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Masterclass 2018 - Eliciting hidden realms with qualitative research - Online Course

13th Feb 18

Introduction:

Joanna Chrzanowska from the UK will examine hidden social, cultural and emotional realms when conducting and analysing qualitative research.

This Masterclass over 3 sessions will take us on a journey through social theory, cultural models and the rational/ irrational individual to enable us to improve our proficiency in asking the right questions and to build our analytical skills when conducting qualitative research.

Objectives:

This Masterclass will:

  1. Help you identify where to look to elicit hidden realms in qualitative research
  2. Assist you to capture influences that participants are unaware of when making a decision
  3. Improve your use of qualitative methods so as to avoid common biases
  4. Make you more aware as a qual researcher, what the unstated assumptions, values, operating procedures and power structures are that operate in cultures/ communities.

Learning Outcomes:

At the conclusion of this online Masterclass, participants will be able to frame questions that help respondents explore implicit influences on their behaviour and to provide more robust explanations. This will reflect how we treat and analyse your respondent, mindful of unstated influences within cultures/ communities.

Who is the course intended for?

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

Speaker(s):

Joanna Chrzanowska

A psychologist and lifelong qualitative researcher, Joanna works to maintain high standards in the industry by providing training in research and workshop techniques to both research and client organisations. She is a Fellow of the Market Research Society(UK) and a member of the steering group on Qualitative Accreditation and Professionalisation (UK).

"Ask any fellow professional who trains and coaches in qualitative research who they most admire and the name played back to you, more than any other, is that of Joanna Chrzanowska. Much of our understanding about enriching the quality of qualitative encounters has originated with Joanna. She has applied a breadth of learning from the fields of psychology, anthropology, linguistics and NLP to the commercial coalface. Very few in our profession have thought so deeply about how we do what we do and then disseminated that thinking with such passion and generosity." Geoff Bayley on behalf of the AQR (UK)

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Further details about this course:

If you want to elicit hidden realms, where do you look?

The first session will include a map of the territory. We will visit destinations from neuroscience to cognitive processing, motivation, psychodynamics, social theory and culture to understand what is hidden and how. And when its uncovered, what does it add to understanding, explanatory power and insight? How do you choose the best approach to take, in relation to the research problem?

Later in this session we will focus on behavioural science and examine thinking patterns that can affect the research process. You will be able to improve your use of methods, stimulus and techniques, to avoid common biases.

What people don’t know about why they buy

The second session will look more closely at individual and social needs and motivations that operate behind the scenes. We will examine the consuming self, signalling to others, and theories of persuasion. You will learn to notice when respondents touch on motivations, to frame questions that help them explore the implicit influences, and to provide more robust explanations.

Hidden in plain sight

The third session will examine “the collective programming of the mind” – the unstated assumptions, values, operating procedures, and power structures that operate in cultures, subcultures and communities. These can affect our approach to research, to how we treat participants and how we analyse material. We will look at methods for working with the cultural, both large and small scale.

Event information:

Event Format: 3 Session - Online Course

Dates:

Tues 13th February 2018
Tues 20th February 2018
Tues 27th February 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​
7:00pm - 9:00pm NSW | ACT | VIC |TAS
6:30pm - 8:30pm SA
6:00pm - 8:00pm QLD
5:30pm - 7:30pm NT
4:00pm - 6:00pm WA

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Start Time:
7:00 PM

Location:
your PC

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

Member Price:
$880.00 (Inc. GST)

Your Price:
AU $ 1210.00 (Inc. GST)

Registrations Open:
10th Dec 17 12:00 AM

Registrations Close:
1st May 18 11:59 PM

Registration