Essentials of Qualitative Research

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.

Trainers Biographies

Geoff Gosling

Having spent many years as a Research Director with Ipsos MORI and formerly Synovate, together with a detour clientside with Transport for London, Geoff has recently made the break into the world of freelancing as an Independent Consultant.  A passionate exponent of qualitative research, he has extensive experience in many areas, both consumer and business-to-business, but specialises in service development, product evaluation customer satisfaction and communications research.  Geoff has been a member of the Main Board of MRS for the last 9 years and is Chair of the Standards Board.

Recent projects mean he has an arguably unhealthy level of knowledge on subjects as diverse as the interior workings of premium coffee machines, what keeps Risk Managers awake at night and what colours to avoid on Korean toilet roll packaging.

Graham Woodham

Graham was a Director of Qualitative Research in GfK NOP Ltd in the Consumer Product and Retail Division, and Manager of GfK’s Global Qualitative Network. He was also joint head of the company’s Qualitative Centre of Excellence. He is now an independent qualitative consultant. 

He has worked in market research agencies since graduating in Psychology. Following six years' quantitative research experience, he became a full time qualitative specialist over 20 years ago.

His specialisations include international research, (especially throughout Europe, USA and China) media research, advertising, new product development, brand strategy and positioning, along with observational studies.

Testimonials

"It was a pretty intense 3 days but extremely worthwhile!"

Louise – Levercliff, June 2023

"A very useful introduction (and more) to qualitative training, with chances to practice what you learn throughout."

Miller Piggott - The Behavioural Architects, June 2023

"Great!"

Haya Intabli - Mint Diagnostics, June 2023

"Excellent and very informative."

Nathan Summers - Grand Union Housing Group, November 2022

"Fantastic."

Aysha - Co-op, November 2022

"It was entertaining and educating at the same time :)"

Carolin Mayrhuber, November 2020

"Really comprehensive, practical and inspiring, run by people who care deeply about qualitative research and their students."

Kirsty Macdonald - Bloom & Wild, November 2020