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


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. The course aims to take 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 large and boutique MR businesses which are recognised for thought leadership. This course is consistently awarded five stars by delegates for its eye-opening and practical content and our regularly-refreshed programme includes a bonus session on turning insight into strategy.

  • Understand the methods available and when to use them
  • To try out some of the disciplines covered in the training
  • To take new ideas back to the workplace

Learning Outcomes

At the end of the session, delegates have:

  • experienced first-hand an array of cutting-edge qualitative techniques – framing questions, analysing data and developing insights;
  • received guidance and instruction about when to use various advanced qualitative methods and how to incorporate them into commercial projects;
  • participated in a seminar about synthesising insights across qualitative methods and turning them into strategy.

Who will benefit?

The course benefits agency-side and client-side researchers and research buyers who want to be confident using and applying the rapidly-evolving methods which 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


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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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