Earth Air Water Ether Fire
12
LUMINARIES: Interview
with Scott McDonald
from Condé Nast
38
Using nature as
an inspiring framework,
the author offers ways
to increase brand value,
applicable to both big
and small brands.
4 QRCA VIEWS WINTER 2 014 www.qrca.org
GET REAL:
The True
Nature of
Our Brand
GLOBAL: The authors highlight the differ-
ent ways that consumers in developing
markets embrace upgradations as their
society experiences increased affluence.
Researchers traveling to India will find the
information relevant to their studies.
Upgradations in the
Developing World: A Game
of "Snakes and Ladders"
20
TOOLBOX: While conducting a success-
ful shopalong study relies on excellent
listening and observing skills, it also
hinges on being impeccably organized
and on top of a myriad of logistical
details. Author Laurie Tema-Lyn offers
practical tips, based on her experiences.
12 Quick Tips
for Shopalong Success
28
VIEWS
QRCA
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
WINTER 2014
TABLE OF CONTENTS
