The Association for Qualitative Research
The Hub of Qualitative Excellence


A specific approach to creative thinking and brainstorming, originated by the Synectics company in the USA. Using techniques of analogy and metaphor, it is used for idea generation and problem solving.

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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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