From selling the newest runway fashions to promoting donations to Greenpeace, successful online marketing campaigns and product launches often start with well planned qualitative research. This course offers a qualitative methodological perspective on how to conduct interviews and focus groups. This course explains the who, what, why and how of qualitative research with practical applications for those professionally interested in marketing, branding, and even user experience as well. Students will work throughout the quarter to design and implement their own qualitative research project.
Meets Research Methods Requirement.
Instructor Bio – Kyle Kubler
Kyle Kubler is a postdoctoral research fellow at the center for Journalism, Media and Democracy, where he studies social media, political economy and information communication technologies. Kyle recently received his PhD from the department of communication at the University of Washington. His dissertation project focused on the beliefs, strategies, and cultural production of fitness influencers and content creators on Instagram. Kyle has recently published research on the framing of technology and the economy in the business press, as well as collaborating on research projects with the University of Washington’s Family Communication Lab.