The Association for Qualitative Research
The Hub of Qualitative Excellence


Theories and knowledge about brain structure and function and their relationship to human phenomena such as memory, emotion, and consciousness.

Developing rapidly since the advent of MRI scanning technology (allowing the study of living brains), this field of enquiry has raised several interesting and controversial questions relevant to market research. These include questioning assumptions about the relationships between memory, awareness and emotion in the understanding of brands and advertising.

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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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