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Get more insight from your online qualitative research, by learning about the psychology that underpins it


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In this course, you will learn about best practices for online qualitative research supported by psychological theory.

Taught by multi-award winning online qualitative specialist Tom Woodnutt, it covers the benefits and drawbacks of online qualitative methods (including webcam, asynchronous text and mobile methods).

Informed by years of practical experience and explained by science, you’ll get dozens of psychology-inspired practical tips to improve your online qual research.

The topics covered include cognition, memory, motivation and emotion in general; and the psychology of online qual methods in particular.

You will benefit from fresh perspectives on making online qual more engaging for participants, more insightful for researchers and more valuable for clients.

Buyers of research will also learn how to brief more effective online qual studies and build more insightful partnerships with research teams.


Course Instructor

Tom Woodnutt – Founder, Feeling Mutual

Tom is an expert in online and mobile qualitative research.  He was an early pioneer, launching Hall & Partners’ online qual offer in 2007 and has helped many other research agencies develop online qualitative methods. 

Over the years, his consultancy Feeling Mutual has been nominated for a number of industry awards (including MRS Awards for best independent consultancy 2017, 2019 and 2021, AQR Qualitative Excellence award 2021 and the Quirks Award for Market Research Excellence 2021 which he won in 2020).

Feeling Mutual works with leading global brands and agencies on projects from brand strategy to advertising development, innovation and customer experience. Tom has been a digital skills trainer for the AQR (Association of Qualitative Researchers) and over the years his ‘Online Qualitative Mastery’ course has helped hundreds of researchers, do more inspiring and enjoyable online qualitative studies. 

Feeling Mutual Awards 2021
Tom Woodnutt Headshot Coloured Background Insight Platforms
Feeling Mutual Logo Transparent

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