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Qualitative research is a powerful, invaluable tool enabling marketers and other professions to explore people's motivations, behaviour, desires and needs. As an industry, it is represented in the UK by the Association for Qualitative Research (AQR), the leading authority on related issues in the UK and internationally. Founded in the early 1980s, AQR is a recognised and respected organisation in the marketing services arena. Its remit has also grown over the years. First and foremost, it represents the interests of its members, currently some 1,150 individuals, who are directly involved in qualitative research: not just researchers, recruiters and field managers but also clients, academics, ad agency planners etc. It also seeks to take the industry forward by being a catalyst for change. AQR has always provided a forum in which qualitative research developments can be raised and debated, standards maintained and enhanced, new skills learnt and shared through its comprehensive events and education programme. These activities happen increasingly on an international basis. AQR run a number of training courses, seminars and other events each year and administer the annual Prosper Riley-smith Effectiveness Award, presented for a written case study that demonstrates the positive role of qualitative research in business success. The Prosper Riley-Smith Effectiveness Award The award is given in honour of the late Prosper Riley-Smith, a renowned researcher whose challenging approach and alternative perspectives on business problems made him an inspiration to researchers and business leaders alike. 2009 winner and finalist Further information on AQR, including events and membership information, is available from their website at www.aqr.org.uk.
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