The Association for Qualitative Research

We welcome all those who share AQR's interests and ambitions as members, and provide them with tangible benefits. We offer networking opportunities, professional and social events, training courses and regular online webinars.

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The Association for Qualitative Research (AQR) represents and furthers the interests of the qualitative research industry in the UK and beyond. Founded in 1980, the AQR has established itself as the internationally recognised Hub of Qualitative Thinking.

AQR Book Club

ICYMI or want a re-run here, is the link to the recording of January's AQR Book Club - Luke Perry, Jigsaw Research on 'The Righteous Mind' by Jonathan Haidt. [ more ]

AQR Hub Webinar

The Inside Story of the AQR Qualitative Excellence Award 2021 Winner. 1pm Thurs 27 January 2022. Claire Boorman Boxclever will reveal the back story and the successful case study which encapsulates what it takes to win. [ more ]

AQR's Online Business Directory

The AQR Online Business Directory is the premier information resource for people searching for suppliers of qualitative services. Entries can be taken any time throughout the year. Book yours today and get your company noticed. [ more ]

Energising world of insight

If the qualitative research industry is feeling a bit flat, then maybe it's time to look outside its borders for ways to revitalise it. Liz Norman offers a few suggested routes.

LIZ NORMAN, January 2022

Energy, Circardian Rhythms and Self Talk

Can tuning in to our circadian rhythm help us maintain high energy levels? It might, aligned with a bit of self talk.

PAULINE MCGOWAN, January 2022

Slàinte! The challenge of launching a young, premium, Scottish whisky

The 2021 winner of the AQR Qualitative Excellence Award, Claire Boorman of Boxclever, together with William Dobbie of R&B Distillers, showed how the Isle of Raasay distillers challenged category convention to launch a young, premium, Scottish whisky.

CLAIRE BOORMAN, December 2021

Extraordinary adventures of qual

Space: the final frontier. The year: 2367. We are on board the Starship Enterprise on its continuing mission to explore strange new worlds and civilisations. What are we doing here?

KERSTIN BICKELMANN, November 2021

Mindset around obesity

There's an extraordinary shared narrative that we choose to ignore. It concerns obesity, as highlighted by the case study in AQR's Qualitative Excellence Award shortlist.

LUCY NEILAND, November 2021

Qual and a higher calling

Let's not forget that vocations can be extraordinary too, not least that of Fiona Jack. Tuesday to Thursday she's a quallie, but Friday, Sunday and Monday she'll be working as a curate.

FIONA JACK, November 2021

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Representing members since 1980

The Association for Qualitative Research was founded in 1980 and represents the interests of our members in the qualitative research industry. AQR has established itself as the internationally recognised Hub of Qualitative Thinking via education and training programs, seminars, networking opportunities and liaising with the wider research industry.

Committed to serving the qualitative industry

Our core objective is to serve the interests of our members through a range of initiatives. This includes defining and building an understanding of the commercial value of qualitative research, providing inspiring and valuable training courses, and creating forums that facilitate debate and advance qualitative research methodology.

Promoting professionalism in Qualitative Research

AQR promotes qualitative research as a career, providing networking opportunities and social events, and promote the highest professional standards within our industry. We welcome all those who share AQR's interests and ambitions as members, providing them with access to a powerful business network.