New, emerging and established online qual techniques for qual researchers, marketers and research buyers.

This course enables you to:
  • understand more fully the whole range of online techniques which are part of and have been added to the qualitative researchers’ toolkit, including communities and online ethnographic research.
Learning outcomes

By the end of the course, delegates should have a better understanding of:

  • the different range of online qualitative techniques that are available including some extra focus on online communities – the fastest growing online research technique
  • what the techniques mean, how they are similar/different to each other and to other qualitative techniques
  • when online techniques should be considered – for which business issues, specific subject areas and audiences
  • the implications for the qualitative skills required for conducting online qualitative research
Who will benefit?

This course will benefit researchers, marketers and research buyers new to the world of online qualitative research or just those looking to develop their knowledge. This course will help you understand the latest thinking in online qualitative research and how you can apply the techniques to enhance your business decision making.


“We shall try to set up an online qual facility at UCLAS in the next 6 months.”

Chris Stevenson, Market Intelligence Officer,

UCLAS, October 2011

“Is a new tool to introduce in discussion with existing clients.”

Fiona Tarpey, Managing Director,

England Marketing, October 2011

“Useful and thought-provoking guide to online qualitative techniques.”

Helen Butcher, West Sussex County Council

Online Qualitative Techniques, 3 April 2014


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

Sam Nunn will be the lead presenter for our Online
Qualitative Techniques course.

Sam is Research Director at Join The Dots and
specialises in qualitative research. She works on a mix of projects
encompassing both offline and online methodologies, and is well-versed in
identifying when to use online techniques and how to ensure they are adding

started out her research career whilst at university conducting voter
identification polls and researching local issues in the North West for Chris
Davies MEP. Sam then moved into market research, working on international
pharma projects for Blueprint Partnership. After a short break to travel around
the world, she started at Join the Dots. Since the move, she has worked with a really broad range of clients which
means every project has bought new experiences - from conducting in-home
interviews with elderly patients coming to terms with going blind, to spending
a week at an airport observing people checking-in. In terms of online qual, she
has used community platforms, social media, Skype and various research apps
over the years.

Sam is particularly driven by her desire to create
the ‘right’ experience for participants to help them reflect on their opinions
and articulate these. It can be fun to use the latest tech, but if it isn’t
helping the participant to tell their story or helping the researcher to
understand them better, then it probably isn’t working! In the course, Sam will
introduce different online/mobile qualitative approaches and explore how they
can be best used to get better insight. The course will also include a number
of short practical sessions so you can try out some of the technology.

Additional Information

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