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Wednesday, 02 December 2015

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Quality qual builds 'brands for life'


Anyone can join the AQR in the UK, so I can see how Unilever feels it needs to ensure standards are high, but there are a couple of issues that worry me about this initiative (and I understand that Unilever are not alone in implementing it). 1, I know of one agency being certified that is using a freelance qualitative researcher (albeit one that they use a great deal) to represent the company as a 'research lead'. I know that most agencies lean on freelancers these days, but surely full time employees are only viable for the accreditation? 2, There is no accreditation of online qualitative techniques and practices. Agencies are being measured on a very traditional method - and traditional qualitative researchers are often inexperienced in applying and executing online qualitative techniques in research. Unilever comes across as short sighted and out of touch with the way the modern qualitative industry has evolved over recent years. My guess is that in time Unilever itself will feel constrained by its own initiative.

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1:30 pm