What you'll learn
The basics of qualitative research for marketing
Taking a market research brief; what is the role of qualitative research? when should you consider other methods?
Identifying your target audience and creating a recruitment screener to recruit them
Crafting the perfect discussion guide for your focus group or depth interview
How to run a brilliant market research focus groups and depths
Projective interview techniques; why to use them, when to use them, how to use them
Qualitative analysis; tips, tricks, tools, thematic grids,
Creating a compelling qualitative report; what you can say, what you can't, combining quant with qual
Using qualitative methods to create marketing personas, bringing segments to life using qual
Requirements
You can be 100% new to qualitative research and marketing
Basic literacy, communication skills will be useful
An interest in marketing and people will be useful
Description
This comprehensive 9-lecture course is designed to empower participants with the knowledge and skills necessary to excel as proficient commercial qualitative researchers. Focusing on the practical application of qualitative research, this program guides attendees through every of the process. From taking a research briefs, to designing a qualitative program, data analysis, to the art of crafting a compelling and insightful report.The course is structured to cater to individuals entirely new to qualitative research as well as those with prior experience in marketing and research. Whether you're a novice eager to explore the world of qualitative research or a seasoned professional seeking to enhance your existing skills, this course offers valuable insights and practical techniques that are adaptable to various expertise levels.What sets my course apart is its focus on leveraging real-world examples drawn from my experiences of over 20 years in research. I have background both in agencies and freelance consultancy and share this hands-on experience throughout the course. Participants can expect to gain a deep understanding of the methodologies that underpin qualitative research, equipping them to tackle real-world challenges. By the end of this course, attendees will possess the expertise to approach research briefs strategically, design robust research programs, analyze data effectively, and present findings persuasively - essential skills for anyone aspiring to make a significant impact in the realm of qualitative research.
Overview
Section 1: Introduction
Lecture 1 The basics of qualitative research for marketing
Lecture 2 Deciding to use qualitative research: from challenge to method
Lecture 3 Choosing a qualitative method
Lecture 4 Identifying and recruiting your target audience
Lecture 5 Creating discussion guides for the groups and depths
Lecture 6 How to run a brilliant market research groups and depths
Lecture 7 Projective techniques for qualitative research
Lecture 8 Qualitative Analysis
Lecture 9 Qualitative Reporting
People wanting to get into qualitative market research,For those looking to enter or switch into a career in market research,For quantitative market researchers wanting to upskill in qualitative methods

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