The Association for Qualitative Research
The Hub of Qualitative Thinking

InDepth Autumn 2017

Branding in the age of strong opinion
Social purpose advertising runs the risk of alienating those it is trying to appeal to

Empowered voices
It's always been taboo to think of children as consumers or customers, and marketing directly to them brings with it criticism from many different parties.

Participant experience
What can researchers do to make the process more engaging and fruitful?