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The “Art” of Qualitative M.R.

If you appreciate this quote from David Allen, you will also value the information in the articles that follow:

Small things, done consistently, in strategic places, create major impact.

I hope that you find these articles to be useful. I invite you to share them freely.

Table of Contents

Chapter One – Setting Up a Study

Chapter 2 – Developing Screeners, Discussion Guides and Supporting Documents

Chapter 3 – Field Management – Recruiting and Other Logistical Needs

Chapter 4 – Debriefing, Report Writing and Final Presentations

Chapter 5 – Tips for Different Types of Qualitative Studies

More to come!

Additional perspective on this information…

This information is different from the hilarious 5-minute university conceived of by the actor Don Novello in Father Guido Sarducci’s Five-Minute University, where in five minutes you learn everything the average college graduate remembers five years after graduation.

It is also different from a basic primer that defines every term and reviews every detail related to conducting qualitative market research studies.

These articles are intended for those who are familiar with the basics of qualitative market research. They provide ideas to refine the ordinary actions related to conducting studies in ways that elicit extraordinary results.

The information comes from my more than 15 years of experience conceiving, setting up, managing, executing, analyzing and documenting  over 500 market research projects.

This is a work in progress. This page will be updated as the articles are revised and written.

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