Qualitative Marketing Research

Catalog description

Qualitative marketing research is about understanding the why behind consumer behavior—what people think, feel, and experience, and how those insights shape decision-making. This course is designed for students who are curious about human behavior and interested in uncovering insights that go beyond the numbers. In this course, students explore qualitative marketing research methods used to uncover motivations, perceptions, and emotions that can’t be captured in a survey alone. Students learn how to design research, recruit participants, and lead meaningful interviews and focus groups. A strong emphasis is placed on research design and listening skills in order to identify recurring patterns, interpret underlying meaning, and uncover the insights hidden within conversations. Students will practice turning these insights into clear, engaging stories and recommendations through a hands-on, client-based research project that mirrors real-world qualitative marketing research.