Apply, analyse, interpret and appreciate the relevance.

This course enables you to:

  • Understand and apply the basic principles and techniques of effective analysis and interpretation of qualitative data.
Learning outcomes

By the end of the course, delegates should be able to:

  • Identify the strengths and limitations of qualitative research
  • Understand the importance of effective analysis
  • Apply a range of analysis techniques
  • Develop their confidence in interpreting their own qualitative research
Who will benefit?

This course will benefit researchers and buyers and users of research who have some experience of the issues involved in dealing with qualitative data.

Useful to make sure what I'm doing on a daily basis is accurate to industry standards.

Abi Olingschlaeger, Marketing Sciences Ltd
29 November 2016

Right level of detail for one day.

Charles Oliver, Telefonica UK
29 November 2016

A fun interactive introduction to Qualitative Analysis.

Elmear Power, Blue Lattitude
24 May 2016

Good basic analysis training.

Adam Bellagha, Populus
24 May 2016

Lots of practical advice on analysing Qualitative (approaching).

Jo Coombes, MEC
24 May 2016


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

Kevin Stanfield is Managing Partner of Substance QI, a Marketing Research Consultancy that specialises in custom built qualitative solutions. Prior to setting up Substance Qi 6 years ago Kevin was a Director at Synovate and Research International. He has worked across many markets including financial, retail, FMCG and utilities. Kevin has extensive experience of conducting NPD, communication, brand development and strategic research studies across the consumer and B2B spectrum

Additional Information

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