Prepare for the Future of Qualitative Research

Qualitative research evolves constantly, making it challenging to keep up with the latest trends and prepare for what’s next. Isaac Rogers, president of Sago (formerly Schlesinger Group), tackles this topic head on in an informative webinar: The Future of Qualitative Research: Insights from a Global Qual Leader.

Uncover key learnings on the state of in-person qualitative research, the impact of digital qualitative on the future of market research and critical considerations in participant engagement. Plus, discover how Sago’s comprehensive suite of qualitative solutions prepares your organization for the future and empowers confident decision-making.

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Online Learning to Master Qualitative Research Success

In an era of rapid change in the market research industry, mastery of the fundamentals – as well as what is new and emerging – is vital. The Market Research Institute International (MRII), together with the University of Georgia (UGA), offers the leading online training courses for market researchers worldwide. We have but one mission – to help you achieve market research success.

Being well versed in the fundamentals of market research techniques is increasingly a must for every researcher. Without a solid foundation, there can be no success. Mastering the fundamentals is the key to realizing the full potential and value of market research and to driving innovation within it.

Qualitative research is one of 13 on-demand courses we offer. Learn the most vital fundamentals of qualitative market research – when to choose it, how to select the most appropriate method and how to execute your project.

We invite you join the 10,000+ practitioners worldwide whose careers have been enhanced because of our curriculum.  

MRII and UGA: Foundational Excellence for Market Research Success.

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Best Qualitative Insights = Best Business Insights

In today’s rapidly evolving business landscape, companies need to stay connected to their target audience to maintain their competitive advantage. The exploratory nature of qualitative research provides deep insight into the who, when, why and how of a consumer decision-making – context that is vital to informing critical decisions that drive business performance.

Whether your need for consumer insights is for ad hoc or ongoing/community-based dialogue, it is essential to be well informed when choosing the right qualitative tools and techniques to deliver the best insights for your marketing strategies.

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Qualitative Research: Analyzing the Results

Much has been written about how to conduct qualitative research (that is, the techniques of moderating and interviewing), but comparatively little has been published about the far more important task of analysis and reporting. Decisions at every step – in planning, executing and interpreting qualitative research influence the validity, reliability and relevance of the ultimate analysis. 

The ultimate value of qualitative research is determined by the quality of the analysis. As the qualitative research progresses, some of the most important dimensions involved in analytics are: unconscious motives, symbolism, psychological projection, language, metaphors, omissions, slips of the tongue, emotions, intuition and observation. Read more of this primer for some basic ideas on how to achieve the greatest learning and the most profound insights from qualitative research.

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