Genesis Consulting
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Please click on any of the links below to explore the options further
Qualitative Research Methods and Skills – focus groups/depth interviews; everything from briefs and proposals to depth techniques and reports Basic training See an example day plan More advanced training use of ‘projectives’ Observation techniques
Using computers to analyse qualitative research – an introduction to XSight
For analysing multiple depths, groups, blogs, etc.
MRS Advanced Certificate – a nationally recognised qualification covering both Qualitative and Quantitative research. Joanna is an Accredited trainer.
A face to face training programme for this is described on www.learningcapital.co.uk Coaching and support is also available for those on self-study courses.
Planning and facilitating successful workshops – for brainstorming, project reviews, debriefs etc.
Experience some of the techniques, learn about facilitation skills, and start to use them yourself. Understand how to plan and run any type of workshop. A comprehensive workbook offers you nearly a hundred different tools and techniques as a starting point.
Understanding people; theories about how people think, feel and behave
Everything from cognitive dissonance to neuroscience.
Coaching and Mentoring
Use the skills you already have to develop coaching in your organisation
Back to Top Basic Training in Interviewing Methods in Qualitative Research Writing effective briefs and proposals How to design a qualitative project and sample How to write an interview topic guide Interviewing and moderating skills Managing interpersonal dynamics Tools and techniques to help interviewing Analysis and interpretation of qualitative material inc blogs Reporting and presentation of qualitative material Writing Effective Briefs and Proposals Brief: Problem definition, translating a business problem into a research problem, expressing information needs, project scoping, other information required. Proposal: demonstrating understanding, challenging and clarifying, fit with company culture, choosing and justifying research methodology, combining methods, sample structure, deliverables, etc. Designing qualitative projects and samples Issues you need to take into account; how to specify a sample; interlocking quotas, creative sample design, types and methods of recruitment, using recruitment or screener questionnaires. Writing an interview or a group topic guide Language, flow, relate to group processes, different types of questions at different times, funnelling, managing energy, use of stimulus material. Importance of starting and ending well. Interviewing and moderating skills The qualitative mindset; using the self as the interviewing tool. Skills required of a qualitative researcher Different forms of introductions and warm-up games; Eliciting skills – using open and closed questions appropriately, avoiding leading questions, obtaining information without direct questions: paraphrasing, reflecting, and summarising. Clarifying content; exploring emotional levels Listening skills – awareness of the need for active listening and how we reconstruct information. Learning how to listen simultaneously for content, emotions and will. 12 common blocks to listening – which are yours? Directing questions to an individual vs working with a group Strategies for dealing with difficult subjects Managing interpersonal dynamics Models of the group process – Tuckman and others – How to recognise the different stages of group development. Parallel models for depth interviews. Manage yourself in order to manage others. Managing power relations in groups. Noticing and dealing with respondents who are dominant or withdrawn/passive; with cynics, soapboxers, over-emotional, know-it-alls and wrongly recruited. Find and practice your own way of dealing with challenging respondents. Managing client involvement. Tools and techniques to help interviewing (basic) Assigning pre-group tasks Using brief/informal questionnaires during the group Using flipcharts, mapping, sort cards, post-its, mood boards and collages Analogy and metaphor, personification and brand party An overview of stimulus materials, and the advantages and drawbacks of each. How to research product concepts – why and when to use open and closed stimulus material, how and when to introduce stimulus material Example day plan for basic moderating training
Back to Top
Basic Training in Interviewing Methods in Qualitative Research
Writing effective briefs and proposals How to design a qualitative project and sample How to write an interview topic guide Interviewing and moderating skills Managing interpersonal dynamics Tools and techniques to help interviewing Analysis and interpretation of qualitative material inc blogs Reporting and presentation of qualitative material
Writing Effective Briefs and Proposals Brief: Problem definition, translating a business problem into a research problem, expressing information needs, project scoping, other information required. Proposal: demonstrating understanding, challenging and clarifying, fit with company culture, choosing and justifying research methodology, combining methods, sample structure, deliverables, etc.
Designing qualitative projects and samples Issues you need to take into account; how to specify a sample; interlocking quotas, creative sample design, types and methods of recruitment, using recruitment or screener questionnaires.
