Market Research: Qualitative

Focused View

Sarah Weise

1:29:36

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01 Introduction

001 The power of qualitative research.mp4

00:55

002 What you should know before you begin.mp4

00:57

02 What Is Qualitative Research

001 Real results from qualitative research.mp4

03:20

002 Why qualitative researchers love emotions.mp4

04:58

003 Cutting ad waste with qualitative insights.mp4

04:22

004 Customer segmentation with qualitative insights.mp4

05:21

005 The sandwich method Combining qualitative and quantitative techniques.mp4

02:48

03 Methods for Qualitative Market Research

001 One-on-one interviews in qualitative research.mp4

03:57

002 Image-based interviews in qualitative research.mp4

04:08

003 In-person ethnographic interviews.mp4

04:15

004 Video research Mobile ethnography.mp4

03:55

005 Virtual focus groups.mp4

03:25

006 Usability testing.mp4

04:35

007 Choosing the right qualitative methods.mp4

03:57

04 Moderating Techniques for Qualitative Research

001 Becoming a great moderator.mp4

04:07

002 Writing powerful interview questions.mp4

04:01

003 The one question not to ask your customer.mp4

04:40

004 Establishing rapport.mp4

02:58

005 Facilitating group sessions.mp4

04:22

006 The critical step most researchers skip.mp4

02:20

007 Practice makes perfect with interviewing.mp4

01:28

05 Synthesis and Reporting

001 Analyzing qualitative data.mp4

04:16

002 Writing the report.mp4

05:28

003 Signature set of stories.mp4

03:57

06 Conclusion

001 Next steps.mp4

01:06

Description

If you’re a modern-day marketer, you’re not going to get by with just numbers, charts, and graphs anymore. In addition to your quantitative data, you need to learn what your customers really want. In short, you need to know your customers. You have to know what’s going to motivate and drive them, what they’re feeling as they’re making buying decisions, interacting with your products, or engaging with your brand. In this course, market research expert and best-selling author Sarah Weise walks you through the best practices and processes of gathering qualitative research, and how it should fit in with your marketing strategies. Sarah’s tactical course shows how to conduct a new research project, and covers topics like interviews, focus groups, diary studies, and ethnography. She also gives guidance on selecting the right methodology for your research and tips on moderating your groups.

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Market Research

Sarah Weise

Instructor's Courses

I'm a market researcher, bestselling author, and keynote speaker. I help organizations make their products and marketing resonate through rapid customer research! MARKET RESEARCH I run an award-winning marketing research studio, Bixa (www.bixaresearch.com). We offer brands the quantitative and qualitative edge they need to get clear movement forward. We find the audience insights you need to capture attention, deepen connection, build trust, influence your audience, and transform your business. Over the course of my career, I have uncovered audience insights and crafted customer-centered experiences for over 100 brands including Google, IBM, Capital One, PBS, Veterans Administration, Real Warriors and more. I help brands deliver products that are captivating, magical, and radically intuitive. MY BOOK InstaBrain: The New Rules for Marketing to Generation Z is a #1 Amazon Bestseller. Visit www.sarahweise.com to get the first chapter free! LINKEDIN LEARNING AUTHOR Feel free to take any of my courses on LinkedIn Learning (formerly Lynda.com). I teach courses in Market Research Foundations, Storytelling, and Generational Design.

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LinkedIn Learning is an American online learning provider. It provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn. All the courses on LinkedIn fall into four categories: Business, Creative, Technology and Certifications. It was founded in 1995 by Lynda Weinman as Lynda.com before being acquired by LinkedIn in 2015. Microsoft acquired LinkedIn in December 2016.