The Association for Qualitative Research
The Hub of Qualitative Excellence


The philosophy and the process of identifying, anticipating and satisfying customer requirements, and doing this profitably. This involves a number of linked activities, many of which require the market information or understanding supplied by market research. Formerly confined to businesses making products or supplying services, the concept of marketing is of increasing everyday relevance. This is happening as other fields (such as education) become framed as markets, and operators within them (such as individual universities) effectively as managing brands.

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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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