Knowing your customers is vital in helping you develop and enhance your product/service offering to ensure the greatest success in business. Research remains the most effective way of obtaining tremendous insights into your customers’ needs, behaviours and predispositions. However, it’s 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 this training and education to marketers involved in commissioning qualitative research and using research findings to build business success.
Our course teaches the key steps to getting maximum value from the qualitative research process.
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.
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 |
VENUE
The course modules are run in a purpose built viewing facility equipped with two way mirror viewing, DVD and digital audio recording. We can also bring the course to your organisation if required.
Course Leader
Colm Carey - Managing Director, The Research Centre Limited
Holds an honours degree in psychology from UCD and has over twenty years experience running qualitative research projects for some of Ireland's leading brands and agencies at home and abroad.
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.
AGENDA
A continental breakfast is included in Module One, which runs from 8.30am to 12.30pm. A light lunch is included with Module Two which runs from 1.00pm to 5.30pm
Information & Booking
For more information on our training and education services and how they can be used to improve your organisation's use of qualitative research, please call 01-2886934 use the form on this page.
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