Writing an interview or a group topic guide Language, flow, relate to group processes, different types of questions at different times, funnelling, managing energy, use of stimulus material. Importance of starting and ending well.
Interviewing and moderating skills
The qualitative mindset; using the self as the interviewing tool.
Skills required of a qualitative researcher
Different forms of introductions and warm-up games;
Eliciting skills – using open and closed questions appropriately, avoiding leading questions, obtaining information without direct questions: paraphrasing, reflecting, and summarising.
Clarifying content; exploring emotional levels
Listening skills – awareness of the need for active listening and how we reconstruct information. Learning how to listen simultaneously for content, emotions and will.
12 common blocks to listening – which are yours?
Directing questions to an individual vs working with a group
Strategies for dealing with difficult subjects
Managing interpersonal dynamics
Models of the group process – Tuckman and others –
How to recognise the different stages of group development. Parallel models for depth interviews.
Manage yourself in order to manage others.
Managing power relations in groups.
Noticing and dealing with respondents who are dominant or withdrawn/passive; with cynics, soapboxers, over-emotional, know-it-alls and wrongly recruited. Find and practice your own way of dealing with challenging respondents.
Managing client involvement.
Tools and techniques to help interviewing (basic)
Assigning pre-group tasks
Using brief/informal questionnaires during the group
Using flipcharts, mapping, sort cards, post-its, mood boards and collages
Analogy and metaphor, personification and brand party
An overview of stimulus materials, and the advantages and drawbacks of each.
How to research product concepts – why and when to use open and closed stimulus material, how and when to introduce stimulus material
Example day plan for basic moderating training
Delegate Introductions, learning objectives, in the form of a ‘respondent’ introduction, issues and needs at the start of a group. (Models how respondent s might feel at the start of a group)
Mastering Moderating – Eight essential competences
Overview of training ( and later experience/development)
Overview of managing group processes and dynamics – write a powerful introduction, learn what to do at different stages of a group
On track - Creating a topic guide with focus, flexibility, managing energy
The virtuous circle of listening and eliciting skills - review of what they are / apply to topic guide for the afternoon
Coffee
Eliciting skills exercise to discover your own interviewing style
Demonstration of how to ask questions to groups
Managing yourself – importance of being non-judgmental, bracketing, stretching, comfort zones, creating empathy
Managing respondents ( Different and ‘difficult) Exercise
Simple skills to deal with almost anybody
LUNCH
Review procedure for group moderation exercise, finalise questions
Moderation task to practice listening/eliciting skills, managing process, dynamics and energy, and experience being a respondent. Delegates take turns to moderate a group amongst themselves
Tea
Feedback using the video of the group. Personal feedback and general commentary on group processes and findings
Questions, feedback and comments, learning points
Close
Back to Top Analysis and Interpretation What do you expect to get from an analysis? Working top down (download workshops) and bottom up (detective work) Procedures of analysis Things to look for and acknowledge or discount How to check the findings of an analysis Reporting and Presentation Different types and styles of reports, contents Communicating qualitative information, diagrams and images Active writing style Creating useful deliverables, handling negative results. Establishing your objectives in presenting Different styles: interactive, experiential, multi-media, passive, ‘chat’ Choosing types of media, drawing up a structure Handling questions; establishing rapport; maintaining energy levels ‘Bring the respondents into the room’ when appropriate Self presentation: building and anchoring states of confidence, releasing tension, Voice, language and movement to engage interest Back to Top Advanced Qualitative Research Skills Issues around structure, methodology and philosophy Learning from social and academic research to expand the boundaries Reliability and validity of qualitative research Understanding methodological options for more creative research Understanding domains of influence Focus groups versus group discussions Managing yourself to manage others: Quality of presence, awareness of self-presentation, communication style, need to actively create the research relationship Awareness of comfort zones and the need to stretch beyond them Awareness of personality type, motivation, confidence, energy levels and avoidance of bias through bracketing Rapport as a process rather than a state – factors affecting rapport; Staff and organisational research issues Understanding the psychology and sociology of groups: what do people get from being in