Anyone can conduct an interview or perhaps even lead a focus group. But can anyone do it with the candor and panache that is expected by today’s demanding clients and savvy consumers?
Join us for a three-day intensive practicum in Atlanta, Georgia where you will learn the art of qualitative interviewing from three of the industry’s leading practitioners.
AT A GLANCE INFORMATION
Dates: September 9-11, 2024
Location: Atlanta, Georgia
Class Size: Limited to 12 people
Fees: $3750
WHAT MAKES THIS COURSE DIFFERENT
When we started our careers, we were fortunate to apprentice with some of the best in the business and attend preeminent training programs. The learnings were and still are invaluable.
However, the research world has changed many times over since then. New technologies have necessitated new methods and approaches. People are much more well-informed on what they buy. And, they want to be more vested and understand how companies will use their thoughts and opinions.
Clients are also different with access to DIY solutions and readily available information from social media and AI platforms. They want and need everything faster and faster.
All of this places new demands on moderators and how we do our work. It requires going beyond the rational to find the truth - not simply what people and companies assume each other wants to hear.
Learning the Art of Candor draws upon classic approaches but recognizes they must live in today’s world.
WHO SHOULD TAKE THIS COURSE
You are totally new to qualitative research and want to learn what moderating entails.
You are a client who sometimes moderates your own assignments and wants to get better at it.
You have been moderating for a few years but have never had any formal training.
COURSE DETAILS
Learning the Art of Candor is a 3-day training training class that immerses students in the art of conducting qualitative research. Our class will be a mixture of teaching, demonstrating, and practicing skills - we promise you will never be bored!
Although there will be no test at the end, you will lead a 30-minute group at the conclusion of the class with real participants, all while your classmates and instructors observe (just like in the real world!).
We will cover moderating in-person and virtual discussion groups and in-depth interviews. Core topics will include:
Recruiting the right participants to ensure success - Knowing what makes for a “good” participant and how to weed out cheaters.
Creating the right environment for your research - Making your research not feel like clinical and sterile market research.
Writing effective discussion guides - Balancing priorities, not overpacking your guide, and not overwhelming people.
Managing group dynamics - Ensuring everyone gets equal air time, drawing out the shy ones, and managing the dominators.
Techniques - Using projectives and creative exercises with people to get below the surface.
Style - Finding an authentic approach that works for you and fits your personality.
THE INSTRUCTORS
THE LOGISTICS
Location
Serendipity Labs
100 North Point Center East Suites 125 & 200
Alpharetta, GA 30022
Travel
Please plan to fly into and out of Hartsfield-Jackson Atlanta International Airport. You will need to arrive on Tuesday, October 10, the day before our class begins. On Friday, October 13, we will wrap-up at 2 pm, so please do not schedule a return flight before 6:00 pm. Without traffic, a taxi or Uber/Lyft ride is approximately 30 minutes to hotels surrounding the location of our class.
Hotels
Many hotels are around the venue, but the following are within walking distance. If you let us know where you plan to stay in advance, we can let the group know in the hope that a good number of you will be at the same place.
Hyatt Place Atlanta/Alpharetta/North Point Mall (0.6 miles from Serendipity)
La Quinta Inn & Suites by Wyndham Atlanta Alpharetta (1.1 miles)
Holiday Inn Express Alpharetta - Roswell, an IHG Hotel (1.4 miles)
Class Schedule
Monday, September 9 - 9:00am to 6:00pm
Tuesday, September 10 - 9:00am to 9:00pm
Wednesday, September 11 - 9:00am to 3:00pm
FOR MORE INFORMATION
If you would like more information about the class, please fill out the form below. We are happy to answer any questions that you may have, and if you would like to sign up, we will send an electronic invoice. Thank you!