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Getting Maximum Value From Qualitative Research

Knowing your customers is vital in helping you develop and enhance your product/service offering to ensure the greatest success in business. Qualitative research remains the most effective way of obtaining tremendous insights into your customers’ needs, behaviours and predispositions. However, it is important to ensure research projects are well designed and managed in order to provide an efficient return on investment.

This course is designed to allow participants to learn how to get the most out of their research projects by making sure all key areas are covered and that the project meets specific business objectives.

With over twenty years experience running qualitative research projects we are in a unique position to offer training and education to marketers involved in commissioning qualitative research and using research findings to build business success.

A well designed and managed project provides an efficient return on investment by making sure all key areas are covered and that the project meets the business objective.

The course teaches the key steps to getting maximum value from the qualitative research process with an emphasis on how to develop active listening skills.

Who Should Attend

The course is designed to meet the needs of marketers who are involved in the commissioning, observation and use of qualitative market research.

Course Structure

The course comprises two modules. Each module can be taken separately as a half-day event or the two modules can be taken together as a full day event.

Module One

The origins and fundamentals of qualitative research

Meeting the business objective – When to choose qualitative research

Active listening skills  – verbal and non-verbal communication

Creating a qualitative research brief

Qualitative research methodologies – focus groups, depth interviews, paired depths, friendship groups

The dynamics of the focus group

Choosing a qualitative sample structure

Analysis and reporting

Module Two

Creating a discussion guide that delivers insight

Briefing a focus group moderator

Conduct a focus group discussion based on the discussion guide

Gain feedback from respondents as to how the process feels from their perspective

Analyse and present findings and recommendations from the focus group


We can run the course at your offices or in an off site venue

For more information on our training and education services and how they can be used to improve your organisation’s use of market research please call Colm Carey on 087-2573346 or e-mail