This lively on-line interactive day course lets you learn the theory and practice of online, (telephone) and face-to-face depth interviewing.

You will immerse yourself in best practice depth interviewing skills backed up by theoretical underpinnings.  There will be  practice, observation and coaching throughout the day.   Our aim is that you end up with increased competence and renewed confidence.

Learning outcomes

  • How data collection and people skills need to work together.
  • How to use a wide range of eliciting skills to probe effectively
  • How to listen and attend more deeply to draw out insights
  • The importance of planning the interview and writing the topic guide
  • Understanding the value of specific techniques such as laddering, use of stimulus material and rapport building,
  • Dealing with a range of respondents and interview contexts.

Who will benefit?

Researchers and clients who want to increase their knowledge of and confidence in conducting depth interviews.

Learning method

Interviewing practice, role-playing, reflective discussion,

Course delivery mode

Online, virtual classroom

Trainer bios

Mo Ressler

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.

Joanna Chrzanowska

I am a Fellow of the MRS and an Accredited Trainer specialising in qualitative research skills, thinking and methods. I was an early adopter of online qualitative methods. In a lifelong career, I can count the depths and groups I have done in the thousands. I have published ‘Interviewing Groups and Individuals in Qualitative Market Research’ (Sage) and a number of eBooks.

"A very interactive and insightful course for anyone looking to hone their interviewing skills."

Rachel Barnes, October 2022

"The training was really engaging and I now feel much more confident to start conducting depth interviews in my role."

Grace - Blood Cancer UK, October 2022

"Practical advice and learning that can be transferred to real-life situations."

Nikki Vousden - Wavehill, October 2022

"Very insightful and built my confidence."

Kilian - HMRC, October 2021

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

Imogen Rowley - Key Supports Services, July 2019

Additional Information

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