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Training - Summer Academy 2019

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Qualitative Research in the Age of Data Fusion

Sorry, this session is full. Please contact us at events@esomar.org for any options of a waiting list.

This complimentary masterclass is offered at ESOMAR Summer Academy 2019, for more details visit here.


Data is everywhere. AI and machine learning are beginning to help us to manage vast amounts of data. But who can really make sense of it all?
Qualitative techniques are invaluable tools for transforming facts and understandings into powerful insights. Of not just capturing what is happening out there and what people are doing but uncovering the real reasons why and understanding the human behind the consumer.

This workshop will provide a 360° view of the qualitative world today.

The focus on the first part of the workshop will be on qualitative insight techniques. Transforming observations and data into insights. What you learn here can be applied to qualitative research approaches but is also a valuable analytical model for insight generation regardless of the source.

In the second part of the workshop we will take a whirlwind tour through today’s qualitative methods, approaches and tools. Face-to-face and digital, exploration and observation and from the traditional techniques to what lies on the horizon.

What are the objectives/ What's in it for me?

  • To gain an understanding of today's state-of the art qualitative approaches – and how to use and combine them for deeper understanding.
  • To practice the art of insight crafting – with lots of valuable tools and tips.
  • To learn about new qualitative techniques – for example non-verbal digital qualitative approaches.

Who should attend?

Anybody curious to find out more.

Level of learning?

All levels – but participants should have a basic understanding of what qualitative research is.
We're not going to start by explaining why we don’t always need numbers : ).

Maximal number of attendees


Participants should have a (charged) smartphone with them

Programme outline for the day


The Craft of Qualitative Insights
In this world of data, are we losing sight of the insights? We need to continue to distinguish between facts, understandings and insights. We can use qualitative insight techniques and processes to ensure that we generate insights rather than just produce data.


The Qualitative Kaleidoscope
The qualitative skill set has exploded in the past few years, for example with the introduction of new digital approaches. At the same time, there is still a place for many of the tried and tested techniques. This session will provide a whirlwind tour of qualitative methods and tools – showing how and when to apply what. And of course, why.

Basic agenda:

  • 9.00 – start
  • 10.30 to 10.45 – coffee
  • 12.30 – 13.30 – lunch
  • 15.15 – 15.30 – coffee
  • 17.00 – close

Workshop leader

Sven Arn

Sven Arn

Managing Director and Partner
Happy Thinking People

Sven Arn is Managing Director and Partner at Happy Thinking People. He has been with the company since 1991, and became Managing Director in 1997. His focus is on international and cross-cultural research, with a specific expertise in insight development, positioning, and brand strategy.