The Association for Qualitative Research
The Hub of Qualitative Thinking

InDepth Autumn 2015

Foreword
In this issue we are showcasing three contributors who represent not only the depth of qualitative thinking in 2015, but also its breadth. We've got art, metaphor and photojournalism covered all seemingly very different subjects, but all subtly linked, and we hope you enjoy making those connections for yourselves.

Is advertising art?
It is always surprising when credible research from two separate worlds, commerce and academia, strengthen one another.

Ever increasing circles
The concepts that govern our thought are not just matters of the intellect. They also govern our everyday functioning, down to the most mundane details.

Chasing smiles in Kuala Lumpur
Smiles and advertising go hand-in-hand. Yet the message that a smile conveys is never clear-cut. Many brands want to take ownership of their own particular kind of smile, but how can they account for the different meanings that a smile can convey to create a cohesive global message?