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News and Views from the AQR | January 14 2002 |
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The Association for Qualitative Research Practitioners recently changed its name to the Association for Qualitative Research (AQR). Director Ann Whalley is reported by the BMRA as explaining how the name reflects the new focus among the society's members. According to Whalley, 'The membership has grown larger and its interests are now multi-fold. The name change reflects this diversity. We now include those involved at every stage of the research process, from buyers through to recruiters and viewing facility owners.' The BMRA, in its recent article on the AQR, pointed out that one of the main strands of the Association's work is in the area of professional standards. The Qualitative Recruitment Best Practice Guidelines, amalgamating the MRS guidelines with those of AQR, aim to set clear practical benchmarks for good recruitment. Whalley clarified, 'We have long felt that the MRS Diploma was not sufficiently focused on qualitative research and we are working, with the MRS, towards an accreditation scheme which recognises professional qualitative researchers. Our ultimate ambition is a professional qualification.' Whalley also has clear ideas concerning the issue of separating the researcher within a company and the independent consultant, 'There is still room for the guru alongside the experienced company researcher who helps build the business. At the moment, the Diploma focuses on quantitative and is not given any credence by companies looking for qualitative researchers.' AQR is represented on the MRS Professional Advisory Board, supporting and developing initiatives to professionalise the industry at all levels. She has commented on the drive for members, 'We also want to attract buyers of research and our annual Trends Day draws a large number of clients. At the moment our membership, at 1,200, is relatively flat and ideas and initiatives for membership development is a current issue. The new members will not necessarily come from the mainstream industry. We believe that networking with other industry organisations is essential, especially in areas such as professional standards, media relations (for instance, counteracting the negative publicity around focus groups) and liaison with government. It is very important that we have a co-ordinated voice on issues relating to the Data Protection Act. We have a good informal relationship with the MRS and I represent the Association on the Market Research Forum (the old Liaison Group), which brings together the various bodies in the industry.' The BMRA touched on the differences between US and European-style qualitative research. Whalley believes the gap between the American-style structured and the moderator-led European approaches is narrowing, 'There are a lot of very dynamic qualitative researchers in the US. The sector is increasingly international: many of us are dealing in global markets and exchanging ideas and experiences.' Coverage was also given to the debate on quantitative and qualitative research being treated separately. Whalley noted, 'The analytical approach is still discrete, but there is ever-increasing overlap and convergence between the modes. Observation and mystery shopping are examples of this. Many blue chip companies are finding tracking studies are too slow and increasingly qualitative and quantitative approaches are being used simultaneously, flipping to and fro between the two, rather than the traditional qual/quant/qual sequence. Many qualitative researchers are working informally with clients as part of a team. Qualitative research is also getting into the boardroom as company researchers, often with 'Insight' as part of their job title, get a direct line to the board.' For further information, visit www.aqr.org.uk Simple printable version of this article. Email this article to a friend.
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