Why You Should Attend This Course:

While quantitative research provides consensus and generalisation about our customers (both external and internal customers), quantitative research findings often lack the depth required for the implementation of business strategies and actions. In addition, some quantitative research begins by making the wrong assumptions about customers and end up asking the wrong questions.

Qualitative market research will help organisations and businesses close the above information gaps by uncovering in-depth understanding of customers. This is crucial in our fast changing competitive market environments where products, services and marketing messages must appeal to our increasingly sophisticated, but distracted customers.

This 1-day course will enable participants to gain a deeper understanding of the nature and the roles of qualitative market research. More specifically, participants will acquire the knowledge and skills to meet their organisations’ qualitative research needs.

Using a hands-on approach, participants will be involved in developing, designing and conducting a qualitative research project that truly provides organisations with a more exploratory, but in-depth understanding of their customers.

Note: Participants are required to bring laptop for hands on exercises.

Learning Outcomes:

• Gain an appreciation of the differences between qualitative and quantitative market research
• Recognise the various types of frequently used qualitative research methodologies  
• Identify organisational research needs and requirements that qualitative research can help address
• Acquire the necessary skills to conduct a qualitative research project  - covering a stage by stage process from participants sourcing, moderation / interview guide development, conducting actual fieldwork to interpreting and communicating findings

Course Outline:

Qualitative research explained

• Quantitative versus qualitative research methodologies
• Importance and benefits of qualitative research
• Types of qualitative research methodologies
• The pros and cons of each qualitative research methodology
• Map qualitative research methodologies to the research needs of an organisation

Implementing a qualitative research project

• Overview of qualitative market research process (stages of qualitative research)
• Differentiate types of participant sourcing
• Plan and design moderation/interview guide using hands-on approach
• Conduct qualitative focus group / interview (the do’s and don’ts; moderator / interviewer skills; hands-on practice)
• Acquire skills and knowledge for interpreting and analysing information
• Communicate research to decision makers

Who Will Benefit?

Anyone who is interested in exploring and/or reaping the benefits of using qualitative research.

Trainer's Profile:

Daphne Liew has worked extensively in Asia as a management consultant for over 30 years. She was previously a senior consultant with one of the Big Four international accounting firms in Singapore and Hong Kong. She also took on the helm as Executive Director with international firms prior to running her own private consultancy practice  in the last 9 years. She provides strategic counsel on corporate issues, crisis, strategic positioning, market positioning, corporate and product branding, and M&A transactions as well as conducts media perception research and media training for C-Level executives. Her consulting projects include market research and analysis, reputation research and perception surveys for clients, both multinationals and SMEs. Her work experience spans Singapore, Hong Kong, China, Tokyo and London.

Daphne is trained as a management accountant under Chartered Institute of Management Accountants and holds a graduate certificate in international marketing from University of Leicester. She is certified under WSQ Advanced Certificate in Training & Assessment (ACTA) for adult learning. She speaks at regional conferences and delivers both public and incompany training programmes.

Daphne is an accredited member of the Institute of Public Relations Singapore (IPRS) and has served on its executive council and as China Adviser for several years. She currently sits on the IPRS Accreditation Board and is also serving as a District Councillor in the Southwest Community Development Council.