No matter whether you are new to the research scene or already have some experience, this course will help you excel in future research challenges and bring your project, product and start-up to a success.

Regardless which approach to innovation you or your company adopted, all approaches are based on the deep understanding of the wishes, needs and desires of the user. Entering a dialog with your present and future consumers is essential for any development or relaunch of products, applications and services. Consumer centricity is crucial for an economic deployment of your resources.

During this course, you will learn how to become an ‘insight gold miner’ via qualitative interviews and unveil hidden truths. With accurate preparation and execution of user interviews, your research challenge will become a success.

Crafting the right questions for your interview is always a tailormade task. This course helps you to reach the goal of asking the right questions by helping you prepare properly.

The course is practice oriented. To increase the learning impact, the sessions include exercises as well as theoretical background.

The course takes you through the following topics:

• Importance of research for the success of your business

• Short introduction to qualitative methods

• Mindset, researcher and research team

• Business vs. research objectives

• Setting up a research plan (To how many people should one speak and how to define it?)

• Preparing the guideline for the interviews

• The actual interview situation with what to look out for

• 5 golden tips on how to ask the right questions

• What is an analysis?

• How to proceed in an analysis?

NOTE: this course focusses on qualitative research (e.g. interviews, in-depths), not on quantitative research (e.g. surveys)!