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 show participants 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.
Our course teaches the key steps to getting maximum value from the qualitative research process.
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
Creating a qualitative research brief
The research buyer's view of what to look for from a qualitative project
Qualitative research methodologies - focus groups, depth interviews, paired depths, friendship groups
Verbal and non-verbal communication
The dynamics of the focus group
Choosing a qualitative sample structure
Analysis and reporting
Module Two
Case study of qualitative research delivering insight that drives brand success
Creating a discussion guide that delivers insight
Brief a focus group moderator
Observe a live 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
Catering
A continental breakfast is included in the morning programme which runs from 8.30am to 12.30pm. A light lunch is included with the afternoon session which runs from 1.00pm to 5.30pm.
Venue
The course modules are run in a purpose built viewing facility.
Delegates
Course numbers are limited to ten per course. We run both company specific and open courses.
Company specific courses have the advantage of allowing the emphasis to be on your company issues and product areas. This is particularly relevant on the full day course when the focus group topic can represent a real marketing issue facing your team. Once the course is booked a briefing meeting will be held to identify topics of interest around which the course content will be built. This insures that your colleagues get maximum benefit from the training.
Our Team
Colm Carey - Managing Director, The Research Centre Limited.
Sandra Borsato - Managing Director, Profit Launch. Sandra has worked with successful entrepreneurs and large corporations across various business sectors including financial services, technology, retail, and hospitality. She has been responsible for client side commissioning and management of qualitative research projects and brings a client's eye view to the process.
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 01-2886934 or e-mail us at info@theresearchcentre.ie
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