Future-Fit Qual: Creative Toolkits for Strategic Practice

A new masterclass of cutting-edge tools for agency and client-side qualitative researchers

A new masterclass of cutting-edge tools for agency and client-side qualitative researchers

This intensive, one-day masterclass is for agency-side and client-side researchers who have grounding in qualitative research and want new skills to launch their careers and businesses into the future.

Participants encounter an exciting suite of skills. We are proud to announce a menu of dynamic sessions. For the Fall 2026 masterclass, these are expected to include:

• Top-Down Semiotics, aka Big Semiotics. Signs and symbols are the beginning of semiotic practice – but real competence means connecting the dots between small details and large-scale social change. Experience the power of big thinking.
• Envisioning Futures. What do professional futurists do? Learn and experience the methods that futurists use to think strategically about future scenarios. Techniques include collaborative exercises for group settings.
• Online Subcultures in Qualitative Research. Online and digital spaces are rich seams of insight for qualitative researchers, if only they knew how to gain access. Unlock new ways to search, segment and interpret online data.

Our well-known tutors are recognised industry-wide for their thought leadership. They will help you build an understanding of the methods available and when to use them. All the sessions are interactive, with ample opportunities to practice and take new abilities back to the workplace.

Learning Outcomes

• Experience of advanced techniques, designed for qualitative researchers and our rapidly-changing world.
• Incorporate AI into qualitative thinking, and form worthwhile opinions about the role of technology in the future.
• Think outside the boxes of traditional qualitative methods.

Who will benefit?

Agency-side and client-side researchers and research buyers who want to be inspired thinkers and confident users of the latest tools of qualitative research.

Course Delivery Mode

Online

Trainer Biography

Dr Rachel Lawes convenes this course and teaches the semiotics component. Rachel is a semiotician and social psychologist.  She has supplied consumer insight and brand strategy to brand owners and their ad agencies for 25 years. She is the author of two well-known and internationally published books on semiotics, ‘Using Semiotics in Marketing’ and ‘Using Semiotics in Retail’. Rachel is a Fellow of the Market Research Society.

She has convened MRS training courses in advanced research methods for over 15 years.

Rachel is joined by 2-3 carefully selected trainers according to their availability, delegate feedback and industry-wide recognition.