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How Psychology Can Inspire Better Online Qualitative Research

Tom Woodnutt

Weds Dec 1st or Thurs Dec 2nd

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Why take this course?

Learn the fundamental psychology principles of online qualitative research to get more insight, impact and value from your projects.

This 2hr interactive workshop, combines discussion with best practice guidance supported by psychological theory. It is delivered by multi-award winning online qualitative specialist - Tom Woodnutt.

The discussion will cover the benefits and drawbacks of online qualitative methods (including webcam, asynchronous text and mobile methods).

Tom will share his views; informed by experience and explained by science. The session will conclude with 10 ways to do better online qual, inspired by psychology.

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

You will leave the session with a fresh perspective on how to make online qual more engaging for participants, insightful for researchers and ultimately valuable for clients.


A large volume of literature is condensed into applicable insights.


Sophisticated concepts are explained in accessible terms.


Novel connections between academic ideas and qual research best practice will give you an edge.

Who is this course for?

Qualitative Researchers

Practitioners will understand the shortcomings of online methods and how to overcome them, through better research design and moderation.

Insight Teams

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

Recruiters & Community Managers

Teams that rely on participant motivation and engagement will learn how to inspire more reliable relationships.

Who is the course tutor?

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 and 2019, AQR Qualitative Excellence award 2021, 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. 

Tom Woodnutt Headshot Coloured Background Insight Platforms

Enrol for the course

Once enrolled, you can choose to attend the session that works best for your timezone:

Weds Dec 1st 3pm - 5pm UK


Thurs Dec 2nd 8am - 10am UK 


£195 + VAT*
  • 2 hour live online workshop
  • * VAT applies to UK businesses and consumers in the UK / EU


£156 + VAT*
  • Teams of 3 or more
  • 2 hour live online workshop
  • * VAT applies to UK businesses and consumers in the UK / EU

Frequently Asked Questions

Qualitative Researchers, Insight managers  and anyone else who wants to learn how they can apply the principles of psychology to online qualitative research.   

This course is a two-hour workshop. Choose the session you want to attend from Dec 1st 2021 3pm-5pm UK; or Dec 2nd 8am-10am UK.  

The standard course costs £195 plus VAT. 

VAT is chargeable to UK businesses and consumers based in the European Union.  

3 or more enrolments from a single organisation benefit from the team rate, which is £156 + VAT. 

We offer discounts of 20% if there are three or more participants from the same organisation.

Please contact us using the form below to discuss your requirements.

The course is being led by Tom Woodnutt, founder of research and brand planning consultancy Feeling Mutual.  

The course is curated and hosted by Insight Platforms, which is a trading name of What Next Strategy & Planning Ltd.

Please use the form below to send an enquiry.

Enquire about this Course

Please use this form to enquire about team enrolments, private sessions or any other questions you have.

By submitting an enquiry, you agree to share your information with Insight Platforms (see Privacy Policy here) and Feeling Mutual (see Privacy Policy here).

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