The Association for Qualitative Research
The Hub of Qualitative Thinking

Latest additions to the AQR Library

Building rapport with children
It's tempting to assume that dealing with children will be kids play – and it can, if you plan ahead. Judy Bartkowiak offers hints and tips for dealing with younger respondents.

Picture Perfect
How to capture the Experience Economy in Art? That was the challenge facing one of the joint winners of 2016's AQR Prosper Riley-Smith Qualitative Excellence Award.

Making an experience real
As more Virtual Reality (VR) content is produced, Neil Stevenson has been pondering a simple question: What makes 'good' VR content good, exactly?

Quals secret weapon
AQR deployed a crack team at the latest AURA seminar showcasing great qualitative research thinking to 100 client-side insight professionals, says Giles Finnemore.

Revealing maps of reality
Judy Taylor interviewed Wendy Gordon about her new Book Mindframes, on Facebook Live for the first time, a discussion pertinent to new and established researchers.

Just who are we?
There's a tendency to take social media for granted, or to dismiss its relevance over time, but is this because we have not yet tapped the full potential of communities?

Ignorance will be no defence
The GDPR will affect all researchers and that includes you! Luckily help is at hand, with Dr Michelle Goddard offering some helpful pointers prior to AQR's webinar in December.

Negotiating the political maze
Moral foundations theory can help add nuance to the minefield of attitude research

Cracking our elusive System 1
To date researchers have had to work with what people say they feel – but this could be a thing of the past. Now there is a potential way to measure human emotion.

Virtual Customer realities
We are all in a relationship with our customers and, in any healthy relationship, being able to see something from the other person's perspective is important…or so my wife tells me.

Pokemon catalyst
Unless you've been living under a rock with a Charmander for the past few weeks, you'll have heard about Pokemon Go, the new smartphone game taking the world by storm. With over 50 million downloads on Android devices alone, this is big.

Edging closer to professionalisation
Watch out for a possible professional qualification in qualitative research in 2017, following the publication of a comprehensive draft guide to its inception.

Places that Spark Emotions
There's no reason why qualitative researchers need to work in spaces dictated by convenience, cost or functionality, so why not take a walk on the wild side?

Future research needs
Viewing studios are here, they're there, but they're not necessarily everywhere when you need one outside of London. So what does the future hold for the current crop?

Finger on the pulse
Gill Thomas reckons we should learn from Brexit and get market research out of the political doghouse. And who are better placed to help than qualitative researchers?

Instagram impacts on Gen X
Who do you look up to? Increasingly, says Anniki Sommerville, the world of social media is shaping the way we interact with brands and products.

Planners are a Smash hit
Reading 98% Pure Potato, Paul Arscott is reminded of how planning has evolved over the years and the vital contribution that qualitative research has made to the creative process.

More than The Apprentice
Each year the research industry hires thousands of recruits, the vast majority graduates. Here, trainee researcher James Davis talks about why he has chosen an alternative route.

The future of print
ABC figures make worrying reading for the stalwarts who still print newspapers, but there are measures they could – and should – be taking to fight on.

Welcome to the Spring issue of In Depth. It's a thought-provoking one. Although we have moved away from set 'themes' for each issue, it's still interesting to note the connections between our contributors' articles. In this issue, the overall theme is challenge and our ability as researchers to keep challenging what we do.