Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

LinkedIn Learning

Market Research: Qualitative

via LinkedIn Learning


Learn how to conduct qualitative market research to inform your marketing strategy and business plan.


  • The power of qualitative research
  • What you should know before you begin
1. What Is Qualitative Research?
  • Real results from qualitative research
  • Why qualitative researchers love emotions
  • Cutting ad waste with qualitative insights
  • Customer segmentation with qualitative insights
  • The sandwich method: Combining qualitative and quantitative techniques
2. Methods for Qualitative Market Research
  • One-on-one interviews in qualitative research
  • Image-based interviews in qualitative research
  • In-person ethnographic interviews
  • Video research: Mobile ethnography
  • Virtual focus groups
  • Usability testing
  • Choosing the right qualitative methods
3. Moderating Techniques for Qualitative Research
  • Becoming a great moderator
  • Writing powerful interview questions
  • The one question not to ask your customer
  • Establishing rapport
  • Facilitating group sessions
  • The critical step most researchers skip
  • Practice makes perfect with interviewing
4. Synthesis and Reporting
  • Analyzing qualitative data
  • Writing the report
  • Signature set of stories
  • Next steps

Taught by

Sarah Weise


Start your review of Market Research: Qualitative

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.

Someone learning on their laptop while sitting on the floor.