How to Conduct Ancillary Qualitative Methods

This 2-day in-person workshop will help you learn how to design and conduct qualitative research in any surrounding.  Some of the most exciting methodologies happen in the participant’s natural environments; in stores, their office, their home or in the comfort of their own webcam. You’ll learn how to leverage techniques like ethnography, shop alongs and in-homes to meet participants where they are for the most natural, in-the-moment conversations.  And you’ll learn the strategies, tools, platforms and equipment you’ll need to capture these conversations along the way.

This workshop is taught by Katrina Noelle, an insights industry leader who champions the importance of research design. This course is designed for qualitative researchers, market researchers, ad agency professionals, independent consultants, and in-house teams who want to add to their methodological toolbox. Note that this advanced course is best-suited for those who have completed the “Everything in Moderation” course and/or had some practice using qualitative methods.

Cost: $2500

Instructor Bio:  Katrina Noelle is principal of KNow Research, an insights consultancy based in San Francisco that has been designing custom research initiatives for clients by combining methodologies from traditional in-person research with digital approaches since 2003. She is also co-Founder of Scoot® Insights, where their trademarked Scoot Sprint approach helps decision-makers choose the right direction. Katrina relishes the opportunity to empower and support talented women on her team and in her network of expert partners, most recently through her role as a Laureate for the Insights Association.  She believes in the ability, empathy, strength and drive of women in Insights and works to bring out those qualities in others.

Got questions about the course and want more details? Contact

Scroll down to see available cities and dates.

What you get from the course

  • Full certificate in report writing and presenting, upon completion of course
  • Team-building for in-house team training
  • Access to the member-only InterQ Learning Labs global community
  • Real world practice using in-situ techniques

What the course includes

  • How to expand upon your moderation and facilitation skills to design and conduct research in any environment
  • Tips and tricks on the best tools for in-situ research
  • Best practices for designing and conducting webcam research
  • Best practices for designing and conducting in-situ research including observation, intercepts, ethnography, shop alongs, taste/product tests and onsite/in-home research
  • A chance to practice conducting in-situ research interviews
  • Small class sizes: 2 instructors, 12 participants max

Upcoming workshops

April 12 & 13, 2023, Minneapolis

View All Workshops