Briefing, design, fieldwork, analysis and presentation.

Do you want to get a good grounding in qualitative research? Do you want more confidence as you start running your own qualitative projects, or to have a better idea of what your agencies are doing? Do you want to have a clearer idea about the possibilities and pit-falls of qualitative research?

This comprehensive, interactive and very 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.

The course is very hands-on. Working in small teams with your fellow delegates, you will have the opportunity to design a qualitative study, both moderate and take part in a group discussion, and then practice feeding back the insights you have generated.

Our highly experienced tutors will be available throughout to answer any specific questions you might have and to help you apply what you have learnt.

Learning outcomes

By the end of the course, delegates should have developed the skills required to:

  • Understand the brief
  • Prepare 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 will benefit?

The course will benefit recent entrants to market research with limited practical experience of qualitative research, or more experienced practitioners looking to try to undertake or manage qualitative projects.


“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


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

Andrew Vincent has 20 years’ research experience, including nine years as Managing Director of firstly B&MR and then WirthlinEurope. During his career he has worked on a wide variety of markets including technology, healthcare, retail, leisure and training/education. In 2005 he set up Waves, a research consultancy committed to creative research applied commercially.
Helen graduated in 1988 from Leeds University with a degree in Zoology. After graduating she then spent the next three and a half years in marketing at GUS Home Shopping, firstly in sales promotion and then marketing. In 1992 she discovered market research and has spent the last 15 years building her experience. She has both agency (B&MR, Wirthlin, Harris & Virtual Surveys) and client side experience (CWS) as well as extensive market research experience in both qualitative and quantitative research across a number of sectors including retail, travel, healthcare and finance. She is also a MRS accredited trainer and examiner. She joined Waves in 2007.

Additional Information

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