The Association for Qualitative Research
The Hub of Qualitative Thinking

Welcome to AQR

Qualitative research provides an unparalleled understanding of the motivations behind human behaviour, desires and needs.

In the UK, the principal authority on the qualitative research industry is the Association for Qualitative Research.

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Benefits of AQR membership

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AQR Spark brings you ...Creative thinking? Think again! Being creative is good for us. It's fun, it relieves stress and it can help us feel satisfied and productive. It's also easier than you might think, if you have the right tools! [More...]

19th June 2015

Only a few places left for... AQR's SWAGGER Get it. Be it. Own it. Let years of experience be no impediment, this course is for everyone. Book now. [More...]

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Being Human. This year's AQR conference. Listen to conference leader Sarah Jenkins, Senior Director, Basis Research in the latest Hub Webinar. [More...]


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Qualitative Resources

Need a definition?
Glossary of terms

Looking for a book?
Recommended reading

Need advice on qual projects
Profesional Guidelines and FAQs

Considering a career in qual?
Download the AQR Graduate Pack

Need more info about qual research?
Useful contacts, country guides and more


In Brief

April 2015
Forget dusty tomes, go video

April 2015

April 2015

April 2015

Earlier Articles
Full index of InBrief


In Depth

May 2015

May 2015
In the age of free data, what is qual for?

May 2015
Insight beyond impact

May 2015
Predicting the next Frozen

Earlier Articles
Full index of InDepth