Back to the Future?
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 firstname.lastname@example.org.
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 lots of examples from research projects conducted around the world. 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 with an eagerness to learn more about qualitative research.
The course is designed for participants both from the client side and from research agencies.
In the Masterclass, we will cover the following themes:
How the acceleration of digital tools has fundamentally impacted the way 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 take into consideration 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 impacting the world of research and marketing. What can we expect for the future?
Sven ArnESOMAR Individual Member, Managing Director & Partner at Human8
Sven was previously an owner of Happy Thinking People, a research agency with offices in Germany, Switzerland, France and India with clients around the world. His company joined forces with Human8 in 2023
Now part of the global company Human8 he has particular areas of expertise in using consumer insight to develop brand positioning, fuel product innovation and strategy. Both within Happy Thinking People and now with Human8 he has worked with his teams to develop new approaches to consumer centricity, particularly with a qualitative focus and with a cross-cultural scope.
Sven regularly gives workshops and training courses, including past qualitative research Masterclasses for Esomar. He has been on a number of Programme Committees at various Esomar events.