Primary Insights is both a learning organization and a teaching organization. We believe it is in the best interest of our clients and ourselves to educate client research teams in achieving maximum value from their qualitative projects.

An ambitious corporate strategy is only as strong as the personnel who execute it. Primary Insights can help your company achieve its strategic goals by ensuring that the consumer research being conducted is understood in its overall context, executional details, and application.

A thorough comprehension of qualitative processes allows clients to start each project ahead of the game—their objectives are well reasoned, their strategic focus is clear, and their preliminary design request is practical and appropriate. Further, clients who truly understand how to apply qualitative findings maximize the impact of each project. There is, of course, the added advantage that dollars spent on qualitative are spent most wisely by well-educated teams.

As with our research methodologies, we modify and customize training programs to suit your company and team goals. Whether you need some backroom coaching, a quick workshop on a single issue, or a program of training involving multiple teams and issues, we will design and adapt approaches appropriate to your company's culture and goals.

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Courses

Primary Insights currently offers an intensive, interactive 2-day course called "Getting the Most Out of Qualitative." Click here for more information about this course including a description, outline, and participant comments. Primary Insights' courses are structured programs lasting at least one full day and covering multiple issues and topics or a single large issue with numerous subtopics. Courses are designed to appeal to and be effective for a range of types of learners including those…

Our moderators are excellent teachers—applying the same empathic, analytical, and interactive methodologies used with respondents to make the learning experience rich, productive, and memorable.

Courses are constructed to address a variety of issues related to qualitative research, consumers, group facilitation, and in-depth interviewing. Our trademark innovation and customized approach allow us to create new courses and modify existing courses to suit your company's specific strategy and culture.

Presentations

Formal presentations involve a more-lecture-oriented, less-interactive approach to a subject area. Presentations range in length from a few hours to full days. Primary Insights presentations have been used to introduce companies to the full scope and range of uses of qualitative methods. Educational presentations are also used to anchor large-scale qualitative projects or series of projects to ensure that all participants are grounded in qualitative approaches and the eventual application of findings.

Presentations are also targeted toward particular issues including the following:

Workshops

Workshops are less-formal, highly interactive sessions—generally lasting a few hours to a full day—focusing on a single issue and/or involving a single module from one of our courses. Workshops are beneficial as introductions to new methodologies and training tools for new team members.

Workshops are customized to address specific concerns, interests, or issues experienced by a company or team. Interactive exercises are created to involve all participants and speak to a variety of strengths, styles, and emphases.

Sample Workshop Topics

Informal Training

Primary Insights moderators are often asked to conduct on-the-spot lessons in the field about techniques, approaches to listening, and even moderating—when a team member is brave enough to venture into the interview room.

In addition, we have devised informal training for individuals new to marketing research and/or the client company. We offer mentoring in qualitative process as well as inviting people to spend a day in our offices learning the mechanics of project management from each of our expert team members.