QRCA Views Magazine, Spring 2016

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8 QRCA VIEWS SPRING 2016
n FROM THE EDITOR-IN-CHIEF n Things That Make You Go “Hmmm”
I would like to introduce myself as the next Editor-In-Chief for QRCA VIEWS. I
am no stranger here, having been a Managing Editor for several years and a Feature
Editor even longer. And one thing I’ve learned about QRCA VIEWS is that “it takes a
village” to publish this magazine! I am honored to take the reins at this exciting time
and privileged to work with such a talented and dedicated team of editors and our
publisher.
This job involves a lot of hard work, but overall it’s going to be fairly easy for me
because of the work of Kay Corry Aubrey, outgoing Editor-In-Chief (and continu-
ing with the magazine as Feature Editor of our Tech Talk / Online section). I am in
awe of what Kay has done to organize this magazine’s procedures, provide strategic
focus and purpose, and guide us over the ever-changing landscape of print publica-
tion in the digital age.
And Kay and I both are indebted to our previous Editors-In-Chief: Laurie Tema-
Lyn, Monica Zinchiak, Lana Limpert, David Van Nuys, and Sharon Wolf, who
each elevated QRCA VIEWS to meet the high standards that all of our readers have
enjoyed since 2002.
This issue of QRCA VIEWS is chock-full of thought-provoking essays, introduc-
tions to useful qualitative research tools, and how-to tips and tricks—a range of
compelling articles from meaty, practical advice to explorations of fascinating theo-
ries and ideas. In fact, these articles are so thought-provoking that they made me go,
“Hmmm…” Perhaps they will for you as well. Take a look!
In her Trends article, Jenifer Hartt shares provocative insights regarding drug and
alcohol abuse, mental health issues, and roles that QRCs can play as the healthcare
industry adapts to these societal trends. Luigi Toiati enlivens Schools of Thought
with a look at semiotics and how this discipline can be applied in qualitative
research. In our Global article, Agnieszka Górnicka gives us a fascinating look at
the Eastern European consumer market, showing how this region might seem
homogenous but in fact has important cultural differences within the region that
researchers need to understand. We also have a preview of the 2016 QRCA
Worldwide Conference in Vienna, April 13-15.
Brianna Sylver makes a strong case in our Business Matters section for qualitative
researchers to consider adapting their business to accommodate UX, which she sees
as a growing discipline and strategic mindset within client companies. Pat Sabena’s
Tech Talk article provides an overview of a popular feature of the QRCA Annual
Conference, “Demo Connections,” in which attendees see live-action demonstrations
of multiple new technology tools for qualitative research. And in Humor, I have
some stories from QRCA members about respondents who have participated in our
focus groups and interviews who still stand out over the years for doing something
memorable, crazy, or just plain funny.
A trio of Toolbox articles gives our readers a lot of usable advice. Janet Standen pro-
vides a “top 10” list of tips to speed up your next time-constrained qualitative research
project in order to deliver relevant and valuable insights within just seven days. Pam
Goldfarb Liss tells us in “Mobile Schmobile” about ways to incorporate mobile technol-
ogy and tools into your next qualitative research project. Then Ellen Koronet and
Marta Villanueva show us how Design Thinking (DT) is gaining acceptance in client
companies and how QRCs can integrate DT processes into qualitative research.
We have a full slate of Book Reviews for you as well. Susan Fader provides a pair
of reviews, of A More Beautiful Question, which examines the role of questions in
innovation and eliciting insights, and of The Grandparent Economy, a fascinating
look at the latest demographic trends from the Baby Boomers. Robin Wedewer
reviews Moments of Impact, a roadmap to designing meetings that stimulate pur-
poseful dialog and give participants an inspiring and meaningful experience. And
Marta Villanueva tells us why Creativity for Everybody is the best resource she has
found for incorporating creative thinking into her clients’ research projects focused
on innovation.
Finally, I would like to welcome three new Feature Editors to the QRCA VIEWS
team: Brianna Sylver is our new Business Matters Editor, while Susan Fader and
Robin Wedewer assume co-Editor roles for Book Reviews.
Joel Reish
Editor-in-Chief,
QRCA VIEWS Magazine,
Next Level Research