Introduction to Qualitative Research

Understand the role of qualitative research and the basic methods involved

Learning outcomes

• Qualitative research, its role in contemporary research and its general application
• The process of planning a qualitative research project
• The stages involved in the qualitative research process
• How to select an appropriate approach
• Interviewing and methodological techniques
• How to apply interviewing skills
• How to process and analyse data

Who will benefit

 Researchers who are new to qualitative research, as well as buyers and users of research.

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

"Ruth was fantastic; she created a relaxed learning environment and ensured we all remained engaged throughout the day."

Katie - Rock Kitchen Harris, September 2021

"Really enjoyable and informative course."

Koyel Nandi - ENGINE, September 2021

"Listen to Ruth and fall in love with Qual research."

Kshitija - Simpson Carpenter, September 2021

"Really valuable and well presented."

Hamish - BVA-BDRC, September 2021

"As someone starting out in research, this course was extremely valuable. Ruth was super passionate and enthusiastic and research which made the course really enjoyable. I came away feeling really inspired, and would highly recommend!"

Rosie Noble - Gymshark, April 2020