The Association for Qualitative Research

Alan Dickinson of Skill Zone pointed me in the direction of this site. I should declare an interest on behalf of Skill Zone in that they designed the site but what follows is my own independent assessment. If you don’t want to read the full review my personal opinion is that this is a very good starting point for associations, contacts and practitioners in the field of qualitative and market research.

Founded in the early 1980s, the Association for Qualitative Research has over a thousand members. The web site includes a directory of qualitative research practitioners and suppliers of services. The Directory is available as a handbook published as an A5 format of 500 pages and is free to anyone on request (subject to availability). The published version of the directory includes a selection of articles, reference documents, and the AQR membership list.

There is also a section on useful contacts that lists professional associations, membership organisations and industry bodies focussing on particular aspects of research or services, both in the UK and overseas. The categories include market research, advertising organisations, marketing/direct mail and overseas associations. In addition, the site has a library of articles which are free to read, some short, some in-depth, and a glossary of terms used in market and qualitative research.

Overall, a very good starting point for market and qualitative research in terms of understanding the industry, terminology, identifying relevant organisations, and tracking down practitioners in the field. Definitely recommended.