Masterclass 2020 - Deep diving with Qual

19th Nov 20 12:00 PM to 2:00 PM
26th Nov 20 12:00 PM to 2:00 PM


Qualitative research is, in its highest form, a ritual experience that separates members of the research team from the restrictions of their ordinary lives, disorients them from their habitual ways of thinking, and exposes them to a rich display of unfamiliar symbolic meaning. This can provide researchers with the boon of insight, from which fruitfully disruptive innovations can be constructed.

Session 1:

The methodological steps that define emotional immersion interviews. How to apply each of these steps. How to synthesise the findings from these interviews in a way that provides deep insight.

Session 2:
A laddering/ scaffolding technique is introduced that generates ritual diagnostics. Richness of findings utilise slow experience. Advanced techniques for salvage analysis are covered.

Learning outcomes

By the end of this online Masterclass, you will have learnt to:

  1. Conduct immersive interviews through an outline of methodological steps, as demonstrated by example
  2. Synthesise the deep insights obtained through a conceptual process, once again demonstrated by means of an example
  3. Perform diagnostics on ritual behaviour
  4. Conduct salvage analysis


Jonathan Cook - Head of Research, Inqui, USA

Jonathan Cook is a researcher and consultant who specializes in using immersive methods to uncover and explore the deep cultural patterns, emotional motivations, narrative structures, and ritual experiences that enable enduring value in an increasingly disconnected commercial culture.

Event information

19th Nov 20 12:00 PM to 2:00 PM
26th Nov 20 12:00 PM to 2:00 PM

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

Arrival Time:
5 mins before start time - please make sure you have downloaded the program and be ready to start.

your PC

QPR Points: 50

Member Price: $550.00

Non-member Price: AU $ 880

Your Price: AU $ 880.00


Registrations Open: 1st Jul 19 5:00 PM

Registrations Close: 27th Nov 20 10:00 AM