About This Course

Qualitative research plays a critical role in public communications and policy development, helping agencies understand the motivations, perceptions, and lived experiences of different groups of people. As organisations increasingly turn to qualitative methods to uncover deeper insights, public officers need the skills to design, conduct and interpret focus groups effectively.

Designed around the qualitative research process, this program introduces participants to key qualitative methodologies and shows how to turn research briefs into actionable study designs. Additionally, learners can build practical skills in facilitating discussions and interpreting qualitative data. The following are some topics to be covered:

1. Key methodologies and considerations when designing qualitative studies
2. Selecting representative focus groups
3. Designing effective facilitation guides
4. Tips on facilitating focus groups

What You'll Learn

By the end of this course, participants will be able to:

1. UNDERSTAND the role and use cases of qualitative research in public policy and communications
2. OPTIMISE research briefs and data‑collection strategies
3. DESIGN effective focus groups for social research
4. APPLY ethical principles and practices in qualitative research
5. ANALYSE qualitative data to support informed decision‑making

Trainers

Nadia Olisa, Associate Director

Nadia Olisa

Associate Director
Qualitative Research and Business Partnership

Nadia leads the qualitative practice in RySense with more than 500 hours of focus group moderation experience that spans from working with children to C-suite. Prior to RySense, she worked in a boutique market research agency, specialising mainly in qualitative research for public policy and communications. Having experience in a myriad of qualitative research technologies such as dial testing and behavioural research technologies like eye-tracking, Nadia is our resident maestro in uncovering the ‘whys’ and ‘hows’ of user behaviour and perception.

Yeo Wan Ting, Qualitative Expert

Yeo Wan Ting

Expert
Qualitative Research

Wan Ting presently serves as a Manager in the RySense qualitative team. With over six years of experience in qualitative research, she has accumulated over 300 hours of focus group moderation across a range of audiences. Prior to joining RySense, Wan Ting was a Research Associate at a local institute of higher learning. There, she coached and led a qualitative team in methodologies such as ethnography, focus group discussions and in-depth interviews. Wan Ting holds a Master of Arts (Applied Linguistics), specializing in the communication of nation-building ideologies in national campaigns.

Hendrickson Cheong, Qualitative Expert

Hendrickson Cheong

Expert
Qualitative Research

Hendrickson is the resident qualitative tech expert within the qualitative team, with over 8 years of market research experience in moderation coupled together with dial testing and eye tracking. Having previously worked in a bespoke research agency, he has worked on customised qualitative projects that have helped launch new products and advertising campaigns using U&A, ad/concept testing, and taste tests. He also has experience in conducting studies in a wide range of industries from banking, insurance, FMCG to F&B.