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This paper describes an exploratory, international research collaboration that seeks to gain a deeper understanding of the development and experiences of peer leaders in higher education across different international contexts, namely the USA, Canada (CAN), Australasia (Australia and New Zealand) (ANZ), the United Kingdom (UK) and South Africa (SA).

Data are summarized and compared across each of the participating countries, providing a more global context and depth of perspective on peer leadership (PL) in higher education than is currently available in the literature.

The findings highlight some apparent differences between countries in relation to student engagement in peer leader roles and the ways in which PL is supported by higher education institutions, as well as some similarities across the different international contexts, particularly in the way peer leaders view the benefits of their involvement in PL.

These insights provide a valuable addition to the literature on PL and practical information to higher education institutions for supporting student leadership development and involvement.

WE do not apologize for devoting space this month to the Scottish Government Report on Libraries. It is, as our writers affirm, an important document and many themes for debate may emerge from it. If a reading circle of young librarians were formed in any district it could consider this document page by page with much profit. It is, for an official document, interesting in style. It starts many old ideas, it has the verve and certainty which we look for in the amateur rather than the professional writer. To some of its statements, for example its assertion that “libraries have reached or are approaching a temporary limit to their usefulness, because the schools have not yet given adequate training in the use and power of books,” librarians may well ask “why?” in relation to the second part of this statement; and they certainly refuse to admit or believe the first part of it. In fact, the use of libraries in such universal manner is largely the result of the work of modern libraries for children. The librarian teaches children what to read. We have not reached any such limit as is affirmed ; we are indeed only on the margin of our possibilities.

While some libraries have done their best over the years to inform the public as to what they are doing and can do as regards helping readers, others seem to move along without making any special effort to publicise their facilities. In the old days modesty was a virtue, but now it is its own reward. Government departments, which used to shun the limelight, now employ public relations officers in large numbers, and professional bodies and big business houses constantly seek publicity. Times have changed, and the battle is to the strong; and it is unfortunately generally felt that the institution or service that does not speak for itself has little to speak about. It may frankly be said that if a service is in a position to enlarge its sphere of influence and esteem it should do so to the utmost of its endeavour. But it will be granted that if its publicity is not justified by performance, there will likely be an unhappy reaction.

The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, and control.

The factors influencing choice of qualitative method in practice are examined drawing on the literature, the authors' observations based on experience (a team of practitioners) and a qualitative research study, using a mix of interviews and a workshop with those who co‐ordinate international research or who are subject to the co‐ordination.

The research suggests McDonaldization or “factory farming” may be a reality in some quarters in the qualitative marketing research industry and examples of how the four pillars of McDonaldization bear on the industry are examined.

There is a need to determine and monitor the extent of the McDonaldization phenomenon and at the same time explore across different cultures two key interfaces that can be adversely affected by McDonaldization, namely the respondent‐researcher interface and the researcher‐researcher interface when the researchers come from different cultures.

Management may now reflect on whether their practices increase or decrease the likelihood of gleaning qualitative insights and the case for considering developing a more eclectic research philosophy.

This paper provides a new framework for evaluating applied qualitative marketing research.