Marketing Research: A Focus On Qualitative Research

About

Learn how to conduct qualitative research in an agile environment. The purpose is to present methods and processes to enable innovation, quick and sound decisions in a VUCA world, for entrepreneurs and intrapreneurs.

This course follows a project-based learning: students will work in group on solving a business case. Students define a problem, ideate potential solutions, design and achieve qualitative research, going through the whole research process: setting objectives, designing the method, implementing the fieldwork, analysing the content. The final aim is to validate or pivot the solution.

Want to e-meet the course leader? Check this video: https://www.youtube.com/watch?v=QBjw-badms0&list=PLP50KxCec6byEPCzMl6tBCT0m1C1po4fn&index=10

Course leader

Isabelle Palud, Lecturer in Marketing at Tertiary School in Business and Administration (TSiBA) in South Africa.

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

At the end of course, students will have a good understanding of the following concepts:
• Context: importance of agility, the lean movement, pivot or iterate your Business Model
• Different objectives for conducting marketing research: segmenting, positioning, drivers of consumer behaviour (building personas and journey maps based on data to facilitate strategic decisions))
• Process of qualitative research for in-depth interviews and focus groups.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.