“The customer is the expert of their problem, and you are the expert in finding a solution to that problem.”
The Customer Insights workshops will cover the essential elements of designing a qualitative research study, including how to build your ideal customer persona, ask the right questions and properly define your participant sample. The session will deep dive into developing discussion guides and some of the best practices when executing a focus group or an in-depth interview as well as data analysis.
– Understand the differences between qualitative and quantitative research
– How to develop a structured discussion guide that will help you ask the right questions
– Build out your customer persona and use it to recruit the correct sample
– How to analyze the qualitative data collected
Any venture looking to learn about conducting Primary Research. Majority of the content will focus on designing and executing a qualitative study and how to define a customer persona.
The workshop will be delivered by Jovana Stranatic who is a Certified Market Research Professional (CMRP) working with the Market Intelligence team at MaRS Discovery District where she leads the Customer Insights service offering. Jovana holds a degree in Behavioral Psychology from the University of Windsor and a Post-Graduate certificate in Research Analysis.