The Association for Qualitative Research
The Hub of Qualitative Thinking

Latest additions to the AQR Library

Spotlight on convergence
What's the future of research? It's a big question, but one that feels increasingly important to try and get a handle on. Here, Niall Smith offers his personal take on the topic.
Mapping a new direction
There are few disciplines that seek properly to examine the nature and importance of subjective experience the way market research does, but that's only half the story.
Never the twain shall meet?
One of the hot topics at AQR's recent conference was the cross-over – or even convergence – of qual and quant research. In Brief looks at where this might be heading.
Christmas in chaos
Chaos Theory can help make sense of the most complex and chaotic behaviours
Memories of the future
Why tomorrow could just be many variations of the present
Finding meaning in social media
Instant sharing, measured thinking – a look at how semiotic research delivers actionable consumer insights in our age of online social sharing.
Clean sweep for innovation
Billie Ing and Oliver Sweet, finalists in the AQR Prosper Riley- Qualitative Excellence Award, show why good qual research should be placed at the heart of the innovation process.
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.
Go hit it beyond Wimbledon
We learn from one of the AQR Prosper Riley-Smith Qualitative Excellence Award joint winners how the LTA used behaviour change to gain an advantage point.
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
Liz Montgomery reviews the AQR webinar in which Judy Taylor interviews 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.
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.
On the right track
During the course of a recent ethnographic study for a manufacturer of high end music systems, I started thinking about music and the role it plays in our lives, as well as how it may affect our perception of brands.
To have or have not
Why social research needs to reveal what works – as well as what doesn't
Re-inventing the researcher
Objectivity… It's a noun that means "judgement based on observable phenomena and not influenced by emotions or personal prejudices"; It's the first thing we are taught as we turn up to our first market research job, all wet behind the ears; It's the human condition's main mechanism for deciphering the truth. Lately, however, I've been questioning whether we, as an industry, might have forgotten the true meaning of the word.
Hitting the jackpot for Lotto
This AQR Prosper Riley-Smith Qualitative Excellence finalist case study, charts a Camelot campaign that's proved memorable for its 'irritation' factor, and its effectiveness.
Tales from the front line
Talking with people at different ends of the social spectrum is one of the most fascinating parts of being a researcher, but it also highlights how much they have in common.