The Association for Qualitative Research
The Hub of Qualitative Thinking
AQR: Lyn McGregor, Insight Strategist, Lyn McGregor Research,

Lyn McGregor

Insight Strategist
Lyn McGregor Research

Lyn has held senior roles in major agencies where she has inspired and coached global teams, winning awards and growing brands. Currently Chair of the AQR, she has presented several papers at industry conferences on effective and innovative work for clients such as Diageo and Unilever.

AQR Membership

Lyn has been a Member of the AQR since September 2005. Lyn is the Chair of the AQR Management Board with special responsibilities for Education and Professionalisation.

Notable achievements and contributions

  • 1993 Presented a paper at The European Marketing Conference (EMAC)
  • 1995 Contributed a chapter on Consumer Behaviour in Marketing Theory
  • 2003 Lyn and Simon Clough Best Application of Research Award by MRS
  • 2004 Co-authored ESOMAR paper with Jim Potocki, Unilever Dove Global
  • 2004 Dove paper published in Excellence in International Research
  • 2005 Dove paper published in ESOMAR Best Practice in Research
  • 2007 Co-presented with Catriona Ferris, Unilever at ESOMAR
  • 2009 Completed AQR Ethnography course
  • 2012 Co-presented a paper with Oscar Martinez, Diageo, at ESOMAR
  • 2012 Completed AQR Advanced Moderating Techniques course
  • 2016 Elected to the AQR Management Board
  • 2016 Tutored on AQR Moderating Skills - Sweating the small stuff
  • 2016 Panellist AQR’s Eyes Wide Open event
  • 2017 Became Chair of the AQR Board
  • 2017 Completed AQR’s Digital Develop Your Online Skills Course
  • 2018 Attended AQR’s Eyes Wide Open event
  • 2018 Attended AQR Behavioural Economics Researcher Perspective
  • 2018 Attended AQR Behavioural Economics Client Perspective

Articles published by the AQR