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To give a concise overview of best practice for commissioning qualitative research – from taking the brief to embedding the recommendations.
Watch a clip from the webinar here:
Can we afford 8 groups or 6? Does it sometimes feel that commissioning qual comes down to discussions like this? A ‘soft’ research technique can get a lot less attention that a more prescriptive quant method does, and yet we spend significant proportions of our budgets on qual and use it to make key strategic decisions. Commissioning qual is an art, and one for which we can all learn better techniques. Do you ever find your qual being asked to do more than it was set up to do? Do you distinguish between business and research objectives? And is the focus group dying or thriving?
Getting the commissioning and running of qual research right will mean that you get rich strategic learning for your business – and you can strengthen your own role and have fun along the way! This webinar will give you practical signposts on ways to do this, and pitfalls to avoid.
Who should attend?
Anyone on the client-side with less than 3–5 years experience of commissioning qual and anyone with more experience who would like to stimulate their thinking on how they work and find some tools for a fresh approach.
Delivered in a 1 hour webinar, there will be 45 minutes of presentation from an expert who has worked on both sides of the client/agency fence.
Laura Parker has more than 25 years’ experience in market research, both on the agency side (qual and quant) and as a global director for Unilever Foods, where she was responsible for many complex qual programmes, ranging from multi-country studies to advertising pitch work. In her current role at SABMiller she is responsible for innovation capability, including qual for innovation.