Integrating alternative disciplines to deliver coherent insight in qualitative research.

This course enables you to:

  • Appreciate the alternative disciplines available and how these can be integrated to deliver coherent insight.
Learning outcomes

By the end of the course, delegates should have an understanding of:

  • What it means to be ‘leading edge’ in research design and analysis
  • How semiotics can be fully integrated into the work of qualitative researchers
  • Ethnographic and immersion approaches to consumer and consumer-client exposure
  • Brand clinics, which use consumer insight as a jumping off point for strategy development
  • Multiple source insight in qualitative research

During this course, delegates will experience what leading edge thinking is all about and will be able to try out some specific disciplines for themselves. The course will open up a leading-edge way of thinking, enabling delegates to take new ideas back to the workplace.

Who will benefit?

The course will benefit researchers and research buyers who have a thorough grounding in qualitative research, and who want to be better able to provide insight in new ways, to justify new approaches to clients, or to write more creative research briefs.


“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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