AMA Conference 2020

Resources tagged with qualitative



Big data: what it means for qualitative researchers

Keep up to speed with current industry debate on big data and research with this article by Colin Strong, Managing Director, GfK NOP Business & Technology. This article was first published by In Brief, the magazine of the Association of Qualitative Research.

Developing an service excellence programme

In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define … Read more

Challenging the single approach to qualitative research

Tash Walker, Partner and Co-Founder of research agency The Mix, argues in her article A bad case of research myopia that single approach research methodologies are not always the way to go. So, if you’re planning on investing in some primary research, particularly qualitative research, have a read. It might just make you stop and think … Read more

Not just focus groups

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than ‘just focus groups’.

Issues facing qualitative research in the arts

If you want a successful business strategy, create and provide appealing product, develop meaningful brands, nurture customer loyalty and maximise sales, you need to find out what makes your existing and potential audience tick. Qualitative research is public engagement that can access rich, deep, actionable insights about your audiences and stakeholders in this respect.

Experiences of undertaking qualitative research

In the mid-2000’s when the Sainsbury Centre for Visual Arts (SCVA) was closed to the public for major refurbishment, it wasn’t just building work happening behind their closed doors. Taking advantage of the space available, part of the SCVA became a test bed for evaluating the physical and and proposed displays. In this ‘in conversation’ piece, Marge Ainsley, marketing and communications specialist, talks to … Read more

An introduction to market research

This is an ‘at a glance’ overview of the procedures to follow when commissioning market research; a handy checklist to keep by your desk, or on the wall to make the research process simpler.  This toolkit is the first in a series of seven toolkits designed to provide an introduction to market research – whilst … Read more