teach us about empathy?
The Russian invasion of Ukraine in spring 2022 has created an unprecedented humanitarian crisis. This article shares the stories of market researchers involved in relief efforts, while also discussing a disaster response model and empathy theories to explore how these events contribute to our understanding of empathy. […]
Dear Emeritus
Dear Emeritus Answers Newbie Researcher
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. […]
Book Reviews
Asking for Trouble: Understanding What People Think When You Can’t Trust What They Say by Jon Cohen, Wonder Wheel Publishing 2021
Reviewer Oana Popa Rengle explains why this is a must-read book for anyone involved in market research. She explores author Jon Cohen’s thesis of why asking people what they think is not always helpful because what people say may not a true reflection of what they feel or think. […]
Podcasts
Starting Fires with April Bell
April Bell is an empathy researcher and the author of The Fire Starter: Igniting Innovation with Empathy. […]
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. […]
From the Editor in Chief
From the Editor in Chief – Spring 2022
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. […]
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. […]