A masterclass of cutting-edge tools for agency and client-side qualitative researchers

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

This intensive, one-day masterclass is for both agency-side and client-side researchers who have a thorough grounding in qualitative research and want new routes to insight. It takes participants to the next level of qualitative research with a suite of skills that includes semiotics, ethnography, discourse analysis and creativity work with consumers.

Our well-known tutors come from an array of market research businesses recognised for their thought leadership. They will help you build an understanding of the methods available and when to use them. You’ll also try out some of the disciplines covered in the training and take new ideas back to the workplace.

Our refreshed programme now also includes a bonus session on synthesising insights across qualitative methods and turning them into strategy. This course is consistently awarded five stars by delegates for its eye-opening and practical content.

Learning outcomes
  • First-hand experience of an array of cutting-edge qualitative techniques – framing questions, analysing data and developing insights
  • When to use various advanced qualitative methods and how to incorporate them into commercial projects
  • How to synthesise insights and turn them into strategy
Who would benefit

Agency-side and client-side researchers and research buyers who want to be confident using and applying the rapidly-evolving methods that exist at the cutting-edge of qualitative research.

“Well worth the time spent, an interesting day.”

Stephanie Gow, Trinity McQueen
24 June 2016

“Given me a passion to go and put this into practice.”

Fiona Pannell, Trinity McQueen
24 June 2016

“A good introduction to thinking beyond Qual."

Victoria Duckworth, RDSI
24 June 2016

Rachel Lawes is a semiotician and social psychologist. Her academic career started with a PhD from Loughborough’s renowned Discourse & Rhetoric Group and she is currently Principal Lecturer in Marketing at Regent’s University London. Alongside academic activity, Rachel has supplied brand strategy and consumer insight, principally using semiotics and discourse analysis, to brands in 20 countries, via Lawes Consulting Ltd (est. 2002) and Lawes Gadsby Semiotics LLP (2010-2016). She is the author of numerous conference papers on semiotics and related methods, including Demystifying Semiotics (2002), Futurology Through Semiotics (2009) and Rebranding Charmin (2001).

Additional Information

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