groups? What are the key features of groups? How do groups make decisions and how to avoid groupthink. Group roles, coercive tactics – why people use them and how to deal with them Levels of empathy NeuroLinguistic Programming for better rapport and clearer communication What happens when groups go wrong: over-neutrality, language as a barrier, poorly applied techniques, inappropriate pace and content, poor moderating skills More advanced group and projective techniques: Models of brands and techniques to use in understanding brands Accessing the intuitive and sub-conscious, left and right brain Projection and defence mechanisms Theory of Low Involvement Processing Blob Tree, projection, timelines, Self-scripts, school reports, balloon game, storytelling Psychodrawing, psychodrama, clay modelling Using music and movement Emotional Laddering More detailed views of analysis Analysis as cultural mediation Different forms of information; information management The hermeneutic circle Using role-play and second position for analysis Some theories which are useful in the analytic context CAQDAS – computer-aided analysis Back to Top Brief description of ‘projective’ techniques Word Association When I say ‘xxx’’ what immediately comes to mind? Analogy & Metaphor If this bank was a travel destination, what would it be? Sentence completion Complete the same sentence with several different endings in as short a time as possible Bubble drawings Cartoons with both thought and speech bubbles for completion Personification If I could magic Gold Blend into being a person, who would see here before you? Brand party / family Interactions between the personifications of a range of brands Blob Tree Circle the people that represent most closely how you feel about….. Guided Imagination Imagine you visited a planet that was run completely by the College of Law. What would ……be like? Projection / timelines Integrates past and future events and also feelings about them on a long sheet of paper Mapping Brands or products – group these together in whatever way they go together. Great for consumer language and involvement Self- scripts Write a script that tells a film director how to make an accurate film of an activity or purchase School reports/ obituaries. articles Use a ready made format to evaluate aspects of a brand or service Balloon game Fun way of getting people to prioritise Collages / mood boards Pick images intuitively, discuss and combine to represent feelings about the subject. (Mood boards are pre-prepared collages) Story telling Based on the Thematic Apperception test, the respondent describes the characters, what has happened and what will happen Laddering Means-end analysis that goes from product features to core emotions and values Role play /psychodrama / sculptures Physical enactment of brands and processes – needs a group Psychodrawing Intuitive drawing of hard to verbalise feelings Clay modelling Intuitive modelling of hard to verbalise feelings Back to Top (Participant) Observation for qual researchers When to use it, range of techniques Using a guiding question and being aware of the observer effect How to make fieldnotes and use observation sheets How to discuss/analyse observations Using computers to analyse qualitative research - XSight This course can include basic principles of analysis for people who have not undertaken a formal analysis before. Using either your own material (interview transcripts or blogs) or the sample project embedded in XSight, this course is a step by step introduction to the features for inputting and coding data, tagging, mapping ideas, and using the query function to compare themes and generate insights. XSight interfaces with Word and PowerPoint. A distance coaching option is available for continued support. Running Successful Workshops The secret of successful relationships with clients is to offer them more than just interviews and debriefs; it is to become a business partner and help develop their products, services and brands. Workshops are more than just a tool for innovation and brainstorming; they are used for problem solving, brand development, consumer closeness and organisational development. As a qualitative researcher you will have some of the skills you need to be a workshop facilitator, but you also need to be aware of the differences between moderating and facilitation, and have access to a range of tools that you can use specifically in workshops. What will you be able to do after this workshop? You will be able to professionally plan and deliver a workshop involving any or all of researchers, clients and consumers, by: Knowing which facilitation skills you will need (and practicing them) Advance planning the session; knowing the rules and tools for managing people, processes and time Having a range of icebreakers for different occasions Having a range of mood changers and energisers Understanding the role of enabling techniques Trying a large range of creative thinking and idea generation techniques Knowing about tools and techniques for process planning, problem analysis and solving Being able to follow up with techniques for evaluating the usefulness of