Advanced Thinking in Qualitative Research Masterclass

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 featuring semiotics, video ethnography, social media analysis and newer, better ways to be inclusive in qualitative research.

Our well-known tutors are recognised industry-wide 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.

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.

Trainer Biography

Rachel Lawes convenes this course and teaches the semiotics component. Rachel is a semiotician and social psychologist.  As former academic, she worked with the internationally renowned Discourse and Rhetoric Group of Loughborough University and was Principal Lecturer in Marketing in the business school of Regents University London. She is the author of two well-known and internationally published books on semiotics, ‘Using Semiotics in Marketing’ and ‘Using Semiotics in Retail’.

She has convened the MRS Advanced Qualitative Methods course for over 15 years.

Rachel is joined by three carefully selected trainers according to their availability, delegate feedback and industry-wide recognition.

Testimonials

"The training was expertly delivered. I really enjoyed the mix of skill development presentations and breakout tasks. The opportunity to share thinking and ask questions throughout made the sessions dynamic."

Jules Greene - Goode Sense Research, October 2024

"Engaging and informative"

Claire - Transform UK, October 2024

"Led by amazing researchers who are experts in their field, sharing advice to make us better quallies."

Toni Cundy - Toni Cundy Research, October 2024

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

Peter, July 2023

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

Hayley Frost - Maru/Matchbox, July 2023