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|QRCA VIEWS Magazine|
By Dina Shulman
The best works of film, television and theater have incredible power to move us — to make us think, feel, laugh and cry. They bring to life moments in history, tell stories from different perspectives, generate empathy for others, and ultimately, effect change. Their creators demonstrate a deep understanding of the human condition. The parallels between the processes of qualitative research and the entertainment industry are vast. Dina Shulman and Marc Engel explored what QRCs can learn from our creative colleagues in entertainment at QRCA’s 2017 annual conference, and Dina shares their findings here.
Fitting Together the Puzzle Pieces by Integrating Competitive Intelligence with Qualitative Research
By David Lithwick
Consider adding competitive intelligence (CI) to your research tool kit. Whether you conduct CI on your own or work with a CI specialist, the additional analysis can be fun and challenging, like working a jigsaw puzzle. David Lithwick provides advice for qualitative researchers — including commonalities and differences between CI and market research, and how they can work together.
By Paul Hudson
Robots seem to be everywhere. Chatbots, those automated response systems with the uncanny ability to respond to text-based questions, have become widely talked about. Is it possible that chatbots could moderate a “real qual” discussion with tens, hundreds or thousands of people? Paul Hudson examines what is currently possible and what may be coming in the future.
By Dana Boone
After 10 years as a QRC, Dana Boone began to wonder how relevant her brand identity was. Her expertise and specialized skills had evolved, and the qualitative landscape had changed dramatically. She also started to feel as though her brand identity was little more than a signature on proposals and presentation decks. As she considered rebranding, it suddenly hit Dana: she had all the right tools at her fingertips to engage her clients in the rebranding process and co-create a new brand identity with them. Explore the process that Dana used to update her brand.