Toolbox
Getting It Right with SEGMENTATION STUDIES: A Qualitative Guide
This article explores best practices for conducting segmentation studies, avoiding common pitfalls, and maximizing the impact of your findings. […]
storytelling
Toolbox
DIY Infographics: Transforming Insights with Visual Storytelling
The most effective research tells a compelling story. It has been said that writing less requires more thought and strategy than writing more—so it’s no wonder many of us struggle to create infographics. Researcher Joe Hopper can relate—and in this article, he shares his approach of eight principles for creating thoughtful and compelling DIY infographics that can enhance qualitative storytelling. […]
Dear Emeritus
How Do You Want to be Remembered? A Conversation on Legacy with QRCA Emeriti
QRCA Emeriti discuss “legacy”—the impact we leave behind, encompassing our values, wisdom, artifacts, and financial gifts to future generations. Essential reading for qualitative researchers intent on making their mark on the industry. […]
Toolbox
Five Behavioral Science Principles Easily Applied in Report Writing
Mark Wheeler discusses some key behavioral science principles that can be easily leveraged when providing recommendations to clients. Applying the principles (social norms, loss aversion, the endowment effect, storytelling, and consistency bias) to our primary research findings will help us provide greater value to our clients. […]
Book Reviews
Choose Your Story, Change Your Life: Silence Your Inner Critic and Rewrite Your Life from the Inside Out by Kindra Hall, Harper Collins, 2022
Book Reviewer Susan Fader highly recommends this book on how self-stories we tell ourselves—many times subconsciously—can impede our happiness and success and what we can do to change our self-stories to create more positive outcomes. Fader provides examples of why this is a must-read book. […]
Book Reviews
Wonderworks by Angus Fletcher, Simon & Schuster, 2021 — And — The Sea We Swim In by Frank Rose, W. W. Norton & Company, 2021
To supercharge your storytelling skills, reviewer Susan Fader suggests you check out Wonderworks: The 25 Most Powerful Inventions in the History of Literature, by Angus Fletcher and The Sea We Swim In: How Stories Work in a Data-Driven World, by Frank Rose […]
Book Reviews
Wanting: The Power of Mimetic Desire in Everyday Life by Luke Burgis, St. Martin’s Press, 2021
Why do we want what we want? Author Luke Burgis illuminates the forces that shape how we come to want certain things. […]
Schools of Thought
What Might a Picture “Sequence” Reveal for Deeper Insights?
Like many marketing researchers and facilitators, Mary Ellyn Vicksta uses photos and visuals during focus groups and facilitate meetings to prompt responses. The use of sequencing can be extremely helpful to get to a deeper meaning—whether that is with consumers or with clients as they develop products or services. This article explains sequencing and how to use it. […]
Luminaries
Composing a New Narrative about Storytelling
Nancy Cox shares a fresh perspective on thinking and writing like a storyteller throughout the consumer research and product innovation process. […]