The Association for Qualitative Research
The Hub of Qualitative Excellence


A creative group process for generating and developing ideas and solutions to problems. The generation of ideas or solutions is usually separated from their evaluation, to encourage participants to think laterally and contribute freely. Participants may be drawn from the client organisation, its communications agencies, other consultants, typical consumers, designated experts or any combination of these. Sessions are usually led by a trained facilitator who may also be a researcher.

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This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

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