The Association for Qualitative Research
The Hub of Qualitative Thinking

Proposition

The essence of what a brand offers its customer; often expressed as a 'core proposition'.

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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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