Qualitative Research Interviews

About this course

"Qualitative Research Interviews" is a beginner course for aspiring market analysts and professionals who need to uncover the "why" behind customer behavior. This course moves beyond theory to provide the practical skills needed to conduct high-quality interviews that yield deep, actionable insights. You will learn to distinguish between key qualitative methods, including interviews, focus groups, and ethnographic studies, and understand when to use each one effectively. The focus is on using interviews to inform business decisions, a common task for analysts, helping organizations clarify problems before committing to larger research projects. The curriculum centers on the most critical tool for any interviewer: the discussion guide. Through a hands-on process, you will learn to apply a professional framework to structure your interviews, craft powerful open-ended questions, and align every part of your guide to your core research objectives. By the end of this course, you will have the confidence and practical ability to design a complete interview guide, enabling you to gather the rich, narrative data that drives meaningful product and business decisions.

Course objectives

• Help analysts clarify problems before larger research projects
• Provide a framework for structuring interviews