Bridging the practitioner-academic divide

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.