ideas, decision making and action planning What you need to do before the course You will be set a pre-course task to prepare you for both the process and content of the workshop Who will benefit? Anyone who is interested in developing workshops as an offering to clients and developing their skills as a facilitator. A basis of qualitative skills is useful but not necessary. Back to Top Understanding People – theories about how people think, feel and behave Archetypes, signs and symbols their role in research and marketing Attribution theory, approach avoidance conflict Attitudes – components and formation Behaviourism Baby and child development Cognitive Dissonance Cognitive psychology – information processing, implicit attitudes, risk taking behaviour, decision shortcuts, persuasion Consumer decision making – different perspectives Emotion – role and theories, recognising it, measuring it in advertising research - ABC model of consumer response – Affect, Behaviour, Cognition Evolutionary psychology and its effect on our everyday lives Gestalt – the cycle New Lifestages and psychosocial developmental stages Herzbergers work motivators and hygiene factors Humanistic psychology – real self and false self, empathy, basis of interviewing skills Intelligence; multiple intelligences, emotional intelligence Transactional analysis – a theory of communication, life positions and drivers Group dynamics and groupthink Learning styles Maslow, motivation and marketing Motivational perspectives in psychology Memory – latest findings and implications for research Personality models – to help understand other people and brands, from Ayurvedic to VALS Neuromarketing; how the brain works and what brain scanners see. Psychophysical measurement Social Psychology: socialisation, group dynamics, large group behaviour (crowds, herd), conflicts between social groups, social influence Systems theory Key concepts in psychoanalysis – unconscious, defence mechanisms, development of the superego, wish fulfilment, identification State related behaviour; states of consciousness, hypnosis and everyday trance states, happiness and flow NLP (NeuroLinguistic Programming) for qualitative researchers Working with and understanding Gender differences Workplace motivation Psychological Theories as a basis for Interrogating the Brand How Maslow’s Hierarchy of Needs generates an extensive list of questions that can be used to check how well a brand meets consumer needs and motivations on every level. Example: Evaluating advertising for a kitchen manufacturer. What Transactional Analysis is and how it helps understand emotional reactions to brand communications. Example: Developing a new brand in the insurance market Psychodynamic theory (different parts of ourselves are in conflict with each other) and how it helps to explain intuitive decision-making. Example: Strategic positioning in the confectionery market. Evolutionary Psychology – a different perspective on status needs and gender relations. Mating strategies, cognitive abilities. What do men need and women want? Example: male and female needs in the shaving market. Stages of psychological and mental development in children and adults. Different needs come to the fore at different stages of life, and consumers are particularly vulnerable during Lifestage transitions. Example: the role of radio in the lives of teenage boys. Back to Top Insight Generation How do people achieve insight? The session includes: Priming the brain, The role of hunches and intuition immersion, and ‘losing your mind’ techniques for using the right brain adoption of different perspectives, insightment Recognising the AHA! moments and epiphanies (exercise). The fundamental attitude of open-ness and empathy - creating a mindset that will operate whenever insight is needed – looking at research data, watching or doing qual, brainstorming, etc. The practice of bracketing – setting aside your prejudices Neuroscience of empathy – mirror neurones in the brain What does empathy feel like? walking in another’s shoes (walking exercise) Perceptual positions – standing in different places to see different points of view (exercise with someone you don't understand AND take respondents position from a video/transcript) Basic observation skills and knowing how to observe /perceive Consumer Closeness – informal interviewing and deep listening skills Specific Interactive techniques that help generate insights –laddering, collaging, mind mapping Coaching and mentoring Teaching, coaching and mentoring – different approaches Skills for coaching and mentoring Giving and receiving feedback Facilitative questions Models, tools and techniques for coaching Solution focused coaching
Analysis and Interpretation
What do you expect to get from an analysis?
Working top down (download workshops) and bottom up (detective work)
Procedures of analysis
Things to look for and acknowledge or discount
How to check the findings of an analysis
Reporting and Presentation
Different types and styles of reports, contents
Communicating qualitative information, diagrams and images
Active writing style
Creating useful deliverables, handling negative results.
