Qualitative Consumer Research through the Sensory Lens
Explore and practice traditional and novel consumer qualitative research methods with attention to probing for consumer sensory language and insights
Qualitative research is about exploring issues and answering questions to understand the needs, motivations & desires of consumers. For the sensory focused researcher, it is also about understanding how consumers specifically relate to the properties and features of products. This three day course provides the consumer research professional with skills to uncover sensory-focused consumer insights that lead to actionable results by immersive experience in designing, executing, and interpreting one or more types of qualitative research for individual and groups of consumers. Each participant will develop a discussion guide and have the opportunity to conduct a session with consumers in a focus group setting, receiving personalized feedback and coaching. This hands on experience is valuable for growing personal abilities, for learning the unique perspective of sensory focused qual, and for successful selection of a sensory focused moderator. Included is a roundtable discussion on ways to communicate results and insights in meaningful ways to different audiences.
For this course, attendance is limited to the first twelve registrations. This course will require some evening assignments.
Who Should Attend
Consumer Research professionals beginning to explore qualitative research as an approach to gathering sensory insights and deeply understanding consumers of their goods and those seeking to better understand the unique needs of sensory focused research. Prior knowledge and experience in conducting quantitative studies is not required.
About the Course
- Qualitative Research: Types, Applications, Myths, and Benefits
- Conducting Qualitative: Roles, Design, Management, and Execution
- Skills Development: Understanding your Style and that of others
- Your Focus Group: Design, Moderate, Debrief, Report
- Applying classic Qualitative tools in Novel Ways
- Telling the Story of Your Research