About the AQR (Association of Qualitative Research)

The Association for Qualitative Research (AQR) is a not-for-profit organisation that represents and furthers the interests of the UK qualitative research industry and beyond. Established in 1980, AQR has established itself internationally, as the principal authority and recognised hub of ‘Qualitative Thinking’.

AQR Qualitaative Research

The AQR is a membership organisation. Their objectives include promoting the highest professional standards, developing an understanding of the commercial value of qualitative research and providing networking opportunities.

The team is headed up by Tony Lewis, along with Charlotte Baird and Hannah Roberts who are members of the association, and all are specialist qualitative research practitioners.

We have many years of experience providing services to the market research sector and have an in-depth knowledge of both traditional and online qualitative research techniques. We are proud to be members of the Association for Qualitative Research.

The AQR Hub Webinars offer a range of resources and help for qualitative research.

From training, and book reviews to short free webinars that are 15-20 minutes in duration with industry pioneers and thinkers, including the likes of:

  • Mark Earls, (author of “Herd” and “I’ll have what she’s Having”)
  • Nick Southgate (philosopher turned advertising planner)
  • Wendy Gordon, (guru of everything qualitative)

The AQR headquarters are in Cambridge and address is Davey House, 31 St Neots Rd, Eaton Ford, St Neots, Cambs PE19 7BA. (Tel. 01480 407 227).

We’re a big fan of Wendy Gordon  (Founding Partner of Acacia Avenue) talk about the origins of qualitative research as we know it, and how this has influenced what the world of qualitative research looks like today. Here she also reflects a little on what the future may hold and tells us why she’s optimistic.

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System 1 Thinking

System 1, developed by Kahneman (2011), refers to the brain’s processing of information quickly, instinctually and emotionally, and this is usually done unconsciously. The opposite to System 1 is System 2 which is responsible for slow, conscious, logical and deliberative thinking. ​​​​