Learn how to find out more about your target customers and what they want, with research specialist and small business coach Cathie Wood.

This month’s speaker is Cathie Wood, research specialist and small business coach. Cathie lives in Jericho in a house that backs onto the canal where she keeps a small rowing boat, she has two rescue cats called Mojo and Coco, and she got engaged to her husband in Botswana where just minutes later they were almost (but thankfully not) squashed by a rampaging bull elephant.

She’ll be teaching us exactly how to find out more about our target customers and what they want. We’ll start with an overview of the most common methods of market-research – both quantitative and qualitative – thinking through the pros and cons of different techniques, when and why to use them, and how to bring them to life for clients and stakeholders.

Next we’ll look more closely at the growing trend of doing qualitative research online, exploring how it compares to classic face-to-face qualitative research. Cathie will unpack both the positives and the limitations of digital research and help us learn how to make the most of it.

Then we’ll end with some practical suggestions on how smaller organisations – with limited time, people, and money – can get hold of relevant insights on their market and their customers.