Internal qualitative research training

Over two years have passed since the pandemic sent shockwaves through the world, upending life as we knew it. Though the pandemic is far from over, people are slowly returning to the office, traveling is edging back to 2019 levels, and people are spending money, even with inflation.

If you have an in-house team of strategists and marketers, there is no better time to equip your team with qualitative research skills. Customer mindsets and habits have changed — and are rapidly evolving, even from 2021 and 2022 habits. Keeping a constant pulse on customer mindsets through voice of the customer studies is essential to stay competitive and ensure you’re keeping up with consumer tastes and preferences.

For larger qualitative and quantitative consumer research studies, it’s often more efficient to outsource research, as the amount of time and specialization requires highly skilled teams, recruiters, and specialists versed in insights. However, for ongoing voice of the customer studies, product concept tests, user experience testing, and ad campaign perceptions, you can have your team be trained on fundamental qualitative research skills, so that the work can be done in-house.

What are the advantages of doing qualitative research in-house versus outsourcing?

Conducing qualitative research in-house has certain advantages. For one, projects can be set up quickly and nimbly, since the team knows the products and brands inside-out. An additional advantage is the cost-savings of hiring an outside firm.

However, be aware of some of the disadvantages as well. Bias, being too familiar with the product (and therefore unable to see it objectively), and the amount of time research takes are downsides.

For teams who are going to take on internal research projects, it’s therefore especially critical to ensure they’re trained in sound market research principles. A good training program (such as a foundational course in moderating), will train teams on the full process: defining the objectives, choosing the type of methodology, aligning stakeholders on the goals, choosing the right sample size, picking the right technology tools, writing the discussion guide, interviewing participants (and being able to set up questions that won’t bias or lead participants), and pull out the key insights.

Moreover, by sending internal teams to the same training program (aside from it being a great team building activity), it ensures that teams are aligned on the same principles and working from the same playbook.

Your customers want their input to shape your products and services

Customers are finicky, and there are a plethora of brands or services that can solve their needs. To differentiate yourself, stay relevant to them by continuously listening to their feedback. This is far more extensive than simply conducting quantitative feedback surveys; qualitative research allows your team to have in-depth conversations, track online shopping journeys, and monitor their opinions via social listening. Continuous research pays off — just look at brands such as Lego, Google, Danone — they spend millions on market research. Because it works.

Are you ready to equip your team for research?

When you’re ready to dive into research, equip your internal team through training courses. In-person training is the most comprehensive way to ensure teams are actively participating, getting live, on-the-spot feedback (as opposed to pre-recorded training webinars), and learning together.

Browse InterQ Learning Labs Research Courses >