research magazines

Schools of Thought

From Qual Insights to Place Branding: How a Small Northern Swedish Town Became a Hotspot for Talent Attraction

September 11, 2024 0

In the northern reaches of Sweden, the winter sun barely graces the sky, yet the small city of Skellefteå is attracting new residents by the thousands. With a combination of rural charm, a shift in work-life values, and the rise of green industries, Skellefteå is experiencing a population surge. Once a town struggling with depopulation, it’s now a hub for innovation, thanks to its creative “Sorry Sweden” campaign, driven by qualitative research. This transformation highlights the power of place branding and the growing importance of attracting talent to meet the demands of emerging industries. […]

Book Reviews

Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents—and What They Mean for America’s Future, by Jean M. Twenge, Atria Books, 2023

June 12, 2024 0

Cynthia Tello reviews Jean M. Twenge’s book, Generations, a fascinating book that will transform your viewpoint on the six living generations in America. Based on a rigorous, yet creative methodological approach, Generations offers an innovative perspective and a new Model of Generations, placing technology at the base of all radical transformations of society and the catalyst behind generational change. […]

Toolbox

Design Thinking for Insights Professionals

June 12, 2024 0

Taking us through the Design Thinking process step by step using a real-life example, author Jani de Kock explores both the principles and theory behind Design Thinking, and practical tools & methods for running a successful Design Thinking project. […]

Global

Against the Odds: The Battle-Hardened Spirit of Latin Americans

June 12, 2024 0

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. […]

Toolbox

FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers

June 12, 2024 0

Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]

Travelwise

New Experiences at the Ole Ball Game from a Researcher’s Perspective

June 12, 2024 0

The 4 “E”s of the Experience economy—Entertainment, Escapism, aEsthetics, and Entertainment—are all found within the great American pastime of baseball. In this article, human geographer and baseball fan Nick Wise discusses the range of experiences you can observe at baseball games this summer by using the 4 E’s framework, inspiring qualitative researchers to look differently at place in our work. […]