Maria Virobik becomes QRCA president

The Qualitative Research Consultants Association named Maria Virobik of ResearchScribe as president, effective Sept. 28, 2026. Her term begins as QRCA works with Momentum Association Management and pushes to strengthen member value and professional development.

Why it matters: - Maria Virobik is taking the top leadership role at QRCA as the qualitative research field faces new technology changes. - The association is pairing the leadership transition with a broader push to protect the role of human insight in qualitative work. - QRCA also recently partnered with Momentum Association Management, signaling an operational shift as the group focuses on member value and growth.

What happened: - The Qualitative Research Consultants Association announced that Maria Virobik of ResearchScribe began her term as president on Sept. 28, 2026. - Virobik succeeds Lisa Horwich, who completed her term as president. - The announcement was made Oct. 15, 2026, from Madison, Wisconsin. - Virobik is a longtime QRCA volunteer leader and qualitative researcher.

The details: - Virobik joined QRCA’s Board of Directors as a director in 2023. - She most recently served as vice president. - In that role, she helped guide strategic priorities, committee work and member programming. - Virobik also contributed to QRCA education efforts, including the Qualitative Fundamentals program and sessions at the QRCA Annual Conference. - Virobik said the field is changing quickly and will need to adapt to new technologies. - Virobik said qualitative research remains focused on delivering the “why” behind the “what” and needs humans at the center of the work. - QRCA said it recently partnered with Momentum Association Management to provide management services. - The board is focused on strengthening member value, expanding professional development and advocating for qualitative research as the insights industry evolves. - QRCA described itself as a not-for-profit association of consultants involved in the design and implementation of qualitative research. - QRCA said it supports professionals through its Annual Conference, educational programming, VIEWS magazine and a global community of practitioners. - More information is available on QRCA’s website. - QRCA also shared a LinkedIn page.

Between the lines: - Virobik’s elevation from board director to vice president to president suggests continuity at a time when the association is managing both leadership change and organizational change. - Her comments frame QRCA’s challenge as balancing new technology with the human judgment that qualitative research depends on. - The partnership with Momentum points to a professionalized management structure that could free QRCA leadership to focus more on strategy and member service.

What's next: - Virobik is expected to work with QRCA’s board, volunteers and Momentum on the association’s next phase. - QRCA will keep emphasizing member value, professional development and advocacy for the discipline. - The association’s leadership will likely continue positioning qualitative research as essential to understanding consumer motivation and behavior.

The bottom line: - QRCA has installed a seasoned internal leader at a moment when the association is trying to adapt to industry change without losing the human-centered core of qualitative research.