Back to the Future?

The Future of Qualitative Research: What have we learnt through the fundamental changes in the past few years?
Start 10 Sep, 07:00 UTC
End 10 Sep, 15:00 UTC
Location On-site
Amsterdam, Netherlands

Training Details

10 September from 7:00-15:00 UTC / 9:00-17:00 CEST.

  • Register for this exclusive on-site training led by Sven Arn from 9:00-17:00 CEST on 10 September 2023. This training will take place in person at our Congress 2023 in Amsterdam.

  • The course fee is €400/600 (member/non-member rate respectively).

  • If you would like more information about the training please contact


The focus of this workshop with Sven Arn is qualitative research. The global pandemic fundamentally changed the way qualitative research was conducted. What can we expect now that it looks like things are going back to ‘normal’? Or are they?

This Masterclass will feature many examples from research projects conducted worldwide. We will refer to method best practice, use analytical frameworks and models and outline some of the major cultural and societal changes impacting the world of research and marketing.

What will you learn?

  • During this course, you will receive an overview of what is currently state-of-the-art in qualitative research and how we can anticipate how things might develop moving forward.

  • You will be provided with concrete and tangible examples of approaches, project designs, and analytical tools that attendees can use in their day-to-day work.

Who should attend?

Researchers with some experience in qualitative research – or with a longer research experience but eager to learn more about qualitative research.

The course is designed for participants both from the client side and from research agencies. 

Programme Overview 

In the Masterclass, we will cover the following themes:

  • How digital tool acceleration has fundamentally impacted how we conduct qualitative research.

  • Putting face-to-face research into context in the digital research environment. What does face-to-face research do that other research cannot achieve?

  • How have people changed? What are the things we need to consider when the world is in crisis mode? The pandemic might be over, but the next crisis is already here.

  • What are some of the general principles of change that we can learn from? We use a change adoption model to explore this.

  • Cultural and societal changes are impacting the world of research and marketing. What can we expect for the future?


Sven Arn
ESOMAR Individual Member, Managing Director & Partner at Human8