Market Research Training

Create the Structure for the Insights to Flow

bigstock-Market-Research-2804958As we’ve said before, one of the biggest hurdles with qualitative research is the reporting. Qualitative projects yield an abundance of rich data from interviews and observation, and it can be daunting to sift through all of that to identify and communicate key insights to the client.

Analyzing qualitative data properly takes discipline; there are no banners or tables to reference to prove out your points. Instead, you must find themes and patterns in pages and pages (and pages) of notes and transcripts; relying only on personal recall does not work here, and shouldn’t. Creating a structure and framework for your analysis will then more seamlessly lead into the reporting out of the findings.

Great qualitative research reports not only need to synthesize and present qualitative research findings, they need to do so in a way that your audience will find useful. Once you have your themes, your key findings, and your ‘aha moments’ defined, how should you present them? How will you utilize verbatims? Video or audio? Presenting the data in an engaging manner so that others can grasp key results requires careful planning!

Writing Qualitative Research Reports starts July 26th, and in this 4-Week Power Program, Instructor Delanea Davis will teach students how to analyze qualitative information in order to address project objectives, and how to report the findings using various text, visual display and multimedia approaches. This is useful for students who are writing for internal or external clients. The options for analyzing and reporting qualitative research results are taught here in a fun, practical way.

Looking to get certified? This class qualifies for PRC credits and is also an approved class for the Insights Association Certificate in Qualitative Research Principles.

Katie Clark

VP of Content Marketing and Strategy at Research Rockstar LLC

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