The Association for Qualitative Research
The Hub of Qualitative Thinking

Latest additions to the Association for Qualitative Research (AQR) Library

Lurpak: Feeding the imagination
Bread and butter, what could be nicer? Or more boring for advertising! Lurpak realised this years ago and instead championed the cause of great home cooking in its award-winning global advertising.
Future Gazing
It's that billion-dollar question: what will the research agency of the future look like? More importantly, what business models will serve the qualitative industry best?
Putting inclusivity at MR's heart
Colour of Research (CORe), a global community promoting diversity in research, is flying high. In Brief talks to co-founder Theo Francis about its evolution. So why isn't BAME helpful? Are carrots always better than sticks?
When digital isn't the answer
Coloured pens and sticky notes triumph in the digital age. For Brackenhurst College, keen to attract teens to its vocational courses, it reignited engagement.
Positives from negatives
Jane Sharp charts how an issue that has been debated for years, that of remote consultation and online technology which enables doctor-patient contact, has suddenly turned into reality. What lessons can the qualitative research industry learn from this?
We're all progressives now?
AQR members did well at the MRS Conference this year, not least Peter Totman who, though his presentation didn't unleash the torrent of questions he expected, was put forward for best paper.
Fieldwork Flashback
In the 1980s, our only means of communication for qualitative recruitment was a dial-phone attached to a landline. Everything was typed as most companies had their own printing department (normally in a dingy basement).
Every day is different
This AQR Qualitative Excellence Award 2019 finalist's case study, from The Nursery's Lucy Banister, reveals how qualitative research helped people care about social care.
The future is factual
The winner of the AQR Qualitative Excellence Award 2019 reveals how creative insightful qualitative research can lead to a greater appreciation of what motivates your audience.
Celebrating 40 years of AQR
Come 2020, AQR celebrates its fortieth anniversary. To mark the occasion Roddy Glen and his helpful band of contributors chart the Association's development from its humble beginnings to its status as a professional and energetic body today.
Language of banking rebels
FinTechs, or digital-only banks, are redefining the rules of customer service. So are traditional banks lagging behind or are they taking a leaf out of these newcomers' books?
Case of ethics versus ease
People talk about making more ethical decisions when out shopping but often fail to follow through. Here are a few tips for brands wondering to offer them a carrot or a stick.
The mind games of M&As
In an era of uncertainty, it can be helpful to know just how agency mergers and buy outs are shaping our industry and what you, as an individual, can do to survive or thrive.
Start with strength
It's all too easy, when trying to solve a problem, to focus on the negatives rather than positives. Here, our author argues that we are ignoring an important agent for change.
Power of difference
"You've packed a lot into one arm, haven't you? My life would only cover the top half"
The death of the middle ground?
In an era of polarisation brands face a unifying challenge
The case for being there
Presence in research practice can have hidden benefits
Stopping fare evaders in their tracks
Many factors combine to prompt fare evasion in Australia. The challenge for this AQR Prosper Riley-Smith Qualitative Excellence Award finalist was how to change this behaviour.
Triggers of a mobile revolution
What makes people, women specifically, adopt mobile internet? AQR Prosper Riley-Smith Qualitative Excellence Award finalist Charlotte Smith set out to find the answer.
Why show off when you can signal?
Signalling theory is more generally associated with the animal kingdom, but Peter Totman shows how it can help us understand people, brands, and ourselves.
You don't have any hidden depths
You don't have any hidden depths. Sorry about that. This is just one of the radical implications of Professor Nick Chater's work, captured in his latest book, "The Mind Is Flat". So what does this mean for qual?
From revelation to revolution
In this article, Sarah De Caux, one of the AQR Prosper Riley-Smith Qualitative Excellence Award Finalists, outlines how mapping the micro challenged a whole industry to think again.
Choose your words carefully
If there is one profession which might claim to run along similar lines to qual, it is journalism. But has the rise of"Fake News" and increasing reliance on data changed this?
Stopping people giving and not taking
The winner of the AQR Prosper Riley-Smith Qualitative Excellence Award 2018 delves into why buyers of The Big Issue had lost touch with its original mission.
Selfhood: simple business sense
What will it take to change the mindset of those who create fashion and advertising images of women
Are you looking at me?
'Who are you?' is a complex question. Cultural influences in the formation of self
Time to shake up a sense of self
"Come on tell me, who are you? Who, who, who, who?" (The Who, Who are you?)
Five reasons why qual is here to stay
Oxford University researchers have calculated the chance of jobs being automated. Bitter irony for unprotected insurance underwriters or watch repairers who find their time is up: both face a 99% likelihood of being replaced, along with data entry keyers and telemarketers. 'Market research analysts and marketing specialists' come in at an unhealthy 61%.
Time to help moderators
Literature on participant honesty often focuses on linguistic analysis and the psychology of questioning, placing the burden on moderators. But is it time for a more collaborative approach?
A year of independence
There comes a time in every researcher's life when they question what direction their career should take. In Niall Smith's case, it meant a leap into the great unknown.
Embracing a future with BE
Is Behavioural Economics a threat to qual? Or is it merely a timely 'nudge'? Mark Earls debates whether it's time to reframe what we do.
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.
Pitching to grass roots
In this, the last of the AQR Prosper Riley-Smith Qualitative Excellence Award 2017 finalists' articles, we learn how qual helped harness cricket fans' emotions and grow the sport.
Perceptions of racial discrimination
Evidence from the Home Office Citizenship Survey revealed that many black and Asian people expect to be treated 'worse than others' because of their ethnicity or race. But why?
Two Systems? The Significance of Kahneman's Systems 1 and 2
Behavioural economics has rapidly become the new orthodoxy. While it is full of fascinating ideas, we should be wary of accepting it lock, stock and barrel. In particular, Systems 1 and 2, a key component in the popularisation of behavioural economics, is not as well founded as we might assume.