This workshop will cover the essential elements of designing a qualitative research study, including how to build your ideal customer persona, ask the right questions and properly define your participant sample. The session will deep dive into developing discussion guides and some of the best practices when executing a focus group or an in-depth interview.
- Gain an understanding of primary research techniques, particularly qualitative research
- Build your ideal customer persona
- Learn to ask your customers the right questions
- Create a discussion guide
About the Speaker: Jovana Stranatic
Jovana Stranatic is a Certified Marketing Research Professional working with the ICT team on the MaRS Market Intelligence team. Jovana holds a BA(Hons) in Psychology from the University of Windsor and a post-graduate certificate in research analysis. She is skilled in data analysis and primary research methodologies and is currently leading the Customer Insights service offered by Market Intelligence.