The Association for Qualitative Research
The Hub of Qualitative Excellence


A term that has become popular in the past few years to describe the benefits of good research and marketing information. Its detailed meaning is not precise - it might refer to the illumination of an issue or problem, to the productive re-formulation of an existing view or perception, or to new knowledge or understanding that makes the way forward clear for the organisation. Its use is ubiquitous and it is now engrained into business structures; departments of 'consumer research' have in many cases become departments of 'consumer insight'.


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.

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