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The skills for a wide range of qualitative research situations.

The Market Research Society

This course helps you to:

  • Understand and develop the skills necessary for effective depth interviewing in a wide range of qualitative research situations.

Learning outcomes

By the end of the course, delegates should be able to:

  • Understand when depth interviews will be effective and be aware of their advantages and drawbacks
  • Show awareness of the processes involved in interviewing and how they affect the interview
  • Use a range of eliciting skills, adapted to match with their own style
  • Identify their barriers to listening
  • Plan an interview and write a topic guide
  • Understand the value of stimulus material
  • Deal with a range of respondents

Who will benefit?

This course will benefit researchers who would like to increase their knowledge of and confidence in using basic interviewing skills. Clients who commission qualitative research will also find this ‘insiders’ view invaluable for buying and managing depth interviewing projects.

Harassment and Safeguarding Policy

By booking this event, you agree to abide by the MRS Harassment and Safeguarding Policy. A copy of the policy can be viewed here: MRS Event Harassment and Safeguarding Policy.

MRS is committed to providing a safe, inclusive and respectful environment for all attendees. Failure to adhere to this policy may result in you being asked to leave the event without a refund. In addition, MRS reserves the right, at its discretion, to refuse future bookings and attendance at MRS events.

If at any point during the event you experience or witness anything concerning, please speak to a member of the MRS team immediately so we can address it promptly and appropriately.

If you wish to raise a concern after the event, please email conference@mrs.org.uk. Concerns will be handled sensitively and proportionately, and MRS may take action where expected standards are breached.

Testimonials
"A thorough introduction to depth interview techniques from two friendly speakers."

Imogen Rowley, Key Supports Services
11 July 2019

"A must attend for anyone starting out doing depth interviews."

Esther Edwards, Primentals Technology
05 July 2016

"Informative, effective foundation for conducting depth interviews.”

Rob Gibbs, Impact Generation
05 July 2016

Venue

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

With a degree in Psychology Mo joined Bill Schlackman’s famous market research agency, as a graduate trainee.  She went on to work in creative development research at Ogilvy & Mather.  She then changed track as a TV researcher on entertainment and documentary programmes at the BBC before returning to research as an independent qualitative research consultant. 
She has specialised over the years in strategic brand development, NPD and  public consultation work.  In the last fifteen years she has been working as a qualitative research training consultant, delivering regular courses to the MRS and as a relationship counsellor.

Additional Information

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