Qualitativeminds are curious, flexible and open – and always learning. 

If you are new to qualitative, check out the videos on Secrets of Success and interviewing skills.

Get quick inspiration in methods, techniques  and thinking frameworks.

Buy downloadable resourcebooks to help 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

R-Net Research Heroes: Joanna Chrzanowska

From the shop:

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
Depth Interviewing Teaching Pack
Depth Interviewing Teaching Pack
Everything you need to teach qualitative depth interviewing knowledge and skills in one package. Charts, exercises, feedback forms; all tried and trusted. Download the pack, add your own logo,  and deliver a great course. Course material adapts for training people with 0-2 years experience in qualitative research.  
£450.00 Add to cart

Focus Group

Qualitative Research is so much more than focus groups.  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



“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