The Association for Qualitative Research
The Hub of Qualitative Excellence


Advice or other involvement in clients' business that is not directly linked to the reporting of specific research findings. So a researcher working frequently with a particular client might, for example, be asked to give informed comment on ideas for products or advertising, outside of any specific research project.


About the AQR Glossary:
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.

Benefits of AQR Membership