Online Seminar

Overview of Qualitative Market Research

What you need to know before using it

Are you going to be doing, buying, or selling qualitative research?

If anyone asks, its not enough to just say 'its not about numbers, its about understanding' or 'it goes into a lot more depth than quant' because they will have questions about what types of understanding it can provide, what do you mean by 'depth' and how valid can it be when sample sizes are so small?

Maybe you need to write a good qualitative brief, or try your hand at moderating. You need to know what qual is all about, what its advantages and drawbacks are and why running groups is not as easy as professional moderators make it look.

• What are the definitions and characteristics of QMR
• Context and uses, from descriptive to diagnostic
• Strengths and weaknesses
• What does 'in depth' really mean
• Overview of the process
• Using small sample sizes - purposive sampling
• The main qualitative interviewing methods
• The difference between focus groups and group discussions
• Non-interviewing methods
• How can we believe qualitative research? How is it reliable and valid?
• What is the role of a moderator
• What should qualitative researchers be good at? Competencies
• Codes and ethics

Succinctly summarise what a qualitative approach involves and why it's valuable
Describe qualitative methodologies and the advantages and drawbacks of interview-based methods

Understand why moderators and interviewers take the approaches they do

You'll be able to promote qual and/or defend the use of qualitative methods against common objections

• Optional pre-course exercise - experience the difference between a qualitative and quantitative approach
• Course notes
• Post-seminar coaching exercise and some thunks (yes, thunks) to think about and discuss with colleagues.

This seminar is delivered using screen sharing and audio so it is fully interactive.