The Qualitative Research Workshop

This is a highly interactive workshop relevant for those who pay for, design, attend or conduct qualitative research.

The objective of the workshop is to educate and sensitize users to issues involved in the design, analysis and interpretation of qualitative research. The development of this workshop is driven by the observation that many of those who request, pay for and utilize qualitative research lack full understanding of the ins and outs of qual, often doing just what was done by a predecessor, or asking qualitative research to accomplish things it cannot.

We all want to make our research budgets work most effectively and efficiently. Therefore, it’s incumbent on those who ask for and use qualitative research to get grounded in:

  • When qualitative is appropriate and not
  • What makes a good or poorly designed study
  • How to listen when observing qualitative research
  • How to know if your moderator is really good (or just entertaining)
  • How to analyze and interpret qualitative research

Through lecture, video, hands-on experience, and discussion covering a little bit of theory and a lot of practicalities, participants will learn to be even more effective in their use of qualitative research.

The workshop is designed to fit your needs, whether you’re a planner, a brand or account manager, or a qualitative researcher yourself.

It can be done as a one-day intensive; or a week long experience that includes a full-day interviewing practicum; or a 2 – 3 day exploration of qualitative research.


KGF Insights
9567 Poole Street
La Jolla, CA 92037

T: 619.990.9345