If you are new to qualitative, build your confidence with videos on Secrets of Success and Interviewing Skills.


Find inspiration in browsing through methods, techniques  and thinking frameworks.


Buy downloadable resourcebooks to creatively plan and use workshops, projective techniques, and use powerful procedures like Laddering.

If you are looking for training, you can

  • Design and organise a course or coaching
  • Buy training materials to use yourself
Accredited Provider of training for CPD

R-Net Research Heroes: Joanna Chrzanowska

From the shop:

breakfast of champions
Interviewing Developmental Feedback
Send in your depth interview (up to 30 mins long) and receive personalised developmental feedback, based on professional interviewing criteria.
£60.00 Add to cart
Personalised Coaching Sessions and Interview Feedback
Personalised Coaching Sessions and Interview Feedback

You get a short training needs analysis. two interactive Skype (or phone)  coaching sessions, training materials and tasks designed to meet specific individual objectives, review of a recorded interview with feedback, certificate of completion. Example materials:

£150.00 Add to cart
Love Laddering Training pack
Love Laddering Training pack

Easily reach those emotional benefits!       Learn it, use it, teach it. Laddering or Means End Chain analysis is one of the most useful qualitative techniques ever. Its a simple route to emotional benefits, (and more) an incredibly revealing type of … Continued

£14.99 Add to cart

Focus Group

Focus Groups are just the start. Research skills include:

  • Being ‘business partners’ and consultants
  • Using theory to underpin research design
  • Working in cultural, social, and emotional realms
  • Expertise in using methods (there are over 20!)
  • Skills in moderating, observation, and facilitation; eliciting things that people can’t easily tell you
  • Analysis & interpretation, storytelling & presenting
  • Client & project management, ethics & good practice


“Joanna worked with us to develop a very tailored qualitative skills training framework. She spent a lot of time getting to understand our business and the team’s needs, and it always felt like a collaborative effort. The planning and pre-work were meticulous; the workshops themselves were lively, engaging and fun. Feedback from the team was unanimously positive, and everyone was able to apply learnings straight away. I’ll recommend Joanna to anyone who needs to build qualitative skills. It’s a pleasure to work with such a passionate expert.”

Mike Stevens

EVP & Managing Director EMEA | Vision Critical


“Ask any fellow professional who trains and coaches in qualitative research who they most admire and the name played back to you, more than any other, is that of Joanna Chrzanowska. Much of our understanding about enriching the quality of qualitative encounters has originated with Joanna.  She has applied a breadth of learning from the fields of psychology, anthropology, linguistics and NLP to the commercial coalface. Very few in our profession have thought so deeply about how we do what we do and then disseminated that thinking with such passion and generosity. Going beyond explaining how we do what we do she has also captured uniquely, how it feels when we are doing it; I urge you all to read  ‘the inside story of a focus group’ from her inspirational book ‘ ‘Interviewing Groups and Individuals in Qualitative Market Research’.”

Geoff Bayley on behalf of the AQR