Learn the basics of qualitative market research—when to choose it, how to select the most appropriate method, and how to execute your project

Being well versed in qualitative market research techniques is increasingly a must for every researcher. Effective qualitative research can yield robust insights into the “why” behind various respondent behaviors, perceptions and motivations. In cases where quantitative research can only scratch the surface, qualitative research can effectively surface ideas and hypotheses.

Reg Barker MRII Award Principles Express: On-Demand Market Research Education logo


Format: Online

Hours: 11

Credit: 1.1 CEUs

When: Start anytime

Cost: $329 -$359

After completing this course, you should be able to:

  1. Explain the differences between qualitative and quantitative market research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
  2. List some of the types of business decisions that qualitative market research can be used to inform.
  3. Give examples of misapplications of qualitative market research and explain why it should not be used in these ways.
  4. Identify the different forms of qualitative market research, including direct versus indirect (observational) techniques, and IDIs versus dyads versus focus groups; understand the relative strengths and weaknesses of each; and understand when each should be used.
  5. Discuss the use of technology in qualitative market research, including the opportunities offered by mobile technologies.
  6. List the steps involved in planning and conducting qualitative market research, including the determination of an appropriate qualitative method, selecting qualitative research partners, developing the tools required to execute the research, and understanding the differences between domestic and international projects.
  7. Describe how a Moderator’s guide is different than a questionnaire. Discuss the best practices associated with building a successful Moderator’s guide and observational report.
  8. Identify how to select the ideal internal or external moderator for the project and understand which attributes to look for when selecting a moderator.
  9. Identify how to design a screener used to recruit participants.
  10. Discuss how to manage client participation in qualitative settings and how to set expectations in the interpretation of results.
  11. Describe how to design a UX (user experience) study.
  12. Discuss the fundamental and applied methods of analyzing and summarizing qualitative data.
  13. Give examples of ethical issues specifically related to the conduct and interpretation of qualitative market research.

Who Should Attend?

  • Entry-level researchers looking for a solid introduction to all aspects of qualitative market research.
  • Mid-level staff seeking to expand their skillsets.
  • Experienced researchers looking to catch up with the latest developments.
  • Corporations seeking professional development options for their internal training portfolio.
  • Supplier-side companies seeking courses for new-employee onboarding.
  • Researchers who lead or contribute to project design.
  • Client-side researchers responsible for writing RFPs and evaluating proposals.
  • People just entering the research field who want to understand the power and proper use of qualitative market research studies.

Course Information

Course Number: 


Course Date Info: 
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Course Fee(s): 

$359 - Standard Fee

$329 - Association Discount (Members* of: Insights Association; ESOMAR; Canadian Research Insights Council, The Research Society, Intellus Worldwide, QRCA, AMAI, WAPOR-Latinoamérica, MRII Board of Directors, UGA MMR Advisory Board.)

$50 - One-Month Extension (only one extension is granted per participant)

*Membership will be verified.

Prepayment is required to be registered. The prices listed are per person (US Funds). Prices are subject to change.

Jeff Walkowski – Principal, QualCore.com
Jeff WalkowskiJeff is the principal of QualCore.com Inc., a consulting firm providing traditional and online qualitative research services to a wide range of industries including health care, financial services, automotive, and information services. He was educated as a quantitative specialist and entered the industry in the 1980s as a statistician. He later discovered his talents as a Moderator and evolved into a qualitative specialist by the mid-1990s.

Jeff’s specialty is online qualitative research. He has conducted over 700 online sessions (real-time chats and multi-day message boards); he has spoken about online qualitative research at conferences in North America, Europe, and Asia; and he has published articles on the subject. Jeff co-chaired the Online Qualitative Research Task Force of the Qualitative Research Consultants Association, co-edited Qualitative Research Online (Research Publishers LLC, 2004), and co-developed a training course to help traditional Moderators adapt their skills to the online environment.