The Association for Qualitative Research
The Hub of Qualitative Thinking

InBrief March 2018

Chatbots: the latest addition to our qual toolkit?
Let's talk chatbots. The technology around this computer program, designed to simulate human conversation, has seen significant growth in the past 12 months. Brands are developing chatbots to help consumers with everything – from finding their nearest store right through to ordering pizza.

Carboard cut-outs with Nintendo Labo
It's kind of ironic that the most innovative idea in technology this year so far consists of a few sheets of cardboard: Nintendo Labo for the Switch console. Labo consists of a video game and some pre-cut cardboard sheets. Slot these pieces together, though, then add the Switch controllers, and the magic begins.

Moving on up at IIex Europe
For the second year in a row AQR spread the word about qualitative research at IIeX Europe in the impressive halls of the Beurs van Berlage in Amsterdam.

In the spirit of "yes, and"
Life can get too serious, so three cheers for a session like Breakfast Bites which revealed that the conversation which emerges during play is where the magic starts to happen.

Talking a new language
An energetic threesome put the case for Behavioural Economics to a sell-out crowd in this two-part session, setting the scene for the next stage in its development.

Making waves with Behavioural Economics
The second in the Behavioural Economics Sparks series revealed how clients such as Barclays, Diageo and Swim England drive and embed insight within an organisation.

Tales from an AQR party novice
AQR holds its Christmas party in February but this doesn't mean the festivities are lacklustre. This year's cocktail, the Incentive, made the party go with a real swing.

Apprentices get stuck in
Rhiannon Price, a finalist in the AQR Prosper Riley-Smith Qualitative Excellence Awards, reveals how a reality TV show can shine a fresh light on what makes consumers tick.

Those old familiar faces…
Tom Woodnutt rakes over that old chestnut: is it better to have fresh or repeat qualitative research participants? Is it time, he argues, to weed out professional respondents?