Establishing your objectives in presenting
Different styles: interactive, experiential, multi-media, passive, ‘chat’
Choosing types of media, drawing up a structure
Handling questions; establishing rapport; maintaining energy levels
‘Bring the respondents into the room’ when appropriate
Self presentation: building and anchoring states of confidence, releasing tension,
Voice, language and movement to engage interest
Advanced Qualitative Research Skills
Issues around structure, methodology and philosophy
Learning from social and academic research to expand the boundaries
Reliability and validity of qualitative research
Understanding methodological options for more creative research
Understanding domains of influence
Focus groups versus group discussions
Managing yourself to manage others:
Quality of presence, awareness of self-presentation, communication style, need to actively create the research relationship
Awareness of comfort zones and the need to stretch beyond them
Awareness of personality type, motivation, confidence, energy levels and avoidance of bias through bracketing
Rapport as a process rather than a state – factors affecting rapport;
Staff and organisational research issues
Understanding the psychology and sociology of groups: what do people get from being in groups? What are the key features of groups? How do groups make decisions and how to avoid groupthink. Group roles, coercive tactics – why people use them and how to deal with them
Levels of empathy
NeuroLinguistic Programming for better rapport and clearer communication
What happens when groups go wrong: over-neutrality, language as a barrier, poorly applied techniques, inappropriate pace and content, poor moderating skills
More advanced group and projective techniques:
Models of brands and techniques to use in understanding brands
Accessing the intuitive and sub-conscious, left and right brain
Projection and defence mechanisms
Theory of Low Involvement Processing
Blob Tree, projection, timelines,
Self-scripts, school reports, balloon game, storytelling
Psychodrawing, psychodrama, clay modelling
Using music and movement
Emotional Laddering
More detailed views of analysis
Analysis as cultural mediation
Different forms of information; information management
The hermeneutic circle
Using role-play and second position for analysis
Some theories which are useful in the analytic context
CAQDAS – computer-aided analysis
Brief description of ‘projective’ techniques
Word Association
When I say ‘xxx’’ what immediately comes to mind?
Analogy & Metaphor
If this bank was a travel destination, what would it be?
Sentence completion
Complete the same sentence with several different endings in as short a time as possible
Bubble drawings
Cartoons with both thought and speech bubbles for completion
Personification
If I could magic Gold Blend into being a person, who would see here before you?
Brand party / family
Interactions between the personifications of a range of brands
Blob Tree
Circle the people that represent most closely how you feel about…..
Guided Imagination
Imagine you visited a planet that was run completely by the College of Law. What would ……be like?
Projection / timelines
Integrates past and future events and also feelings about them on a long sheet of paper
Mapping
Brands or products – group these together in whatever way they go together. Great for consumer language and involvement
Self- scripts
Write a script that tells a film director how to make an accurate film of an activity or purchase
School reports/ obituaries. articles
Use a ready made format to evaluate aspects of a brand or service
Balloon game
Fun way of getting people to prioritise
Collages / mood boards
Pick images intuitively, discuss and combine to represent feelings about the subject. (Mood boards are pre-prepared collages)
Story telling
Based on the Thematic Apperception test, the respondent describes the characters, what has happened and what will happen
Laddering
Means-end analysis that goes from product features to core emotions and values
Role play /psychodrama / sculptures
Physical enactment of brands and processes – needs a group
Psychodrawing
Intuitive drawing of hard to verbalise feelings
Clay modelling
Intuitive modelling of hard to verbalise feelings
(Participant) Observation for qual researchers
When to use it, range of techniques
Using a guiding question and being aware of the observer effect
How to make fieldnotes and use observation sheets
How to discuss/analyse observations
Using computers to analyse qualitative research - XSight
This course can include basic principles of analysis for people who have not undertaken a formal analysis before. Using either your own material (interview transcripts or blogs) or the sample project embedded in XSight, this course is a step by step introduction to the features for inputting and coding data, tagging, mapping ideas, and using the query function to compare themes and generate insights. XSight interfaces with Word and PowerPoint. A distance coaching option is available for continued support.
Running Successful Workshops
The secret of successful relationships with clients is to offer them more than just interviews and debriefs; it is to become a business partner and help develop their products, services and brands. Workshops are more than just a tool for innovation and brainstorming; they are used for problem solving, brand development, consumer closeness and organisational development. As a qualitative researcher you will have some of the skills you need to be a workshop facilitator, but you also need to be aware of the differences between moderating and facilitation, and have access to a range of tools that you can use specifically in workshops.
