This module introduces the core methods of qualitative research. You will learn to define and differentiate between interviews, focus groups, and ethnography, understanding the unique value of each. Using real-world examples like the "Got Milk?" campaign and Airbnb's user research, you will learn to select and justify the most appropriate method for different research goals. Rather than focusing on memorizing definitions, effective researchers consider why a particular method is suitable for a specific research situation. In practice, qualitative methods are selected based on the type of insight needed, the research objective, and practical constraints such as time, access to participants, and scope. You will practice evaluating which method is appropriate based on the problem being explored.

This module provides a practical, step-by-step guide to creating a professional discussion guide. You will learn how to structure an interview, translate research objectives into powerful and open-ended questions, and build a guide that ensures that you gather rich, narrative data needed to drive informed decisions. The goal of this module is not just to write questions, but to ensure that each question is aligned to a clear research purpose, so that you can learn to fulfill your role and responsibilities as an analyst. While qualitative research provides rich, in-depth insights, it is not designed to produce statistically generalizable results. Qualitative findings reflect the perspectives of specific participants and should be interpreted within the context of the study's scope, sample, and limitations. In professional settings, qualitative research is often used to inform hypotheses, refine understanding, or explore underlying motivations, rather than to measure prevalence or make population-wide claims. As an analyst, your work will be done as part of a team, so understanding standard research methods and tools will help you communicate as part of your research group with your supervisors and peers.