The Association for Qualitative Research
The Hub of Qualitative Excellence


The company, agency or other organisation that commissions and pays for a market research project. The client determines the issues or problems the project is designed to address. At an individual level, the research suppliers' "client" is often a specialist research buyer within an organisation. This buyer will him or herself have internal 'clients' who are the ultimate users of the market knowledge produced by research.

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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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