Understand the briefing, design, fieldwork, analysis and presentation of qualitative research

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

Do you want to ground yourself in the field of qualitative research, develop confidence in running your own projects, understand better what your agencies are doing and see where the opportunities and pitfalls lie?

This comprehensive, interactive and practical course uses a mixture of lectures and exercises to help you develop a full understanding of all aspects of the qualitative research process: from briefing and research design, through fieldwork and analysis, to the presentation of the findings.

Guided by experienced practitioners, you will work your way through each stage of a qualitative study to give you a comprehensive understanding of the process. Working in small teams with fellow delegates, you will design a study, moderate and take part in a group discussion, and then practice feeding back the insights you have generated and applying what you have learnt.

Learning outcomes
  • Understand a qualitative research brief
  • Prepare high quality proposals
  • Understand and apply appropriate research methodologies, including:
    • Sample design and structure
    • Fieldwork considerations
    • Group processes
    • Group moderating
    • Projective techniques
  • Conduct interviews effectively and confidently
  • Analyse and interpret results
  • Present and report findings
Who would benefit

Recent entrants to market research with limited practical experience of qualitative research, or more experienced practitioners looking to undertake or manage qualitative projects.

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

“A great course for those just getting into Qual and wanting to learn more techniques to inspire great insight.”

Rachel Rowlinson, Universal McCann
October 2016

“Entertaining and directly applicable to my role.”

Jenny Morrison, Bank of Ireland
October 2016

“Informative and clear.”

Rebecca Smith, Firefish
October 2016

“Excellent training that gives a good overview of methodologies, tips and recommendations when conducting qualitative research.”

Luisa Canosa, Samsung
March 2016

“Great, practical training that lets you learn the theory and then put it into practice.”

Holly Moreland, Added Value
March 2016

“A lot more valuable and fun than other training courses - genuinely helpful.”

Abbie Hines-Lloyd, Future Thinking
March 2016

“A great thorough introduction to the opportunities qualitative research provides us with.”

Charlotte Richardson, COSTA

“An engaging, essential & excellent delivered introduction to qualitative research.”

Paul Baker, Mattel

Geoff is a freelance qualitative research consultant, having previously spent many years working at Ipsos and Synovate, as well as spending time clientside.A passionate exponent of qualitative research, Geoff works with many leading brands and is Unilever accredited. He has extensive experience in many areas, both consumer and business-to-business, but specialises in service development, product evaluation, customer satisfaction and communications research.
Graham’s whole career has been as a qualitative research practitioner, following his psychology degree specialising in social interaction. He started working at two large global research agencies, running their consumer qualitative businesses before setting up his own Qualitative Consultancy which ran successfully for 12 years before he merged it with GfK, now part of Ipsos. He is now an independent qualitative consultant and his specialisations have always included exploratory attitudinal and behavioural studies, along with innovation and communication strategies. He is also an MRS mentor.

Additional Information

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