Course Overview

Are you facing complex questions that data alone can’t answer? Do you need to uncover what your customers or employees really think, feel or experience? Are you looking to bring more depth and clarity to your research approach? If so, this course is designed for you.

In today’s data-driven world, qualitative research is a vital tool for going beyond the numbers to uncover motivations, behaviours and human insight. From customer feedback to employee interviews, qualitative methods are now widely used by leading organisations like Google, Apple and government bodies to shape strategy, drive innovation and improve experience.

This course gives you the essential skills to design, conduct, analyse and present qualitative research with confidence. You’ll explore the different types of qualitative research and understand when and how to use them. You’ll learn practical techniques for data collection - such as interviews, focus groups and observation - and be guided through real-world examples to help you choose the right method for your own challenges.

We’ll also cover how to analyse qualitative data meaningfully, turning raw input into insight that informs smarter business decisions. Finally, you’ll discover how to communicate your findings to different audiences - from internal stakeholders to clients - so your insights drive real impact.

Whether you're a team leader, project manager, consultant or analyst, this course will equip you with a clear, practical foundation in qualitative research so you can make more informed, human-centred decisions.

Enrol now to start building a more insightful, customer-focused and effective research approach today.

What You Will Learn

• Use an effective, personalised qualitative research methodology
• Assess the strengths and weaknesses of different types of qualitative research
• Apply the fundamentals of research design
• Develop a toolkit of skills for analysing datasets
• Apply suitable analysis methods
• Use the most effective data collection methods
• Become a flexible and adaptive researcher

Who Is The Course For?

• Business professionals seeking deeper insight into complex challenges.
• New market researchers looking to expand their research skills.
• Leaders, directors and decision-makers aiming to make informed choices.
• Small business owners and entrepreneurs who want to understand their market or workforce more effectively.