Overview
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Learn how to conduct qualitative market research to inform your marketing strategy and business plan.
Syllabus
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Introduction
- The power of qualitative research
- What you should know before you begin
- Real results from qualitative research
- Why qualitative researchers love emotions
- Cutting ad waste with qualitative insights
- Customer segmentation with qualitative insights
- The sandwich method: Combining qualitative and quantitative techniques
- One-on-one interviews in qualitative research
- Image-based interviews in qualitative research
- In-person ethnographic interviews
- Video research: Mobile ethnography
- Virtual focus groups
- Usability testing
- Choosing the right qualitative methods
- Becoming a great moderator
- Writing powerful interview questions
- The one question not to ask your customer
- Establishing rapport
- Facilitating group sessions
- The critical step most researchers skip
- Practice makes perfect with interviewing
- Analyzing qualitative data
- Writing the report
- Signature set of stories
- Next steps
