Advanced Thinking in Qual Masterclass

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

This intensive, one-day masterclass is for both agency-side and client-side researchers who have a thorough grounding in qualitative research and want new routes to insight. It takes participants to the next level of qualitative research with a suite of skills featuring semiotics, video ethnography, social media analysis and newer, better ways to be inclusive in qualitative research.

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. You’ll also try out some of the disciplines covered in the training and take new ideas back to the workplace.

This course is consistently awarded five stars by delegates for its eye-opening and practical content.

Learning outcomes

• First-hand experience of an array of cutting-edge qualitative techniques – framing questions, analysing data and developing insights
• When to use various advanced qualitative methods and how to incorporate them into commercial projects
• How to synthesise insights and turn them into strategy

Who would benefit

Agency-side and client-side researchers and research buyers who want to be confident using and applying the rapidly-evolving methods that exist at the cutting-edge of qualitative research.

Trainer Biography

Rachel Lawes convenes this course and teaches the semiotics component. Rachel is a semiotician and social psychologist.  As former academic, she worked with the internationally renowned Discourse and Rhetoric Group of Loughborough University and was Principal Lecturer in Marketing in the business school of Regents University London. She is the author of two well-known and internationally published books on semiotics, ‘Using Semiotics in Marketing’ and ‘Using Semiotics in Retail’.

She has convened the MRS Advanced Qualitative Methods course for over 15 years.

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

Testimonials

“Experiences shared by the speakers show their vast experience.”
 

“Great participation and exercises helped to bring the discipline to life.”
 

“Incredible session.”
 

“New ways of thinking about images, brands and consumers - much more creative thinking will now go into my qual work!”

“Excellent, engaging and very knowledgeable!”

“Fascinating, and really enjoyable.”

“Covers a breadth of qualitative research techniques and how to take them forward, especially given the pandemic.”