Essentials of Qualitative Research

This on-demand qualitative research course explains how to design a study, recruit participants, select methods and communicate findings. Taught by Mike Stevens, founder of Insight Platforms, it takes approximately two hours and costs £99.

Designed as an introduction, the course follows a fictional product launch to show how interviews, observation, diaries, co-creation and communities can be used to explore consumer needs and inform decisions.

What you’ll learn in this qualitative research course

By the end of this course, you’ll be able to:

• Explain what qualitative research is used for, from exploring attitudes and needs to developing ideas and explaining survey results
• Distinguish qualitative and quantitative research, and understand how the two approaches can work together across a project
• Develop a research brief, connecting objectives, hypotheses and the decisions the research should inform
• Plan the audience and recruitment, defining participant groups, screening criteria and an appropriate number of participants
• Consider bias in research design, including the effects of the researcher, group dynamics and participants’ limited recall
• Compare methods for gathering feedback, including interviews, group discussions, observation and task-based activities
• Explore behaviour over time, using diaries, journey mapping and research communities
• Use co-creation to develop ideas, bringing participants together to build on and critique concepts
• Recognise approaches to analysis and reporting, from identifying patterns to sharing insights through presentations, video and other formats

Who this course is for

• People new to qualitative or market research
• Client-side insights teams commissioning qualitative studies
• Marketers and product teams who use consumer research
• Researchers looking for an overview of qualitative methods and terminology
• UX and customer experience professionals interested in related approaches

What’s covered in the course

What qualitative research is and where it came from

The origins of qualitative research in disciplines including psychology, anthropology and sociology, and how its exploratory approach differs from quantitative measurement. The course also introduces the idea of analysing unstructured feedback at scale.

How qualitative research is used

Applications include exploring attitudes and needs, generating ideas, understanding consumer language, gathering product feedback and developing hypotheses. Learn how qualitative work can also inform later research or help explain existing data.

Who does qualitative research

The roles of in-house teams, agencies, independent researchers, moderators, recruiters and specialists in carrying out and using qualitative studies.

Designing a qualitative study

Using a fictional vegan milk launch, the course walks through a brief, objectives, hypotheses and desired outcomes. It considers participant groups, location, methods, timing and how qualitative and quantitative phases can be combined.

Recruiting participants and managing bias

Where participants can be found and why screening matters. The course also examines influences on feedback, including recall, group dynamics and the relationship between researcher and participant.

Interviews, group discussions and observation

How individual interviews and group discussions can be conducted in person or online, and when observation or task-based activities can add context to what people say.

Diaries, journey mapping, co-creation and communities

Ways to capture experiences over time and involve participants in developing ideas. See how an online research community can combine activities and support an iterative study.

Analysis, outputs and the future of qualitative research

An introduction to analysing patterns in qualitative material and communicating findings through reports, presentations, video and other formats. The course closes with emerging approaches including conversational AI, asynchronous video and avatar-based interviewing.

About the instructor

Mike Stevens is the founder of Insight Platforms and the Insight Platforms Academy. He has worked in research, data, analytics and consulting for around 25 years.

About the Essentials of Research Series

The Essentials of Research Series is a set of on-demand courses from the Insight Platforms Academy covering research techniques and methods. It is designed for people new to research and for those who commission or use it.

Frequently asked questions

How much does the course cost?
Essentials of Qualitative Research costs £99 and is available on demand from the Insight Platforms Academy.

Who is this qualitative research course for?
The course is an introduction for people who want to understand how qualitative research is used, designed and delivered. It is suitable for people new to research as well as professionals who commission or work with qualitative studies.

How long is the course?
Approximately two hours of on-demand video, which you can watch at your own pace.

What is qualitative research used for?
Qualitative research helps explore people’s needs, attitudes, experiences and behaviours. It can be used to generate ideas, test early concepts, develop hypotheses, inform a later survey or explore the reasons behind existing data.

What is the difference between qualitative and quantitative research?
Qualitative research is often exploratory and flexible, using conversations or observation to understand experiences in depth. Quantitative research typically focuses on measurement across a larger sample. The two can be used in successive stages of a project to answer different questions.

Which methods are used in qualitative research?
Methods include interviews, group discussions, observation, diaries, journey mapping and co-creation workshops. Online communities can bring several of these activities together over time.

How do you choose participants for qualitative research?
Start with the research objectives and the types of people whose experiences matter to the question. Define the groups you need, decide how many participants are appropriate for the study, and use screening to recruit people who fit the criteria and can contribute meaningful feedback.