The Association for Qualitative Research
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Simon Patterson, QRi Consulting, UK (Qual Research)

Simon Patterson

Founder & CEO
QRi Consulting
United Kingdom

Simon is a Strategic Qualitative Researcher with a proven track record of 30 years experience; understanding what makes consumers tick, the influence of the socio-cultural context, and translating these insights into actionable recommendations. He moderates ECGs®, Focus Groups and IDIs in the UK and North America, and conducts projects around the world. He is also a keen Ethnographer. Formerly MD at CRAM International and a Director of online sister agency QiQ International. Simon trained under Peter Cooper (Founder of CRAM), is a Chartered Psychologist and Fellow of the MRS. He is a Board Member of the AQR (Former Chair), and Trustee of the AMSR. He has written papers and presented at conferences on Country & Destination Branding, The Psychology of Branding and Communication, and the psychological origins of Qualitative Research; and has been a visiting lecturer at the Institute of Manufacturing (IfM) at Cambridge University since 2010. Above all, he is a hands-on Qualitative Researcher with a love of Brands, Culture, and People, and a particular fascination with Country & Destination Branding.

More information about QRi Consulting

AQR Membership

Simon has been a Member of the AQR since 03/1987. Simon serves on the AQR Management Board with special responsibilities for Community and Connections Hub.

Notable achievements and contributions

  • 2010 Organising Committee, AQR Q Fest
  • 2011 Elected to the AQR Board
  • 2012 IJMR, Peter Cooper's Influence on Qualitative Research
  • 2012 ESOMAR, The Psychology of Internet Security
  • 2012 -2016 Chair AQR Prosper Riley Smith Qualitative Excellence Award
  • 2014 Co-Chair AQR/QRCA Conference, Budapest
  • 2014 MRS: Creating the Future of Country Branding
  • 2015 IJMR, Bill Schlackman's Influence on Qualitative Research
  • 2015 Session Chair at AQR Conference: Being Human
  • 2015 Became Chair of the AQR Board
  • 2016 QRCA Conference Paper:" The Vienna School"
  • 2016 Attended AQR's Eyes Wide Open event
  • 2018 Completed AQR's Online Moderating Skills Course

Articles published by the AQR

Simon Patterson, QRi Consulting, UK