The Association for Qualitative Research
The Hub of Qualitative Thinking

InBrief July 2018

Facial recognition... the key to understanding ad effectiveness?
In an earlier issue of In Brief, we explored how Apple's use of facial recognition technology in the iPhone X might transform research, particularly in relation to ad effectiveness. Fast forward to today and the technology has been built into out-of-home advertising to identify emotional reactions to ads.

Sweating the small stuff
Qualitative researchers are no strangers to uncovering insight that people don't always know, or feel ready to share. It's pretty much our raison d'Ítre and technology continues to make this process ever more accessible.

Fun, frolics and food for thought
Stay Curious lived up to its promise, with attendees eager to know, and pencil in, the date of the next conference. Valencia 2018, however, is going to take some beating.

Reasons to attend: times four
AQR's moderating skills course is one of its stalwarts, providing invaluable hands-on moderating experience, and the opportunity to network with your peers.

Eyes on Human Packaging
Eyes Wide Open broke new ground for AQR, attracting speakers and an audience that looked beyond the traditional fare of forums.

Value of a good breakfast
Riaz Marzban arrived at AQR's Breakfast Bites, Recruitment: Access All Areas, a relative newcomer but left substantially wiser.

Riding the winds of change
We shouldn't fear technological innovation in the insight business, but we are right to be sceptical. No algorithm can yet interpret the twitch of an eyebrow.

Introducing Project Titus
Does virtual reality have the power to amplify our understanding of attitudes, behaviours and motivations in research? Shakespeare has the answer.