Maria Twigge and Laura Calvert feature in AQR In Brief Magazine
Maria Twigge and Laura Calvert have been featured in July’s In Brief Magazine, Maria for her article on the complexity of choice within qualitative research entitled ‘Fragments’, and Laura for her brilliant presentation at last month’s AQR Big Day Out event.
This months’ In Brief focuses on a range of qualitative topics from the influence of subconscious bias and consumer behaviour, to ethnography and research moderation. Maria’s article has fit well into the ‘Technological round-up’ section at the start of the publication, while Laura’s lovely mention features well in the AQR’s Big Day Out review from Spinach’s Lucy Morris.
Maria Twigge’s ‘Fragments’ Article
Technology is a brilliant catalyst for evolution, especially within the insights industry; however, with technology comes and increased propensity for choice, and more choice can lead to consumer paralysis. It presents itself as a double-edged sword: choice can promote new and different ways in which data can be collected, presenting opportunities for accurate and more actionable data and insights, or it can cause fragmentation within the field of research.
Building on this, Maria poses the question: “Do [we] focus on one or two technologies per project, or try to manage a broad range?” This challenge is perhaps one of the greatest which qualitative researchers face in the future. To take a closer look at this challenge, check out the full article in the July 2019 edition of AQR’s In Brief.
Laura Calvert at AQR’s Big Day Out
Laura was mentioned within Lucy Morris’ review of AQR’s Big Day Out, for her presentation within the Young Disrupter’s category, with Morris stating that all of “the speakers displayed admirable eloquence, guts and content quality, particularly since they only had three years’ experience or less under their belts.”
Laura’s presentation focused on the benefits of panel participation, not just for the sake of insights, but also for the health of their participants. Cultivating a sense of belonging within an online research community can enhance the enjoyment of research for participants and create a social space for participants to mingle and meet like-minded individuals who they might not have crossed paths with otherwise. By reframing out view of engagement, we can nurture connections within the community which then represents the brand’s customer-base as a whole.
About AQR’s In Brief
Since 1980 AQR have been representing the interests of qualitative research, while working tirelessly to promote the industry in the UK and abroad.
In Brief is the house magazine of the AQR, published six times a year and sent free of charge to AQR members. It covers news, views, detailed articles on topical issues in qualitative research, and reviews of events, courses, books, and software. Many articles are also kept online, creating a valuable archive of qualitative knowledge.