The future of qualitative research and its methods: a report from the AQR/QRCA conference

Judie Lannon

The AQR/QRCA’s biennial conference - ‘Qualitative Renaissance: Challenge Your Thinking’ - covered new techniques and methodologies, as well as the future of qualitative research itself which is threatened by the availability of online research and the insights from neuroscience, Behavioural Economics and other ‘new frontiers’.

Whatever the threats, however – and they apply to the entire market research industry- the conclusion was that the particular skills of the qualitative researcher, the understanding of human thought processes and decision making will ensure qualitative work will continue to be in demand. Indeed, holistic, storytelling skills are essential to build narratives of sense in an increasingly chaotic media, marketing and consumer world.

The future of qualitative