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Masterclass 2018 - Visual Images as a qualitative research tool - Online Course

12th Sep 18


This Masterclass, over 2 sessions, will examine the use of visual images as a tool for the qualitative researcher. Visual images can be used for capturing attitudes, explaining behaviour and to assist with the communicating the output from a qualitative research project.

You will be shown new ways for decoding visual communications. You will identify numerous items to look out for in visual images and how to determine their meaning for tapping into underlying need states. You will learn how to use visual tools to explore and discuss big ideas.


This Masterclass will:

  1. Enable you to extract meaning and insight from images produced by consumers, including mood boards and the visual output of focus groups.
  2. Help you use images to determine how consumers make choices and appear to have free will – but it may be limited and illusory.
  3. Use images to validate/ discredit what consumers say, for example how consumer choices that once signified prosperity and comfort may later signify conformity and repetition.
  4. Show how images can demonstrate how Just about anything can become exciting to consumers when it is either much larger or much smaller than they thought it was going to be.

Learning Outcomes:

At the conclusion of this online Masterclass, participants will be able to utilise images in a way that gives greater depth of insight and richness in the qualitative data collection, analysis and reporting. In so doing, you will be able to unlock meaning that was previously less accessible.

Who is the course intended for?

All market and social research professionals interested in further developing their skills in qualitative research.

Speaker: Dr Rachel Lawes

Rachel is the founder of Lawes Consulting (2002), a business which serves brand owners around the world and in every consumer-facing sector. Notable clients include Mondelez, Procter & Gamble, JCDecaux and Lilly.

Rachel uses visual images for branding (creating new brands from scratch, repositioning failing brands), innovating new products and services; also for predicting future social trends.

Event information:

Event Format: 2 x Sessions - Online Course

Wednesday 12th September 2018
Wednesday 19th September 2018
Location: Your PC
Event Cost: (inc.GST) $880.00 Members
$1210.00 Non Members
QPMR Points: 50
Time | Zones: Time: Please note following time – based on your location’s time zone‚Äč
7:00pm - 9:00pm NSW | ACT | VIC |TAS | QLD
6:30pm - 8:30pm SA | NT
5:00pm - 7:00pm WA


Start Time:
7:00 PM

your PC

Non-member Price:
AU $ 1210 (Inc. GST)

Member Price:
$880.00 (Inc. GST)

Your Price:
AU $ 1210.00 (Inc. GST)

Registrations Open:
13th Jul 18 5:00 PM

Registrations Close:
11th Sep 18 11:59 PM