Effective Depth Interviewing

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/Learning Objectives

• 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

Trainer Biographies

Mo Ressler has a degree in Psychology and 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 is a Fellow of the MRS and an Accredited Trainer specialising in qualitative research skills, thinking and methods. She was an early adopter of online qualitative methods. In a lifelong career, she can count the depths and groups she has done in the thousands. Jo has published ‘Interviewing Groups and Individuals in Qualitative Market Research’ (Sage) and a number of eBooks.

Testimonials

"An extremely inspiring, engaging and practical course which has made an instant impact on my interviewing skills."

Sam Bowen - 4insight, February 2025

"It has helped me feel more comfortable and confident."

Hope Williams - Gusto Research, September 2024

"A practical, informative and energising course that has helped me feel more excited about what I can uncover as a quallie!"

Helen Brown - Irrational Agency, September 2024