Qualitative research for market researchers

Description

• This comprehensive 9-lecture course is designed to empower participants with the knowledge and skills necessary to excel as proficient commercial qualitative researchers.

• Focusing on the practical application of qualitative research, this program guides attendees through every of the process. From taking a research briefs, to designing a qualitative program, data analysis, to the art of crafting a compelling and insightful report.

• The course is structured to cater to individuals entirely new to qualitative research as well as those with prior experience in marketing and research. Whether you're a novice eager to explore the world of qualitative research or a seasoned professional seeking to enhance your existing skills, this course offers valuable insights and practical techniques that are adaptable to various expertise levels.

• What sets my course apart is its focus on leveraging real-world examples drawn from my experiences of over 20 years in research. I have background both in agencies and freelance consultancy and share this hands-on experience throughout the course.

• Participants can expect to gain a deep understanding of the methodologies that underpin qualitative research, equipping them to tackle real-world challenges.

• By the end of this course, attendees will possess the expertise to approach research briefs strategically, design robust research programs, analyze data effectively, and present findings persuasively – essential skills for anyone aspiring to make a significant impact in the realm of qualitative research.

What You Will Learn!

• The basics of qualitative research for marketing
• Taking a market research brief; what is the role of qualitative research? when should you consider other methods?
• Identifying your target audience and creating a recruitment screener to recruit them
• Crafting the perfect discussion guide for your focus group or depth interview
• How to run a brilliant market research focus groups and depths
• Projective interview techniques; why to use them, when to use them, how to use them
• Qualitative analysis; tips, tricks, tools, thematic grids,
• Creating a compelling qualitative report; what you can say, what you can't, combining quant with qual
• Using qualitative methods to create marketing personas, bringing segments to life using qual

Who Should Attend!

• People wanting to get into qualitative market research
• For those looking to enter or switch into a career in market research
• For quantitative market researchers wanting to upskill in qualitative methods

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