Bridging the practitioner‐academic divide

Abstract

Purpose

The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such a relationship.

Design/methodology/approach

The IPA twinning case study is used as a possible model for collaborations with input from the Association for Qualitative Research and from the qualitative special interest group at the academy of marketing.

Findings

A variety of benefits and bases for collaboration are identified.

Research limitations/implications

Experience of collaborations in the field of qualitative research is limited.

Practical implications

A joint initiative is described.

Originality/value

It is argued that collaborations will improve the quality of outputs, generate publicity and income, provide personal development opportunities and, most importantly, be enjoyable.

Citation

Keegan, S., Tinsan, J. and Nancarrow, C. (2008), "Bridging the practitioner‐academic divide", Qualitative Market Research, Vol. 11 No. 1, pp. 107-112. https://doi.org/10.1108/13522750810845586