The Association for Qualitative Research (AQR) represents and furthers the interests of the qualitative research industry in the UK and beyond. Since 1980, AQR has established itself as the internationally recognised Hub of Qualitative Thinking via education and training programs, seminars, networking opportunities and liaising with the wider research industry. Our core objective is to serve the interests of our members through: * Defining and building understanding of the commercial value of qualitative research within our community and more generally among market research buyers, marketers, the broader business community and the media * Providing inspiring, valuable training courses to independents and client and agency-based qualitative researchers * Creating forums that facilitate debate and advance qualitative research methodology, analysis and consultancy * Promoting qualitative research as a career * Providing networking opportunities and social events for members * Promoting the highest professional industry standards within our industry, to the broader business community and to the media Distinguishing qualitative research from the simple canvassing of opinion We believe that certain hallmarks distinguish qualitative research from the simple canvassing of opinion: * Research conducted by qualitative researchers who are appropriately trained in research theory and practice, in terms of design, moderation and analysis * A rigorous research process that includes an analysis and interpretation stage subsequent and discrete from the moderation and fieldwork. This stage is vital in transforming the "raw" data into the insight and recommendation that distinguishes qualitative research from mere reportage * Recruitment that is undertaken in a transparent and honest manner to agreed criteria, respecting the rights and needs of both clients and respondents
