The following briefly outlines a 'menu' of topics that could form programmes to help develop and enhance delegates' basic skills in running all aspects of qualitative market research projects.

The items on the 'menu' can be put together in any combination and can be delivered as either a series of short 'masterclasses' or as a one or two day programme.

Teaching Style

In all cases the broad approach would be based upon:

• short lectures to explain theory
• with the bulk of the time taken on exercises to 'learn by doing'
• backed up with comprehensive reference notes and workbook.

Main Topic Options

The main topics cover all key aspects involved in developing more advanced skills and assume that delegates are already familiar with the main principles of moderating (ie non-directive question techniques, active listening, probing and other basic eliciting skills).

Projective and Enabling Techniques
A 'toolkit' of techniques that enable the researcher to explore beyond the limitations of simple questioning - and explore thoughts and feelings that are variously pre-conscious, private, intuitive or non-verbal in a safe, ethical and enjoyable way.

Building Rapport and Empathy
A key skill to enable respondents to 'reveal more'. Includes practical applications of some principles from neuro-linguistic programming.

Better Eliciting Skills
Techniques and question forms that enable the researcher to 'dig deeper'.

Managing Energy and Mood
A crucial part of ensuring groups and interviews go well concerns the need to 'pace' the interview and set the tone, energy and mood that most effectively enables respondents to address the tasks in hand. Includes important aspects of moderator self-awareness and management of self.

Dealing with Difficult Respondents
Guidance and practice in managing the situation when things go wrong - including definitions of the most common types of 'difficult' respondent, insights into why they are difficult, as well as techniques to deal with each.

Beyond Interviewing
Although interviewing (individuals and groups) is by far the most common way of gathering qualitative research 'data' the interview has its limitations. This session describes the nature of these limitations and explores alternative methods of conducting effective qualitative research.

Analysis and Interpretation
How to make sense of it all - to arrive at useful, reliable and relevant summaries of findings, draw conclusions and make recommendations.

Contact Mike Imms - email us or telephone 01243 814777.

See also: Focus Groups ; Consumer Psychology; Schools of Thinking;
All About Brands; Fundamentals of Marketing and Advanced Marketing
(plus of course The Qual Programme of 'open courses').