The Association for Qualitative Research
The Hub of Qualitative Excellence


Anyone with an interest or involvement in the business of a client organisation, or someone who is otherwise relevant to it. So this might well include customers and potential customers, but also extends to shareholders, employees, neighbours, government agencies and so on. All are considered potential participants in qualitative market research.

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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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