The Association for Qualitative Research
The Hub of Qualitative Excellence


The individual who, working alone or in a team, is responsible for the design, conduct and reporting of a qualitative market research project. The general term researcher tends to be applied in the UK, while the term moderator is more common in the US. This reflects the greater relative importance of the interviewing or group moderation to the qualitative research process, and to the role of the researcher, in the US.

Synonyms, Acronyms and Abbreviations

  • Research Executive

Related Terms


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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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