Association for Qualitative Research (AQR)

Qualitative research often provides an unparalleled understanding of the motivations behind human behavior, desires, and needs. In the United Kingdom, the principal authority on the qualitative research industry is the Association for Qualitative Research (AQR). Founded in 1981, AQR is a nonprofit organization. Its core objective is to serve the interests of members through the following:

• Developing understanding of the commercial value of qualitative research within the qualitative research community and among market research buyers, marketers, the broader business community, and the media
• Promoting the highest professional industry standards within the qualitative research community and 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

AQR produces two publications: In Brief, which comes out every 2 months, and In Depth, which appears twice a year. In Brief has a news focus, whereas In Depth looks at a topic in detail as its name suggests.

Excellence and effectiveness in qualitative research are encouraged through the Prosper Riley-Smith award, which is announced annually. Riley-Smith was a prominent member of AQR until his untimely death, and the award in his memory is judged by a panel of senior industry luminaries. It is a highly coveted award.

As a way of encouraging new graduates to take an interest in qualitative research, AQR undertakes a program of visits to universities every year to talk about a career in qualitative research. In addition, a bursary is offered twice a year for a candidate to have a place on AQR Foundation training courses, which take place in February and November. The bursaries are offered to candidates who wish to embark on a career in qualitative research, and can demonstrate a genuine interest in and commitment to qualitative research, but who have not yet managed to secure a permanent position with a company.

AQR has an international presence and regularly runs conferences jointly with the U.S.-based Qualitative Research Consultants Association (QRCA). Recent events have taken place in Dublin, Lisbon, and Paris.