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Breaking Down the Glass – Creating Creative Qualitative Experiences

Total Credits: 8 including 8 Advance Credits

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Daniel Berkal
4 sessions
Original Program Date:
Jul 07, 2022


If you are looking for some refreshed thinking about all aspects of your qualitative research projects, you won’t want to miss this course with the always-creative Daniel Berkal of The Palmerston Group.  This four-session course will include time for lecture/teaching, hands-on team breakouts and projects, Q&A and a bit of homework to enhance your learning. Creative approaches to recruiting, methodology/project design and reporting will be covered along with many other aspects of infusing creativity into your work. All skill levels are welcome to attend and stretch the creativity muscles!

Space is limited - register now to secure your spot!

Check out The Palmerston Group @thepalmerstongroup on TikTok for a preview of Daniel’s creative approach to qual.


Estimated Session Breakdown:

  1. 5-10 minutes – Welcome, Intro, Review Agenda/Recap

  2. 45 minutes – lecture, teaching

  3. 20 minutes – Breakout working on a project

  4. 20 minutes – Readout/share back by teams on their work

  5. 20 minutes – Q&A

  6. 5-10 minutes – Wrap-up, Assignment of Homework


Session-Specific Details

Session 1 – Introduction to Creative Qual (Thursday, July 7 at 11 am – 1 pm CT/Noon – 2 pm ET)

  1. Why be creative?

  2. What are the potential advantages and disadvantages?

  3. What are some historical examples: In other fields, In your client’s industry, In qualitative research

  4. Where can we get inspiration from?

  5. What to avoid


Breakout into teams for project assignment * Discussion and Q&A * Assign Homework


Session 2 – Creativity in Recruiting (Thursday, July 14 at 11 am – 1 pm CT/Noon – 2 pm ET)

  1. What are the best ways to find potential participants?

  2. How to utilize organic recruiting to capture passionate humans, avoiding professional respondents?

  3. How to identify an audience

  4. How to ensure genuine participants?

  5. How to build authenticity in a community


Breakout into teams for project assignment * Discussion and Q&A * Assign Homework


Session 3 – Creativity in Methodology Design (Friday, July 22 at 11 am – 1 pm CT/Noon – 2 pm ET)

  1. When facing a challenge, determining the best methodology design that captivates clients and solves core business issues

  2. How to make methodology affordable and fully come to life

  3. Best practices

  4. Building great deliverables

  5. How to create client involvement opportunities

  6. How to control for the unexpected

  7. How to set the stage for success

  8. How to manage uncertainty

  9. How to be creative within a set framework


Breakout into teams for project assignment * Discussion and Q&A


Session 4 – Creativity in Reporting (Thursday, July 28 at 11 am – 1 pm CT/Noon – 2 pm ET)

  1. The importance of deliverables

  2. Creating inspirational previews

  3. The pass-along score

  4. Utilizing media (podcast, video, social, tactile, olfactory)

  5. Ways to increase involvement of clients

  6. Tricks of the trade


Breakout into teams for in-class assignment * Discussion and Q&A


Waitlist - This course has a registration cap. Once it has hit that capacity, if interested in being contacted if more spots open, please utilize the waitlist:


Daniel Berkal's Profile

Daniel Berkal Related seminars and products

The Palmerston Group

Daniel Berkal is a globally recognized expert in immersive methodologies who leads the research team at The Palmerston Group. 
The recipient of the 2011 QRCA “Qually" for excellence in Qualitative Research, Daniel has worked on the most innovative brands in business and is best known for completely immersing himself in consumer environments. With projects featured in Fast Company and Forbes, he's been called "Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period.”  He led a team that earned the MRIA award for “Best Qualitative Project” for immersive work with Cirque du Soleil.
Daniel holds degrees from McGill University and The University of Texas at Austin. He is a professor at Humber College and has instructed at Miami Ad School campuses in New York, Minneapolis, Toronto and Miami. He has served on the board of directors of the QRCA.

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