The Association for Qualitative Research
The Hub of Qualitative Thinking

InDepth Autumn 2016

Negotiating the political maze
Moral foundations theory can help add nuance to the minefield of attitude research

Cracking our elusive System 1
To date researchers have had to work with what people say they feel – but this could be a thing of the past. Now there is a potential way to measure human emotion.

Virtual Customer realities
We are all in a relationship with our customers and, in any healthy relationship, being able to see something from the other person's perspective is important…or so my wife tells me.