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

This report summarises presentations from the biennial AQR/QRCA Qualitative Research conference. It includes sessions on new techniques and methodologies in qualitative research as well as the future of qualitative research itself, and how it needs to develop in face of the emergence of other research disciplines.

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...

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