Qualitative research is a methodology used to gather objective and unbiased insights from a specific group to better understand a problem or issue, ideate a new concept, or expand upon an existing opportunity. The process seeks to tap into the human side of the equation and done by way of one-on-one interviews, observations, questionnaires, focus groups, etc. And while you may feel confident in your knowledge of the assets needed to conduct such research, have you asked yourself if you truly understand the psychological basics, methods and tools that will help you increase the quality of your activities?
Beyond the Basics
"Great Service Designers and Researchers are comfortable moving forward even though they don't know in the beginning what they need to know" Dr. Tina Weisser
The Service Design Academy is pleased to welcome Dr Tina Weisser on July 20&27, 2021 for her highly regarded course, User Research Masterclass - The art of asking. This course is designed for those interested in stepping beyond "the basics" of field research and diving deep into its methodologies, with a laser focus on the psychological fundamentals that will help maximise your efforts.
About the course, Dr Weisser says, "We will practise conversation techniques,
experience different types of perceptions and biases. We will discuss common barriers in research and you will get introduced to a structured process to do synthesis."
Using her structured approach, participants will learn to immerse themselves into end-users' living experiences, to understand better what drives them from an emotional level. As a service designer, you know that only through such work can you truly appreciate a consumer's needs and wants, and in turn, design an experience that truly resonates. Sound qualitative research consequently stands as a critical component of your practitioner tool kit.