Site of practitioners who specialise in qualitative research, such as moderators and analysts of focus groups and individual depth interviews. A not-for-profit professional organisation whose purpose is

• to promote and maintain the highest standards of ethics and integrity on the part of qualitative researchers in their work and in their relationships with clients, field suppliers and respondents;
• to broaden awareness and appreciation of qualitative research within the marketing research community;
• to provide a communications channel among members and between qualitative research consultants and others engaged in marketing and survey research;
• to enhance the professionalism of qualitative marketing research and social research.