This hands-on course explores qualitative research techniques to deeply understand the motivators and barriers in buyer and user experiences. Students will master research design, data collection, analysis, and insight generation through practical applications. Learn to conduct and analyze interviews, focus groups, ethnographic studies, usability testing interviews, customer journey mapping, and other emerging qualitative methodologies while developing skills in research planning, execution, analysis, and presentation of findings to business stakeholders. Prerequisite: MARK 5327 or Permission from Program Director.