About the AQR

Qualitative research provides often an unparalleled understanding of the motivations behind human behaviour, desires and needs. In the UK, the principal authority on the qualitative research industry is the Association for Qualitative Research (AQR).

Founded in the early 1980s, the Association for Qualitative Research is a non-profit organisation. Our core objective is to serve the interests of our members through:

• 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

All those who share AQR's interests and ambitions are welcome as members. They are provided with tangible benefits, plus access to a powerful business network. Over the next 20 years, the industry is bound to change. AQR will keep its members abreast of developments, and provide them with the intellectual tools to handle future challenges and opportunities.