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Mastering Online Qualitative Research

Win, plan and run projects with confidence 

Why join this course?

Online qualitative research can feel overwhelming

There are so many approaches and tools to choose between: mobile ethnography, live-chat, realtime video interviews, forums, communities, diaries ... it can be hard to know which is best.

Online is not the same as offline research. You have to keep participants engaged in different ways, ask different types of questions and process large volumes of text, video and image  content.

This course will help you cut through all these challenges.

An introduction from your course tutor, Tom Woodnutt

Who is this course for?

Novice online qual researchers who are tackling online qualitative research projects for the first time

Experienced online qual researchers who want to use more challenging methods, and do bigger, better projects

Insight managers who want more knowledge of online qual to brief agencies better or run projects in-house

Novice Online Qual Researchers

Learn the best ways to transfer offline methods to the online world

Experienced Online Qual Researchers

Do more profitable and inspiring work globally and using agile methods. 


Brief agencies, evaluate proposals and do your own projects more effectively.

What will you learn?

By the end of this course, you will be able to convert more online qual briefs, plan and manage projects more effectively and inspire clients with richer insights

This course contains three 90-minute live and interactive modules. Enrol for one, two or all three of them - depending on your requirements.

Module 1: Win

Choose the right method and technology for the client and their brief; cost projects more accurately and profitably; pitch the benefits compellingly.

Module 2: Plan

Craft more engaging projects; motivate participants better; design studies that are more valid and colourful

Module 3: Run

Reduce risk at launch; maximise engagement; analyse more efficiently; report with more colour and impact.

What's in each module?

Each module contains live tuition, interactive Q&A and useful downloadable materials

Expert Tuition

Step-by-step guides; principles of best practice; summaries of technology; balanced assessments of pros and cons of different approaches

Interactive Q&A

Attendees can post questions throughout each session to clarify understanding and  address their specific challenges

Course materials

Downloadable documents, templates adn checklists to help win, plan and run online qualitative research projects

Module 1: Win

Preview Video
Topics & Course Materials

How to choose the right method and tool: the benefits and trade-offs between them and examples of features

How to evaluate technology partners

Examples of project design

How to estimate consultancy and direct costs for local and international projects

How to write winning proposals

How to manage risk in the Terms and Conditions with partners and clients

Decision matrix for deciding on method

Checklist for choosing technology partner

Summary of leading technologies 

Consultancy estimator sheet template

Cost sheet template with formulae

Terms and Conditions checklist

Module 2: Plan

Preview Video
Topics & Course Materials

How to respond to different briefs: creative and strategic development, innovation, customer journey, global and agile

Optimising discussion guide & task design

Getting stimulus right across different project types

Adapting screeners for online projects

Complying with GDPR

Managing partners, locally and internationally 

Working with client lists and free-finding

Key watchouts

Realistic project scheduling

Agile workflows with validity 

Key watchouts

Briefing consultancy teams

Briefing recruiters, technology, translation partners 

Managing client expectations 

Discussion Guide and task templates

Project introduction scripts

Participant communications templates

Set-up checklists by project type 

Moderator briefing templates

Module 3: Run

Preview Video
Topics & Course Materials

How to on-board participants smoothly

Tips for keep people engaged

Efficiency tools and techniques

Probing and maintaining engagement

Methods for collaborative analysis

Analysing and editing video content

Managing multiple markets and languages

Watchouts and trouble-shooting

Engagement through soft and hard incentives

Live project management checklist

Who is the course tutor?

Tom Woodnutt

Founder, Feeling Mutual

Tom is the founder of Feeling Mutual, the insight & strategy collective that has been twice nominated for best independent consultancy by the UK's Market Research Society.

He is a leading expert in global, online and mobile qualitative research, and has conducted many studies around the world, for global brands and startup businesses.

He works with brands like Sony, Unilever and Virgin Atlantic; as well as agencies like Droga5, AMV BBDO and VCCP.

Tom Woodnutt Headshot - Insight Platforms

Tom speaks regularly at industry conferences; has been published in the Financial Times, Research Live and Admap and he is a Silver award winner from the Admap 'Planning 3.0' competition on the future of brand and communications planning.

He delivers online and mobile qualitative training for research, digital and advertising agencies, and has been a digital skills tutor for the Association of Qualitative Research (AQR).

"I've worked with Tom and Feeling Mutual over many years. 

His work focuses on unearthing authentic human needs and the emotional context of brand and customer experiences.

He gets the best out of mobile and online research technologies through inspiring deeper emotional disclosure from respondents and getting us closer to the moments that matter." 

Fran Walton

Head of Research, International - Publicis Sapient 

"Five years ago I attended the Online Qualitative Research course, having never used the methodology before. The course gave me a fantastic grounding in online qual and was a very practical introduction to the methodology, with lots of tips for how to get the most out of it.

I completed my first online qual project within a couple of months of the course, and since then have gone on to use the methodology with many different clients and for many different use cases. I now consider online qual a central part of my methodological tool box and something that I regularly offer to clients when appropriate" 

Jill Elston

Founder, Insightful Marketing

"Tom's online training embraced the latest thinking on the subject and included a plethora of practical tips rather than the standard list of pros and cons. It really allowed us to sharpen our focus."

Caroline Hayter

Owner, Acacia Avenue 
Feeling Mutual Logo_High res
MRS 2019 Awards Finalist - Feeling Mutual
Admap logo - Insight Platforms

Frequently Asked Questions

Anyone who wants to learn about online and mobile qualitative research. You might already know about face-to-face research, and you're exploring online options for the first time. You might be new to research altogether, in which case this course will help you understand the basics. Or you might be someone who outsources your qualitative research to agencies, and you want to better understand your options.      

This course runs periodically throughout the year. Please use the form below to make an enquiry.

Individual modules cost £195 each. If you attend all three modules, the cost is £495.

Yes, we offer discounts if there are several students in the same company. You can also schedule a private session with Tom for your team. Please contact us using the form below and we will get back to you to discuss options.

The course is being taught by Tom Woodnutt of 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

This course takes place every few months; private sessions for teams are also available.

Please use this form to enquire about course dates, book a custom session for your team or ask 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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