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Qual in a Neuro-Linguistic Nutshell
The UK's Association for Qualitative Research (AQR) is to conduct a study designed to pin down what constitutes excellent qualitative research. The 'Excellence Project' will use Neuro Linguistic Programming (NLP) to study the work of six highly rated qualitative practitioners.
Billed as the first study of its kind, the study will feed into continual professional development for the profession, in particular the Association's own training programme. Results will be announced in early 2007 and presented and discussed at a workshop at the MRS conference in March.
Three NLP Masters and certified Trainers will lead the project: researcher and planner Tina Berry; Judy Apps, a leadership and voice trainer, and personal coach; and Paul Belcher, whose background is in business and management.
The six individuals to be studied were selected on criteria of reputation, age, gender and type of company. Four are described as among 'the most renowned names in the industry' and the other two 'relative newcomers tipped for great futures'. They include Wendy Gordon of Acacia Avenue, co-founder of The Research Business International and author of Goodthinking, and Nick Long, author of the infamous MRS Best Paper winner, Broken Down By Age and Sex. Like Long, Geoff Bayley, leader for five years of the AQR's 'Introduction to Qualitative Research' and IPA/ Marketing Award-winner Julie Davey are also highly experienced quallies and the eponymous leaders of their own consultancies, while Polly Hollings of Gfk NOP and Gayatri Ganesh of Ipsos MORI are both rising stars, each with around 3 years in the industry.
Anne Hastings, responsible for training at AQR, says the study will enable to move the industry forward and enhance its already highly-rated training by developing a clearer understanding of what excellent practice is.
Tina Berry adds: NLP modelling procedures take account of how the brain operates by analysing language patterns and non verbal communications. The results are then organised into operable strategies or programmes that can be used to pass on the skills to others. The AQR, championing excellence in qualitative research, is the appropriate partner and proponent for the venture.'
The AQR's site can be found at www.aqr.org.uk .
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