Fundamentals of Qualitative Research - March 2022


If you would like to be placed on a waitlist or lodge an expression for the next session of this course, please email . You can also email this address to ask about running an in-house or custom version of this course for your team.

Course Overview

This course provides an introduction to Qualitative Research.

Learning Objectives

In this course you will learn how to:

  • Recognise when conducting qualitative research is appropriate
  • Understand the logistics involved in running a qualitative project
  • Describe the differences between the main types of qualitative data collection: namely focus groups, in-depth interviews, observation, online qual etc
  • Understand the role of the moderator/ interviewer and how to create the right environment for respondents
  • Learn different approaches to eliciting unbiased responses
  • Learn different tools for handling challenging situations during interviews
  • Understand why getting below the surface of respondent behaviour is important
  • Understand the process of analysis and report writing for qualitative research.

Day 1: 10 March 12 noon - 4 pm

An introduction to Qualitative research

  • What is qualitative research?
  • Why conduct qualitative research?

When to use Qualitative research and overview of the different qualitative methods

  • Strengths and weaknesses of qualitative and quantitative research. When is each appropriate?
  • Qual design considerations in thinking about data collection options available.

The basics of Qualitative moderation

  • The role of the discussion guide, basics of moderating groups and depth interviews.
  • Group dynamics and avoiding bias in qualitative situations.

Day 2: 11 March 12 noon - 4 pm

Projective techniques in Qualitative Research

When to use stimulus. Projective techniques – how to use and not abuse, practical uses of projective techniques in qualitative projects.

Analysis of qualitative information and report writing

Putting it all together – interpretation – presentation and practical examples of how to draw conclusions from qualitative data.

An introduction to professional standards and the Research Society Code of Professional Behaviour


Nicky Fraser

A constant fascination for what makes people tick led to a Masters in Social Behaviour at LSE, including Consumer Psychology and Psychology of Advertising, where I first encountered qualitative research. Later pursued this interest further, training in psychotherapy.

Over 27 years research experience, spanning UK and Australia, with a few side trips along the way!

National and international expertise across a wide range of categories and markets, working for some of the leading research agencies in Sydney and London. Still called on when leading global agencies need extra resource for large blue chip clients

Breadth of experience covers the full range of categories including FMCG, Services and Social, with audiences from kids and teens through to bankers and CEO’s

Kerry Dymond

Kerry is a rare modern-day storyteller through her combined skills of researcher, strategist, planner, and facilitator. Kerry has worked in market research for 20 years over 3 continents. Previously working in senior roles with IR London and BDRC London, Jigsaw Strategic Research and Ruby Cha Cha in Sydney and the Planner/Strategist for Ogilvy/Mather and head of qualitative research at Sprout Strategy.

With a natural flair for advanced qualitative research and a solid knowledge of behavioural economics, she delivers new and valuable insights for clients. Kerry has conducted in-depth interviews, focus groups, online discussion boards and workshops amongst multiple targets including business, stakeholders, and consumers. She has access to range of tools including workshopping activities, projective techniques, and a key understanding of semiotics and human motivation. She also has experience in small to large scale quantitative studies and a robust set of skills in data analytics.

Kerry has worked across government, business, insurance, utilities, telcos, and healthcare. One of her fondest have been developing the communications program for The Gold Coast Commonwealth Games, working closely with Brisbane City Council on multiple strategies delivering key insights to inform positive action and behaviour change, as well as working closely with clients and agencies to deliver in QSR, alcohol, pet care, finance/banking, tourism, FMCG, automotive and even trucking!
Kerry has a passion for people, brand, business, and learning. She is also a qualified yoga teacher.

If you are not a member and want to take up this great offer, please email us your interest and queries to *Membership Deal applies to new members who have never had previous membership.

Event information

10th Mar 22 12:00 PM to 4:00 PM
11th Mar 22 12:00 PM to 4:00 PM

Start Time:
NSW | ACT | VIC | TAS: 12 noon - 4:00 pm
QLD: 11:00 am - 3:00 pm
SA: 11:30 am - 3:30 pm
NT: 10:30 am - 2:30 pm
WA: 9:00 am - 1:00 pm

Arrival Time:
10 min before start time

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Member Price: AU $ 250.00

Non-member Price: AU $ 750

Your Price: AU $ 750.00

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Registrations Open: 19th Oct 21 12:00 AM

Registrations Close: 3rd Mar 22 11:55 AM