What will you be able to do after this workshop? You will be able to professionally plan and deliver a workshop involving any or all of researchers, clients and consumers, by:
Knowing which facilitation skills you will need (and practicing them)
Advance planning the session; knowing the rules and tools for managing people, processes and time
Having a range of icebreakers for different occasions
Having a range of mood changers and energisers
Understanding the role of enabling techniques
Trying a large range of creative thinking and idea generation techniques
Knowing about tools and techniques for process planning, problem analysis and solving
Being able to follow up with techniques for evaluating the usefulness of ideas, decision making and action planning
What you need to do before the course You will be set a pre-course task to prepare you for both the process and content of the workshop
Who will benefit? Anyone who is interested in developing workshops as an offering to clients and developing their skills as a facilitator. A basis of qualitative skills is useful but not necessary.
Understanding People – theories about how people think, feel and behave
Archetypes, signs and symbols their role in research and marketing
Attribution theory, approach avoidance conflict
Attitudes – components and formation
Behaviourism
Baby and child development
Cognitive Dissonance
Cognitive psychology – information processing, implicit attitudes, risk taking behaviour, decision shortcuts, persuasion
Consumer decision making – different perspectives
Emotion – role and theories, recognising it, measuring it in advertising research - ABC model of consumer response – Affect, Behaviour, Cognition
Evolutionary psychology and its effect on our everyday lives
Gestalt – the cycle
New Lifestages and psychosocial developmental stages
Herzbergers work motivators and hygiene factors
Humanistic psychology – real self and false self, empathy, basis of interviewing skills
Intelligence; multiple intelligences, emotional intelligence
Transactional analysis – a theory of communication, life positions and drivers
Group dynamics and groupthink
Learning styles
Maslow, motivation and marketing
Motivational perspectives in psychology
Memory – latest findings and implications for research
Personality models – to help understand other people and brands, from Ayurvedic to VALS
Neuromarketing; how the brain works and what brain scanners see. Psychophysical measurement
Social Psychology: socialisation, group dynamics, large group behaviour (crowds, herd), conflicts between social groups, social influence
Systems theory
Key concepts in psychoanalysis – unconscious, defence mechanisms, development of the superego, wish fulfilment, identification
State related behaviour; states of consciousness, hypnosis and everyday trance states, happiness and flow
NLP (NeuroLinguistic Programming) for qualitative researchers
Working with and understanding Gender differences
Workplace motivation
Psychological Theories as a basis for Interrogating the Brand
How Maslow’s Hierarchy of Needs generates an extensive list of questions that can be used to check how well a brand meets consumer needs and motivations on every level. Example: Evaluating advertising for a kitchen manufacturer.
What Transactional Analysis is and how it helps understand emotional reactions to brand communications. Example: Developing a new brand in the insurance market
Psychodynamic theory (different parts of ourselves are in conflict with each other) and how it helps to explain intuitive decision-making. Example: Strategic positioning in the confectionery market.
Evolutionary Psychology – a different perspective on status needs and gender relations. Mating strategies, cognitive abilities. What do men need and women want? Example: male and female needs in the shaving market.
Stages of psychological and mental development in children and adults. Different needs come to the fore at different stages of life, and consumers are particularly vulnerable during Lifestage transitions. Example: the role of radio in the lives of teenage boys.
Insight Generation
How do people achieve insight? The session includes:
Priming the brain,
The role of hunches and intuition
immersion, and ‘losing your mind’
techniques for using the right brain
adoption of different perspectives,
insightment
Recognising the AHA! moments and epiphanies (exercise).
The fundamental attitude of open-ness and empathy - creating a mindset that will operate whenever insight is needed – looking at research data, watching or doing qual, brainstorming, etc.
The practice of bracketing – setting aside your prejudices
Neuroscience of empathy – mirror neurones in the brain
What does empathy feel like? walking in another’s shoes (walking exercise)
Perceptual positions – standing in different places to see different points of view (exercise with someone you don't understand AND take respondents position from a video/transcript)
Basic observation skills and knowing how to observe /perceive
Consumer Closeness – informal interviewing and deep listening skills
Specific Interactive techniques that help generate insights –laddering, collaging, mind mapping
Coaching and mentoring
Teaching, coaching and mentoring – different approaches
Skills for coaching and mentoring
Giving and receiving feedback
Facilitative questions
Models, tools and techniques for coaching
Solution focused coaching
Joanna Chrzanowska, FMRS, Genesis Consulting 2, Kingsfold Close, Billingshurst, West Sussex, RH14 9HG
