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QRCA is a global association of the world’s most innovative, collaborative and passionate market research professionals dedicated to maximizing the power of qualitative. QRCA is a not-for-profit association of consultants involved in the design and implementation of qualitative research – focus groups, in-depth interviews, in-context and observational research and more. Our goal is to promote excellence in the field of qualitative research by pooling experience and expertise to create a base of shared knowledge.

Sessions from Session Curated by QRCA:


Immersive qualitative research and experiential deliverables

The relationship consumers hold with products and brands has undergone an enormous shift. Understanding these revised relationships often requires a deeper connection than can be found on a Zoom call [...]

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Being human: How to traverse highly emotional territory in marketing research

How can a moderator most effectively handle an emotionally charged interview topic? How does one maneuver when an interview suddenly becomes emotional for the respondent? Dealing with emotional content can be [...]

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