Qualitative Market Research for Entrepreneurs & Business Innovators

A critical element of entrepreneurship, and indeed all new business development, is to be able to undertake insightful market research, including developing an ‘understanding’ of the customers of potential new products and services. This requires qualitative research methods, and in this course participants learn to utilize the most recent and effective methods. A feature of the course is that the curriculum also explores the academic origins of the methods, developed from the fields of sociology, anthropology, management, and industrial design. Participants undertake a meaningful market research project in teams or as individuals.