When building a business, it's important to understand the why. The reasons behind the numbers. Many companies turn to qualitative research to help them understand their consumers. But how does it really work?

This course is designed as a general market introduction to the qualitative research business. For those of you who have not worked in qualitative research before, for small business owners for looking to optimize and maximize their marketing efforts. And for those who work in corporations who are trying to build out the consumer insights function on their teams. This course works best as a general overview of the business and how it functions.

This class requires no tools whatsoever before starting. This class is all about making sure that you understand how to put together a basic qualitative research plan and project. From recruiting and how to recruit, to working with participants to managing observers. We'll be going over some examples and it should be pretty easy to follow along the way. There's also a fun project at the end of this where you'll get the chance to test out some of the skills you've learned in real time.

This class will make you fall in love with Qualitative Research.