A masterclass 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. 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.

"Excellent all round, great balance of teaching and interaction and not too heavy or theoretical either."

Peter, July 2023

"Well structures, engaging and a credit to the MRS"

Hayley Frost - Maru/Matchbox, July 2023

"A very enjoyable, thought-provoking day, which will leave you feeling inspired and equipped with tools which can be used daily! "

Salome - 8th Day, July 2022

“Experiences shared by the speakers show their vast experience.”
“Great participation and exercises helped to bring the discipline to life.”
“Incredible session.”
“New ways of thinking about images, brands and consumers - much more creative thinking will now go into my qual work!”
“Excellent, engaging and very knowledgeable!”
“Fascinating, and really enjoyable.”
“Covers a breadth of qualitative research techniques and how to take them forward, especially given the pandemic.”

Additional Information

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