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QRCA VIEWS
SPRING 2016
www.qrca.orgVIEWS
QRCA
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
SPRING 2016
TABLE OF CONTENTS
26 TRENDS: Addiction trends, increased access to mental health coverage, and breakthrough science are changing the way mental health is delivered and paid for. This article sheds light on causal societal, cultural, and industry trends that are influencing QRCs’ findings. SCHOOL OF THOUGHT: Luigi Toiati takes us on a journey through the discipline of semiotics, showing how it can be integrated with qualitative research by illustrating a case study on women’s hair products. Everything You Always Wanted to Know About Semiotics But Were Afraid to Ask 14 Consumers in Eastern Europe: After 25 Years, Their Different Ways to Enjoy Freedom GLOBAL: Countries in Eastern Europe may look very similar to those in West- ern Europe, but culturally and behav- iorally their consumers are different from the West as well as different from each other. 20 MOBILE SCHMOBILE: Taking In-the-Moment into In-Context Learning TOOLBOX: Looking at mobile quali- tative research for your next project? This article takes a look at how to best utilize this exciting new way to get in the moment with consumers, with a few rules of thumb from a qualitative researcher with experience. 36 Dying from Overdoses and Other Mental Health Trends